The market for FMCG products with licensed images of characters from cartoons, movies, and TV shows continues to grow. From May 2023 to April 2024, the value of this segment is approaching 482 million PLN. This represents an increase of over 17 percentage points compared to the same period a year earlier. The dynamic growth of this market shows the importance of using popular characters in FMCG marketing. This information comes from the latest CPS GfK analysis.
The interest in products with licensed graphics is steadily growing, as seen in their increasing share in total household spending on FMCG goods. CPS GfK data reveals that consumer sentiment is getting better, and shoppers are more inclined towards premium products. Manufacturers and retailers have noticed this trend. As a result, there are more and more high-quality products decorated with graphics of favorite characters from cartoons and films on store shelves.
“The increase in the value of the market for products with licensed graphics is not the only indicator of their growing popularity. In the last year, the number of barcodes for these items has increased by 20%,” comments Jakub Dubniak, a consultant at Consumer Panel Services GfK. “The main buyers are families with children, although we can also notice growing interest among other demographic groups, especially among childless people up to 34 years old. As many as 58% of such products are bought in discount stores, but supermarkets and small shops also play a significant role,” he adds.
Trends created by the youngest
For several years, products with Paw Patrol graphics have been dominating the market and are the driving force of this segment. Other trends are changing.
“Last year, one of the market favorites was Mickey Mouse, which took a place on the podium in terms of the value of products purchased,” says Jakub Dubniak. “Although it is a character recognizable worldwide and beloved by children, adolescents, and adults alike, we recently noticed a significant decline in the popularity of products with its image. Now, Mickey Mouse products are not even in the top twenty.”
Meanwhile, products with the theme of Mr. Kleks’ Academy have gained popularity, entering the top five. Considering the announced continuation of the movie, this trend may persist for an extended period.
Source: https://managerplus.pl/cps-gfk-rynek-produktow-z-licencjonowanymi-grafikami-wart-juz-prawie-pol-miliarda-zlotych-53958
