Ubhanana uyadlondlobala futhi usalokhu uphezulu ohlwini lwezintandokazi eYurophu, ngokocwaningo olusha lwezwekazi lonke. Ucwaningo, olwenziwa ngabakwa-NielsenIQ be-Fyffes, lukala imikhuba yokuthenga neyokusebenzisa futhi iqinisekisa ukuthi ubhanana Ijabulela ukungena okuphezulu kakhulu emakhaya aseYurophu.
Iqiniso elimangalisa kakhulu ukuthi U-89% wabahlanganyeli Iningi labaphendulile libike ukuthi lidla ubhanana emasontweni amane ngaphambi kocwaningo, kakhulu kunezinye izinketho ezijwayelekile njengama-apula (75%), amawolintshi (56%), noma amagilebhisi (44%). Ngalezi zibalo, ubhanana uqinisa futhi isikhundla sawo njengokukhetha okuphezulu phakathi kwabathengi baseYurophu, okuhlanganisa nemakethe yaseSpain.
Ubuholi obucacile bokungena kanye nemvamisa
Mayelana nemvamisa, imiphumela ayishiyi indawo yokungabaza: ubhanana uthatha indawo yokuqala kuzo zonke izikhawu ezihlaziywayo, ukusetshenziswa kwamasonto onke okungu-72%Ama-95% ngenyanga kanye nama-98% ngekota. Lawa maphesenti ayibeka phambili kunezinye izithelo ezihloliwe.
Kuhunyushelwe emagameni amaningi ansuku zonke, lokho kusho lokho abathathu kwabane Bayidla okungenani kanye ngesonto, kanti abayisishiyagalolunye kwabayishumi bayifaka kubhasikidi wabo wokuthenga njalo ngenyanga. Le phethini yokusetshenziswa ezinzile ibonisa ukutholakala kwayo, ukuguquguquka, kanye nokuba lula kokudla ekhaya nalapho usohambeni.
Inani, ngaphezu kwalokho, akubonakali kuyisici esinqumayo. Ama-59% wabaphenduli Babengasakhumbuli ukuthi bakhokhe malini ekuthengeni kwabo okokugcina; Ama-27% acabanga ukuthi akhumbula cishe, futhi amaphesenti angu-14 kuphela ayazi ngokunembile. Lokhu "ukuzwela okuphansi" kuphakamisa ukuthi ukukhetha kukabhanana kusekelwe kakhulu emikhubeni esezimisiwe kanye nenani elibonakalayo kunokuguquguquka kwentengo ngezikhathi ezithile.
Kungani ubhanana ukhethwa? Ikakhulukazi for ukwanelisa ukudla (34%)njengokudla okulula okusheshayo nokusebenzayo (27%) kanye nokugcina ukudla okunempilo (24%). Izisusa ezintathu ezihambisana nesithombe sayo njengenketho enomsoco, ethwala kalula futhi elungele ukudliwa.
Imikhuba yokuthenga kanye nezintandokazi zokuvuthwa
Ukuthengwa kukabhanana kuvame ukuhlelwa: U-65% uwulungiselela kusenesikhathiMayelana nephuzu lokuvuthwa, iningi likhetha izithelo ezinesikhumba esiphuzi futhi ezivuthwe ngokugcwele ngesikhathi sokuthenga, kuyilapho u-22% bekhetha ukuthatha izingcezu eziluhlaza kancane ukuze baqede ukuvuthwa ekhaya.
Le mihlahlandlela isiza abathengisi ukuthi balungise i-assortment yabo phakathi amazinga ahlukene okuvuthwa ukuhlela kabusha isitoko ngokunembe kakhudlwana, ukuze umthengi athole umkhiqizo usesimweni esifanele ukusetshenziswa kwawo okuhlosiwe.
Yiziphi izithelo ezilandela ubhanana ngokuduma eYurophu?
Ucwaningo lwaluhlanganisa ukuqhathaniswa kwezithelo ze-13 ngokusetshenziswa ezinyangeni eziyisithupha ezedlule, nebhanana njenge Umholi Ovelele (95%) kanye neqembu elijahayo elinezinombolo eziphansi kakhulu. Lolu uhlu oluphelele:
- Ubhanana (95%)
- I-Apple (89%)
- Okuwolintshi (74%)
- Amagilebhisi (74%)
- Izithelo ezibomvu (71%)
- Ipheya (64%)
- Ikhabe (60%)
- Ilamula (60%)
- Ukotapeya (58%)
- Uphayinaphu (57%)
- Ipentshisi (45%)
- Umango (43%)
- I-Papaya (10%)
Ama-apula avela njengenketho yesibili esetshenziswa kakhulu, elandelwa yi izithelo ezisawolintshi namagilebhisikuyilapho izithelo zasezindaweni ezishisayo ezinjengomango noma i-papaya zibhalisa amazinga aphansi okuba khona emizini yaseYurophu.
Ingqikithi yokufunda nomsebenzi womkhakha
Uphenyo lwenziwa ngu I-NielsenIQ enabantu abangaphezu kuka-7.000 emazweni ahlukahlukene aseYurophu. Kwenziwa ngoMashi 2025 njengengxenye yohlelo lwe-Fyffes oluqhubekayo lokuhlaziya izimakethe, oluvumela ukuqhathanisa amathrendi kanye nokuzuza ukuqonda okujulile kwezinto ezichaza ukuziphatha kokuthenga.
Ngokuhambisanayo, inkampani yethule izinhlelo zakamuva zokumaketha, njenge “Eat'em, Like'em, Love'em” e-Ireland (ngokufika okuzayo e-United Kingdom) kanye nokukhishwa kwe-Trudi e-Norway ngomkhankaso othi "Amazwi Amancane", okuhloswe ngawo ukuqinisa imilayezo yezempilo, ukusebenza kanye nomthelela omuhle ekukhiqizeni imiphakathi.
Isithombe semakethe sicacile: ubhanana ugcina a inzuzo eqinile ngokuncamelayo kanye nemvamisaIntengo ayinqobi esinqumweni; ukuthengwa kuhlelwa, futhi isigaba sokuvuthwa siyisihluthulelo. Le sethi yamasiginali iwusizo kubakhiqizi, abasabalalisi, nezitolo ezinkulu e-Spain nakulo lonke elaseYurophu lapho kulungiswa ukunikezwa, ukuxhumana, nokutholakala.
