{"id":27762,"date":"2026-03-18T05:14:10","date_gmt":"2026-03-18T05:14:10","guid":{"rendered":"https:\/\/www.europesays.com\/cz\/27762\/"},"modified":"2026-03-18T05:14:10","modified_gmt":"2026-03-18T05:14:10","slug":"slevy-se-zase-rozjely-polovina-nakupniho-kosiku-je-z-akci","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/cz\/27762\/","title":{"rendered":"Slevy se zase rozjely. Polovina n\u00e1kupn\u00edho ko\u0161\u00edku je z\u00a0akc\u00ed"},"content":{"rendered":"

\u201ePromoce jsou na vzestupu. Z\u00a0ka\u017ed\u00fdch 100\u00a0korun, kter\u00e9 \u010ce\u0161i utrat\u00ed za balen\u00e9 potraviny a\u00a0drogerii, dnes 58\u00a0korun p\u0159ipad\u00e1 za zbo\u017e\u00ed v\u00a0akci,\u201c shrnula v\u00fdvoj analyti\u010dka spole\u010dnosti NIQ Lucie Zaj\u00edcov\u00e1 na konferenci Retail Summit.<\/p>\n

Nejv\u00fdrazn\u011bj\u0161\u00ed je trend u\u00a0kategori\u00ed, kde ceny v\u00a0minulosti rostly nejrychleji. Typicky m\u00e1slo spot\u0159ebitel\u00e9 ze t\u0159\u00ed \u010dtvrtin nakupuj\u00ed v\u00a0akci. Slevov\u00fdm evergreenem je tak\u00e9 k\u00e1va, m\u00fcsli, pivo a\u00a0alkohol, jogurty, nealkoholick\u00e9 n\u00e1poje v\u010detn\u011b balen\u00fdch vod, vejce a\u00a0n\u011bkter\u00e9 sladkosti.<\/p>\n

Zaj\u00edcov\u00e1 pro SZ vysv\u011btlila, co stoj\u00ed za n\u00e1r\u016fstem promoc\u00ed v\u00a0dob\u011b, kdy u\u017e inflace zdaleka nedosahuje dvoucifern\u00fdch hodnot jako v\u00a0letech 2022\u00a0a\u00a02023.<\/p>\n

\u201eA\u017e \u010dty\u0159i z\u00a0p\u011bti spot\u0159ebitel\u016f maj\u00ed pocit, \u017ee ceny potravin d\u00e1le rostou, bez ohledu na to, co ukazuj\u00ed makroekonomick\u00e1 data. Tento pocit v\u00fdznamn\u011b ovliv\u0148uje jejich chov\u00e1n\u00ed v\u00a0obchodech,\u201c \u0159\u00edk\u00e1. <\/p>\n

U potravin loni promo\u010dn\u00ed pod\u00edl dos\u00e1hl 60\u00a0procent, o\u00a01,3\u00a0procentn\u00edho bodu v\u00edce ne\u017e p\u0159ed rokem. V\u00a0n\u011bkter\u00fdch segmentech ale u\u017e p\u0159esahuje 70\u00a0procent\u00a0\u2013 nap\u0159\u00edklad u\u00a0m\u00e1sla a\u00a0margar\u00edn\u016f, u\u00a0tvrd\u00e9ho alkoholu a\u00a0u piva, kde promo\u010dn\u00ed pod\u00edl z\u016fst\u00e1v\u00e1 na stejn\u00e9 \u00farovni jako v\u00a0roce 2024 (70,7\u00a0procenta).<\/p>\n

Naopak u\u00a0drogerie je situace odli\u0161n\u00e1. Promo\u010dn\u00ed pod\u00edl zde klesl na 49\u00a0procent, tedy o\u00a00,8\u00a0procentn\u00edho bodu.<\/p>\n

Spole\u010dnost NIQ je\u0161t\u011b p\u0159ed lety v\u00a0dob\u011b vysok\u00e9 inflace ozna\u010dovala jako slevov\u00fd vrchol rok 2023, kdy pod\u00edl akc\u00ed dos\u00e1hl 64\u00a0procent. Pozd\u011bji zvolila jinou metriku, mezi sledovan\u00e9 obchodn\u00edky za\u0159adila tak\u00e9 diskontn\u00ed \u0159et\u011bzec Lidl, \u010d\u00edm\u017e se mno\u017estv\u00ed slev statisticky sn\u00ed\u017eilo. Lidl m\u00e1 v\u00a0nab\u00eddce velk\u00e9 mno\u017estv\u00ed priv\u00e1tn\u00edch zna\u010dek a\u00a0ni\u017e\u0161\u00ed pod\u00edl slev ne\u017eli jin\u00e9 \u0159et\u011bzce na trhu.<\/p>\n

Podle st\u00e1vaj\u00edc\u00ed metriky jsme na nov\u00e9m vrcholu. V\u00a0roce 2019\u00a0byl pod\u00edl tr\u017eeb v\u00a0promoc\u00edch za balen\u00e9 potraviny a\u00a0drogerii 51\u00a0procent, v\u00a0roce 2023\u00a0dos\u00e1hl 57\u00a0procent a\u00a0v roce 2025\u00a0se zastavil na nov\u00e9m rekordu 58\u00a0procent.<\/p>\n

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V leto\u0161n\u00edm roce se v\u00a0akc\u00edch \u010dasto prod\u00e1vaj\u00ed ml\u00e9\u010dn\u00e9 v\u00fdrobky v\u010detn\u011b m\u00e1sla a\u00a0trvanliv\u00e9ho ml\u00e9ka. Ml\u00e9ka\u0159i upozor\u0148uj\u00ed na vysok\u00e9 z\u00e1soby, vy\u0161\u0161\u00ed tu\u010dnost ml\u00e9ka, ni\u017e\u0161\u00ed spot\u0159ebu a\u00a0nejnov\u011bji i\u00a0geopolitick\u00e1 rizika, kter\u00e1 br\u00e1n\u00ed exportu ml\u00e9\u010dn\u00fdch v\u00fdrobk\u016f na Bl\u00edzk\u00fd v\u00fdchod.<\/p>\n

U drogerie je trend opa\u010dn\u00fd. Pod\u00edl promoc\u00ed meziro\u010dn\u011b klesl. Typick\u00fdm z\u00e1stupcem tohoto trendu jsou hygienick\u00e9 pot\u0159eby a\u00a0prac\u00ed prost\u0159edky.<\/p>\n

Balen\u00e9 potraviny a\u00a0drogerie podle dat NIQ v\u00a0roce 2025\u00a0v\u00a0tr\u017eb\u00e1ch meziro\u010dn\u011b rostly o\u00a04,2\u00a0procent, jenom\u017ee r\u016fst byl ta\u017een inflac\u00ed a\u00a0nikoliv n\u00e1r\u016fstem prodan\u00e9ho objemu. Ten v\u00a0p\u0159\u00edpad\u011b balen\u00fdch potravin a\u00a0zbo\u017e\u00ed dlouhodob\u00e9 spot\u0159eby klesal.<\/p>\n

\u201ePromoce dok\u00e1\u017e\u00ed sice p\u0159in\u00e9st rychl\u00fd v\u00fdsledek, ale nezv\u011bt\u0161uj\u00ed trh jako celek. Reakc\u00ed jsou dlouhodob\u011b n\u00edzk\u00e9 ceny, kter\u00e9 p\u0159in\u00e1\u0161ej\u00ed stabilitu jak z\u00e1kazn\u00edk\u016fm, tak dodavatel\u016fm, a\u00a0z\u00e1sadn\u011b m\u011bn\u00ed zp\u016fsob, jak\u00fdm se o\u00a0r\u016fst usiluje,\u201c \u0159ekla Zaj\u00edcov\u00e1.<\/p>\n

Jak d\u0159\u00edve popsaly Seznam Zpr\u00e1vy<\/a>, prom\u00edt\u00e1 se to do zm\u011bny cenov\u00e9 politiky obchodn\u00edch \u0159et\u011bzc\u016f, kdy se \u010d\u00e1st klasick\u00fdch slev p\u0159ekl\u00e1p\u00ed do dlouhodob\u00fdch \u201esuper cen\u201c, \u201etrvale n\u00edzk\u00fdch\u201c cen, p\u0159i\u010dem\u017e z\u00e1kazn\u00edci se v\u00a0n\u011bkter\u00fdch p\u0159\u00edpadech nevyznaj\u00ed v\u00a0tom, zda jde o\u00a0slevy \u010di nikoliv.<\/p>\n

Priv\u00e1tn\u00ed zna\u010dky zdra\u017euj\u00ed<\/p>\n

Dal\u0161\u00edm trendem je, \u017ee priv\u00e1tn\u00ed zna\u010dky u\u017e p\u0159est\u00e1vaj\u00ed b\u00fdt tak levn\u00e9 jako v\u00a0minulosti a\u00a0doh\u00e1n\u011bj\u00ed b\u011b\u017en\u00e9 zna\u010dkov\u00e9 produkty. V\u00a0datech je vid\u011bt, \u017ee n\u016f\u017eky mezi cenami vlastn\u00edch zna\u010dek obchodn\u00edch \u0159et\u011bzc\u016f a\u00a0b\u011b\u017en\u00fdmi produkty se zmen\u0161uj\u00ed. V\u00a0roce 2023\u00a0byly \u201epriv\u00e1tky\u201c levn\u011bj\u0161\u00ed o\u00a026,4\u00a0procenta, v\u00a0roce 2024\u00a0o\u00a025,8\u00a0procenta a\u00a0v roce 2025\u00a0u\u017e jen o\u00a024,2\u00a0procenta.<\/p>\n

\u201ePriv\u00e1tn\u00ed zna\u010dky u\u017e nejsou vn\u00edm\u00e1ny jen jako levn\u011bj\u0161\u00ed alternativa, ale st\u00e1le \u010dast\u011bji jako kvalitn\u00ed a\u00a0rovnocenn\u00e1 volba,\u201c \u0159\u00edk\u00e1 Zaj\u00edcov\u00e1. V\u00a0hodnot\u011b p\u0159edstavuj\u00ed priv\u00e1tn\u00ed zna\u010dky 28\u00a0procent n\u00e1kupn\u00edho ko\u0161e, v\u00a0kusech t\u0159etinu. Objemov\u011b v\u0161ak nerostou, pro obchodn\u00edky jsou d\u016fle\u017eit\u011bj\u0161\u00ed pr\u00e1v\u011b d\u00edky jejich rostouc\u00edm cen\u00e1m.<\/p>\n

<\/a><\/p>\n

Cenovou v\u00fdhodu si v\u0161ak st\u00e1le dr\u017e\u00ed. \u201eV 60\u00a0procentech kategori\u00ed p\u0159in\u00e1\u0161\u00ed v\u00fdraznou cenovou \u00fasporu a\u00a0jsou a\u017e o\u00a050\u00a0procent levn\u011bj\u0161\u00ed ne\u017e zna\u010dkov\u00e9 alternativy. Pat\u0159\u00ed sem nap\u0159\u00edklad pivo, energetick\u00e9 n\u00e1poje, bramb\u016frky nebo prac\u00ed prost\u0159edky,\u201c popsala analyti\u010dka. Cenov\u00e9 rozd\u00edly jsou n\u011bkdy je\u0161t\u011b v\u00fdrazn\u011bj\u0161\u00ed. T\u0159eba zubn\u00ed pasty jsou v\u00a0pr\u016fm\u011bru na 28\u00a0procentech ceny zna\u010dkov\u00e9ho v\u00fdrobku.<\/p>\n

Z pr\u016fzkumu mezi spot\u0159ebiteli vypl\u00fdv\u00e1, \u017ee st\u00e1le v\u00edce spot\u0159ebitel\u016f tyto zna\u010dky vol\u00ed d\u00edky rostouc\u00ed kvalit\u011b a\u00a0dobr\u00e9 zku\u0161enosti. Z\u00e1kazn\u00edci mezi nimi hledaj\u00ed tak\u00e9 pr\u00e9miov\u00e9 zbo\u017e\u00ed. Zat\u00edmco tr\u017eby BIO zna\u010dek obecn\u011b rostou o\u00a01\u00a0procento, tr\u017eby BIO priv\u00e1tn\u00edch zna\u010dek rostou o\u00a09\u00a0procent.<\/p>\n

Tr\u017en\u00ed rizika<\/p>\n

Dobrou zpr\u00e1vou podle analyti\u010dky Lucie Zaj\u00edcov\u00e9 je, \u017ee roste kupn\u00ed s\u00edla obyvatel. \u010cesk\u00e1 n\u00e1rodn\u00ed banka m\u00e1 optimistick\u00e9 odhady r\u016fstu \u010desk\u00e9 ekonomiky, kter\u00e1 by letos podle p\u0159edpoklad\u016f m\u011bla p\u0159idat 2,4\u00a0procenta a\u00a0inflace m\u00e1 dosahovat okolo dvou procent.<\/p>\n

Tato progn\u00f3za nicm\u00e9n\u011b nereflektuje nejnov\u011bj\u0161\u00ed ud\u00e1losti na Bl\u00edzk\u00e9m v\u00fdchod\u011b, kter\u00e9 do hry vn\u00e1\u0161ej\u00ed velkou m\u00edru nejistoty s\u00a0ohledem na ceny ropy, plynu, pohonn\u00fdch hmot, hnojiv a\u00a0potravin.<\/p>\n

\u201eV nadch\u00e1zej\u00edc\u00edm obdob\u00ed do cen patrn\u011b promluv\u00ed v\u00e1lka v\u00a0\u00cdr\u00e1nu prost\u0159ednictv\u00edm zdra\u017euj\u00edc\u00edch energetick\u00fdch komodit, chemick\u00fdch l\u00e1tek, hnojiv a\u00a0dal\u0161\u00edch v\u00fdrobn\u00edch vstup\u016f,\u201c uvedl hlavn\u00ed ekonom Investiky V\u00edt Hradil. Podle ekonoma Banky Creditas Petra Dufka se situace p\u0159enese u\u017e do b\u0159eznov\u00fdch \u010d\u00edsel inflace (zve\u0159ejn\u011bn\u00ed se \u010dek\u00e1 v\u00a0dubnu) a\u00a0postihne i\u00a0zem\u011bd\u011blstv\u00ed. \u201eObdob\u00ed pro spot\u0159ebitele p\u0159\u00edjemn\u011b velmi n\u00edzk\u00e9 inflace tak m\u016f\u017ee u\u017e docela brzy skon\u010dit,\u201c varoval.<\/p>\n

Rizika pojmenovala tak\u00e9 Potravin\u00e1\u0159sk\u00e1 komora \u010cR, kter\u00e1 odhaduje, \u017ee v\u00a0p\u0159\u00edpad\u011b p\u0159etrv\u00e1vaj\u00edc\u00edho konfliktu se za\u010dnou zv\u00fd\u0161en\u00e9 n\u00e1klady na logistiku a\u00a0energie do cen potravin pln\u011b prom\u00edtat v\u00a0pr\u016fb\u011bhu 2.\u00a0\u010dtvrtlet\u00ed tohoto roku.<\/p>\n

Situace u\u017e se do cen n\u011bkter\u00fdch potravin za\u010dala prom\u00edtat. Petr Voves mlad\u0161\u00ed, jednatel e-shopu ochutnejorech.cz, kter\u00fd prod\u00e1v\u00e1 o\u0159echy, sem\u00ednka, sladkosti a\u00a0zdravou v\u00fd\u017eivu, varuje p\u0159ed extr\u00e9mn\u00edm zdra\u017een\u00edm o\u0159ech\u016f, kter\u00e9 u\u017e v\u00a0d\u016fsledku v\u00e1lky s\u00a0\u00cdr\u00e1nem za\u010dalo, proto\u017ee tamn\u00ed vl\u00e1da zak\u00e1zala v\u00fdvoz potravin z\u00a0Persk\u00e9ho z\u00e1livu.<\/p>\n

Americko-izraelsk\u00fd \u00fader v\u00a0\u00cdr\u00e1nu<\/p>\n

Americk\u00fd prezident prohl\u00e1sil, \u017ee s\u00a0Teher\u00e1nem nebude uzav\u0159ena \u017e\u00e1dn\u00e1 dohoda, krom\u011b bezpodm\u00edne\u010dn\u00e9 kapitulace. Podle \u00edr\u00e1nsk\u00e9ho prezidenta si jeho zem\u011b p\u0159eje trval\u00fd m\u00edr, ale hodl\u00e1 br\u00e1nit d\u016fstojnost a\u00a0suverenitu \u00edr\u00e1nsk\u00e9ho lidu.<\/p>\n

<\/a><\/p>\n

V d\u016fsledku toho u\u017e ceny pist\u00e1ci\u00ed u\u017e v\u00a0Asii vysko\u010dily o\u00a026\u00a0procent, v\u00e1le\u010dn\u00e9 pojistn\u00e9 lod\u00ed narostlo o\u00a01000\u00a0procent a\u00a0na trh vstupuj\u00ed velc\u00ed spekulanti. E-shop nakupuje zejm\u00e9na zbo\u017e\u00ed z\u00a0USA, ale situace dopad\u00e1 i\u00a0na n\u011bj.<\/p>\n

\u201eSna\u017e\u00edme se co nejv\u00edc p\u0159edz\u00e1sobit ze sklizn\u00ed, kter\u00e9 jsou fyzicky v\u00a0Evrop\u011b. V\u00edme, \u017ee v\u0161echno, co se doveze pozd\u011bji, bude mnohem dra\u017e\u0161\u00ed,\u201c dod\u00e1v\u00e1 k\u00a0situaci jednatel firmy s\u00a0ro\u010dn\u00edm obratem nad 200\u00a0milion\u016f korun.<\/p>\n

Prvn\u00ed pot\u00ed\u017ee za\u010daly m\u00edt n\u011bkter\u00e9 tuzemsk\u00e9 ml\u00e9k\u00e1rny, jim\u017e p\u0159\u00edstavy v\u00a0Rotterdamu a\u00a0Hamburku vr\u00e1tily kamiony s\u00a0kontejnerem ml\u00e9\u010dn\u00fdch v\u00fdrobk\u016f, ur\u010den\u00fdch k\u00a0exportu do zem\u00ed Bl\u00edzk\u00e9ho v\u00fdchodu.<\/p>\n

\u201eZdra\u017eov\u00e1n\u00ed ropy a\u00a0PHM znamen\u00e1 v\u00a0n\u00e1kladech jednotky procent, ale je to velmi v\u00fdznamn\u00e9, proto\u017ee ml\u00e9ko mus\u00edme sv\u00e9zt, co\u017e zvy\u0161uje logistick\u00e9 n\u00e1klady. Pokud to bude trvat d\u00e9le ne\u017e avizovan\u00fdch p\u011bt \u0161est t\u00fddn\u016f, bude to m\u00edt velk\u00e9 dopady. Ml\u00e9k\u00e1rn\u00e1m porostou n\u00e1klady na energie a\u00a0pohonn\u00e9 hmoty a\u00a0zem\u011bd\u011blc\u016fm na krmiva apod.\u201c odhaduje p\u0159edseda p\u0159edstavenstva \u010ceskomoravsk\u00e9ho svazu ml\u00e9k\u00e1rensk\u00e9ho Ji\u0159\u00ed Kop\u00e1\u010dek.<\/p>\n

\u010cesk\u00e1 republika do oblasti vyv\u00e1\u017e\u00ed p\u0159edev\u0161\u00edm su\u0161en\u00e9 ml\u00e9ko, kter\u00e9 slou\u017e\u00ed k\u00a0dal\u0161\u00edmu zpracov\u00e1n\u00ed v\u00a0m\u00edstn\u00edm potravin\u00e1\u0159stv\u00ed, a\u00a0b\u00edl\u00e9 s\u00fdry v\u00a0soln\u00e9m n\u00e1levu. Velmi popul\u00e1rn\u00ed polo\u017ekou z\u016fst\u00e1v\u00e1 kondenzovan\u00e9 ml\u00e9ko. S\u00a0rostouc\u00edm trendem zdrav\u00e9ho \u017eivotn\u00edho stylu, zejm\u00e9na v\u00a0Emir\u00e1tech a\u00a0Kataru, se zvy\u0161uje popt\u00e1vka po cere\u00e1ln\u00edch ty\u010dink\u00e1ch a\u00a0ovesn\u00fdch ka\u0161\u00edch, p\u0159i\u010dem\u017e stabiln\u00ed pozici si dr\u017e\u00ed i\u00a0produkty d\u011btsk\u00e9 v\u00fd\u017eivy a\u00a0instantn\u00ed n\u00e1poje.<\/p>\n","protected":false},"excerpt":{"rendered":"\u201ePromoce jsou na vzestupu. Z\u00a0ka\u017ed\u00fdch 100\u00a0korun, kter\u00e9 \u010ce\u0161i utrat\u00ed za balen\u00e9 potraviny a\u00a0drogerii, dnes 58\u00a0korun p\u0159ipad\u00e1 za zbo\u017e\u00ed…\n","protected":false},"author":2,"featured_media":27763,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[67,68,10083,850,2672],"class_list":{"0":"post-27762","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-byznys","8":"tag-business","9":"tag-byznys","10":"tag-nakupovani","11":"tag-potraviny","12":"tag-slevy"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@cz\/116248475288018386","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/27762","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/comments?post=27762"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/posts\/27762\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media\/27763"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/media?parent=27762"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/categories?post=27762"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/cz\/wp-json\/wp\/v2\/tags?post=27762"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}