Packaged food enjoys positive development in Poland

Packaged food in Poland continues to experience positive growth, despite toughening economic conditions. Polish consumers are proving to be reluctant to drastically reduce spending on basic foodstuffs. Instead, they are opting for cutting their expenditure on non-basic goods and services that are not prime necessities. However, many price-sensitive buyers are shifting towards economy brands and private label due to decreasing purchasing power. With regard to manufacturer activity, leading companies are gradually increasing their spending on new product developments and promotional activities, which is also helping to sustain growth within packaged food categories.

The health and wellness trend affects consumers’ decisions

Polish consumers are becoming increasingly health conscious, a trend that is basically induced by vast mass media coverage. More attention is being paid to balanced diets and healthier food choices that enable one not only to feel and look better but also to prevent some illnesses and ailments. The rising importance of appearance issues is also encouraging more consumers to modify their daily diets. As a result, health and wellness positioned food products, including pro/pre biotic yoghurt, bread substitutes, breakfast cereals, snack bars, honey, olive oil, reduced-calorie sweet and savoury snacks as well as functional spreadable oils and fats, are enjoying growing popularity.

Domestic manufacturers strong in selected niches

Although multinational companies, such as Nestlé Polska SA and Unilever Polska SA, remain the clear leaders in packaged food in Poland, being present across several product categories, domestic manufacturers are not giving up the fight for a larger market share. In many cases they opt for a more niche positioning, focusing on selected categories. For example, Animex Sp zoo leads sales in chilled processed food, Spoldzielnia Mleczarska Mlekpol in dairy, Zaklady Tluszczowe Kruszwica SA in oils and fats, Lubella SA in pasta, Pamapol SA in ready meals and Agros Nova Sp zoo in spreads. All these companies benefit from possessing strong and widely recognised brands, offering high quality at reasonable prices, as well as broad availability and considerable consumer loyalty. In addition, they are gradually increasing their spending on new product development and mass media presence, which proves an effective way of gaining competitive advantage.

Discounters an increasingly popular channel

Discounters is proving an increasingly important distribution channel in sales of packaged food in Poland. The main reasons behind the growing popularity of such outlets are the considerable group of price-sensitive buyers in Poland (particularly in tougher economic times) and the dynamic expansion of leading chains in the discounters format, such as Biedronka and Lidl. In addition, consumer confidence in private label products, constituting the main offer in discounters, is also rising, being fuelled by expanding product ranges as well as improving product quality.

New product developments to shape future performance in packaged food

Packaged food in Poland is expected to develop further, with new product launches being the key growth driver. The main directions in developing new offerings will be new, interesting flavours, new delivery and packaging formats, new product categories (as there are still some unexploited niches like soy drinks, frozen yoghurt and fruit bars), health and wellness positioned products as well as products targeted at different consumer groups, eg women, men, children and the elderly. The new roll-outs will likely be supported by mass media promotional campaigns, which prove an effective way of grasping consumers’ attention.

Table of Contents

Packaged Food in Poland – Industry Overview

EXECUTIVE SUMMARY
Packaged food enjoys positive development in Poland
The health and wellness trend affects consumers’ decisions
Domestic manufacturers strong in selected niches
Discounters an increasingly popular channel
New product developments to shape future performance in packaged food

KEY TRENDS AND DEVELOPMENTS
Polish consumers becoming increasingly health conscious
Private label products gain ground
Multinational giants prove to be tough opponents
Consumer segmentation, a key to differentiating one’s product portfolio
Poles increasingly attracted to discounters

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2006-2011

Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2006-2011

Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2011-2016

Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2011-2016

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects

CATEGORY DATA

Table 5 Sales of Impulse and Indulgence Products by Category: Volume 2006-2011

Table 6 Sales of Impulse and Indulgence Products by Category: Value 2006-2011

Table 7 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2006-2011

Table 8 Sales of Impulse and Indulgence Products by Category: % Value Growth 2006-2011

Table 9 Company Shares of Impulse and Indulgence Products 2006-2010

Table 10 Brand Shares of Impulse and Indulgence Products 2007-2010

Table 11 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2011-2016

Table 12 Forecast Sales of Impulse and Indulgence Products by Category: Value 2011-2016

Table 13 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2011-2016

Table 14 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2011-2016

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects

CATEGORY DATA

Table 15 Sales of Nutrition/Staples by Category: Volume 2006-2011

Table 16 Sales of Nutrition/Staples by Category: Value 2006-2011

Table 17 Sales of Nutrition/Staples by Category: % Volume Growth 2006-2011

Table 18 Sales of Nutrition/Staples by Category: % Value Growth 2006-2011

Table 19 Company Shares of Nutrition/Staples 2006-2010

Table 20 Brand Shares of Nutrition/Staples 2007-2010

Table 21 Forecast Sales of Nutrition/Staples by Category: Volume 2011-2016

Table 22 Forecast Sales of Nutrition/Staples by Category: Value 2011-2016

Table 23 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2011-2016

Table 24 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2011-2016

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects

CATEGORY DATA

Table 25 Sales of Meal Solutions by Category: Volume 2006-2011

Table 26 Sales of Meal Solutions by Category: Value 2006-2011

Table 27 Sales of Meal Solutions by Category: % Volume Growth 2006-2011

Table 28 Sales of Meal Solutions by Category: % Value Growth 2006-2011

Table 29 Company Shares of Meal Solutions 2006-2010

Table 30 Brand Shares of Meal Solutions 2007-2010

Table 31 Forecast Sales of Meal Solutions by Category: Volume 2011-2016

Table 32 Forecast Sales of Meal Solutions by Category: Value 2011-2016

Table 33 Forecast Sales of Meal Solutions by Category: % Volume Growth 2011-2016

Table 34 Forecast Sales of Meal Solutions by Category: % Value Growth 2011-2016

MARKET DATA

Table 35 Sales of Packaged Food by Category: Volume 2006-2011

Table 36 Sales of Packaged Food by Category: Value 2006-2011

Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011

Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011

Table 39 GBO Shares of Packaged Food 2006-2010

Table 40 NBO Shares of Packaged Food 2006-2010

Table 41 NBO Brand Shares of Packaged Food 2007-2010

Table 42 Penetration of Private Label by Category 2006-2011

Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011

Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis 2011

Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016

Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016

Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016

Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016

DEFINITIONS
Summary 1 Research Sources

Packaged Food in Poland – Company Profiles

Agros Nova Sp zoo in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 4 Agros Nova Sp zoo: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 5 Agros Nova Sp zoo: Competitive Position 2010

Arla Foods SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 8 Arla Foods SA (Foodservice): Production Statistics 2010

COMPETITIVE POSITIONING
Bakalland SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 11 Bakalland SA: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 12 Bakalland SA: Competitive Position 2010

Jutrzenka Colian Sp zoo in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 15 Jutrzenka Colian Sp zoo (Jutrzenka Holding SA): Production Statistics 2010

COMPETITIVE POSITIONING
Summary 16 Jutrzenka Colian Sp zoo: Competitive Position 2010

Oerlemans Foods Polska Sp zoo in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 18 Oerlemans Foods Polska Sp zoo: Production Statistics 2010

COMPETITIVE POSITIONING
OSM Piatnica in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 21 OSM Piatnica: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 22 OSM Piatnica: Competitive Position 2010

Pamapol SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 25 Pamapol SA: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 26 Pamapol SA: Competitive Position 2010

Sante A Kowalski Spj in Packaged Food (Poland)

STRATEGIC DIRECTION
KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 29 Sante A Kowalski Spj: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 30 Sante A Kowalski Spj: Competitive Position 2010

Unilever Foodsolutions Polska SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 32 Unilever Foodsolutions Polska Sp zoo: Production Statistics 2010

COMPETITIVE POSITIONING

Zaklady Tluszczowe Kruszwica SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 35 Zaklady Tluszczowe Kruszwica SA (Foodservice): Production Statistics 2010

COMPETITIVE POSITIONING

ZPC Mieszko SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION
Summary 38 ZPC Mieszko SA: Production Statistics 2010

COMPETITIVE POSITIONING
Summary 39 ZPC Mieszko SA: Competitive Position 2010

Baby Food in Poland – Category Analysis

HEADLINES

TRENDS
Baby food in Poland continues to experience positive growth, with strong demand driven by the rising education levels of Polish parents, particularly with regards to the proper nutrition for babies and small children. Poles are increasingly spending more on various products for their children, with baby food remaining one of the most popular categories. Increasing numbers of Polish consumers, particularly those facing a deficit of free time as their lifestyles become busier, appreciate the fact that the majority of products in baby food offer safe and balanced nutrition to their children as well as being convenient to serve and store. The range of product types and flavours on offer is very wide, which is also helping to spur consumer interest in baby food. In addition, many young mothers in Poland are now returning to work earlier following their maternity leave as women increasingly become engaged in professional careers, to the detriment of their private and family life. This means that they now have less time than ever to prepare regular homemade meals. This in turn is also fuelling growth in baby food.

COMPETITIVE LANDSCAPE
Nutricia Polska Sp zoo, a subsidiary of France-based multinational Groupe Danone, maintained its lead in baby food in Poland during 2010 with a 41% value share. The company is present in all baby food categories and offers strong brands such as Bebiko, Bebilon and Bobo-Vita. Nutricia Polska Sp zoo’s success is based on its policy of offering high quality products in a variety of flavours and packaging types, which satisfy even the most demanding parents in Poland. Moreover, the company is very active in terms of new product development and advertising and also takes a proactive role in educating parents as to the benefits of using baby food.

PROSPECTS
Baby food in Poland is expected to continue developing over the forecast period as the category remains far from saturation and thus offers much room for growth. Polish parents are becoming better educated and thus understand the role of proper and balanced nutrition for babies and children. At the same time, they increasingly lack the time to prepare such meals at home, hence the rising demand for various baby food products, which is only likely to intensify over the forecast period. Baby food also offers the reassurance of product safety and convenient usage, which attracts new consumers to the category.

CATEGORY DATA

Table 49 Sales of Baby Food by Category: Volume 2006-2011

Table 50 Sales of Baby Food by Category: Value 2006-2011

Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011

Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011

Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010

Table 54 Baby Food Company Shares 2006-2010

Table 55 Baby Food Brand Shares 2007-2010

Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011

Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016

Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016

Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016

Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016

Baked Goods in Poland – Category Analysis

HEADLINES

TRENDS
Poles are becoming increasingly health conscious with a growing number of consumers paying special attention to what they eat and how they feel. In conjunction with speeding-up lifestyles, many skip eating sandwiches for breakfast, which is negatively influencing sales of bread. Instead, they opt for some quicker and lighter meals like yoghurt, dairy-based desserts, breakfast bars or breakfast cereals. The same trend is fuelling demand for bread substitutes, which are viewed as offering low calorie content combined with nutritional values.

COMPETITIVE LANDSCAPE
Artisanal products led sales in baked goods in 2010 with a value share of 57%. Small, local manufacturers offering bread, pastries and cakes dominate baked goods as a whole, as Poles still readily reach for fresh products based on traditional recipes, which are free from preservatives and are very tasty. Sales of artisanal goods are fragmented, as most manufacturers are small, family-owned enterprises, and operate on a local scale.

PROSPECTS
Forecast performance in baked goods is expected to continue to be shaped by the health and wellness trend. More consumers are expected to seek healthier variants, such as lighter products or wholegrain varieties. More fortified/functional products are also probable.

CATEGORY DATA

Table 61 Sales of Baked Goods by Category: Volume 2006-2011

Table 62 Sales of Baked Goods by Category: Value 2006-2011

Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011

Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011

Table 65 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2006-2011

Table 66 Baked Goods Company Shares 2006-2010

Table 67 Baked Goods Brand Shares 2007-2010

Table 68 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011

Table 69 Forecast Sales of Baked Goods by Category: Volume 2011-2016

Table 70 Forecast Sales of Baked Goods by Category: Value 2011-2016

Table 71 Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016

Table 72 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016

Biscuits in Poland – Category Analysis

HEADLINES

TRENDS
Demand for biscuits is increasingly affected by the widespread health and wellness trend. More Poles pay attention to what they eat and how they feel; therefore, products offering added health benefits are gaining popularity. Within biscuits, a growing number of consumers are reaching for wholegrain products or varieties enriched with milk, fruit pieces or nuts. As a result, more manufacturers are expanding their ranges with health-positioned products offering fortification with vitamins and minerals, lower calorie content or smaller packaging that enables easier control of daily calorie intake. Nonetheless, the group of consumers seeking pure indulgence whilst choosing biscuits is still considerable, which also fuels demand for varieties offering the full taste.

COMPETITIVE LANDSCAPE
LU Polska Sp zoo remained the leader in biscuits with a 33% value share in 2010. The company offers a wide range of biscuits under the Pieguski, Delicje, Pierniczki Alpejskie, LU Petitki, LU Go!, LU Digestive and San brand names. The company introduced a new brand in savoury biscuits and crackers called TUC. LU Polska Sp zoo actively supports its brands with promotional activities, mostly press, TV and in-store advertising. Regular samplings are also a part of the company’s successful strategy.

PROSPECTS
The biscuits environment will likely continue to be shaped by the health and wellness trend as well as the indulgence trend. With regard to health-positioned products, more wholegrain and fortified/functional varieties are expected. The introduction of more low-calorie versions as well as single-portion variants is also probable. At the same time, demand for products offering the full taste, often coated in chocolate and being available in a range of flavours, will be also on the rise, as the group of consumers who seek pleasure in consuming sweets remains considerable.

CATEGORY DATA

Table 73 Sales of Biscuits by Category: Volume 2006-2011

Table 74 Sales of Biscuits by Category: Value 2006-2011

Table 75 Sales of Biscuits by Category: % Volume Growth 2006-2011

Table 76 Sales of Biscuits by Category: % Value Growth 2006-2011

Table 77 Biscuits Company Shares 2006-2010

Table 78 Biscuits Brand Shares 2007-2010

Table 79 Sales of Biscuits by Distribution Format: % Analysis 2006-2011

Table 80 Forecast Sales of Biscuits by Category: Volume 2011-2016

Table 81 Forecast Sales of Biscuits by Category: Value 2011-2016

Table 82 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016

Table 83 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016

Breakfast Cereals in Poland – Category Analysis

HEADLINES

TRENDS
Breakfast cereals continues to enjoy a growing popularity in Poland, being eagerly consumed by both: adults and children. The category is considered to provide a quick and tasty meal, rich in nutritional value. The wide selection and broad availability of different types and flavours is encouraging more consumers to add breakfast cereals to their daily diets, not only as a breakfast proposition, but also as a snack during the day.

COMPETITIVE LANDSCAPE
Nestlé Polska SA continued to dominate sales in breakfast cereals, holding a value share of 60% in 2010. The company is represented in Poland through TorunPacific Cereal Partners Poland Sp zoo, which is a part of Cereal Partners Worldwide – the joint venture between Nestlé SA and General Mills. Nestlé’s brands are widely recognised in Poland and appreciated for their high quality and excellent taste. They are available in nearly every grocery store, which translates into considerable sales. Furthermore, the company is able to utilise large marketing budgets to implement regular mass media campaigns and new product launches.

PROSPECTS
Breakfast cereals is expected to continue to develop further as a result of rising demand for convenient meal solutions as well as for health and wellness products. Poles are leading increasingly hectic lifestyles, and often lack time for balanced nutrition throughout the day. Hence, more attention is put on eating a proper breakfast. Consequently, breakfast cereals enjoys a growing demand, being equally popular amongst adults and children. In an attempt to benefit from this trend, manufacturers are gradually increasing their spending on research and development and a range of new launches is expected to take place in the forecast period, which will also help propel growth.

CATEGORY DATA

Table 84 Sales of Breakfast Cereals by Category: Volume 2006-2011

Table 85 Sales of Breakfast Cereals by Category: Value 2006-2011

Table 86 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011

Table 87 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011

Table 88 Breakfast Cereals Company Shares 2006-2010

Table 89 Breakfast Cereals Brand Shares 2007-2010

Table 90 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011

Table 91 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016

Table 92 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016

Table 93 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016

Table 94 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016

Cheese in Poland – Category Analysis

HEADLINES

TRENDS
Sales of cheese in Poland are being fuelled by new product development, which is helping to increase consumption frequency. More consumers are reaching for non-traditional product types such as camembert, brie, mozzarella and blue cheese. In addition, many Poles are using cheese not only for making sandwiches, but also as an ingredient in other dishes such as pasta, pancakes, lasagne, different sauces and casseroles. Manufacturers are encouraging the further development of this trend by educating consumers about the many different ways of serving cheese. They often use product packaging to print various recipes which may be used by consumers on a variety of occasions.

COMPETITIVE LANDSCAPE
Hochland Polska SA was the leading player in cheese in Poland during 2010, accounting for 24% of total cheese retail value sales. The company benefits from its strong presence in virtually all cheese categories, its widely recognised brand name and its widespread distribution. Furthermore, considerable spending on mass media advertising is also helping to boost the company’s sales.

PROSPECTS
Cheese in Poland is expected to develop further over the forecast period, with sales fuelled by interesting new product launches, which will help to boost consumption frequency. In response to the increasingly sophisticated demands of Polish consumers and the rising health awareness amongst Poles, the country’s cheese manufacturers are expected to introduce more fortified and functional varieties of cheese during the forecast period as well as reduced-calorie versions. Products which target children are also expected to proliferate in cheese in Poland during the forecast period.

CATEGORY DATA

Table 95 Sales of Cheese by Category: Volume 2006-2011

Table 96 Sales of Cheese by Category: Value 2006-2011

Table 97 Sales of Cheese by Category: % Volume Growth 2006-2011

Table 98 Sales of Cheese by Category: % Value Growth 2006-2011

Table 99 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011

Table 100 Unprocessed Cheese by Type: % Value Breakdown 2009-2010

Table 101 Cheese Company Shares 2006-2010

Table 102 Cheese Brand Shares 2007-2010

Table 103 Sales of Cheese by Distribution Format: % Analysis 2006-2011

Table 104 Forecast Sales of Cheese by Category: Volume 2011-2016

Table 105 Forecast Sales of Cheese by Category: Value 2011-2016

Table 106 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016

Table 107 Forecast Sales of Cheese by Category: % Value Growth 2011-2016

Chocolate Confectionery in Poland – Category Analysis

HEADLINES

TRENDS
Devotion to chocolate is considerable in Poland, which supports the healthy growth of chocolate confectionery overall. Sales show an upward movement even at tougher economic times, as chocolate sweets are considered an affordable luxury and help enhance one’s mood. In addition, the selection and availability of products at all price segments is very wide, which translates into steady demand, as such goods remain accessible to consumers from all income groups. Regular new product developments and mass media advertising also help fuel sales of various chocolate confectionery products.

COMPETITIVE LANDSCAPE
Cadbury Wedel Sp zoo, Kraft Foods Polska Sp zoo, Nestlé Polska SA and Mars Polska Sp zoo dominate sales of chocolate confectionery in Poland. Together they accounted for 54% of total value sales in 2010. All these companies benefit from strong brand names and considerable marketing budgets, which allow them to make regular investments in promotional activities. Cadbury Wedel Sp zoo, the leading player, is present in nearly all chocolate confectionery categories with its widely recognisable Wedel range. All products are reasonably priced, valued for their high quality and taste and broadly distributed, which translates into a sustained strong performance.

PROSPECTS
The chocolate confectionery environment in Poland is expected to continue to develop further, being fuelled by the overall demand for indulgence products. The main trends that will likely influence performance in the category are health and wellness and the snacking culture. With regard to rising expectations of health-conscious consumers, healthier options in chocolate confectionery are expected, that is, sugar-free lines or fortified products. Dark chocolate will likely continue to gain ground, being considered a rich source of antioxidants and being said to lower blood pressure as it contains cocoa phenols. In comparison, the snacking culture trend will likely result in smaller packaging formats that are convenient to carry.

CATEGORY DATA

Table 108 Sales of Chocolate Confectionery by Category: Volume 2006-2011

Table 109 Sales of Chocolate Confectionery by Category: Value 2006-2011

Table 110 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011

Table 111 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011

Table 112 Chocolate Tablets by Type: % Value Breakdown 2006-2011

Table 113 Chocolate Confectionery Company Shares 2006-2010

Table 114 Chocolate Confectionery Brand Shares 2007-2010

Table 115 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011

Table 116 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016

Table 117 Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016

Table 118 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016

Table 119 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016

Drinking Milk Products in Poland – Category Analysis

HEADLINES

TRENDS
In an attempt to increase the consumption of milk in Poland, the manufacturers of drinking milk products are gradually increasing their spending on new product development, focusing on the development of new health and wellness varieties as well as new packaging formats. For example, the latest developments include Laciate pasteurised milk in convenient plastic bottles by Spoldzielnia Mleczarska Mlekpol as well as Mlekovita Menu B fat-free UHT milk by SM Mlekovita, a product which is claimed to have very high protein content. In addition, a number of milk promotion campaigns are well underway in Poland. These campaigns aim to educate consumers about the benefits of consuming milk on a regular basis. The most notable initiatives include “Stawiam na Mleko”—I bet on milk—“Pij Mleko! Bedziesz Wielki”—Drink milk! You will be great—and “Mleko z Klasa”—Milk in classrooms. The “Stawiam na Mleko” campaign is being run by Krajowy Zwiazek Spoldzielni Mleczarskich (the Polish Association of Diary Cooperatives), together with Agencja Rynku Rolnego (the Agricultural Marketing Agency). Meanwhile, the “Pij Mleko! Bedziesz Wielki” initiative is being conducted by the International Advertising Association in Poland. Finally, the “Mleko z Klasa” programme is being run by major milk producers, Rada Promocji Zdrowego Zywienia Czlowieka (the Healthy Eating Promotion Board) and the food processing/packaging giant Tetra Pak.

COMPETITIVE LANDSCAPE
Spoldzielnia Mleczarska Mlekpol led drinking milk products in Poland during 2010 with a 25% value share. The company is particularly strong in milk, where it has a value share of 29%. The company benefits from high brand recognition for its Laciate range thanks to its high product quality, affordable pricing, wide availability and strong promotional support.

PROSPECTS
Drinking milk products in Poland is expected to continue developing further over the forecast period, with new product developments combined with educational campaigns being the main drivers of growth. New fortified and functional varieties such as products fortified with omega 3, vitamins, minerals, plant sterols and antioxidants are expected to appear due to the ongoing interest in the health and wellness trend among Polish consumers.

CATEGORY DATA

Table 120 Sales of Drinking Milk Products by Category: Volume 2006-2011

Table 121 Sales of Drinking Milk Products by Category: Value 2006-2011

Table 122 Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011

Table 123 Sales of Drinking Milk Products by Category: % Value Growth 2006-2011

Table 124 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis 2007-2010

Table 125 Milk by Type: % Value Breakdown 2007-2010

Table 126 Drinking Milk Products Company Shares 2006-2010

Table 127 Drinking Milk Products Brand Shares 2007-2010

Table 128 Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011

Table 129 Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016

Table 130 Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016

Table 131 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2011-2016

Table 132 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2011-2016

Gum in Poland – Category Analysis

HEADLINES

TRENDS
Consumer demands evolve and a growing number of Poles are seeking new taste experiences whilst choosing gum. They eagerly reach for new, interesting flavours as well as appreciate value-added properties like longer-lasting formulas or tooth-whitening properties. As a response, manufacturers are expanding their portfolios with new developments covering distinctive flavours like apple, watermelon, strawberry, lemon ice, green mint, lemon lime and lemon ice.

COMPETITIVE LANDSCAPE
Wrigley Poland Sp zoo maintained its leadership in gum with a 2010 value share of 89%. The company’s success is mostly attributable to its long-standing presence, broad product portfolio and wide distribution. Wrigley Poland Sp zoo is also very active in terms of new product developments such as new flavours or innovative packaging.

PROSPECTS
The forecast period performance in gum is likely to continue to be shaped by new product developments, particularly functional varieties, new flavours and innovative packaging. Polish consumers readily reach for innovations and increasingly seek value-added properties in gum, which stimulates major manufacturers to roll out new, more advanced products.

CATEGORY DATA

Table 133 Sales of Gum by Category: Volume 2006-2011

Table 134 Sales of Gum by Category: Value 2006-2011

Table 135 Sales of Gum by Category: % Volume Growth 2006-2011

Table 136 Sales of Gum by Category: % Value Growth 2006-2011

Table 137 Leading Flavours for Gum 2006-2011

Table 138 Gum Company Shares 2006-2010

Table 139 Gum Brand Shares 2007-2010

Table 140 Sales of Gum by Distribution Format: % Analysis 2006-2011

Table 141 Forecast Sales of Gum by Category: Volume 2011-2016

Table 142 Forecast Sales of Gum by Category: Value 2011-2016

Table 143 Forecast Sales of Gum by Category: % Volume Growth 2011-2016

Table 144 Forecast Sales of Gum by Category: % Value Growth 2011-2016

Ice Cream in Poland – Category Analysis

HEADLINES

TRENDS
Premium ice cream is gradually gaining popularity in Poland, particularly among affluent consumers, who seek excellent taste combined with high quality ingredients. These wealthy consumers are willing to pay a higher price for products which offer a small taste of luxury as well as a selection of unique flavours. As a result, there are a growing number of upper-priced products appearing in ice cream in Poland, including such brands as Grycan Lody od Pokolen by Grycan Lody od Pokolen and Carte d’Or by Unilever Polska SA. Another example of a premium-positioned product assortment is the Häagen-Dazs range distributed in Poland by PH Lodimex Spj and Iglokrak Sp zoo, not to mention the Mövenpick range by Nestlé Polska SA. All of these brands are targeted towards the most demanding target audience and the selection of flavours available under these brands covers interesting variants, including: Häagen-Dazs’ dulce de leche, Belgian chocolate, strawberry cheesecake, vanilla caramel brownie; Mövenpick’s maple walnuts, crème brulee, and Wiener kaffee; Carte d’Or’s muffin, tiramisu, crème caramel and cherry liqueur; and Grycan Lody od Pokolen’s Malaga, café latte, mint, halva, and pistachio

COMPETITIVE LANDSCAPE
Unilever Polska SA led ice cream in Poland during 2010 with a 25% value share. The company benefits from strong, recognisable brand names, considerable marketing support and the wide availability of its products. The company offers both impulse and take-home ice cream and its most popular brands are Algida, Carte d’Or and Viennetta. Unilever is also very active in terms of new product development, which covers the development and launch of new brands, new flavours and new formats.

PROSPECTS
Ice cream in Poland is expected to develop further during the forecast period. The consumption of ice cream in Poland remains lower in comparison with Western European countries, hence there is still much room for growth. New product developments will remain the key sales driver during the forecast period as new premium brands and health and wellness oriented offerings, particularly within water ice cream, are expected to become more important. In addition, manufacturers are likely to find it profitable to further segment ice cream so as to target certain consumer groups such as women, men, children and weight-conscious consumers.

CATEGORY DATA

Table 145 Sales of Ice Cream by Category: Volume 2006-2011

Table 146 Sales of Ice Cream by Category: Value 2006-2011

Table 147 Sales of Ice Cream by Category: % Volume Growth 2006-2011

Table 148 Sales of Ice Cream by Category: % Value Growth 2006-2011

Table 149 Leading Flavours for Ice Cream 2006-2011

Table 150 Ice Cream Company Shares 2006-2010

Meal Replacement in Poland – Category Analysis

HEADLINES

TRENDS
Meal replacement in Poland consists only of meal replacement slimming, with sales of convalescence products being negligible. Regarding performance within meal replacement slimming, demand is falling, basically due to two main reasons: rising health awareness resulting in increased interest in healthy dieting plans, as well as wide availability of various OTC weight management products, which not only are more affordable than meal replacement slimming, but also prove efficient. In general, more Poles are paying particular attention to their wellbeing and trying to keep a proper weight. Mass media are also promoting a slim silhouette, thus also encouraging more consumers to lose weight and seek effective formulas that bring fast results. This in turn propels demand for various OTC weight management products, including weight loss supplements, being widely available and covering products at different price levels, as well as the newly introduced OTC obesity product called Alli, which was brought to market in 2009 by GlaxoSmithKline Pharmaceuticals SA.

COMPETITIVE LANDSCAPE
Herbalife Polska Sp zoo is the main and leading player in meal replacement slimming with a 2010 value share of 95%. The company benefits from a widely recognisable brand name, which is generally associated with slimming, as well as a nationwide distribution network. The available offer covers dedicated lines of dissolvable shakes, powders and bars that complement one another. Herbalife Polska Sp zoo’s high-quality products are offered in a number of flavours, which makes them particularly appealing to those seeking a tasty and easy way to lose weight.

PROSPECTS
The health and wellness trend is expected to continue to shape the future performance of meal replacement slimming in Poland. In the face of rising pressure to look good, growing numbers of Poles are expected to become interested in getting slimmer, as well as in maintaining proper weight. Additionally, busy urban consumers will look for quick and easy solutions that do not require radical modifications to their everyday diets. Nonetheless, the growing importance of healthy living standards will at the same time encourage more consumers to look for more natural ways of losing weight like dieting programmes based on limiting daily calorie intake, which might decrease the consumer base for meal replacement slimming in the forecast period.

CATEGORY DATA

Table 161 Sales of Meal Replacement by Category: Volume 2006-2011

Table 172 Forecast Sales of Meal Replacement by Category: % Value Growth 2011-2016

Oils and Fats in Poland – Category Analysis

HEADLINES

TRENDS
Demand for oils and fats is fairly stable in Poland as these products are consumed on a daily basis in nearly every home across in Poland. Many Poles still eat sandwiches for breakfast and supper and cook all of their meals at home, which translates into sustained demand for oils and fats. Nonetheless, oils and fats has recently experienced rising sales, which is being fuelled mainly by new product developments. These new products mostly provide consumers with added health benefits, especially the various olive oil brands which are emerging in Poland, not to mention functional spreadable oils and fats. This trend reflects the ongoing rise in the importance of healthy living as a growing number of Poles are paying more attention on what they eat and how they feel and look.

COMPETITIVE LANDSCAPE
Zaklady Tluszczowe Kruszwica SA, a subsidiary of Bunge International Ltd, was the leading player in oils and fats in Poland during 2010 with a 25% value share. Strong brands such as the well-established Kujawski brand in vegetable and seed oil, a rich product portfolio, widespread product availability and reasonable pricing all contributed to the company’s success in 2010. It is also worth noting that Zaklady Tluszczowe Kruszwica SA aims to drive the ongoing consolidation of oils and fats in Poland. The first step in this process was the merger of four companies—Zaklady Tluszczowe Kruszwica, Ewico, ZPT Olvit and Olvit-Pro—into one company, Zaklady Tluszczowe Kruszwica SA, a process which was completed during 2006. This move enabled Zaklady Tluszczowe Kruszwica SA to further strengthen its position and develop its oils and fats business both locally and internationally. In June 2008, the company signed a merger agreement with ZPT Warszawa, which was finalised in February 2009.

PROSPECTS
Oils and fats in Poland is already quite saturated, although the outlook for future growth remains optimistic. New product developments are likely be the main drivers of growth, with functional spreadable oils and fats offering the widest scope for product innovation. Functional spreadable oils and fats is fairly new to Poland and continues to benefit from the rising interest in health and wellness in the country, which is expected to continue to have a positive effect on sales of functional spreadable oils and fats during the forecast period.

CATEGORY DATA

Table 173 Sales of Oils and Fats by Category: Volume 2006-2011

Other Dairy in Poland – Category Analysis

HEADLINES

TRENDS
In addition to the rising importance of the health and wellness trend, more Poles now wish to lead healthier lifestyles and are trying to make healthier food choices, a tendency which is also affecting sales of other dairy products. A growing number of Polish consumers appreciate the fact that other dairy products are a rich source of calcium and other valuable nutritional components, reaching for them on a more regular basis. At the same time, some other dairy categories are benefitting from the widespread demand for indulgence products, especially chilled and shelf stable desserts, chilled snacks and flavoured fromage frais and quark. These products are being consumed more frequently as an alternative to less healthy packaged food products such as chocolate confectionery, sugar confectionery and sweet and savoury snacks, particularly during the summer season when many Polish consumers seek dairy products for refreshment as well as indulgence.

COMPETITIVE LANDSCAPE
OSM Piatnica and Danone Sp zoo remained the leading players in other dairy products in Poland during 2010, combined accounting for 27% of the category’s total retail value sales. OSM Piatnica’s success can be attributed to its outstanding position in cream and plain fromage frais, while Danone Sp zoo benefits mostly from its strong presence in flavoured fromage frais and quark. Moreover, Danone Sp zoo is able to take advantage of strong brand recognition and widespread availability. The vast popularity of OSM Piatnica’s products is mainly due to the fact that Polish consumers tend to choose locally produced dairy products, which are generally of high quality and are very reasonably priced.

PROSPECTS
Other dairy products in Poland is expected to develop further during the forecast period, driven forward by advertising as well as new product developments encompassing new flavours, new ingredients, new packaging and fortified and functional varieties. Moreover, other dairy products is likely to experience some consolidation during the forecast period as there are still many small, local players operating in the category which have not been able to compete with multinational giants, and these players can be expected to amalgamate and merge, joining forces in a bid to pose stronger competition to their multinational rivals.

CATEGORY DATA

Table 185 Sales of Other Dairy by Category: Volume 2006-2011

Snack Bars in Poland – Category Analysis

HEADLINES

TRENDS
Increasingly busy lifestyles make more Poles skip regular meals and instead opt for quick ways of appeasing hunger throughout the day. As a result, they commonly eat on the go or snack in between meals, often reaching for snack bars, which prove a healthier option than for example confectionery. Snack bars is gaining popularity particularly amongst health-orientated consumers, who despite being stressed and in continual hurry, are choosing products which combine nutritional value and good taste.

COMPETITIVE LANDSCAPE
Nestlé Polska SA was the leading player in snack bars, holding a 53% value share in 2010. The company operates in breakfast bars and granola/muesli, where it benefits from strong and widely recognisable brand names, which are the extension lines of existing breakfast cereal brands. All products are enriched with vitamins and calcium, and some are made using whole grains. Additionally, the Nestlé Fitness range has only 90kcal in each bar, which makes the product particularly attractive to those who want to lose weight or wish to stay slim.

PROSPECTS
Forecast performance within snack bars will likely continue to be shaped by the health and wellness trend. A growing number of health-orientated consumers will reach for snack bars as a healthy and light option for a quick meal during the day. New product developments and new entrants are highly probable, which will also help expand the existing consumer base for snack bars across all categories.

CATEGORY DATA

Table 195 Sales of Snack Bars by Category: Volume 2006-2011

Summary 40 Other Snack Bars: Product Types

Spreads in Poland – Category Analysis

HEADLINES

TRENDS
Rising health awareness amongst Polish consumers is translating into more deliberate choices when it comes to foodstuffs. This trend is also visible within spreads as more consumers are generally increasingly eager to choose low-sugar varieties in jams and preserves as well as more willing to use honey on a daily basis. Honey is being more frequently used as a healthier substitute for sugar, being valued for its medicinal properties. Nonetheless, the spreads environment is also affected by the indulgence trend, which relates basically to chocolate spreads, which are commonly consumed by sweets-loving adults and children.

COMPETITIVE LANDSCAPE
Agros Nova Sp zoo was the leading player in spreads in 2010 with a combined value share of over 21%, stemming from the 2008 acquisition of Kotlin Sp zoo. On its own, Alone Agros Nova Sp zoo generated an 18% value share. Its strong position is attributable to the strong popularity of the Lowicz range in jams and preserves. The company actively invests in regular product innovations as well as widespread promotional activities, which translate into steady growth.

PROSPECTS
The health and wellness trend is likely to continue to influence the spreads environment over the forecast period. More manufacturers, particularly those operating in jams and preserves, will be persuaded to launch natural-based products or emphasise the health benefits of existing lines.

CATEGORY DATA

Table 206 Sales of Spreads by Category: Volume 2006-2011

Sugar Confectionery in Poland – Category Analysis

HEADLINES

TRENDS
Sugar confectionery in Poland is benefiting from the overall need for indulgence. Consumers consider various sweets as an affordable luxury, for both adults and children, and regularly reach for different sugar confectionery even at tougher economic times. In addition, the selection and availability of products at all price levels is very wide, thus making sugar confectionery accessible for consumers from all income groups.

COMPETITIVE LANDSCAPE
Perfetti van Melle Polska Sp zoo and Cadbury Wedel Sp zoo remained the leaders in sugar confectionery, holding a combined 27% value share in 2010. Both companies operate in a couple of niches and benefit from strong and widely recognisable brand names (for example Perfetti van Melle Polska Sp zoo’s Mentos and Cadbury Wedel Sp zoo’s Halls), broad distribution and active advertising.

PROSPECTS
The sugar confectionery environment is expected to be shaped by the health and wellness trend over the forecast period. The number of Poles who pay increased attention to how they feel and look is on the rise, basically due to intense media coverage of healthy living standards. As a result, more Poles are modifying their daily diets, being more inclined to reach for products that offer not only indulgence, but also value-added properties like health benefits.

CATEGORY DATA

Table 218 Sales of Sugar Confectionery by Category: Volume 2006-2011

Yoghurt and Sour Milk Drinks in Poland – Category Analysis

HEADLINES

TRENDS
The health and wellness trend continues to positively affect sales of yoghurt and sour milk drinks as growing numbers of Poles are now paying more attention to what they eat and how they feel, attempting to modify their daily diets accordingly. As a result, more Polish consumers are shifting to healthier food products, including yoghurt and sour milk drinks. Yoghurt and sour milk drinks is a common option for a healthy and light breakfast as well as for snacking in between meals. During the summer season, such products are also purchased as a form of refreshment. Sales of yoghurt and sour milk drinks are also being boosted by a number of new product developments encompassing new, more exciting flavours and fortified/functional varieties as well as launches targeted towards particular consumer segments such as weight-conscious women or, alternatively, children.

COMPETITIVE LANDSCAPE
Danone Sp zoo led yoghurt and sour milk drinks in Poland during 2010 with a 31% value share. The company benefits from the popularity of its well-recognised brands, regular product innovation, widespread availability and considerable promotional support. In order to reach consumers of all income levels, Danone’s product portfolio encompasses premium, standard and economy variants.

PROSPECTS
Demand for yoghurt and sour milk drinks in Poland is expected to continue increasing over the forecast period, with new product developments such as new functional varieties and unique new flavours being the main drivers of growth. Moreover, the spread of the health and wellness trend will also help to increase the frequency of consumption, thus boosting sales in yoghurt and sour milk drinks. Growing numbers of Polish men and women are becoming increasingly concerned about their health and appearance. Therefore, demand for healthy packaged food products such as yoghurt and sour milk drinks is likely to continue rising.

CATEGORY DATA

Table 231 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011

Table 244 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2011-2016