Alcoholic Drinks in Poland
Euromonitor International's Alcoholic Drinks in Poland market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 147 | Publication date: Feb 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Rise in sales on the back of instable behaviour
Sales of alcoholic drinks enjoyed faster growth in 2007 over the previous year in comparison to the review period CAGR. Generally, Poles display swift changes in consumer habits and for this reason sales soar during good economic times and suffer from a steep decline during bad economic periods.
Poles desire for more
Polish consumers are shifting their attention towards higher-priced alcoholic drinks. Super-premium alcoholic drinks enjoyed the highest growth in 2006 over the previous year and premium brands of spirits are in demand. In addition, consumers with average incomes or lower than average incomes display need for higher-priced products. In response, manufacturers of vodka moved economy vodkas into higher-price bands.
Multinationals in the lead
Multinationals lead sales of alcoholic drinks thanks to acquisitions and through organic growth. On the one hand, drinks giants such as Diageo strive to win Polish consumers on the back of international brands. On the other hand, Pernod Ricard turned the domestic Wyborowa brand into a global trade mark.
Independent food stores still strong
Independent food stores is the major distribution channel for alcoholic drinks in Poland. The position of independent food stores in Poland is very strong in comparison to neighbouring countries as Hungary, the Czech Republic or Slovakia. Poles mainly purchase alcoholic drinks on impulse. This holds back the progress of supermarkets/hypermarkets within sales of alcoholic drinks. Supermarkets/hypermarkets also tend not to be present in rural areas.
Growth expected over forecast period
Sales of alcoholic drinks are forecast to witness good growth during the forecast period. Good value for money products will push sales of beer. Consumer habits will be beneficial for spirits. The way ahead for still light grape wine will not be easy. A bottle of table wine of good quality is priced close to a bottle of vodka, with this pricing not expected to change over the forecast period. Polish consumers will be still vodka and beer aficionados. The brown spirits and grape wine will see the solid growth, albeit from a low base. Brown spirits and grape wine are still too higher priced in relation to vodka or beer. The expected rise in disposable incomes will drive demand for alcoholic drinks.
Table of contents
ALCOHOLIC DRINKS IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Rise in sales on the back of instable behaviour
Poles desire for more
Multinationals in the lead
Independent food stores still strong
Growth expected over forecast period
KEY TRENDS AND DEVELOPMENTS
Aspiring for more
Increasing emigration produces contrasting effects
Low urbanisation levels limit the expansion of on-trade
Increasing retail and warehouses consolidation
Multinationals gaining share
Specialist retailers
Summary 1 Leading Specialist Retailers 2006
Market merger and acquisition activity
Summary 2 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007- Tyskie Gronie
Table 4 Selling Margin of a Typical Imported Wine Brand 2007 – Jacobs Creek
Table 5 Selling Margin of a Typical Domestically Produced Spirits Brand 2007- Absolwent
Table 6 Selling Margin of a Typical Imported Spirits Brand 2007 – Smirnoff
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
MARKET INDICATORS
Table 7 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 8 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 9 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 16 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 17 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 18 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 3 Research Sources
LOCAL COMPANY PROFILES - POLAND
DEBOWA POLSKA SPJ - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Debowa Polska Spj: Key Facts
Summary 5 Debowa Polska Spj: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Debowa Polska Spj: Competitive Position 2006
POLMOS BIALYSTOK SA - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Polmos Bialystok SA: Key Facts
Summary 8 Polmos Bialystok SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Polmos Bialystok SA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Polmos Bialystok: Competitive Position 2006
POLMOS LUBLIN SA - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Polmos Lublin SA: Key Facts
Summary 12 Polmos Lublin SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Polmos Lublin SA: Competitive Position 2006
SOBIESKI SP ZOO - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Sobieski Sp zoo: Key Facts
Summary 15 Sobieski Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Sobieski Sp zoo: Competitive Position 2006
VIAGUARA SP ZOO - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Viaguara Sp zoo: Key Facts
Summary 18 Viaguara Sp zoo: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
BEER IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price band methodology
Summary 19 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 23 Sales of Beer by Subsector: Total Volume 2002-2007
Table 24 Sales of Beer by Subsector: Total Value 2002-2007
Table 25 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 26 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 27 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 31 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 32 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Value 2001-2006
Table 34 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 35 Beer Imports by Country of Origin: Total Value 2001-2006
Table 36 Company Shares of Beer by National Brand Owner 2002-2006
Table 37 Company Shares of Beer by Global Brand Owner 2002-2006
Table 38 Brand Shares of Beer 2003-2006
Table 39 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 40 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 41 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
RTDS/HIGH-STRENGTH PREMIXES IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 51 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 52 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 53 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 58 Sales of Wine by Subsector: Total Volume 2002-2007
Table 59 Sales of Wine by Subsector: Total Value 2002-2007
Table 60 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 61 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 62 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 63 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 64 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 65 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 66 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 67 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 68 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 69 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 70 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 71 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 72 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 73 Sales of Still Red Wine by Quality Classification 2002-2007
Table 74 Sales of Still White Wine by Quality Classification 2002-2007
Table 75 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 76 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 77 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 78 Wine Exports by Country of Destination: Total Value 2001-2006
Table 79 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 80 Wine Imports by Country of Origin: Total Value 2001-2006
Table 81 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 82 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 83 Brand Shares of Still Light Grape Wine 2003-2006
Table 84 Company Shares of Champagne by National Brand Owner 2003-2006
Table 85 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 86 Brand Shares of Champagne 2003-2006
Table 87 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 88 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 89 Brand Shares of Other Sparkling Wine 2003-2006
Table 90 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 91 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 92 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 93 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 94 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 95 Brand Shares of Non-grape Wine 2003-2006
Table 96 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 97 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 98 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 99 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky Price band methodology
Summary 20 Benchmark brands – Poland
Published data comparisons
SECTOR DATA
Table 100 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 101 Sales of Spirits by Subsector: Total Value 2002-2007
Table 102 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 103 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 104 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 105 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 106 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 107 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 108 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 109 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 110 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 111 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 112 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 113 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 114 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 115 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 116 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 117 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 118 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 119 Liqueurs Production: Total Volume 2001-2006
Table 120 Other Spirits Production: Total Volume 2001-2006
Table 121 Company Shares of Spirits by National Brand Owner 2002-2006
Table 122 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 123 Brand Shares of Spirits 2003-2006
Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 125 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012