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: 151 | Publication date: Jan 2009
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
Alcohol drinks sales continued to grow in 2008
Polish consumers continued to display a strong appetite for alcoholic drinks in 2008. The growing consumption of alcoholic drinks was attributable to a number of factors, including soaring disposable incomes, the spreading consumerism culture and more sophisticated needs among local consumers. The continued growth in alcoholic drinks sales could also be put down to increasing consumer confidence in Poland.
Polish consumers’ needs become more diversified and fragmented
The model of consumption of alcoholic drinks is becoming more diversified and sophisticated. Poles are travelling more, discovering new tastes, and following new patterns of consumption. The educational campaigns of manufacturers are also resulting in greater awareness of the benefits of various types of drinks as well as an, at times, more refined drinking culture. These factors have translated into growing demand for premium and super-premium products.
Multinationals gaining in importance
Multinationals are getting stronger in the Polish alcoholic drinks market. Global companies have taken the leading positions in the market through a combination of acquisitions and organic development, and are focused on raising their sales shares. Nevertheless, Belvedere or CEDC, both first established in Poland, are gaining in importance not only in Poland but also in international markets. The great success enjoyed by Polmos Lublin could also serve as a lesson to its competitors.
Independent small grocers still the dominant retail channel
Despite the progress of distribution channels classified as the “modern retail trade”, which encompasses hypermarkets/supermarkets and discounters, the position of independent food stores in Poland remains very 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 such as Hungary, the Czech Republic or Slovakia.
Despite the risk of a slowdown in the economy, prospects remain positive
The alcoholic drinks market is forecast to remain relatively resistant to the economic slowdown expected as a consequence of the global financial crisis. Generally, alcoholic drinks are not sensitive to decline in disposable incomes and falling consumer confidence. The biggest threat is expected to be any increase in excise duty. Nevertheless, consumer expenditure is predicted to see a slight rise. Consumer habits will be beneficial for spirits, with brown spirits expected to be in demand, although the leading position of vodka will remain untouchable. Sales of beer will slowly mature, while consumption of grape wine will see marked growth. However, low awareness levels of wine culture and high prices will still serve to slow down the expansion of grape wine consumption during the forecast period.
Table of contents
ALCOHOLIC DRINKS IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcohol drinks sales continued to grow in 2008
Polish consumers’ needs become more diversified and fragmented
Multinationals gaining in importance
Independent small grocers still the dominant retail channel
Despite the risk of a slowdown in the economy, prospects remain positive
KEY TRENDS AND DEVELOPMENTS
Domestic players and brands go global
Affordable luxury alcoholic drinks are in demand
More holistic approach to advertising is needed
Alcoholic drinks relatively resistant to the financial crisis
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008
Table 4 Selling Margin of a Typical Wine Brand 2008
Table 5 Selling Margin of a Typical Spirits Brand 2008
Operating environment
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - POLAND
CENTRAL EUROPEAN DISTRIBUTION CORP (CEDC) - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 CEDC: Key Facts
Summary 5 CEDC: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 CEDC: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 CEDC: Competitive Position 2007
POLMOS LUBLIN SA - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Polmos Lublin SA: Key Facts
Summary 9 Polmos Lublin SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Polmos Lublin SA: Competitive Position 2007
SLASKA WYTWóRNIA WóDEK GATUNKOWYCH POLMOS SA - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Slaska Wytwórnia Wódek Gatunkowych POLMOS SA: Key Facts
Summary 12 Slaska Wytwórnia Wódek Gatunkowych POLMOS SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Slaska Wytwórnia Wódek Gatunkowych POLMOS SA: Competitive Position 2007
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 2007
TIM SA - ALCOHOLIC DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Tim SA: Key Facts
Summary 18 Tim SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 Tim SA: Competitive Position 2007
BEER IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 20 Lager by Price Band 2008
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
PROSPECTS
RTDS/HIGH-STRENGTH PREMIXES IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 52 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN POLAND
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 57 Sales of Wine by Subsector: Total Volume 2003-2008
Table 58 Sales of Wine by Subsector: Total Value 2003-2008
Table 59 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 60 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 61 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 65 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 66 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 69 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 70 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still Red Wine by Quality Classification 2003-2008
Table 73 Sales of Still White Wine by Quality Classification 2003-2008
Table 74 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 75 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 76 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 77 Wine Exports by Country of Destination: Total Value 2002-2007
Table 78 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 79 Wine Imports by Country of Origin: Total Value 2002-2007
Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 82 Brand Shares of Still Light Grape Wine 2004-2007
Table 83 Company Shares of Champagne by National Brand Owner 2004-2007
Table 84 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 85 Brand Shares of Champagne 2004-2007
Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 88 Brand Shares of Other Sparkling Wine 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 90 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 91 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 92 Company Shares of Non-grape Wine by National Brand Owner 2004-2007
Table 93 Company Shares of Non-grape Wine by Global Brand Owner 2004-2007
Table 94 Brand Shares of Non-grape Wine 2004-2007
Table 95 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 96 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 97 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 98 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
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 21 Benchmark brands – Poland
SECTOR DATA
Table 99 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 100 Sales of Spirits by Subsector: Total Value 2003-2008
Table 101 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 102 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 104 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 105 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 106 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 107 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 108 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 109 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 110 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 111 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 112 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 113 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 114 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 115 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 116 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 117 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 118 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 119 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 120 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 121 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 122 Liqueurs Production: Total Volume 2002-2007
Table 123 Other Spirits Production: Total Volume 2002-2007
Table 124 Company Shares of Spirits by National Brand Owner 2003-2007
Table 125 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 126 Brand Shares of Spirits 2004-2007
Table 127 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 128 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 129 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 130 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013