Hot Drinks in Poland
Euromonitor International's Hot 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: 51 | Publication date: Jun 2006
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- 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
Executive summary
Healthier, more convenient but also more expensive
In 2005 hot drinks was shaped by the demand for convenience and indulgence in line with a growing health awareness trend. Polish consumers slowly shifted towards premium brands, which resulted in higher prices. Convenient 3-in-1 and 2-in-1 coffee varieties were the winners of 2005. Increasing health consciousness boosted demand for teas associated with health and wellness.
Branded hot drinks benefited from the growing affluence of Polish consumers. As hot drinks were relatively cheaper than soft drinks, consumers could afford premium products. This explains the high brand loyalty within hot drinks, which is unusual in fmcg markets.
Multinationals lead the way
Heavyweights like Kraft, Nestlé, Tchibo and Unilever strengthened their positions in hot drinks. Mega brands, large marketing budgets and holistic marketing approaches were the factors behind their success. The acquisition of the rights to the MK Cafe brand strengthened the position of Elite Cafe. Multinationals paid more attention to products which provided benefits in terms of health and wellness. Unilever made its debut in fruit/herbal tea and pu-erh tea. Nestlé introduced Ricoré, a mix of instant chicory (60%) and instant coffee (40%).
Domestic players lose out
In 2005 domestic players lost out in hot drinks. Multinationals paid more attention to niche areas in which domestic players held strong positions, for example in fruit/herbal tea. Mokate’s position in coffee was weakened by the growing popularity of 3-in-1 and 2-in-1 coffee products which cannibalised sales of cappuccino in which the company was the key player.
Independent food stores loses share but remains leading distribution channel
Independent food stores lost share in 2005, but remains the leading distribution channel. The position of independent food stores in Poland is very strong in comparison to neighbouring countries such as Hungary, the Czech Republic or Slovakia. However, supermarkets/hypermarkets and discounters are slowly growing in importance and popularity. The expected expansion of discounters into rural areas will shape the market in the future.
Let’s go out?
While the number of coffee bars increased substantially throughout the review period, consumption of hot drinks outside the home remains generally low among Polish consumers.
Poles generally take their caffeine at home, and it is mostly the inexpensive sort, namely ground and roasted coffee. The culture of partaking in hot drinks away from home is still underdeveloped in Poland. However, Poles are more likely to consume coffee away from home than tea, because tea is perceived as a ‘common’ drink, whereas coffee is seen as more ‘sophisticated’. Whatever the case, the only area of the on-trade in which tea is relatively successful is restaurants as many Poles like to drink tea after a meal to aid digestion.
Table of contents
HOT DRINKS IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
HOT DRINKS SALES
Market Performance
Table 1 Retail Sales of Hot Drinks by Sector: Volume 2000-2005
Table 2 Retail Sales of Hot Drinks by Sector: Value 2000-2005
Table 3 Retail Sales of Hot Drinks by Sector: % Volume Growth 2000-2005
Table 4 Retail Sales of Hot Drinks by Sector: % Value Growth 2000-2005
Competitive Environment
Table 5 Hot Drinks Company Shares by Retail Value 2001-2005
Table 6 Hot Drinks Brand Shares by Retail Value 2002-2005
Retail Distribution
Table 7 Retail Sales of Hot Drinks by Distribution Format: % Analysis 2000/2005
Table 8 Retail Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2005
Retailer Activity and Private Label Trends
Table 9 Penetration of Private Label by Sector 2001- 2005
Forecast Market Performance
Table 10 Forecast Retail Sales of Hot Drinks by Sector: Volume 2005-2010
Table 11 Forecast Retail Sales of Hot Drinks by Sector: Value 2005-2010
Table 12 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2005-2010
Table 13 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2005-2010
DEFINITIONS
LOCAL COMPANY PROFILES - POLAND
ASTRA SP ZOO - HOT DRINKS - POLAND
COMPANY BACKGROUND
Summary 1 Summary - Astra Sp zoo Operational Indicators
ELITE CAFE SP ZOO - HOT DRINKS - POLAND
COMPANY BACKGROUND
EXPORTS
PLANS
Summary 2 Summary - Elite Coffee Sp zoo Operational Indicators 2004
HERBAPOL LUBLIN SA - HOT DRINKS - POLAND
COMPANY BACKGROUND
Summary 3 Summary - Herbapol Lublin SA Operational Indicators 2005
PREMIUM FOODS SA - HOT DRINKS - POLAND
A STRONG PLAYER IN FRUIT/HERBAL TEA
EFFECTIVE DISTRIBUTION THE KEY TO SUCCESS
VITAX – THE NATURAL CHOICE
VITAX WELLNESS THE STAR PERFORMANCE
FRUTILA – A NEW MID-PRICED BRAND
Summary 4 Summary - Premium Foods SA Operational Indicators
COFFEE IN POLAND
SECTOR PERFORMANCE
2005 Headlines
Instant coffee too weak to boost sector growth
MK Cafe acquired by Elite Cafe
3-in-1 and 2-in-1 coffee formats behind best performing instant coffee
Consumers slowly shift to premium segment, and unit prices rise
Mixes grow in popularity at the expense of cappuccino
Multinationals lead the way
Kraft Foods
Tchibo
Nestlé
Coffee bars are on the way up
but the first wave of development is probably over
Forecast performance
Table 14 Retail Sales of Coffee by Type: Volume 2000-2005
Table 15 Retail Sales of Coffee by Type: Value 2000-2005
Table 16 Retail Sales of Coffee by Type: % Volume Growth 2000-2005
Table 17 Retail Sales of Coffee by Type: % Value Growth 2000-2005
Table 18 Coffee Company Shares 2001-2005
Table 19 Coffee Brand Shares 2002-2005
Summary 5 Summary - Coffee: New Product Launches 2004-2005
Table 20 Forecast Retail Sales of Coffee by Type: Volume 2005-2010
Table 21 Forecast Retail Sales of Coffee by Type: Value 2005-2010
Table 22 Forecast Retail Sales of Coffee by Type: % Volume Growth 2005-2010
Table 23 Forecast Retail Sales of Coffee by Type: % Value Growth 2005-2010
COFFEE PODS PERFORMANCE
Table 24 Standard Vs Coffee Pods 2004/2005
TEA IN POLAND
SECTOR PERFORMANCE
2005 Headlines
Tea seen as healthier and more convenient but records minimal growth
Unilever makes its debut in fruit/herbal tea
Lipton closer to nature
Other tea enjoys the strongest growth
Slow shift towards premium products drives unit prices upwards
Bio Active offers teas for nearly every medical complaint
Herbapol Lublin and Premium Foods focus on nature
ZASPOL and Oskar International Trading focus on quality while Posti looks to the economy segment
Instant tea
Forecast performance
Table 25 Retail Sales of Tea by Subsector: Volume 2000-2005
Table 26 Retail Sales of Tea by Subsector: Value 2000-2005
Table 27 Retail Sales of Tea by Subsector: % Volume Growth 2000-2005
Table 28 Retail Sales of Tea by Subsector: % Value Growth 2000-2005
Table 29 Tea Company Shares 2001-2005
Table 30 Tea Brand Shares 2002-2005
Summary 6 Summary - Tea: New Product Launches 2004-2005
Table 31 Forecast Retail Sales of Tea by Subsector: Volume 2005-2010
Table 32 Forecast Retail Sales of Tea by Subsector: Value 2005-2010
Table 33 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2005-2010
Table 34 Forecast Retail Sales of Tea by Subsector: % Value Growth 2005-2010
OTHER HOT DRINKS IN POLAND
SECTOR PERFORMANCE
2005 Headlines
Steady review period perfomance from other hot drinks
Ricoré responsible for other plant-based hot drinks recording the highest growth rates
Domestic manufacturer Maspex in pole position
Anatol – “It is a pleasure to be together”
Forecast performance
Table 35 Retail Sales of Other Hot Drinks by Subsector: Volume 2000-2005
Table 36 Retail Sales of Other Hot Drinks by Subsector: Value 2000-2005
Table 37 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2000-2005
Table 38 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2000-2005
Table 39 Other Hot Drinks Company Shares 2001-2005
Table 40 Other Hot Drinks Brand Shares 2002-2005
Summary 7 Summary - Other Hot Drinks: New Product Launches 2004-2005
Table 41 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2005-2010
Table 42 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2005-2010
Table 43 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2005-2010
Table 44 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2005-2010