Soft Drinks in Poland
Euromonitor International's Soft 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: 145 | Publication date: Jun 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
The Poles are thirsty for soft drinks
Sales of soft drinks kept their growth momentum in 2007. A very warm spring and hot summer as well as growing disposable income contributed to this growth. Manufacturers surprised consumers with new developments. Soft drinks is one of the most innovative categories within the fmcg industry. Smaller domestic companies successfully challenged multinational soft drinks giants. Not only price, but also better understanding of consumers’ needs drove the success of domestic players.
The diversification of needs is accompanied by rising health awareness
Together with growing disposable income, the Poles are becoming more demanding consumers. Polish consumers are turning to functional drinks, RTD tea and RTD coffee. Growing health awareness also stimulates demand for bottled water and chilled juices.
Aggressive domestic players
Domestic players are managing to compete against multinational companies. Lower reaction times, better understating of consumers’ needs and better value for money are drivers of growing sales of domestic players.
The domestic company Gellwe overtook Red Bull in 2007 to become the leader of energy drinks in terms of volume. The Cisowianka brand from domestic player Naleczow Zdroj was second in volume sales of bottled water.
Supermarkets are gaining
Independent small grocers remain the most popular channel for soft drinks in Poland, however this channel has been declining for several years, and supermarkets/hypermarkets are gradually becoming more a more popular channel. Within Supermarkets/hypermarkets supermarkets are winning out over hypermarkets in sales of soft drinks. The biggest retail format has reached the saturation point in Poland, a consequence of the relatively low number of big cities in Poland. In contrast, supermarkets are better adjusted to the needs of the average Poles, many of whom live in the numerous small- and medium-sized cities.
Good prospects ahead
Soft drinks are forecast to enjoy good progress over the forecast period. As consumers grow increasingly health conscious, they will turn to soft drinks instead of alcoholic drinks. What is more, soft drinks are convenient, and better absorbed than food, which will grow consumption of soft drinks at the expense of food. Nevertheless, the tremendous pace of growth over the review period will not be copied over the forecast period. The high base does not allow for that.
Table of contents
SOFT DRINKS IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
The Poles are thirsty for soft drinks
The diversification of needs is accompanied by rising health awareness
Aggressive domestic players
Supermarkets are gaining
Good prospects ahead
KEY TRENDS AND DEVELOPMENTS
Geocentrism vs ethnocentrism
Domestic companies successfully compete with multinationals
Health benefits in focus
Soft drinks on the consolidation route
On-trade sales still lower than expectations
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 34 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 35 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - POLAND
GELLWE SP ZOO - SOFT DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Gellwe Sp zoo: Key Facts
Summary 3 Gellwe Sp zoo Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Gellwe Sp zoo: Competitive Position 2007
GRUPA MASPEX WADOWICE - SOFT DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Grupa Maspex Wadowice Sp zoo: Key Facts
Summary 6 Grupa Maspex Wadowice Sp zoo: Operational Indicators 2005-2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Grupa Maspex Wadowice Sp zoo: Competitive Position 2007
HOOP SA - SOFT DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hoop SA: Key Facts
Summary 9 Hoop SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Hoop SA: Competitive Position 2007
JURAJSKA SP ZOO - SOFT DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Jurajska Sp zoo : Key Facts
Summary 12 Jurajska Sp zoo: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Jurajska Sp zoo: Competitive Position 2007
NALECZOW ZDROJ SP ZOO - SOFT DRINKS - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Naleczow Zdroj Sp zoo: Key Facts
Summary 15 Naleczow Zdroj Sp zoo Operational Indicators 2005-2006
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 Naleczow Zdroj Sp zoo: Competitive Position 2007
CARBONATES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Low Calorie Carbonates by Subsector 2003-2007
Table 37 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 38 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 41 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 45 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 46 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 47 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 49 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 57 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 58 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 60 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 61 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 62 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 69 Sales of Bottled Water to Institutional Channel 2001-2006
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 88 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 94 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 99 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 100 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 106 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 109 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 110 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 111 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 112 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 113 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 119 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 120 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 121 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 122 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 123 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 124 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 125 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 126 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 127 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 129 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012