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Country Report

Poland Flag Confectionery in Poland

| Pages: 77

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • Chocolate confectionery was the largest and fastest-growing category within confectionery in 2014. Despite the economic slowdown, all categories recorded value growth, as chocolate confectionery was regarded as a product to improve one’s mood. Manufacturers continually changed their offers, focusing on attracting customers with new variants, tastes and refined packaging design. Chocolate confectionery sales were still characterised by seasonality, as demand was higher in autumn and winter and lower in spring and summer, which was related to the lower consumption of chocolate when the temperature was high.

COMPETITIVE LANDSCAPE

  • Mondelez and Lotte Wedel remained the leading chocolate confectionery producers in Poland, with value shares of 16% and 11%, respectively, in 2014. Both players held strong positions due to their recognisable brand names, such as Milka, Prince Polo, Alpen Gold and Wedel, as well as their activity in the implementation of new products and strong investments in advertising, which worked as a solid driver. Their offerings were reasonably priced and broadly available, which allowed them to maintain strong market positions. Wedel was traditionally rooted in the minds of Polish consumers as a domestic brand, despite having an international owner.

PROSPECTS

  • Chocolate confectionery is expected to grow over the forecast period, with CAGRs of 4% in value terms at constant 2014 prices and 3% in retail volume terms. Prospects for the category stem from the strong attachment of Polish consumers to chocolate confectionery, regarding it as a small pleasure, which is difficult to give up even during weaker economic situations. The cost-effective approach to consumer purchases is likely to be an impetus for the development of private label over the forecast period. A range of chocolate confectionery in small sizes and weight and an approachable unit price is also expected to be developed over the forecast period. Branded manufacturers are likely to develop their assortment with new products, flavours and packaging to meet the increasingly competitive private label head on.

Gum

TRENDS

  • In Poland gum is a typical impulse category, being placed right next to the checkout at customer eye level. In 2014, gum registered a decline in value terms. The economic slowdown drove consumers to products with a lower unit price, such as economy, small-size packages or larger packages, which were cheaper per kilo. In addition, the presence of private label gum with low unit prices in the rapidly growing discounters channel adversely affected value sales of gum.

COMPETITIVE LANDSCAPE

  • Wrigley outperformed its competitors and accounted for 89% of gum value sales in 2014. Wrigley’s portfolio included four major brands, namely Orbit, Winterfresh, Airwaves and Doublemint. The latter was introduced in October 2013. Each brand had a distinct investment strategy. Orbit gum was aimed at those who paid attention to oral hygiene. Winterfresh was targeted at consumers looking for an effective refreshment in the form of a strong mint. Airwaves was positioned as a gum with the strongest menthol taste. Doublemint gum, in turn, was positioned as impulse gum at PLN1.00.

PROSPECTS

  • Gum is expected to recover over the forecast period in volume terms after the declining trend observed over the review period. The category leaders are likely to stimulate gum through strong advertising and new product development. Demand, however, will also be dependent on the spending power of consumers. If the predictions of economic recovery comes true, consumers will be able to allow more funds for impulse products, such as gum. Fortified/functional gum, which offers a decongestant or whitening effects, is expected to perform well over the forecast period, positively affecting the entire category.

Sugar Confectionery

TRENDS

  • Pastilles, gums, jellies and chews, mints and boiled sweets were the largest categories in sugar confectionery in 2014. Enriching sugar confectionery with vitamins, plant extracts and natural juices was a visible trend. A large amount of enriched confectionery was directed at children with the argument that the content of vitamins and natural juices in sugar confectionery was beneficial to children’s health. The continuing decline in the popularity of boiled sweets, mints and lollipops in favour of “soft” pastilles, gums, jellies and chews was visible. Medicated confectionery and power mints continued to register rising demand, determined by the functional properties of helping with a sore throat or cough. Product launches and brand extensions were the visible trend in toffee, caramels and nougat, although the category witnessed only a slight increase in 2014 compared to the decline of the previous year due to the maturity of the category.

COMPETITIVE LANDSCAPE

  • Perfetti Van Melle was the leading player in 2014, with a 15% share of retail value sales. The company was strong in mints with its popular Mentos and Mentos Strong brands, in pastilles, gums, jellies and chews with its Mentos Fruit and Fruit-tella brands, as well as in lollipops with its Chupa Chups brand. It held a strong position in sugar confectionery in Poland due to its broad advertising and well-known brands.

PROSPECTS

  • The overall category is likely to witness a decline in value terms at constant 2014 prices over the forecast period as a general trend away from sugar confectionery is expected. Consumer demand is anticipated to shift towards other types of confectionery or snacks, such as chocolate confectionery, biscuits or snack bars. Sugar confectionery will lose ground due to the unfavourable reputation of sugar and its general unhealthy image. However, not all categories are expected to post declining sales. Health and wellness products, such as medicated confectionery and power mints with decongestant effects or fortified with herbs or vitamins are expected to register positive value CAGRs at constant 2014 prices over 2014-2019. A positive performance is also expected for pastilles, gums, jellies and chews due to the strong support from producers, a significant amount of new products and a wide consumer group, both children and adults.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Confectionery industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Confectionery in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Confectionery in Poland?
  • What are the major brands in Poland?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Table of Contents

Confectionery in Poland - Category Analysis

CHOCOLATE CONFECTIONERY IN POLAND

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019

GUM IN POLAND

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY IN POLAND

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Sugar Confectionery: Product Types

Confectionery in Poland - Company Profiles

Jeronimo Martins Polska SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Jeronimo Martins Polska SA: Key Facts
  • Summary 3 Jeronimo Martins Polska SA: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 4 Jeronimo Martins Polska SA: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Jeronimo Martins Polska SA: Competitive Position 2014

Nestlé Polska SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Nestlé Polska SA: Key Facts
  • Summary 7 Nestlé Polska SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 8 Nestlé Polska SA: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 9 Nestlé Polska SA: Competitive Position 2014

ZPC Mieszko SA in Packaged Food (Poland)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 ZPC Mieszko SA: Key Facts
  • Summary 11 ZPC Mieszko SA: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 12 ZPC Mieszko SA: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 13 ZPC Mieszko SA: Competitive Position 2014

Packaged Food in Poland - Industry Context

EXECUTIVE SUMMARY

Registered growth of packaged food sales

Healthy products gain momentum

Artisanal and private label remain the leaders in packaged food

Discounters and convenience stores dominate the distribution of packaged food

Packaged food is expected to register slow growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Health issues increasingly receive media attention

Demographic changes affect the packaged food offer and distribution channels

Signs of polarisation of packaged food products in Poland

The potential of internet retailing

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends –foodservice

Prospects

Category Data

  • Table 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INGULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019
  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 14 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
          • Sugar Free Gum
          • Sugarised Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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