Executive Summary

Aug 2019
PROSPECTS
Social programmes to support families are extended

Government programmes launched by the government in 2016 and 2017 were mainly aimed towards larger families, providing parents with PLN500.00 for each child after the first one (the 500+ programme) and creating affordable apartments for rent for families in need.

Low rate of breastfeeding means little threat to milk formula

The rate of breastfeeding remains particularly low in Poland. Social conservatism often means that breastfeeding in public is less accepted than in many Western countries, while medical staff often do not cover the topic in any great detail.

Demographic growth expected, supporting sales of milk formula

Given the strong economic performance in the country and government incentives, Poland recorded positive growth in birth rates in 2018 and 2019 as Poles enjoyed higher disposable incomes due to improving salaries and subsidies, while being more inclined to extend their families. This will lead to strong increases in the population aged between 0 and 12 months in 2019 and 2020.

COMPETITIVE LANDSCAPE
Baby food is highly concentrated, with little change in 2019

Sales of baby food in Poland remained in the hands of a relatively small number of companies in 2019, in comparison to other types of packaged food. Prior to and until the early part of the review period baby food was in decline, discouraging new players from entering the category or investing in products to challenge the leading players.

Players innovate in prepared baby food and packaging

Prepared baby recorded strong retail value growth towards the end of the review period as manufacturers introduced innovative and convenient products, such as fruit purees in stand-up pouches. This type of packaging is convenient for on-the-go consumption and many leading brands have already introduced there products in the format, including Hipp, Gerber and BoboVita.

Private label has a minor role

A unique factor in baby food among other packaged food products is the relatively minor role of private label. While major chain retailers in Poland such as Biedronka, Tesco or Auchan have their own private label products, they do not offer packaged baby food.

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Baby Food in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby food 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 Baby food industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby food 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 Baby food in Poland?
  • What are the major brands in Poland?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

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.

Baby Food in Poland - Category analysis

HEADLINES

PROSPECTS

Social programmes to support families are extended
Low rate of breastfeeding means little threat to milk formula
Demographic growth expected, supporting sales of milk formula

COMPETITIVE LANDSCAPE

Baby food is highly concentrated, with little change in 2019
Players innovate in prepared baby food and packaging
Private label has a minor role

CATEGORY DATA

Table 1 Sales of Baby Food by Category: Volume 2014-2019
Table 2 Sales of Baby Food by Category: Value 2014-2019
Table 3 Sales of Baby Food by Category: % Volume Growth 2014-2019
Table 4 Sales of Baby Food by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Baby Food: % Value 2015-2019
Table 6 LBN Brand Shares of Baby Food: % Value 2016-2019
Table 7 Distribution of Baby Food by Format: % Value 2014-2019
Table 8 Forecast Sales of Baby Food by Category: Volume 2019-2024
Table 9 Forecast Sales of Baby Food by Category: Value 2019-2024
Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2019-2024

Packaged Food in Poland - Industry Overview

EXECUTIVE SUMMARY

Rising disposable incomes and health-consciousness contribute to growth
Changes in lifestyle determine dynamics
Strong competition between international and local players, as well as private label
Expansion leads discounters to take share from other modern grocery retailers
Health and wellness trends and rising incomes set to contribute to growth

FOODSERVICE

Sales to Foodservice
Foodservice operators follow the major packaged food trends from retail
Customers value local suppliers and products
Opportunities for sales of ice cream to foodservice
Consumer Foodservice
Rising incomes and changing lifestyles fuel the development of consumer foodservice
New business models are thriving in the country
The use of technology to cut costs and give foodservice players an advantage
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources