Executive Summary

Nov 2018
PROSPECTS
In-store bakeries improve the performance of unpackaged bread

After a continuous decline in the retail volume consumption of unpackaged bread in the review period, the decline slowed in 2018, due to the growing popularity of in-store bakeries. Paradoxically, at the forefront of the change were discounters, the domain of which was previously the competing category of packaged bread.

Bread producers band together to promote bread consumption

Since the beginning of the 21st century, the consumption of bread in Poland has almost halved, leading producers of bread (both packaged and unpackaged) to decide in November 2017 to create an association that would highlight the benefits of eating bread and would battle the influence of the gluten-free trend. The new association Stowarzyszenie Producentów Pieczywa also stresses how important it is to check the ingredients list of bread to differentiate good-quality from lower-quality products.

Consumers look for healthy alternatives to wheat-based products

Polish consumers are looking for alternatives when it comes to their daily intake of carbohydrates, as bread is considered to be an unhealthy product. Despite wheat-based products still accounting for the majority of sales, the interest in substitutes such as dark bread, pumpernickel bread and flat bread is increasing.

COMPETITIVE LANDSCAPE
Producers of baked goods seek growth in frozen artisanal products

As the dynamics of per capita consumption of baked goods are set to remain stagnant or on a slightly increasing trend over the forecast period, producers are looking for segments that have potential for growth. Whilst sales of packaged products are still increasing due to their low penetration, this category is and will be too small to satisfy the needs of the major producers.

Producers of flat bread boost sales by entering discounters

The good dynamics of packaged flat bread are partially caused by its cohesion with the health and wellness trend, as this product records a high level of consumer awareness, making it a go-to substitute for regular bread and other breakfast-oriented baked goods. However, the biggest influence was from the leading brands, as many of them shifted their distribution strategy towards discounters, entering this progressive channel and opening up a relatively new outlet for their products.

Private label benefits from changes in the industry

Discounters have gained from the increasing interest in unpackaged baked goods sold in bakeries. The distribution of baked goods in Poland is currently undergoing a progressive transition from traditional bakeries and other shops to discounters.

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Baked Goods in Poland

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Overview

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

The Baked goods 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 Baked goods in Poland?
  • What are the major brands in Poland?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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.

Baked Goods in Poland - Category analysis

HEADLINES

PROSPECTS

In-store bakeries improve the performance of unpackaged bread
Bread producers band together to promote bread consumption
Consumers look for healthy alternatives to wheat-based products

COMPETITIVE LANDSCAPE

Producers of baked goods seek growth in frozen artisanal products
Producers of flat bread boost sales by entering discounters
Private label benefits from changes in the industry

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 6 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 7 Distribution of Baked Goods by Format: % Value 2013-2018
Table 8 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 9 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in Poland - Industry Overview

EXECUTIVE SUMMARY

Thriving economy fuels growth of packaged food
Changes in lifestyles determine dynamics
International corporations lead
Discounters expand
Current trends likely to intensify

FOODSERVICE

Sales to Foodservice
Foodservice operators follow the major packaged food trends
Customers value local products
Both domestic and international companies present
Consumer Foodservice
Favourable socioeconomic situation fuels the development of consumer foodservice
Government policies threaten foodservice
New business models thrive
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: Value 2013-2018
Table 18 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 19 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 20 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 22 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 23 Penetration of Private Label by Category: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format: % Value 2013-2018
Table 25 Distribution of Packaged Food by Format and Category: % Value 2018
Table 26 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources