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Learn moreOct 2020
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With limited foodservice offers and many consumers remaining at home for longer periods of time during the lockdown introduced by the government in response to the emergence of COVID-19, Poles returned to their kitchens to prepare meals from scratch and indulge in baking as a pastime and a source of comfort. This resulted in greater demand for butter and spreads in Q2 2020, improving the performance of all three categories, although margarine and spreads, which is suffering from an increasingly unhealthy image in Poland, as it does in most Eastern European countries, continued to record a decline in retail volume terms due to awareness of the level of harmful fats in these products in light of the health and wellness trend.
Despite losing value share in 2020, Upfield Polska Sp zoo gained leadership of overall butter and spreads in Poland from ZT Kruszwica SA due to intense competition within the largest category of margarine and spreads, while Upfield also dominates cooking fats. Despite ongoing declining demand for margarine and spreads in Poland, the category experienced a marginal improvement in its performance during the lockdown as consumers turned to longer shelf life products over fears of product shortages in addition to cooking and baking.
Private label continued to gain value share in 2020, driven by demand for butter, as price-sensitive Poles searched for more affordable options during the pandemic. This trend was supported by the strengthening position of discounters as a distribution channel for butter and spreads in Q2, which gained further value share from hypermarkets and supermarkets.
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Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine industry in Poland with research from Euromonitor's team of in-country analysts.
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