Although powder concentrates recorded positive growth in current value terms, sales declined in volume terms in 2018. Poles who are following a healthy lifestyle trend are not keen to prepare drinks using powder or granulates, as such drinks are not associated with healthy ingredients.
Poles are also focusing strongly on healthy equivalent products of their regular syrups. Liquid concentrates producers are therefore also trying to stay in line with consumers’ expectations.
For many years syrups were available in the most common and typical Polish tastes like raspberry, blueberry, blackcurrant and wild rose. In recent years Poles have been able to find much more exotic tastes, often mixing southern fruits with local Polish fruits, giving very original flavours.
Paola recorded further decline in liquid concentrates and lost its second position, dropping into third place, in 2018. Paola is one of the oldest concentrates brands on the market and is still well recognised by Poles, and Hoop Polska is planning to reinvigorate the brand.
The category is quite stable and mature, showing only very modest growth in off-trade volume terms. Poles have a long tradition of using concentrates to prepare a fresh drink from it or to add it to tea, especially in the cold winter time.
Excellence started out by producing private label lines for well-known retailers such as Carrefour, E Leclerc or Lidl. Only subsequently did it focus on its own brand.
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This industry report originates from Passport, our Soft Drinks market research database.