Executive Summary

Mar 2019
PROSPECTS
Raw packaged food on the increase

Thanks to increasing knowledge about healthy eating habits in Poland, the demand for raw, unprocessed packaged food is flourishing, as consumers are increasingly embracing NH products. Examples include dried fruit or NH fruit and nut bars, which apart from featuring simple recipes and clean label, are sold as tasty snacks.

Good prospects for NH food

Over the forecast period NH packaged food is expected to perform relatively well. The convenience it offers, affordable prices and relative simplicity of updating a non-HW product to an NH variant will positively affect the sales of naturally healthy products, especially nut- and fruit-based products, as well as NH honey, rice and dairy.

Consumers increasingly embrace superfoods

Superfoods have been present in Poland for many years but are far from being considered mainstream. This is despite growing general knowledge about superfood and its benefits in addressing general wellbeing, as well as particular health-related issues, among both consumers and manufacturers.

COMPETITIVE LANDSCAPE
Strong presence of local companies

Extensive knowledge of the market, established brands and relative simplicity of the production process has enabled local companies to compete on equal terms with large, international players. Colian Holding, SM Mlekpol, GP Sadecki Bartnik and Bakalland operate in nuts, seeds and trail mixes as well as sour milk products, which are considered to be core NH products given the simplicity in creating NH variants.

Dominance of artisanal and private label

NH packaged food was characterised by artisanal products in 2018. The large sales of bread enabled NH high fibre bread to flourish, which benefited from the perception of being healthier and beneficial for the digestive system.

Reliance on innovation

The main growth engine of NH products has been a constant stream of innovations, especially among smaller and easier to refresh categories, such as cereal bars, nuts, seeds and trail mixes and, bread to a lesser extent. Such changes included new flavours, the addition of fruit and seeds to cereal bars, the creation of new mixtures of bags with nuts and seeds, together with package redesigns to stress the new formula and natural origin of the product, as in the case of the Vital fruit bar by FreeYu or BeRAW by a celebrity sportswoman, Ewa Chodakowska.

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Naturally Healthy Packaged Food in Poland

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Overview

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

The Naturally Healthy Packaged 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 Naturally Healthy Packaged Food in Poland?
  • What are the major brands in Poland?
  • Which dietary supplement grew the fastest in the past year?

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.

Naturally Healthy Packaged Food in Poland - Category analysis

HEADLINES

PROSPECTS

Raw packaged food on the increase
Good prospects for NH food
Consumers increasingly embrace superfoods

COMPETITIVE LANDSCAPE

Strong presence of local companies
Dominance of artisanal and private label
Reliance on innovation

CATEGORY DATA

Table 1 Sales of NH Packaged Food by Category: Value 2013-2018
Table 2 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 4 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 5 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 6 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 7 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Health and Wellness in Poland - Industry Overview

EXECUTIVE SUMMARY

Health and wellness sales enjoy ongoing success
Wide range of personalised diets stimulate sales of HW products
Increasing importance of companies’ roles within HW
Diversified distribution of HW
Continuous growth over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources