Savoury Snacks in Poland

PROSPECTS

Healthier savoury snacks likely to continue to drive sales

Savoury snacks is expected to perform exceptionally well over the forecast period, as these products fulfil demand for healthy products. The main motors of growth will likely be nuts, seeds and trail mixes, popcorn and vegetable, pulse and bread chips.

Customers’ focus on flavour to override the less healthy properties of some savoury snacks

Even though the number of Poles seeking healthy alternatives is set to grow rapidly, the large group which is less concerned with health issues and is more focused on purchasing tasty snacks will likely remain. Therefore, in addition to demand for healthy products, the opposite trend will also likely shape savoury snacks over the forecast period.

Average unit prices to rise

While savoury snacks is expected to develop rapidly in value and volume terms, retail volume growth is set to be lower than that of constant retail value, largely due to rising unit prices. Stability in the category and increasing demand drove manufacturers to invest in research and development, resulting in higher prices of goods, especially nuts, vegetable and bread snacks and potato chips, which all based their growth on costly introductions of new flavours and interesting packaging.

COMPETITIVE LANDSCAPE

Two strong leading players

Frito-Lay Poland and The Lorenz Bahlsen Snack-World led savoury snacks in Poland in 2018. Both companies have a widespread presence in the most important categories of savoury snacks - nuts, seeds, potato chips, tortilla chips, savoury biscuits, puffed snacks, popcorn and pretzels.

Ongoing extensive marketing campaigns and new product launches

The main methods employed by savoury snacks manufacturers are marketing campaigns and launches of new flavours, usually as a limited edition. TV advertising, the internet, billboards and point-of-sale materials create prevalent brand recognition and include representations of people enjoying themselves while consuming savoury snacks, during parties – mainly by Lorenz Bahlsen’s Crunchips; or during family time – as with Frito-Lay Poland.

Increasing importance of branded products and diversification of packaging

Branded products are widely offered in all channels of distribution, including discounters and supermarkets, the main channels for savoury snacks.

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