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Soft Drinks in Poland
January 2022
Soft drinks in 2021: The big picture
One of the biggest impacts on soft drinks in Poland in 2021 has been the introduction of the sugar tax for most drinks below a 20% juice content. This impacted categories such as carbonates, concentrates, RTD tea, and juice drinks with lower than 20% juice content.
2021 key trends
In line with the above trends, bio and organic products are booming and the number of outlets selling such products is growing. Typically, health-positioned novelties were sold via specialist health food online shops, but the widening offer of products is resulting in widening distribution too.
Competitive landscape
Coca-Cola HBC Polska Sp zoo is the overall leader in soft drinks in Poland, thanks to its extensive portfolio across different categories. However, the standout brand in 2021 is Starbucks from Arla Foods SA, which has revolutionised the category since arriving in Poland in 2019.
Retailing developments
Online shopping grew significantly during the time of the pandemic, initially due to necessity and ultimately thanks to the convenience which e-commerce offers. It is expected that this trend will continue to grow further over the forecast period, with an increasing number of online shops – both for regular groceries and also specialist health food vendors.
Foodservice vs retail split
Foodservice was impacted by the very long lockdown which took place until the end of May 2021. Even after reopening, establishments saw lower footfall due to ongoing sanitary and social distancing regulations.
What next for soft drinks?
Health and wellness trends will continue to drive innovations over the forecast period, with an ongoing demand for organic and bio products, with lower levels of sugar, without lactose, without additives or preservatives, and with added vitamins and fortifications. However, flavour will remain important and, if players achieve the right combination of taste and healthy qualities, consumers are willing to pay more for such products.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in Poland report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Poland?
To what extent are health considerations impacting consumption of Soft Drinks in Poland?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Poland?
Which are the leading brands in Soft Drinks in Poland?
What potential exists for multinational or domestic soft drinks companies to expand in Poland?
How are products distributed in Soft Drinks in Poland?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Poland
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Carbonates faces suppressed volume growth due to sugar tax hiking up prices, whilst players focus on no- and low-sugar variants
Bio trends reach carbonates, with a rising interest in healthy and fair trade novelties
Tonic and low-sugar cola carbonates maintain positive growth, thanks to being popular mixers for alcoholic drinks
PROSPECTS AND OPPORTUNITIES
Low- and no-sugar trend expected to grow, boosted by the introduction of the sugar tax
Recovery in foodservice expected to be slow, in line with the lifting of pandemic restrictions
Health and wellness trends will drive product innovations
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Juice in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health and wellness trends boost the popularity of smoothies with added cereals
Vegetable juices appeal to producers looking to avoid the sugar tax on high-sugar drinks
Roots, pickles and bio juices are on trend in 2021, with demand set to rise further
PROSPECTS AND OPPORTUNITIES
Popularity of pickled juices set to rise further, with social media influencers and celebrities inspiring young consumers
Bio, organic and local products will continue to be in strong demand over the forecast period
Fortified smoothies will boom in demand, with a number of new novelties expected
CATEGORY DATA
Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021Table 54 Off-trade Sales of Juice by Category: Value 2016-2021Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Bottled Water in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sugar tax heralds a challenge for flavoured bottled water, as manufacturers focus on natural ingredients
Both still and sparkling bottled water see ongoing success due to their different consumer group drivers
Premium and novelty variants on the rise, such as black water with antiviral properties
PROSPECTS AND OPPORTUNITIES
No-sugar bottled water will continue to gain traction over the forecast period
The competitive status quo remains the same, despite many new novelties appearing
Foodservice faced restrictions just as bottled water became popular on-trade, but the trend will return over the forecast period
CATEGORY DATA
Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Sports Drinks in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sports drinks continues its growth, unaffected by the sugar tax
Long lockdowns and gymnasium closures placed negative pressure on sales opportunities
Oshee maintains its top place, thanks to meeting emerging trends and offering ongoing novelties
PROSPECTS AND OPPORTUNITIES
Full recovery in sports drinks will be in line with the lifting of pandemic restrictions
Sugar-free variants in sports drinks are on the rise
Growth of online sales platforms extending distribution for sports drinks
CATEGORY DATA
Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026
Energy Drinks in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Challenges from sugar tax encourage producers to absorb increased costs and replace sugar with apple juice to maintain sales
Novelties appear in energy drinks, from Predator-themed products from computer giant Acer to the launch of a new drink from YouTube star Friz
Health and wellness trends inspire the arrival of new novelties
PROSPECTS AND OPPORTUNITIES
Energy drinks is set to maintain a positive performance over the forecast period, further boosted by the new product from Friz
Innovation set to be focused on natural novelties, with e-commerce proving to be a strongly relevant channel
Widening distribution across all channels set to further benefit energy drinks
CATEGORY DATA
Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026
Concentrates in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Concentrates become fortified and repositioned as supplements, in order to avoid the sugar tax
The rich offer of fortified concentrates continues to grow, with lines to suit all health-related needs
Smaller brands ramp up their organic and bio offers, thus to compete in the changing landscape of healthier concentrates
PROSPECTS AND OPPORTUNITIES
Organic and bio offers will continue to grow, with domestic producers benefitting
Competitive status quo makes it difficult for newcomers to stand out, with younger consumers presenting a potential route to market for new novelties
Fortified concentrates set to see further growth, with vitamin enriched variants added to hot drinks in the colder seasons
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) FormatTable 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026
RTD Tea in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
RTD tea sees negative-figures retail slumps, due to an overall lack of consumer interest and being hit by the sugar tax
A small number of novelties appear, despite the overall slump in activity
Competitive status quo remains the same in a stagnant category with little notable activity
PROSPECTS AND OPPORTUNITIES
COVID-19, the sugar tax and health and wellness trends cause significant challenges for RTD tea
Currently rare bio iced tea has scope for further growth, with new products expected over the forecast period
Wide and growing distribution will assist sales over the forecast period, providing players invest in promotions and new on-trend products
CATEGORY DATA
Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026
RTD Coffee in Poland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Retail sales in RTD coffee boom in 2021, thanks to the unique positioning of such products in Poland
Starbucks maintains its strong lead as the ultimate driver in quality RTD coffee
Players cross categories to add RTD coffee to their portfolios, inspired by the success of Starbucks
PROSPECTS AND OPPORTUNITIES
RTD coffee expected to maintain its dynamic performance and attract high activity within the category
More plant and nut milk alternatives set to be launched, as RTD coffee players follow Starbucks’ lead
Sweet flavours and strong shots will drive innovations in RTD coffee
CATEGORY DATA
Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
Asian Speciality Drinks in Poland
2021 DEVELOPMENTS
The following categories and subcategories are included: