Spreads performed well in 2017, posting current retail value growth of 4% as a result of increased interest in more natural, healthier products, which encouraged existing manufacturers to refresh their portfolios and attracted new players to the market, thus further boosting sales. Polish citizens are increasingly interested in products containing more natural ingredients, with larger fruit content in the case of jams, higher chocolate content in the case of chocolate spreads, and more nuts and seeds in the case of nut and seed based spreads. Sales of honey have been improving as well due to very good marketing and well-known healthy properties. However, Polish consumers are turning away from chocolate spreads, which are widely considered to be a less healthy alternative to other spreads.
Agros Nova led sales in 2017, posting a value share of 15% as a result of the company’s strong position in the market, decades-long experience, wide distribution and loyalty for the Lowicz brand, which offers the most popular jam and preserves flavours for reasonable prices. Moreover, since 2015, when it was acquired by Maspex Wadowice Grupa, the company has increased spending and further extended activities. GP Sadecki Bartnik ranked second with a value share of 9% and is strong within honey, where it accounted for 20% of value sales in 2017. Spreads in Poland is highly fragmented, with many producers having a small sales share of under 4%, thus resulting in strong competition but also limited profits and development potential. As a result, smaller producers are turning towards forced specialisation and direct-to-customer sales (especially within honey and, to some extent, spreads).
Spreads is expected to post a value CAGR of 2% at constant 2017 prices over the forecast period, with the area having good prospects. Interest in healthier and better-quality products and the development of 100% fruit content jams and preserves will continue to grow over the forecast period, although growth rates will slow due to rising saturation in spreads. Nut and seed based spreads are also in line with this trend as they are widely considered to be healthy alternatives to chocolate spreads and a great chocolate substitute for vegetarians. As the segment is relatively small, there is large scope for companies to launch products.
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This report originates from Passport, our Spreads research and analysis database.
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