Executive Summary

Nov 2018
PROSPECTS
Jams and preserves fuel category

Despite its high penetration and maturity within sweet spreads, jams and preserves continued to record the highest growth in actual terms. This is a result of an ongoing shift towards healthier products and diminishing demand for chocolate spreads, but at the same time the entrance of big companies that triggered the marketing activity of other players; Herbapol Lublin, one of the leading players in fruit syrups and herbal tea, entered at the end of 2014 under its acknowledged brand Herbapol.

Customers demand natural products

Sweet spreads in Poland are predominantly used for breakfast. This means they face strong competition from substitute products, such as breakfast cereals or dairy products.

Various incentives will drive the unit price up

Chocolate spreads recorded a decrease in unit prices due to the growing share of cheaper products from domestic producers, taking away sales from the previously category-defining Nutella brand. Nut and seed based spreads also recorded declining unit prices, although for a different reason – increasing availability across all distribution channels, especially discounters.

COMPETITIVE LANDSCAPE
Category is highly fragmented

Each product type within sweet spreads is very distinct from each other, with different players and density of producers – honey, and jams and preserves as traditional products are relatively well penetrated and both have one solid leader, while other local companies are highly fragmented; however, they also do differ. Honey brands are virtually unknown to Polish consumers and the price is usually the only differentiating factor, while jams and preserves is the only category that strong, acknowledged brands can enter; Herbapol is known from other products based on processed fruits.

Local players develop chocolate spreads

Despite the slower dynamics hampered by the health and wellness trend, new products can be found in chocolate spreads. Local producers in particular try to break through with products that respond to the needs of local consumers – Terravita with gluten-free and palm oil-free products or the newly-launched Krem Wedlowski from the leading chocolate confectionery player Lotte Wedel with the use of dark instead of milk chocolate.

Players develop unorthodox products

In order to boost sales, companies operating on in jams and preserves try to attract consumers with products that not only would be of low sugar content and good ingredients, but also with those that leverage the inclusion of exotic ingredients, unorthodox flavour mixes or herbal ingredients that would be beneficial for the health in some way. For example, a batch of jams was released under Dawtona with taste variants such as raspberry with jasmine, blackberry with lavender or cherry with lime tree.

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Sweet Spreads in Poland

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Overview

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

The Spreads 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 Spreads in Poland?
  • What are the major brands in Poland?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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, our Packaged Food market research database.

Packaged Food in Poland - Industry Overview

EXECUTIVE SUMMARY

Thriving economy fuels growth of packaged food
Changes in lifestyles determine dynamics
International corporations lead
Discounters expand
Current trends likely to intensify

FOODSERVICE

Sales to Foodservice
Foodservice operators follow the major packaged food trends
Customers value local products
Both domestic and international companies present
Consumer Foodservice
Favourable socioeconomic situation fuels the development of consumer foodservice
Government policies threaten foodservice
New business models thrive
Category Data
Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources