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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Packaged Food market research database.