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Ministry of Treasury Źródło: http://www.msp.gov.pl/en/polish-economy/economic-news/5634,The-overview-of-Polish-coffee-market.html Wygenerowano: Saturday, 11 November 2017, 07:38
The overview of Polish coffee market Published: 25.07.2014
Poles are not a big coffee nation, and the coffee consumption in Poland still keeps at a very low level. An average Pole drinks coffee brew from about 2.5 – 3 kg of coffee beans annually. In Germany this average hovers around 7-9 kg, while in the Scandinavian countries this amount hits up to 14 kg a year per inhabitant. However, it’s noteworthy that coffee consumption in Poland grew by 80% in the last 10 years. What’s even more curious, is the fact that the more to the west Poles live, the more coffee they drink – the regions with the highest coffee consumption level are Lubuskie and Kujawsko-Pomorskie regions, together with Pomorskie and Dolnoslaskie, while coffee consumption below the national average has been recorded in the easternmost regions of Mazowieckie, Podlaskie, Swietokrzyskie and Podkarpackie, the INSE Research company 2012 data show. Although Poles are not among top European coffee drinkers, the market is still quite large. The coffee market in Poland in 2013, including bean, ground, single-serving and instant coffees, was worth PLN 5.27 bln. In terms of individual segments, the values are as follows: The sales of fresh coffee (bean and ground) reach PLN 2.62 bln. The segment of coffee beans reached PLN 116.6 mln, while ground coffee market was worth PLN 2.51 bln, while the segment of single-serving coffee containers was evaluated at PLN 55.9 mln. In turn, the instant coffee segment reached PLN 2.65, with decaffeinated instant coffee segment reaching the value of PLN 47.4 mln. Although the instant coffee segment is slightly larger in terms of sales value, the market share in terms of volume is dominated by the ground coffee segment. “(…) standard fresh ground coffee saw a loss in share of retail volume sales to other coffee types over the review period, it continued to dominate coffee in Poland in 2013, as it accounted for 72% of retail volume sales. While fresh coffee beans and single-serving containers saw a dramatic increase in popularity over the review period, they only accounted for respective retail volume sales shares of 2% and less than 1% in 2013,” the Euromonitor International commentary to the report reads.
The research company reports that five key companies continued to dominate coffee in Poland in 2013 and they accounted for a combined retail volume sales share of 74%. Mondelez Polska SA, previously Kraft Foods, continued to lead coffee market in 2013, accounting for a retail sales share of 24%, while Tchibo Warszawa Sp zoo accounted for sales share of 20%. Next position are occupied by Nestle, the producer of Nescafe, then Sara Lee, the owner of Prima Café an Strauss Group Polska, which owns MK Café. Beans and premium coffee enjoy strongest upside Strong growth will be observed in the segment of coffee beans, which is forecasted to grow by 13.5% to PLN 132.3 mln in 2014 and 9.2%, to PLN 144.5 mln in 2015. The low base effect will be noticeable in the segment of single-serving coffee systems, which will record the most dynamic growth of all segments – according to the Euromonitor’s analysts, it will grow by 21.3% in 2014 to PLN 67.8 mln this year and 15.1% in 2015, reaching PLN 78 mln. The growth rate in other coffee segments will not demonstrate anything spectacular this and the next year, reaching a growth between 0.5% and 2%. The only segment which is forecasted to decline is the decaf instant coffee, which is to shrink by 1.6% to PLN 46.4 mln in 2014 and 2.5% to PLN 45.4 mln in 2015. Poles increasingly seeking higher quality coffee
Market insiders and analysts agree that the Poles are changing their coffee preferences and are increasingly opting for premium coffee and coffee beans. This results from the fact that more and more Poles have coffee makers with incorporated coffee grinders. "The increases are visible, they amount to about 10%. In Poland, customers buy more and more coffee products with 100% arabica content, but it’s not only the consumption of premium products rising but also the consumption of whole bean coffee,” - Roland Brylewski, Sales Director of Woseba coffee roasting company, told the news agency Newseria Business in an interview at the beginning of April. “Poles drink them more and more often. This is due to consumer awareness and the fact that consumers increasingly purchase espresso machines that allow for the preparation of whole bean coffee”. "We see that consumers are changing their preferences and move towards premium products. But we also see a change in the structure of sales, as customers are transferring to private label products, and lower-priced products, which results in lower sales value. But we also see an increasing interest in premium and super premium products. and higher sales in terms of value, also when it comes to our own product range - said in turn Pierre Detry, former CEO of Nestle Poland in an interview with food industry news website portalspozywczy.pl in mid-June. A good example of this trend is the growth in sales of Lavazza coffee, which is one of the most recognizable brands of premium coffee in the world. The sales of Lavazza coffee beans increased by 16.6% in March 2014 compared with the same period in 2013. The total growth of all of Lavazza coffee products totaled 10.7%. Source - Polish Press Agency, Economic Service
Published by: Piotr Krupa
Last change: 25.07.2014
Author: Public Relations Office
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