Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Poland beverage market
Introduction and Landscape
Why was the report written?
In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator
What is the current market landscape and what is changing?
Overall consumption was positive in Q3-13, with only the JNSD industry reporting a decline.
What are the key drivers behind recent market changes?
GDP has improved and the key months of July and August saw hotter weather than Q3-12, helping sales.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Poland beverage industry and want more detail and analysis on this data. Canadean's Poland Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments
Key Features and Benefits
- Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
- An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements.
- Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
- Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
- Focus on Functional Soft Drinks and Healthy Innovation
Key Market Issues
- The rate of unemployment is still relatively high, although a trend of decline was noted throughout Q3-13, dropping to 13% in September 2013. However, compared to Q3-12 the unemployment rate is higher by 0.6%.
- Condensed milk sales are dropping, following consumers choosing coffee whiteners and cream instead.
- Private Label products showed further growth in Q3-13, due to development of the discount channel. However, in some categories it is clear that price is not the only factor in purchase decisions or even the most important factor.
- Many carbonates flavours were in decline and seemed to face further erosion as competition from the trend of mixing squash/syrups with packaged water continued.
- In the off-premise iced/rtd coffee drinks mainly compete with energy drinks as they both contain caffeine and are used to improve alertness/concentration. However, energy drinks perform much better than iced/rtd coffee drinks in this regard.
- GDP grew by 1.5% in Q3-13 in Poland. This represents a visible acceleration in growth compared to Q2-13, and has shown consumers that the slowdown in GDP development seems to have already passed.
- Price is still important, of course, for most consumers but a healthy life style and growing awareness among Polish consumers about health has an impact on purchases of more expensive products such as functional products; isotonic drinks, fresh juice ie NFC juice, as well as drinks with natural sweeteners and without preservatives.
- The weather in July and August was warmer than the same months in 2012, only September 2013 was slightly cooler than the 2012 average. The warm weather contributed to the growth of many soft drinks categories.
- The combination of squash/syrups with packaged water continues to support growth in the category during the warm summer time. Squash/syrups are also added to beer during the summer, a practice mainly popular in the south of the country.
- Legislation introduced in April 2011 and still in force in 2013 gives still drinks with a juice content of at least 20% a promotional 5% VAT rate. This has caused some producers to switch to more profitable still drinks.