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Beer in Poland

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Beer in Poland BEER IN POLAND Euromonitor International November 2014 BEER IN POLAND P a s s p o r t I LIST OF CONTENTS AND TABLES Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Production, Imports and Exports .................................................................................................. 4 Competitive Landscape ................................................................................................................ 4 Prospects ..................................................................................................................................... 7 Category Background ................................................................................................................... 8 Lager Price Band Methodology ................................................................................................ 8 Summary 1 Lager by Price Band 2013 ............................................................................ 9 Table 1 Number of Breweries 2008-2013 ................................................................. 9 Category Data ............................................................................................................................ 10 Table 2 Sales of Beer by Category: Total Volume 2008-2013 ................................ 10 Table 3 Sales of Beer by Category: Total Value 2008-2013 ................................... 10 Table 4 Sales of Beer by Category: % Total Volume Growth 2008-2013 ................ 11 Table 5 Sales of Beer by Category: % Total Value Growth 2008-2013 ................... 11 Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013 ...................... 12 Table 7 Sales of Beer by Off-trade vs On-trade: Value 2008-2013 ......................... 12 Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013 ..... 12 Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013 ........ 12 Table 10 GBO Company Shares of Beer: % Total Volume 2009-2013 ..................... 13 Table 11 NBO Company Shares of Beer: % Total Volume 2009-2013 ..................... 13 Table 12 LBN Brand Shares of Beer: % Total Volume 2010-2013 ............................ 14 Table 13 Production, Imports and Exports of Beer: Total Volume 2007-2012 .......... 14 Table 14 Imports of Beer by Country of Origin: Total Volume 2007-2012 ................. 15 Table 15 Imports of Beer by Country of Origin: Total Value 2007-2012 .................... 15 Table 16 Exports of Beer by Country of Destination: Total Volume 2007-2012 ........ 16 Table 17 Exports of Beer by Country of Destination: Total Value 2007-2012 ........... 16 Table 18 Forecast Sales of Beer by Category: Total Volume 2013-2018 ................. 17 Table 19 Forecast Sales of Beer by Category: Total Value 2013-2018 .................... 18 Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2013- 2018 ........................................................................................................... 18 Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2013- 2018 ........................................................................................................... 19 © Euromonitor International BEER IN POLAND P a s s p o r t 1 BEER IN POLAND HEADLINES . In 2013, sales of beer suffer from a decline in volume terms by 2% to register 3.8 billion litres . Customers intensively search for added value . Unit price almost static due to divergent tendencies . Local breweries are on a growth spiral . Sales of beer are predicted to see a volume CAGR of 1% over the forecast period, reaching 4.1 billion litres in 2018 TRENDS . 2013 saw an intensified consumer search for value combined with raising aspirations of shoppers. Beers manufactured by regional breweries are in demand, as a part of shoppers are thirsty for products that symbolise naturalness, “back to roots”, authenticity, heritage, and meet the needs of aspirational consumers. Synergy generated through the mix of beer and lemonade also represents value for a growing number of consumers. New flavours are appealing to those who previously reluctantly reached for beer. Seeking value, Polish consumers tend to choose brands adjusted to various occasions and seasons of the year. The latter means that beer drinkers are more aware, and beer culture gets more sophisticated. An increasing number of shoppers started to show an interest in the content of beer, origin of ingredients from which beers are made, and methods of beer manufacturing. Sales of beer suffered a decline in 2013, which means a worse outcome compared to the CAGR observed over the review period, both in value and volume terms. The unfavourable weather conditions with the long winter, and heat waves fuelled the summer tempered thirst for beer. The average temperature was 7.5°C in 2012, whereas it was equal to 6.4°C in 2013. The unfavourable economic situation was mirrored by the decline in consumer confidence levels, which also had a negative impact on beer sales. Weissbier/Weizen/Wheat enjoyed the fastest growth in 2013. An increasing number of beer drinkers turn their attention towards more sophisticated variants of beer. This, in turn, translates into growing demand for niche beers, including Weissbier/Weizen/Wheat Beer. Flavoured/mixed lager is another category showing fast growth in 2013. Mixed lagers managed to attract new consumers to beer sales. The introduction of mixed lagers contributed to changing the perception of beer. This, in turn, boosted the consumer base. Beer started to be consumed on new occasions. Finally, flavoured/mixed lager sales experienced the introduction of new product developments. Unit prices were almost static in 2013. An economising trend manifested itself by growing sales of retail chain brands, alongside growing sales through discounters. Additionally, multipacks of four or six items, offered mainly in hypermarkets, supermarkets and discounters, continued to be highly popular amongst Polish shoppers. Beer packed in multipacks is about 10% to 15% lower in price in comparison to standard beer. On the other hand, manufacturers are forced to compensate the volatile prices of commodities. This, in turn, to some degree, exerts upward pressure on prices. Economy lager sales showed 3% growth in volume terms as rising numbers of consumers turned to low priced products. This was attributable to the implications of the financial crisis, which influenced consumer confidence levels. In contrast, premium lager sales suffered a © Euromonitor International BEER IN POLAND P a s s p o r t 2 decline. Imported premium brands did not manage to offer value that reflected their prices. To reverse this trend, producers followed a strategy of heavy price promotions. Premium brands including Heineken, Carlsberg and Grolsch can be found on the shelves of discounters. What is more, manufacturers offer premium beers in multipacks. For example, the Heineken brand is available in three items packs for PLN9. Standard lager, the largest category, suffered a decline, and drove total sales of beer down. The lower-end standard brands, including Zubr (Kompania Piwowarska SA), Harnas (Carlsberg Polska SA) and Tatra Pils (Grupa Zywiec SA) sustained the strong position of standard lager. 47% of Poles drink beer. Middle-aged men are the majority of beer consumers. In line with growing emancipation of women, they started to drink more beer. Flavoured and mixed lagers are amongst the most favourable choices amongst women. Beer is perceived as a drink suited to less formal occasions. 2013 saw a further shift by consumers towards discounters, but at a slower pace compared to the growth rate observed over the review period. Although discounters‟ store shelves are not a leading location of products from branded manufacturers, all leading players cooperate with the biggest discounter chain, Biedronka. Sustaining volume sales levels is the main reason behind maintaining co-operation with the Biedronka chain of discounters. In 2013, the premium-positioned brand Grolsch, filled the shelves of the Biedronka chain, and enjoyed double-digit growth. What is more, manufacturers develop products dedicated only to the Biedronka chain, for example, the Carlsberg Export brand. Producers also developed new sizes of beer for the chain Biedronka. For example, Zywiec, Tyskie and Lech are available in 0.55-litre cans. The second biggest chain of discounters, Lidl, made efforts to attract consumers with heavy price promotions. For example, the price of the Paulaner brand was PLN2.2, whilst the usual price for this beer was PLN3.5. Small grocery retailers are losing ground at the expense of discounters. However, manufacturers made efforts to raise their share on the shelves of small grocery retailers since they earn greater margins within this distribution channel. While supermarkets are gaining in importance, hypermarkets lost their momentum, due in part to the growth of discounters. On-trade remains on a downward spiral. For one thing, when consumers‟ confidence declines, on-trade sales also suffer a decline. For another, the culture of spending time out of the home is underdeveloped in Poland, and in some respects, even saw deterioration over the review period. The Poles tend to drink at home or during outdoor gatherings with friends.
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