POLAND LANDSCAPES October 2018 Report Poland © Wine Intelligence 20181 Landscapes Copyright © Wine Intelligence 2018 ▪ All rights reserved. No part of this publication may be reproduced in any form (including photocopying or storing it in any medium by electronic means) without the permission of the copyright owners. 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Registered in England as a limited company number: 4375306 India 2 Landscapes Introduction to the Poland Landscapes 2018 Report Deliverables Insights to help your business flourish The Poland Landscapes 2018 report includes: • Report with the latest information regarding the • User-friendly data table with all the measures from Vinitrac Polish wine market, supported by: showing significances, cross tabbed with: • Wine Intelligence Vinitrac® Poland • All Polish semi-annual wine drinkers in 2018 • Wine Intelligence market experience • Gender groups • Secondary sources • Age groups • Trade interviews • Regions • Tracking data vs. 2015 Poland 3 Landscapes POLAND - MARKET OVERVIEW Poland has been strong economically over recent years and is no longer ranked by FTSE Russell as an ‘Emerging Market’, having been re-classified as a ‘Developed Market’. With a population of 38 million, Poland is the largest single market among the newer EU states and has risen to be the EU’s sixth largest economy in terms of GDP. Since joining the EU in 2004, free movement of trade has led to importation of goods becoming easier, with sales of wine in Poland having grown nearly 60% since then. As Poland relies primarily on imports, it has capitalised on the access to EU wines. With increasing consumer confidence, the Polish population are more willing to spend on non- essentials such as wine, which is considered a ‘luxury’ good. Poland Consumer Confidence Although Poland’s GDP per capita continues to catch up to other Western European countries, their average disposable income remains less than the EU average. Index Index Points Nonetheless, Poland has seen a rise of young professionals who are enjoying increased wages and both traveling and spending more. Influences from neighbouring wine-loving Western European countries are transforming Poland’s traditional culture and thus the wine market is showing promising growth, which is expected to continue. Source: TradingEconomics.com, Central Statistical Office of Poland (GUS) Poland Source: Statista Market Directory, www.statista.com/ Poland Market Overview (2018);https://www.export.gov/ 4 Landscapes Poland to Switch from Emerging to Developed Market by September 2018, https://emerging-europe.com/ Management Summary KEY FINDINGS IN THE POLISH WINE MARKET 1. GROWING MARKET FOR STILL WINE, WITH INCREASING VOLUME AND CONSUMPTION FREQUENCY ▪ Poland has evolved from an ‘Emerging’ market to a ‘Growth’ market, according to the Wine Intelligence Global Compass market classification ▪ Per capita consumption of still wines has steadily increased with a growing consumption frequency, shifting from ‘once every 2-3 times’ to ‘1-3 times a month’ when compared with 2015 2. CONSUMERS ARE BECOMING MORE ENGAGED IN THE CATEGORY WITH INCREASED KNOWLEDGE AND CONFIDENCE WITH WINE ▪ Compared to 2015, wine drinkers in Poland have become increasingly engaged with the category of wine ▪ There is an evident increase in knowledge, confidence and interest, with more factors being considered as important in the wine buying decision-making process 3. MILLENNIALS SEEM TO BE DRIVING THE GROWTH ▪ The wine consumption culture in Poland has undergone a visible change over recent years, and Millennials are largely accountable for these changes ▪ Wine is becoming more established with and embraced by younger consumers in Poland ▪ As younger Polish drinkers travel the world, they become more exposed to a broader range of varietals and wine styles, creating a demand for more European imports in the Polish wine market Poland 5 Landscapes Management Summary KEY FINDINGS IN THE POLISH WINE MARKET 4. FEWER WINE BRANDS ARE BROADLY KNOWN IN POLAND ▪ Brand awareness is not particularly strong in the Polish market, with only a handful of brands taking precedence ▪ Despite Carlo Rossi being the most well-known and consumed brand, California ranks low compared with other wine- producing countries for awareness and purchase ▪ Younger consumers are more influenced by label design than older drinkers 5. PROMOTIONAL ACTIVITY A STRONG DRIVER OF CONSUMPTION TRENDS ▪ The wine choices of Polish drinkers are strongly influenced by promotional activities such as sales promotions within popular wine buying channels or informative events ▪ The popularity of Portuguese wine is significantly influenced by its availability, being heavily stocked at the Portuguese- owned company Biedronka; the largest discount supermarket chain in Poland ▪ Brands from a larger, broader range of wine producers and more premium wine brands are therefore less readily available in Poland 6. ONLINE PURCHASING IS TECHNICALLY ILLEGAL IN POLAND, YET YOUNGER CONSUMERS INCREASINGLY REPORT PURCHASING WINE THIS WAY ▪ Online wine sales are very limited in Poland due to government regulations that prohibits the selling of alcohol without a valid license ▪ Nonetheless, this channel has grown since 2015 and is more prominently used by young buyers aged between 18-34 years Poland 6 Landscapes Management Summary 1. GROWING MARKET FOR STILL WINE, WITH INCREASING VOLUME AND CONSUMPTION FREQUENCY ▪ Formally considered an ‘Emerging’ market, Poland is now categorised as a ‘Growth’ market according the Wine Intelligence Global Compass market classification ▪ The wine market in Poland has experienced steady growth in the volume of wine consumed volume between 2013 and 2017, with wines from the US displaying the fastest growth in terms of volume ▪ Per capita consumption of still wine increased from 3 litres per annum in 2013 to 3.5 litres per annum in 2017. This is in line with the increasing consumption frequency stated by consumers, with a shift from drinking wine ‘once every 2 to 3 months’ to ‘1-3 times a month’ compared to 2015 Still wine volumes and share (total and by country of origin) Retail price per 0.75L Thousands of 9 CAGR CAGR Market 2013 2014 2015 2016 2017 CAGR CAGR litre cases 13-17 16-17 share 2017 (US$) 13-17 16-17 Total 10,530 10,950 11,400 11,745 12,225 4% 4% 100% 5.55 0% -1% Domestic 8 10 11 17 25 33% 47% 0% 20.19 4% -3% Imported 10,522 10,940 11,389 11,728 12,200 4% 4% 100% 5.52 0% -1% International* 3,575 3,798 3,813 3,737 3,821 2% 2% 31% 3.86 -1% -3% US 1,175 1,250 1,395 1,555 1,701 10% 9% 14% 5.02 -2% -1% Italian 900 920 925 940 948 1% 1% 8% 8.84 1% 0% Chilean 630 610 720 785 857 8% 9% 7% 6.81 0% -2% French 690 710 719 785 802 4% 2% 7% 9.35 2% 0% Bulgarian 705 700 695 690 714 0% 3% 6% 3.77 3% 2% * Note: ‘International’ includes wines that are difficult to trace the country of origin; for example, El Sol is multi-origin so this would accountMoldovan for a fair share 585 of ‘International’ 600 volume/share 630 650 671 3% 3% 5% 5.31 -1% -1% Spanish 582 585 597 631 665 3% 5% 5% 6.18 2% -1% Portuguese 525 560 595 601 613 4% 2% 5% 4.89 0% 0% PolandHungarian 280 300 325 355 380 8% 7% 3% 3.88 2% 1% 7 LandscapesGeorgian Source:90 Wine Intelligence,100 Vinitrac 134 ® Poland, Mar'15150 n=1,000 171 and Mar'18 & Jul'1817% n=2,000 Polish14% semi-annual1% wine drinkers 9.55 2% 2% Greek 135 140 148 160 169 6% 5% 1% 3.46 0% 0% Australian 150 150 147 150 166 3% 11% 1% 7.25 0% 1% South African 136 144 143 138 121 -3% -12% 1% 6.27 0% -2% German 109 117 130 125 120 2% -4% 1% 7.15 0% 1% Argentinian 100 94 105 98 101 0% 3% 0.8% 10.20 0% -2% Management Summary 2. CONSUMERS ARE BECOMING MORE ENGAGED IN THE CATEGORY WITH INCREASED KNOWLEDGE AND CONFIDENCE WITH WINE ▪ Compared to 2015, there is an increase in the knowledge and confidence levels of Polish wine drinkers ▪ Consumers’ knowledge about wine, reflected in the number of wine-producing countries, regions and wine brands they know, has significantly increased since 2015. More consumers are able to recall the varietals they have drunk than they did in 2015 ▪ Wine drinkers in Poland have also become more confident in the wine category, with a significantly higher proportion of wine drinkers feeling competent about their wine knowledge ▪ More Polish drinkers state that they have a strong interest in wine compared to 2015, and the decision process of wine buying has become more important. More factors are considered important by consumers when they buy wine, such as region of origin, grape variety, bottle / label design, and medal / award Wine involvement statements % who ‘agree’ or ‘strongly agree’ with the following statements Base = All Polish semi-annual wine drinkers (n≥1,000) Wine involvement statements 2015 2018 Trend Sample size n= 1,000 2,000 Deciding which wine to buy is an important decision 58% 63% Generally speaking, wine is reasonably priced 53% 58% I have a strong interest in wine 34% 39% I feel competent about my knowledge of wine 18% 24% Poland / Statistically significantly higher / lower than 2015 at a 95% confidence level 8 Landscapes Source: Wine Intelligence, Vinitrac® Poland, Mar'15 n=1,000 and Mar'18 & Jul'18 n=2,000 Polish semi-annual wine drinkers Management Summary 3.