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21-23 April, 2020
7th INTERNATIONAL FOOD & DRINK
EXHIBITION
EXPO XXI

Warsaw, Poland

 

News

06 December 2015

Poland's alcohol market overview

A declining vodka consumption, a surge in the premium alcohol sales, an upward trend in the brown spirits and light colour drinks, an increasing rotation in beers with a preference for niche brands, and generally optimistic forecasts for the wine segment - that is the current situation on the Polish alcohol market in a nutshell.

Vodkas
The total sales in litres decreased last year by more than 4%. On the other hand, the demand for flavoured vodkas in small volume bottles of 100 and 200 ml went up by nearly 4% in 2014.
According to CMR, the vodka segment generates approx. 42% of the entire alcoholic beverages sales volume which puts it in second in the ranking. The CMR statistics show that vodka was surpassed only by the beer segment with a market share of 53%.

Wines and vermouths
The Polish wine market has been growing steadily and the trend shall continue in the coming years. This comes as no surprise as the wine consumption by the Poles has always been very low at the level of approx. 3 l. per capita p.a. in comparison with 15 l. of the Czech and the Slovaks of 15 l. and with 25-45 l. in the Western European population.
There are still wines, dessert and sparkling wines, and vermouths on the market. Approx. 70% of the alcohol shops offer all of those wine categories. The wine sales is rather constant over the entire week with a slight increase in sales of the table and dessert wines on Fridays and Saturdays. 

Brown Spirits
According to the Scotch Whisky Association, Poland ranks 11th amongst the world’s biggest importers of Scotch. 
ZMR stated that the upper-shelf alcohols, such as whisky or bourbon, saw a rather constant increase in sales throughout the year. A slight growth of the sales can be observed before Easter and Christmas.

Light alcoholic beverages
The light alcoholic beverages constitute a little less than 1% of the total alcohol sales volume. The products from that segment are rather uncommon in the small format shops and they are available only in approx. 30% of all the off-licence establishments.
Liqueurs, creams, and bitters have but small shares below 1% of the alcohol market. Notably, the sales in that category surges by approx. 13% before Holidays in comparison with the other months whilst June and July usually see a decline. In those months the Poles definitely prefer beers and ciders.

Beer
Beer is the most favoured alcoholic beverage of the Poles. Nearly 73% of the adult population drink beer at least several times a year which is tantamount to almost 23m consumers.
There is much to suggest that the beer market in Poland nears saturation and will see but a small growth in terms of volume and only in the special beers and beer mixes categories.

Cider
The success of cider in 2013 and 2014 has ushered a new player into the alcoholic beverage market in Poland. The KPMG Sp. z o.o. surveys show that nearly 3.5m of the adult Poles drink cider several times a year. It is estimated that the sales may grow even up to 90m l. over the next 5 years.

Interested in the Polish market? Register to attend or exhibit at WorldFood Warsaw in April, click here.
 

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