POLAND Market Overview Katarzyna Piliszek-Kaminska Trade - - PowerPoint PPT Presentation

Katarzyna Piliszek-Kaminska Trade Commissioner

 katarzyna.piliszek-kaminska@international.gc.ca

@KasiaPK

POLAND – Market Overview

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One of largest EU markets

Source: Eurostat

Population [million]

1 Germany 83 2 France 67 3 UK 66 4 Italy 60 5 Spain 47 6 Poland 38 ... ... ... 10 Greece 11 ... ... ... 12 Portugal 10

GDP/ capita [pps]

... ... ... 6 Germany 123 ... ... ... 10 France 104 11 UK 104 12 Italy 104 13 Spain 91 ... ... ... 20 Portugal 76 21 Poland 71 ... ... ... 24 Greece 68

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Dynamic rise in disposable income

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Evolving consumer trends

Busy lifestyle

• Increasing share of employees working at

more than one job or longer hours

• More time spent on entertainment

activities New family model

• Growing number of working mothers
• Growing number of single households

Demand for higher quality, more premium products

• Rising in disposable income

Health-consciousness

• Consumers willing to pay more for bio,

non-GMO, organic, superfoods High consumer awareness

• Price comparison, importance of value-for-

money

• Price sensitivity

Regional development

• Increasing potential of small and mid-sized

cities

Source: Roland Berger, The Polish Grocery Retail Market in 2010-2020, November 2016

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Convenience opportunity

Potential buyers

• Supermarket, discount,

convenience chains

• Coffee chains with CEE

procurement in Poland: Green Caffe Nero, Costa Coffee

• Specialty products distributors,

e.g. Viands, DeCare, Levant

• Ready or pre-prepared meals,

e.g. cake mixes, pancace mixes, grain mixes

• Healthy snacks: fruit snack

bars, veggie chips Products Convenience channel has grown revenue at an average rate of 14% p.a. and number of stores at 6%.

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Naturally healthy food opportunity

• Hemp products
• Grains and grain mixes
• Healthy snacks: fruit snack bars,

veggie chips

• Meat substitutes
• Bio and organic products
• „Free from” products

Potential buyers

• Specialized organic and bio

distributors, e.g. BioPlanet

• Specialty products distributors,

e.g. Viands, DeCare, Levant

• Supermarket and discount

chains Products Consumer-ready products Consumer-ready products

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Gourmet products opportunity

• Bison, beef meat and meat

products

• Consumer ready fish and

seafood specialties

• Cooked lobster products
• Wine
• Craft beer

Potential buyers Products The gourmet products niche is expanding following the increasing affluence of the Polish society.

• Specialty products distributors,

e.g. Viands, DeCare, Levant, Kuchnie Świata

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HoReCa oppourtnity

Hotel and restaurants constitute only 2% of household budget in Poland vs. 4% in Germany, 7% in the Netherlands or 12% in Greece. Annual market growth rate exceeded 5% in last 4 years.

• Bison, beef meat
• Live lobster
• Scallops, snow crab, oysters
• Salt-water and fresh-water fish

species

• Wine
• Craft beer

Potential buyers Products

• Specialty products distributors,

e.g. Viands, DeCare, Levant

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Strong local agriculture and processing

Total food exports, 2018: 43 bn CAD

Meat and meat products, 22.20% Tobacco and cigarettes, 11.50% Sugar and sugar products, 8.40% Milk and dairy products, 7.60% Fish and fish products, 7.50% Grains and grain products, 7% Fruit and fruit products, 6.60% Others, 29.20%

Source: IERiGZ-PIB, „Handel zagraniczny produktami rolno-spożywczymi”, April 2019

Oilseeds and

• ilseed products,

11.50% Fruit and fruit products, 11.50% Fish and fish products, 10.90% Meat and meat products, 9.20% Coffee, tea, cocoa, 6.30% Sugar and sugar products, 5.40% Dairy, 4.80% Grains and grain prodcuts, 4.70% Alcohol and alhocol products, 4.10% Others, 36.60%

Total food imports, 2018: 29 bn CAD

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Fish and seafood opportunity

Polish producers supply private label to Western European supermarket chains and white label to producers. There are in total about 300 fish processors in Poland.

Product CETA tariff reduction From To

Lobster

frozen, live, fresh or chilled

6%-16% 0% Pacific salmon

and pacific salmon fillets fresh, chilled, frozen (incl. sockeye salmon)

2% 0% Shrimps and prawns

frozen

12% or 18% 0% Halibut

frozen, fresh, chilled

7.5% 0% Scallop 8% 0% Hake

and hake fillets frozen

15% 0% Cod

and cod fillets frozen, fresh, chilled

12% 0% Herring

and herring fillets frozen, fresh, chilled

15% 0%

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Naturally healthy ingredients opportunity

Polish producers supply private label to Western European supermarket chains and white label to producers. The market is highly price-sensitive.

• Oilseed farming products: soybeans, flaxseed, mustard seeds
• Pulses: lentils, chickpeas, pulses
• Quinoa
• Wild rice
• Hemp and hemp ingredients
• Cranberries
• Blueberries
• Value-added ingredients: flours, proteins, oil extracts

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Poland as gateway to CEE

• 20 markets sharing history,

traditions, similar languages

• In total 134 m inhabitants (excl.

Russia), Poland is the largest market with 38 m follwed by Romania with 20 m

• Poland well positioned as logistics

hub between Western and Eastern Europe

• Multinationals often locate

regional HQs and procurement in Poland, e.g. Maxima Group

• Polish companies operate in
• ther CEE markets, e.g. DOZ

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Retail and distribution structure

Segment: Traditional trade

High share of traditional trade and soft franschise – decentralized purchasing and distribution Large number of wholesalers supplying tranditional trade and soft franchise Volume: Medium Accessibility: Low

Segment: Modern trade

Dominating discounter format with lowest price strategy Two premium supermarket chains went bancrupt in recent years Chains purchasing directly or through specialized distributors/importers depending on product category and volume Volume: High Accessibility: Medium

Segment: Specialized trade

Specialized store chains and distributors supplying trade and HoReCa: ➢ Kuchnie Świata, Levant, De Care – wordwide cuisine ➢ BioPlanet, Organic Farma Zdrowia – bio and organic products Volume: Low Accessibilty: High

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Typical retail formats

Traditional Convenience Discounter/ Supermarket Hypermarket 20% 24% 40% 16%

Share in sales value

Source: Roland Berger, The Polish Grocery Retail Market in 2010-2020, November 2016

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Top retail players

Source: Roland Berger, The Polish Grocery Retail Market in 2010-2020, November 2016

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Your contact in Poland

Katarzyna.piliszek-kaminska@international.gc.ca @AmbasadaKanady @CanadaPolska @CanadaPoland #CanadaPL @KasiaPK

• Ms. Katarzyna Piliszek-Kamińska

Trade Commissioner Agriculture and Processed Foods

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