New Hot Drinks in Poland Report Offers a Comprehensive Guide to the Size and Shape of the Market at a National Level

DUBLIN, Ireland--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/reports/c82898) has announced the addition of “Hot Drinks in Poland” to their offering.

Our Hot Drinks in Poland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2000-2005), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2010 illustrate how the market is set to change.

Product coverage includes: coffee, tea and other hot drinks

Data coverage: market sizes (historic and forecasts), company shares and brand shares

Why buy this report?

- Get a detailed picture of the hot drinks industry

- Pinpoint growth sectors and identify factors driving change

- Understand the competitive environment, the market’s major players and leading brands

- Use five-year forecasts to assess how the market is predicted to develop

With a network of over 600 analysts worldwide, we have a unique capability to develop reliable information resources to help drive informed strategic planning.

Executive summary

Healthier, more convenient but also more expensive

In 2005 hot drinks was shaped by the demand for convenience and indulgence in line with a growing health awareness trend. Polish consumers slowly shifted towards premium brands, which resulted in higher prices. Convenient 3-in-1 and 2-in-1 coffee varieties were the winners of 2005. Increasing health consciousness boosted demand for teas associated with health and wellness.

Branded hot drinks benefited from the growing affluence of Polish consumers. As hot drinks were relatively cheaper than soft drinks, consumers could afford premium products. This explains the high brand loyalty within hot drinks, which is unusual in fmcg markets.

Multinationals lead the way

Heavyweights like Kraft, Nestlé, Tchibo and Unilever strengthened their positions in hot drinks. Mega brands, large marketing budgets and holistic marketing approaches were the factors behind their success. The acquisition of the rights to the MK Cafe brand strengthened the position of Elite Cafe. Multinationals paid more attention to products which provided benefits in terms of health and wellness. Unilever made its debut in fruit/herbal tea and pu-erh tea. Nestlé introduced Ricoré, a mix of instant chicory (60%) and instant coffee (40%).

Domestic players lose out

In 2005 domestic players lost out in hot drinks. Multinationals paid more attention to niche areas in which domestic players held strong positions, for example in fruit/herbal tea. Mokate’s position in coffee was weakened by the growing popularity of 3-in-1 and 2-in-1 coffee products which cannibalised sales of cappuccino in which the company was the key player.

Independent food stores loses share but remains leading distribution channel

Independent food stores lost share in 2005, but remains the leading distribution channel. The position of independent food stores in Poland is very strong in comparison to neighbouring countries such as Hungary, the Czech Republic or Slovakia. However, supermarkets/hypermarkets and discounters are slowly growing in importance and popularity. The expected expansion of discounters into rural areas will shape the market in the future.

Let’s go out?

While the number of coffee bars increased substantially throughout the review period, consumption of hot drinks outside the home remains generally low among Polish consumers.

Poles generally take their caffeine at home, and it is mostly the inexpensive sort, namely ground and roasted coffee. The culture of partaking in hot drinks away from home is still underdeveloped in Poland. However, Poles are more likely to consume coffee away from home than tea, because tea is perceived as a ‘common’ drink, whereas coffee is seen as more ‘sophisticated’. Whatever the case, the only area of the on-trade in which tea is relatively successful is restaurants as many Poles like to drink tea after a meal to aid digestion.

Companies Mentioned:

Astra Sp zoo

Elite Coffee Sp zoo

Premium Foods SA

Herbapol Lublin SA

For more information, visit http://www.researchandmarkets.com/reports/c82898.

Source: Euromonitor International