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Poland Food and Drink Report Q4 2008
Business Monitor International, Oct 2008, Pages: 71
BMI's Poland Food Drink Report provides independent forecasts and competitive intelligence on Poland's food and drink industry.
In recent months, local press reports revealed that Polish food retailers are struggling to find employees and are currently facing a shortage of around 10,000 workers. The situation, arising from the fact that European Union (EU) membership has allowed Polish workers to seek employment abroad, has resulted in a drive to attract foreign staff, with Ukraine being the most likely target country. Nevertheless, domestic food and beverage consumption growth is expected to remain strong as a tightening labour market, higher wage growth and higher per capita wealth spurs household buying.
In fact, in BMI’s Business Environment Ranking for Q408, Poland is found in joint fourth place, alongside the much larger market of Russia, having risen from sixth place in the previous quarter. Key attractions of the Polish food and drinks market include the strong export segment, supported by a large agricultural sector, and strong forecast growth of its food and beverages consumption. Poland is also judged as having an attractive business environment, although recent reports by mass grocery retail (MGR) players that have attempted to expand in Poland suggest that bureaucratic, logistical and other difficulties continue to represent barriers to entry, with German Tengelmann actually deciding to leave the country.
Nevertheless, in June 2008, German retailer Rewe Group announced major expansion plans for the Polish market, with the aim of doubling the number of its Billa supermarkets and also increasing the number of its Selgros cash & carry stores. Additionally, the company is set to launch an environmental
programme (Eko-Billa) in a bid to address consumers’ environmental concerns. Other MGR players are aiming to capitalise on this shift in consumer preferences, with German Metro Group announcing an introduction of an organic food range to its Makro Cash & Carry and Real chains in Poland, in collaboration with domestic organic food producer Ekomazovia.
Generally speaking, opportunities in both food and drink markets continue to attract much foreign interest. In August 2008, leading French malt producer Malteurop revealed that it is set to build three new factories in Europe, one of which will be located in Poland. The development is part of Malteurop‘s
recent acquisition of leading US-based ADM Malting malt producer, which has propelled the French company into the top spot as the leading global malt supplier. The decision to locate some of its production in Poland is in part due to low production and labour costs in the country. Similarly, ingredients group Danisco recently completed a major expansion of a kefir culture plant in Poland, in response to rising demand for the fermented product as a functional ingredient across the whole of Europe. Finally, French dairy conglomerate Lactalis moved to acquire Polish yoghurt producer Obory, thus capitalising on the performance of the well-known Obory brand. Lactalis also recently purchased Romanian dairy company LaDorna, indicating its continued interest in the emerging markets of Central and Eastern Europe (CEE).
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