Poland’s Meat market is seeing an upward trend after a decline over 2011-2016, and has a forecast CAGR of 3.6% over 2016-2021. Over 2016-2021, all meat categories are forecast to register substantial growth. The meat market is forecast to show a robust growth of 3.6% over 2016-2021 by value, making it a lucrative prospect for meat producers and distributors. Poland also remains a major poultry source in the EU, with Germany being the main market1; Italy is the main destination for beef, accounting for 22% of beef exports in 2016. Exports of pork are also growing, with Germany and Italy being key destinations, while exports to the US and Hong Kong is also growing fast although from a smaller base.
Consumer spending on meat in Poland is forecast to see substantial growth over 2016-2021. A positive economic outlook fuelled by declining unemployment rates will support meat consumption growth. However, despite average per capita expenditure increase from US$433.6 in 2016 to US$526.8 in 2021, the country is far behind its European counterpart Austria.
75% of Polish consumers are trying to eat pulses more often or as much as possible, while 17% try to limit or completely avoid meat. This is driven by a number of factors, while some believe that non-animal derived proteins are healthier, others are concerned about animal wellbeing and the impact of the meat industry on climate change. The latter issue has received a lot of media attention, encouraging consumers to eat less meat and swap to plant-based proteins instead.
Ambient Meats, Cooked Meats- Packaged, and Cooked Meats- Counter will see value growth with a CAGR of 4.8%, 4.5%, and 4.9%, respectively. This mirrors consumers’ real or perceived time-scarcity and reflects the desire to cut down time spent on cooking chores. Fresh Meat (Counter) will see substantial value growth at CAGR of 4.0% over 2016-2021, reflecting consumers preference for more premium options. As consumers become more knowledgeable about food, they have a greater inclination for scratch-cooking, and are prepared to trade-up for products they consider to offer better quality and taste.
In 2016, Hypermarkets and Supermarkets were the main channel consumers turned to meat, accounting for over 60% of the market share by value. The channel is popular among Polish consumers due to offering convenience, competitive price points, and a large assortment. Convenience Stores are responsible for over a tenth of meat market value share. Polish consumers favor the channel’s easy availability and they are widespread throughout the country. E-Retailers currently is the smallest of the main distribution channels, as consumers prefer to look at the product in order to evaluate its texture and freshness.
The report "Top Growth opportunities: Meat in Poland", provides recommended actions and detailed analysis of how to target the best growth opportunities for meat producers and retailers. Readers can understand what categories, channels, companies, and consumers will drive the success of Meat markets in Poland.
In depth, this report insight into:
- Key consumer demographic groups driving consumption within the Polish market. Improve your consumer targeting by understand who’s driving the market, what they want, and why.
- A study of market value and volumes over 2011-2016 for Poland, supplemented with category, brand and packaging analysis that shows the current state of the market, and how it will evolve over the 2016-2021 period.
- White space analysis, to pinpoint attractive spaces in the market and the key actions to take.
- Insight into the implications behind the data, and analysis of how the consumer needs will evolve in the short-to-medium term future.
- Examples of international and Poland-specific product innovation targeting key consumer needs.
Companies mentioned in this report: Biedronka, Carrefour, Drop S. A.,Groszek, Indykpol S. A.,Kaufland, Lewiatan, Lidl, Polo Market, Rabat Deal, Tesco, WH Group, Zabka.
- Poland is forecasted to recover to growth and presents a strong opportunity, with value growth driven by an upturn in per capita expenditure on meat
- Poland's Meat market showed strong volume growth between 2011-2016 and it is forecast to maintain a healthy growth but a slower pace during 2016-2021
- Ambient Meats, Cooked Meats- Packaged, and Cooked Meats- Counter will see the fastest US$ value growth over 2016-2021.This mirrors consumers’ real or perceived time-scarcity and the reflects the desire to cut down time spent on cooking
- Convenience Stores are responsible for over a tenth of Meat market value share. Polish consumers favor the channel’s easy availability and proximity to their home or work place.
- Overall, Polish Meat market is fragmented, with top 3 manufacturers accounting for a less than a tenth of the market
Reasons to buy
- This report brings together consumer analysis and market data to provide actionable insight into the behavior of Poland's Meat consumers.
- This is based on the author's unique consumer data, developed from extensive consumption surveys and consumer group tracking, which quantifies the influence of 20 consumption motivations in the Meat sector.
- Category, brand, and packaging dynamics are also examined.
- This allows product and marketing strategies to be better aligned with the leading trends in the market.
Top 10 global opportunities
Key trends in Meat
Risks and rewards
2. Market insight - identifying the opportunities to move into
Growth and segmentation - defining the opportunities
Drivers of change
3. Retail and distribution insight - key channels and retailers driving growth
Routes to market
4. Company and brand insight - the competitive landscape defined
Category brand fragmentation
Company and brand strength
Private and international label penetration
5. Consumer insight - who, what, when, where and why
Consumption profiles and consumer targets
Insights and implications
Health and wellness analysis
6. Product and packaging insights -
Key product innovations
Packaging trends - new formats and material switching
7. White spaces and innovation opportunities - space to move into