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Country Profile: Spirits Sector in Poland

Country Profile: Spirits Sector in Poland

Summary

Polish Spirits sector accounted for a volume share of 1.3% of the global market and 10.9% of the regional (Eastern Europe) market, in 2016. The sector is expected to grow at a CAGR of 1.2% during 2016-2021. Rising disposable income and increase in employment rate, allows consumers to spend more on Spirits products in the country. Per capita consumption stood at 10.2 liters compared to the global and Eastern Europe levels of 6.4 liters and 10.4 liters, respectively, in 2016.

Vodka was the largest with value sales of ZI16,783.4 Million (US$4,250.6 Million) in 2016. Whiskey is expected to grow the fastest at a CAGR of 3.8% compared to Gin & Genever, Rum, Specialty Spirits, Brandy (1.7%), Liqueurs, Tequila & Mezcal (1.6%), and Vodka.

Sales through Hypermarkets & Supermarkets accounted for the largest volume share of 48.6% in 2016. Food & Drinks Specialists represented the second largest distribution channel with a volume share of 25.8% in the same year, followed by On-trade transactions with 9% share in the same year. Glass was the most commonly used package material in the Polish Spirits sector with a share of 94.2% in 2016. It was followed by Flexible Packaging and Rigid Metal with shares of 4.9% and 0.9% respectively.

Consumption of Spirits was higher among the male population in 2016 compared to females. Consumption of Spirits was also high among Polish consumers who attended Upper Secondary school in the same year. In terms of consumption by age group, Older Consumers and Older Young Adults together accounted for 58.2% share in 2016. Krupnik was the largest brand in volume terms with a share of 10.6% in 2016. It was followed by Zolodkowa De Luxe and Lubelska with shares of 10.2% and 8.7% respectively.

The report Country Profile: Spirits Sector in Poland provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.

In particular, this report provides the following -

  • Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
  • Category coverage: Value and growth analysis for Brandy, Gin & Genever, Liqueurs, Rum, Specialty Spirits, Tequila & Mezcal, Vodka, and Whiskey with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
  • Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
  • Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
  • Packaging data: Consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Rigid Metal and others; pack type data for: Bottle and Stand Up Pouch.
Companies mentioned in this report: Ambara SA, LVMH Moet Hennessy - Louis Vuitton, Marie Brizard Wine & Spirits SA, Remy Coitreau Group, Stock Spirits Group, Henkel AG & Co KGaA, Pernod Ricard SA, William Grant & Sons Ltd., Fratelli Branca Distillerie Srl, OAK POLAND , General Partnership Jerzy Markiewicz, Brown-Forman Corporation, CEDC International Sp. z oo, Diageo PLC, UK, Label Vodka SA Podlasie, Lucas Bols NV, Akwawit-Polmos S.A, Polmos Siedlce.

Scope
  • Vodka is the largest market in value and volume terms in the Polish Spirits sector
  • Per capita consumption of Vodka in the Polish Spirits sector is higher when compared to the regional and global levels
  • Hypermarkets & Supermarkets accounted for the leading share in the distribution of Spirits in Poland
  • Krupnik accounts for the leading share in the Polish Spirits sector
  • Glass is the most commonly used package material in the Polish Spirits sector.
Reasons to buy
  • Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
  • Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
  • Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
  • Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
  • The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
  • Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.


1. Report Scope
2. Executive summary
3. Poland in the global and regional context
3.1. Polish share in the Global and Eastern European Spirits sector
3.2. Poland compared to other leading countries in Eastern Europe
4. Market size analysis - Spirits sector
4.1. Value and volume analysis - Spirits sector in Poland
4.2. Per capita consumption - Poland compared to Eastern Europe and globally
4.3. Extent to which consumers are trading up/down
4.4. Value and volume analysis of markets in the Spirits sector
4.5. Growth analysis by markets
5. Market and category analysis
5.1. Per capita consumption analysis by markets
5.2. Market analysis: Brandy
5.3. Market analysis: Gin & Genever
5.4. Market analysis: Liqueurs
5.5. Market analysis: Rum
5.6. Market analysis: Specialty Spirits
5.7. Market analysis: Tequila & Mezcal
5.8. Market analysis: Vodka
5.9. Market analysis: Whiskey
6. Distribution analysis
6.1. Distribution channel share analysis: Spirits
6.2. Distribution channel share analysis: Brandy
6.3. Distribution channel share analysis: Gin & Genever
6.4. Distribution channel share analysis: Liqueurs
6.5. Distribution channel share analysis: Rum
6.6. Distribution channel share analysis: Specialty Spirits
6.7. Distribution channel share analysis: Tequila & Mezcal
6.8. Distribution channel share analysis: Vodka
6.9. Distribution channel share analysis: Whiskey
7. Competitive landscape
7.1. Brand share analysis by sector
7.2. Brand share analysis by markets
7.3. Brand share analysis by category
7.3.1. Brandy
7.3.2. Liqueurs
7.3.3. Rum
7.3.4. Vodka
7.3.5. Whiskey
7.4. Private label share analysis
8. Packaging analysis
8.1. Packaging share and growth analysis by package material
8.2. Packaging share analysis by package material
8.3. Packaging share and growth analysis by pack type
8.4. Packaging share analysis by pack type
8.5. Packaging share and growth analysis by closure type
8.6. Packaging share analysis by closure type
8.7. Packaging share and growth analysis by primary outer type
8.8. Packaging share analysis by primary outer type
9. Macroeconomic analysis
9.1. GDP per Capita
9.2. Population and population growth
9.3. Consumer Price Index
9.4. Population breakdown by age
10. Consumergraphics
10.1. Consumption by Gender
10.2. Consumption by Age
10.3. Consumption by Education
10.4. Consumption by Urbanization
11. Methodology
12. Definitions
13. Appendix
14. About GlobalData
15. Disclaimer
16. Contact Us
List of Tables
Table 1: Volume share of Poland in the global and Eastern Europe Spirits sector, 2011-2021
Table 2: Growth analysis by markets, 2016-2021
Table 3: Value analysis by of Brandy market categories, 2011-2021
Table 4: Volume analysis of Brandy market by categories, 2011-2021
Table 5: Value analysis of Liqueurs market by categories, 2011-2021
Table 6: Volume analysis of Liqueurs market by categories, 2011-2021
Table 7: Value analysis by of Rum market categories, 2011-2021
Table 8: Volume analysis of Rum market by categories, 2011-2021
Table 9: Value analysis of Speciality Spirits market by categories, 2011-2021
Table 10: Volume analysis of Speciality Spirits market by categories, 2011-2021
Table 11: Value analysis by of Vodka market categories, 2011-2021
Table 12: Volume analysis of Vodka market by categories, 2011-2021
Table 13: Value analysis of Whiskey market by categories, 2011-2021
Table 14: Volume analysis of Whiskey market by categories, 2011-2021
Table 15: Brand Volume - Spirits sector, 2016
Table 16: Brand Volume - Brandy market, 2016
Table 17: Brand Volume - Gin & Genever market, 2016
Table 18: Brand Volume - Liqueurs market, 2016
Table 19: Brand Volume - Rum market, 2016
Table 20: Brand Volume - Vodka market, 2016
Table 21: Brand Volume - Whiskey market, 2016
Table 22: Brand Volume - Armagnac category
Table 23: Brand Volume - Cognac category
Table 24: Brand Volume - Fruit Brandy category
Table 25: Brand Volume - Other Grape Brandy category, 2016
Table 26: Brand Volume - Bitters category, 2016
Table 27: Brand Volume - Dark Rum category, 2016
Table 28: Brand Volume - Light Rum category, 2016
Table 29: Brand Volume - Flavored Vodka category, 2016
Table 30: Brand Volume - Unflavored Vodka category, 2016
Table 31: Brand Volume - American Whiskey category, 2016
Table 32: Brand Volume - Canadian Whiskey category, 2016
Table 33: Brand Volume - Irish Whiskey category, 2016
Table 34: Brand Volume - Scotch Whisky category, 2016
Table 35: Brand Volume - Other Whiskey category, 2016
Table 36: Consumption of Spirits by gender and markets (Million Liters, 2016)
Table 37: Consumption of Spirits by age and markets (Million Liters, 2016)
Table 38: Consumption of Spirits by education and markets (Million Liters, 2016)
Table 39: Consumption of Spirits by degree of urbanization and markets (Million Liters, 2016)
Table 40: Market Definitions
Table 41: Category Definitions
Table 42: Channel Definitions
Table 43: Market Value for Brandy - by category (ZI Million) 2011-2021
Table 44: Market Value for Brandy - by category (US$ Million) 2011-2021
Table 45: Market Volume for Brandy - by category (Million Liters) 2011-2021
Table 46: Market Value for Liqueurs - by category (ZI Million) 2011-2021
Table 47: Market Value for Liqueurs - by category (US$ Million) 2011-2021
Table 48: Market Volume for Liqueurs - by category (Million Liters) 2011-2021
Table 49: Market Value for Rum - by category (ZI Million) 2011-2021
Table 50: Market Value for Rum - by category (US$ Million) 2011-2021
Table 51: Market Volume for Rum - by category (Million Liters) 2011-2021
Table 52: Market Value for Specialty Spirits - by category (ZI Million) 2011-2021
Table 53: Market Value for Specialty Spirits - by category (US$ Million) 2011-2021
Table 54: Market Volume for Specialty Spirits - by category (Million Liters) 2011-2021
Table 55: Market Value for Vodka - by category (ZI Million) 2011-2021
Table 56: Market Value for Vodka - by category (US$ Million) 2011-2021
Table 57: Market Volume for Vodka - by category (Million Liters) 2011-2021
Table 58: Market Value for Whiskey - by category (ZI Million) 2011-2021
Table 59: Market Value for Whiskey - by category (US$ Million) 2011-2021
Table 60: Market Volume for Whiskey - by category (Million Liters) 2011-2021
Table 61: Components of change - by Market
Table 62: Spirits Sales Distribution in Poland - by Markets (ZI Million), 2016
Table 63: Package Material (in Million pack units)
Table 64: Pack Type (in Million pack units)
Table 65: Closure Type (in Million pack units)
Table 66: Primary Outer Type (in Million pack units)
Table 67: Exchange Rates: (US$-ZI), 2011-2021
Table 68: GDP Per Capita (ZI)
Table 69: Population
Table 70: Consumer Price Index
Table 71: Age Profile (Millions of Persons)
List of Figures
Figure 1: Poland compared to other top four countries in Eastern Europe - market size, growth, and competitive landscape
Figure 2: Market size analysis by value and volume, Spirits sector, 2011-2021
Figure 3: Per capita consumption in Poland compared to global and Eastern European average, 2011-2021
Figure 4: Degree of trading up/down in the Polish Spirits sector, 2015-2016
Figure 5: Value and volume growth analysis by markets, 2016-2021
Figure 6: Per capita consumption (by markets) in Poland compared to global and Eastern European average, 2016
Figure 7: Value and volume growth analysis, Brandy market, 2011-2021
Figure 8: Value and volume growth analysis, Gin & Genever market, 2011-2021
Figure 9: Value and volume growth analysis, Liqueurs market, 2011-2021
Figure 10: Value and volume growth analysis, Rum market, 2011-2021
Figure 11: Value and volume growth analysis, Specialty Spirits market, 2011-2021
Figure 12: Value and volume growth analysis, Tequila & Mezcal market, 2011-2021
Figure 13: Value and volume growth analysis, Vodka market, 2011-2021
Figure 14: Value and volume growth analysis, Whiskey market, 2011-2021
Figure 15: Distribution channel share (Volume), Spirits, 2011-2016
Figure 16: Distribution channel share (Volume), Brandy market, 2011-2016
Figure 17: Distribution channel share (Volume), Gin & Genever market, 2011-2016
Figure 18: Distribution channel share (Volume), Liqueurs market, 2011-2016
Figure 19: Distribution channel share (Volume), Rum market, 2011-2016
Figure 20: Distribution channel share (Volume), Specialty Spirits market, 2011-2016
Figure 21: Distribution channel share (Volume), Tequila & Mezcal market, 2011-2016
Figure 22: Distribution channel share (Volume), Vodka market, 2011-2016
Figure 23: Distribution channel share (Volume), Whiskey market, 2011-2016
Figure 24: Leading brands in the Polish Spirits sector, volume share, 2016
Figure 25: Leading brands in the Brandy market, volume share, 2016
Figure 26: Leading brands in the Gin & Genever market, volume share, 2016
Figure 27: Leading brands in the Liqueurs market, volume share, 2016
Figure 28: Leading brands in the Rum market, volume share, 2016
Figure 29: Leading brands in the Vodka market, volume share, 2016
Figure 30: Leading brands in the Whiskey market, volume share, 2016
Figure 31: Private label penetration by markets (value terms), 2016
Figure 32: Growth analysis, private label and brands, (2011-2016)
Figure 33: Packaging share and growth analysis by package material, 2011-2021
Figure 34: Use of package material by markets (in pack units), 2016
Figure 35: Packaging share and growth analysis by pack type, 2011-2021
Figure 36: Use of pack type by markets (in pack units), 2016
Figure 37: Packaging share and growth analysis by closure type, 2011-2021
Figure 38: Use of closure type by markets (in pack units), 2016
Figure 39: Packaging share and growth analysis by primary outer type, 2011-2021
Figure 40: Use of primary outer type by markets (in pack units), 2016
Figure 41: Relative comparison of countries based on PEST analysis
Figure 42: Polish GDP per capita, 2011-2016
Figure 43: Population growth in Poland, 2011-2016
Figure 44: Consumer Price Index, Poland, 2010-2016
Figure 45: Age Profile, Poland, 2016
Figure 46: Consumption of Spirits by Gender, Poland, 2016
Figure 47: Consumption of Spirits by age, Poland, 2016
Figure 48: Consumption of Spirits by education, Poland, 2016
Figure 49: Consumption of Spirits by urbanization, Poland, 2016
Figure 50: About GlobalData

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