5 Curious Facts about the Confectionery Consumers in Poland
18.05.2024
FMCG Market Size and Trend Analysis
The fact that the Polish confectionery market has been rapidly developing since the 1990s is probably partially due to the country’s historical transitions as well as modern-day trends: the collapse of communism, Poland joining the EU in 2004, the surge in foreign investments, the birth of new enterprises, and the revitalization of existing ones. The FMCG market revenue in the past decade has shown skyrocketing figures compared to previous times. There is a steady rise in imported wholesale confectionery consumption, and statistics show that this tendency will continue. Projections indicate a trajectory towards surpassing $19 billion by 2028, with each Polish citizen contributing $363.6 to the confectionery and snacks segment in 2023.Behind the Curtain: Statistical Facts about Polish Confectionery Consumers and Foreign Wholesale Candy Suppliers
- The average bulk buy sweets consumer in Poland eats about 760 grams of sugar each month. These were the official figures for foreign candy consumption research in 2022.
- In 2021, the confectionery market in Poland reached a valuation of PLN12.1 billion ($3.1 billion). Projections indicate a compound annual growth rate (CAGR) exceeding 5% from 2021 to 2026. Notably, the chocolate category emerged as the frontrunner in terms of market value in 2021.
- In 2023, the mean chocolate intake for candy and chocolate enthusiasts in Poland reached 210 grams per month, a significant uptick from the 90 grams recorded in 2012.To illustrate this better, we will use one of the most powerful imported chocolate brands owned by Mondelez: Milka. Milka Alpine Milk, Milka White, Milka Hazelnuts, Milka Raisins and Hazelnuts, Milka Whole Hazelnuts, Milka Noisette, Milka Oreo, Milka Oreo Brownie, Milka Oreo White, Milka Bubbly Milk and Bubbly White, Milka Darkmilk, Milka Milkins, Milka Cherry, Milka Raspberry, and Milka Strawberry and Yoghurt are all packed in a package of 100g, while Milka Sandwich Oreo is 92g on average, Milka Sandwich TUC is 87g, and Milka Triple Caramel is 90g. This aims to prove that if each local used to consume about a chocolate per month 10 years ago in 2023, they doubled that amount, proving that they do have a sweet tooth for imported candy.
- Local confectionery production trends have altered. The number of chocolate and sugar confectionery producers in Poland has varied over time, reaching 437 enterprises in 2019. This fluctuation in manufacturer numbers mirrors the country's confectionery production landscape, which has witnessed a significant decline since 2015. By 2020, the total production volume of sugar candies had dropped to slightly over 33 million kilograms, representing a decrease compared to preceding years. Polish FMCGs have given way to imported wholesale confectionery products manufactured by world-known brands and conveniently and cheaply distributed by wholesale bulk candy suppliers like Contest Distribution.
- Curious trade flows data: Due to the reduced domestic production, Poland has witnessed a continuous rise in the import value of sugar confectionery, reaching over 265 million euros in 2022. Moreover, the import volume soared to an unprecedented high of 832 metric tons. Nevertheless, Poland maintains its status as a notable exporter of sugar confectionery goods, with exports totaling nearly 1.2 thousand metric tons of candies and related products in 2021.
- Segmentation by Top Cities reveals Warsaw, Katowice, and Krakow as leading hubs, with Warsaw commanding over half of the market share in 2023, followed by Katowice and Krakow.
- Categorically, chocolate reigns supreme, capturing 58% of the market, followed by sugar confectionery at 29% and gum at 13%. Forecasts predict rapid growth in the chocolate category in terms of both value and volume in the following 2–3 years.
- In terms of distribution channels, hypermarkets and supermarkets take the lead, followed by convenience stores, food and drink specialists, and department stores. Hypermarkets & supermarkets dominated the market in 2023, with these outlets being major retailers of imported FMCGs and candy, as well as wholesale sweets and chocolate from such world-renown brands as Mondelez, Ferrero, Storck, Nestlé, Mars, and Lindt. By far, Mars Incorporated has held the largest market share in 2023.
- As for the trendiest and most preferred packaging materials, flexible packaging, paper and board, rigid plastics, and rigid metal hold the top positions and are the most popular options offered to the mass consumer.
The Forecast: Dynamics and Predictions about the Anticipated Bulk Sweets Wholesale Market Growth by 2026
The examination of crucial macroeconomic indicators that encompass real GDP, nominal GDP, the consumer price index, household consumption expenditure, population demographics (including age groups, gender distribution, and the and the rural-urban divide), employment statistics, and the unemployment rate in Poland allows us to provide an economic overview of the nation, incorporating insights into the labour market dynamics and demographic trends in the FMCG sector. Here are the foreign companies and product brands importing confectionery in bulk that are forecast to be growing rapidly by the end of 2026.Ferrero
Kinder Bueno Classic, Kinder Bueno White, Kinder Chocolate, Kinder Surprise, Nutella Chocolate Spread, Nutella B-ready, Nutella Biscuits, Kinder Happy Hippo, Ferrero Rocher and Ferrero Rocher DiamondMondelez
Milka Chocolates (Alpine Milk, Hazelnut, Triolade, Oreo, TUC, Brownie, White, Cherry, Raspberry, etc.), Milka Moments, Milkins, Milka Hazelnut Cream 350g or 600g, Oreo cookies, Oreo Minis, Oreo Crunchy Bites, Toblerone chocolate, TUC Original, Cheese, or Sour Cream and Onion Salty Biscuits, Barni for kids, Milka, Oreo, and Toblerone Ice Cream, Milka Pralines, Côte d’Or Chocolate Bars, LU Prince Mini Stars Biscuits, LU Mikado Snacks, BelVita Breakfast Biscuits, Halls Chewing Gum Watermelon, Citrus, Spearmint, Fruit, Peppermint, Lime, etc.
Storck
Toffifee, Merci (Red, Green, Blue, or Brown chocolate)Mars
Twix, Snickers, Mars, M&M's Peanut, and M&M's Chocolate