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Distribution Trends in Soft Drinks Poland
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 5
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 6
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 7
Soft Drinks Product Definitions ..................................................................................................... 8
Glossary ..........................................................................................................................................15
Forecast Methodology...................................................................................................................17
Soft Drinks Service/Dec-2010 1
Poland Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Discounters march forward
In the total soft drinks market the traditional retail channel still leads as many consumers still prefer to shop on a
daily basis through outlets closer to their homes, but there is a visible trend towards modern distribution
channels. The increasing numbers of discount stores together with growing Private Label sales is impacting on
consumer behaviour. Overall soft drinks sales through discounters were up by 16% in 2009. The number of
discounter outlets is forecast to continue to rise in 2010.
In 2009, a decrease in impulse sales through convenience stores was noted in categories where these outlets
were once a very important channel, ie iced/rtd tea drinks, iced/rtd coffee drinks, sports drinks and energy
drinks. Convenience stores are mainly losing share to the traditional and discount channels, especially within
iced/rtd tea drinks and energy drinks for reasons of price.
Private Label products are sold mainly through the following modern chains: Biedronka, the number one chain,
followed by Schwarz Group (Lidl and Kaufland), then Metro Group (Macro Cash & Carry and Real
hypermarkets), Eurocash Group, Carrefour and Tesco.
Sales through specialist stores as well as Horeca decreased in 2009. On-premise channels, due to the current
economic slowdown, fell back by 3% due to falling foot traffic as consumers watched their budgets.
Market Valuation/Pricing
Due to the economic situation, price was once again a very important factor for consumers
Average prices of packaged water slightly decreased in 2009, due to growing sales of Private Label products as
well as significant competition in the market. Bulk/HOD water prices also slightly decreased; this was due to the
weaker economic situation of companies (the ma