1/2018 Issue 30
FoodfromPoland Polish Magazine for Professionals
CONTENTS POLISH AGRI-FOOD Polish agri-food promotion strategy....... 8
INTERVIEW
Robert Okoński, Wawel .......................... 10
LONG STORY SHORT
Polish Cuisine Month in Seul................. 14
STATISTICS
Confectionery – exports, foreign markets, trends.......................................... 18 Polish agri-food export summary.......... 22 The economic situation fosters trade exchange.................................................... 26
TOMASZ PAŃCZYK
REPORT
Editor In-Chief t.panczyk@foodfrompoland.pl
Global Food & Drink Trends 2018........ 30
COMMENTARY
Foreign trade............................................. 34 The quality and tradition of Polish confectionery............................................ 36 Value of Polish confectionery market... 38
INTERVIEW
Joanna Gąsiorowska, Rarytas ............... 40 Maciej Wójcik, ZPC Śnieżka .................. 44
POLISH FMCG MARKET SUMMARY
2017 summary ......................................... 50
RESEARCH
Polish products in foreign leaflets......... 68
INSIGHT
We take care of exhibitors since 1990 ..... 70
LIST OF POLISH COMPANIES....... 74 DISCOVER POLISH PRODUCTS... 78
Editorial Office Bagno Street 2/218 00-112 Warsaw, Poland Phone/Fax: +48 22 847 93 67 +48 22 828 93 66 +48 22 847 93 68 redakcja@foodfrompoland.pl www. foodfrompoland.pl Editor-In-Chief – Tomasz Pańczyk t.panczyk@foodfrompoland.pl
Editor – Monika Górka
m.gorka@foodfrompoland.pl
Editor – Monika Kociubińska
m.kociubinska@foodfrompoland.pl
The latest data shows that last year was another record-breaking year for Polish food manufacturers. The export value of domestic foodstuffs exceeded EUR 27 billion, which clearly shows they have been appreciated on international markets. The recipients of Polish food already includes more than 70 countries worldwide, although our main trade partners are the states of the European Union, including Germany, the UK, the Netherlands, and the Czech Republic. Polish products are associated with traditional recipes, high quality, lack of chemical additives and preservatives, innovation and technological advancement. Therefore Polish dishes have been gaining popularity around the world and are sought and purchased by foreign customers. Welcome to the new issue of Food from Poland Magazine where you can read about Polish companies and the excellent traditional food products they make. Enjoy reading!
Editor – Joanna Kowalska
j.kowalska@foodfrompoland.pl
Advertisement Office Phone/Fax: +48 22 847 93 67 +48 22 828 93 66 Sales & Marketing Department Director – Beata Łęcka b.kurp@foodfrompoland.pl
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VISIT US
Fischer Trading Group Ltd. Bagno Street 2/218, 00-112 Warsaw Phone/Fax: +48 22 847 93 67 +48 22 847 93 68 redakcja@ftgroup.pl www.hurtidetal.pl CEO: Tomasz Pańczyk
4
Standing location
HALL – 11.1 STAND – B058
One of the largest Polish food companies in Central and Eastern Europe. SALES REVENUES (2016) – MORE THAN 1 BILLION EUR FOREIGN SALES – 35% OF TURNOVER OF MASPEX GROUP
SALES TO OVER
50 COUNTRIES • 13 production plants and logistic centers in Poland and abroad (purchase of raw materials at 7 of them). • Leading producer of juices, nectars and soft drinkis in Poland, Czech Republic, Slovakia, and one of the biggest in Hungary, Romania, Bulgaria and Lithuania. • Front runner in instant products production (cappuccino, instant hot chocolate, cocoa, coffee creamer and instant tea) in central and eastern Europe. • Leader on the pasta market in Poland and the main manufacturer in Romania. • Leading producer of jams, ketchups and sauces. • Main manufacturer of ready meals and processed vegetables in Poland. • Producer of most frequently selected vitamins and dietary supplements in Poland.
EMPLOYING ALMOST 6500 PEOPLE
Juices, nectars, soft drinks and water
Pasta and cereal products
Instant products
Dietary supplements
Vegetable and fruit products, including: jams, ready meals, tomato products, meal additives
POLISH AGRI-FOOD
POLISH AGRI-FOOD PROMOTION STRATEGY – IN RESPONSE TO GLOBAL NEEDS Jarosław Ołowski, Director Department of Export Support, National Support Centre for Agriculture
8
Anna Artemiuk, Specialist in the Department of Export Support, National Support Centre for Agriculture
KOWR National Support
Centre for Agriculture
Agri-food promotion is strictly linked to cir-
ucts, food additives, hormones and antibiotics
farmers obtain fair prices in the long run, es-
cumstances governing global trade in agri-food
are warning signs calling for global producers
pecially as a growing number of consumers
products. Some of these conditions are due to
to re-evaluate their principles. In the mean-
are willing to pay more for a product with an
inherent characteristics of the agricultural mar-
time world consumers are in serious need of
ecological certificate.
ket, while others stem from economic policies,
natural and healthy food.
Ecological food has become one of the most
for instance those reflected in interventionist
The Polish agri-food sector has noticed that
promising and promoted brands, regardless of
practices. For many years, the assumption was
ecological or sustainable farming constitutes
its place of origin. It is a well-known fact that
that the minimization of agricultural produc-
both a multi-purpose strategy to agricultural
the Polish ecological market has increased 3
tion costs is the best trade strategy; however,
challenges and a strong consumer trend to be
times in the last 7 years. This trend is also re-
such actions have not been considered in a
promoted at the same time. As a result Polish
flected in the growing number of Polish eco-
holistic approach. As a result, unsustainable
farms take advantage of environment-friendly
logical producers participating at international
intensification of agricultural production has
technologies. The use of traditional methods
fairs and entering foreign markets. The target
generated considerable challenges in relation
enable them to retain the natural qualities of
group of Polish ecological products consists
to food safety. New outbreaks of zoonotic dis-
food, leading to the increase of the value of
of the most demanding consumers in the EU,
eases, extensive use of plant protection prod-
their products. One of strategic goals is to let
America, Asia and the Middle East. As health
POLISH AGRI-FOOD
Polish agri-food promotional activities carried by National Support Centre for Agriculture (KOWR) source: KOWR
awareness is rising globally, it is predicted that
raising awareness of Polish food as a brand and
tackling food security issues, such as Algeria,
such exports will grow even more dynamical-
to fostering trade co-operation in the agri-food
Nigeria and Kenya.
ly in the upcoming years.
sector. KOWR’s core goal is to stimulate the de-
KOWR carries out a number of promo-
However, it should be emphasized that the
mand for Polish agri-food products by means of
tion activities, such as organizing econom-
high quality of Polish food is not attributable
international promotion, which falls within the
ic missions and study visits in Poland and
to certified ecological products only. Polish
scope of WTO „green box” agricultural support
abroad, facilitating contacts between Polish
conventional agriculture is, for all means and
measures. KOWR challenges fixed consump-
and foreign companies, and organizing na-
purposes, practically ecological, making little
tion models to give room for new products from
tional stands during trade events in various
use of plant protection chemicals or artificial
Poland, but – at the same time – it conducts an
world regions. In 2017, we were present
fertilizers. Polish food products meet the needs
on-going analysis of the always-changing mar-
in 13 countries, having organized 15 eco-
of world consumers thanks to the natural in-
ket conditions so as to meet the preferences
nomic missions of Polish entrepreneurs
gredients of these products, their nutritional
and needs of global markets. Its targets include
and 15 national stands. This year we have
value and their high quality confirmed by strict
countries that are already participating in the
extended our promotion schedule to 30
inspection systems. Those attributes, combined
global agri-food sector as well as countries that
countries in total, some of which we have
with promotional efforts, are the reasons for the
might be perceived as demanding yet present
never visited before. It best illustrates the
continuous growth of Polish agri-food export,
great potential for trade relations. For instance,
widening perspective of Polish producers
which has been on the increase since Poland’s
this year’s promotion plan includes countries
and the changing dynamics of Polish agri-
accession to the EU in 2004 and has risen six-
that are facing demographic challenges and
food promotional activities.
fold since that time. In 2017, Polish agri-food export broke an all-time record and amounted to EUR 27 billion, and analysts do not predict that this growth will stop anytime soon. As the main Polish institution dedicated to agri-food export support, the National Support Centre for Agriculture (KOWR) contributes to
KOWR is open to establish contacts with entities seeking co-operation with the Polish agri-food sector and to create trade opportunities of mutual benefit. Feel free to contact us at: eksporter@kowr.gov.pl KOWR National Support +48 22 376 7226 Centre for Agriculture
9
INTERVIEW
Interview with Robert Okoński, Sales Director in Wawel SA
wards broadly understood naturalness in
We have already finished works on the
the FMCG industry is a global trend, and
recipes of all our products, which makes
the Good Ingredients policy fits in with
us one of Europe’s first major manufactur-
it perfectly. Apart from this significant
er who has successfully modified the reci-
change, we have also expanded our fac-
pes of their products in this regard. Today,
tory in Dobczyce near Cracow, enabling
our entire offer corresponds to the Good
it to increase its capacity by approx. 20%
Ingredients strategy. We have successfully
and to become one of the most advanced
eliminated artificial aromas, unnecessary
production factories, not just in Poland
preservatives, the E476 emulsifier, as well
but in this part of Europe. We have also
as colourants; instead, we now focus on
developed a brand new strategy of com-
natural raw materials, certified additives
munication. Furthermore, our strong mar-
and gradual elimination of palm oil; at the
ket position was substantially affected by
moment, it is not contained in any of our
this year’s development in exports – for-
full chocolates anymore. We follow the
eign sales have been developing in line
consumers’ expectations, we stay ahead of
with the assumptions, at a rate of more
the trends and – as you can see – we make
than ten percent annually.
no compromises with regard to quality. This strategy is well received by our Business
How did the expansion of the Dobczyce
investment
affect
company’s development?
Does the mission of Good Ingredients
What our new factory brings, apart
cover all sweets by Wawel? Will any
How can we recapitulate the year of
from the increase in capacity, is above all,
new products appear in the offer in
2017 at Wawel, both on the Polish
improvement in the quality of our flagship
the nearest future?
market and on foreign ones?
products, as well as the implementation
This is right, the Good Ingredients strat-
Last year, we introduced many posi-
of new categories in our portfolio. It is still
egy already covers all products, as every
tive changes – above all, we improved
too soon to reveal the details concern-
product in our offer must fulfill the high
our offer. A crucial issue is the pioneering
ing new products, but I can say we will
standards we have imposed on ourselves
Good Ingredients (Dobre Składniki) pro-
market them with substantial support as
in this regard. Of course, this also applies
ject under which we have changed the
early as spring 2018. With our new invest-
to new products. Additionally, we try to
recipes of all our products, eliminating
ment, the customers can be sure that all
engage our customers in social activities,
all unnecessary additives. We focus on
our products leave the factory in perfect
mainly through the “Growing Heart”
top-quality cocoa beans, natural aromas,
condition and that they have been manu-
(Serce Rośnie) action under which we co-
certified (non-GMO) soy lecithin, lack
factured at a state-of-the-art factory. The
operate with leaders of Poland’s greatest
of preservatives and colourants, gradual
following years will be a time for us to ac-
charities, transferring a specific amount
elimination of palm oil, and increasing
tively benefit from this investment which
from each product for social purposes.
the content of those raw materials which
provides many possibilities. Our constant
“Growing Heart” is not just a reason to
are desirable in a given product, e.g. pea-
strategic objective is the production of
be proud but it splendidly proves that the
nuts or fruit juices. All of this to provide
top-quality confectionery.
Poles are willing to help, they just have
the increasingly demanding consumer
10
Partners and, above all, by the consumers.
the
to be given an opportunity to do so. Ad-
with top-quality, natural and innovative
It was, among other things, the
ditionally, we are glad with the approach
sweets without enhancers. In the process
modern infrastructure that enabled
of the Ambassadors of the action to our
of so-called “label cleaning,” we were ad-
you
unnecessary
activities – they are genuinely involved,
vised by outstanding experts – professors
preservatives, artificial aromas and
not just within the main campaign. This
of reputable universities, specializing in
colourants from the recipes of Wawel
shows we are a reliable company with
food technology. Our project was highly
sweets. This is what the consumer
wide possibilities, a company which also
appreciated by our consumers and we
expects manufacturers to do. What
watches its environment and has an idea
have plans regarding its further develop-
are the consumer requirements on
how to reach the ever-changing consum-
ment. It is worth noticing that a turn to-
European markets?
er model successfully.
to
eliminate
eanut
s
P
INTERVIEW
26%
PALM OIL
FREE
Confectionery from Poland, including
What are the directions of Wawel’s for-
questionable sales leader of bulk sweets,
the
eign expansion?
we have successfully launched the unique
Wawel
brand,
enjoys
much
popularity among both European and
Our goal is further consistent building
“Freedom of Choice” sales system that is
worldwide consumers. Which foreign
of distribution, based on Europe’s largest
already present at nearly 4 000 shops in
markets are most open to Polish sweets?
trade chains, as well as the development
Poland and abroad. Thanks to our solu-
What products of your portfolio are the
of long-term cooperation with distributors
tion, customers can create their own mix-
favourites of foreign consumers’?
in more distant parts of the world. Our
es of their favourite sweets, while simulta-
We record dynamic growth in sales in
products have already been available in
neously being able to benefit from unique
the countries of the European Union – we
almost 50 countries of the world, and
offers accompanying this system – either
are pleased with our success in both old
this is still not our last word in this regard.
by getting an attractive gift or packing the
and new Union states. We have also man-
Apart from top-quality products, we pro-
purchased sweets in specially-designed
aged to go outside the so-called ethnic
vide our partners with professional and
gift packs for every occasion. To sum up,
shelf – our products, in specially prepared
very efficient service as well as support in
many things are happening and we have
export packages, can be found on shelves
promotion and marketing tailored for the
a relentless appetite for more.
of the largest trade chains in Germany,
markets on which they operate.
Thank you
the UK or Central and Eastern European countries. The tastes of our foreign con-
What will 2018 be like on the
sumers coincide with the Polish ones. Top
confectionery market in Poland and
sellers in our export sales include, similar-
abroad? What are the global trends?
ly as on the Polish market, our high-qual-
I think the market will change just as
ity chocolate bars, Choco & Fruity agar
the consumers and their expectations do.
agar jellies or Fresh & Fruity pectin jellies,
The key aspects for the nearest future are
as well as Tofflairs and Choco & Peanut
quality, the so-called “clean label,” and
candies enjoying cult status on our market
shopping pleasure. At Wawel, we already
and beyond.
respond to all these needs today. As an un-
11
LONG STORY SHORT
POLISH CUISINE MONTH IN SEUL Polish Embassy in Seul has organisated a Polish Cuisine Month. Throughout whole November in Zelen Restaurant (located in the heart of the city) traditional Polish meals were available to taste. On the 7th of November Polish Embassy in South Korea has organized a lunch promoting Polish cuisine in Korea. The meeting was part of the project – Taste of Poland, when culinary experts and representatives of mass media could have sampled Polish traditional dishes. Polish Ambassador – Piotr Ostaszewski and well-known chef – Michał Ashminov (owner of Zelen Restaurant) greeted guests. Afterwards Ph.D. Jiwone Lee, lecturer of Polish Studies Department of Hankuk University gave presentation on Polish cuisine history. In Zelen Restaurant customers could taste Polish dishes during whole November. Among other there were: cabbage stew, dumplings (pierogi) sour rye soup, beef collops, traditional vegetable salad with mayonnaise and pigs’ trotters in aspic. At the end of the lunch there was a lottery in which participants could have won Polish products delivered by Korean importers. Those who won received awards such as pottery from Bolesławiec (town in Southern Poland), Polish juices and drinks, premium bottled water, chokeberry preserves and biscuits. Sponsors: LOT Polish Airlines, Green Mango (pottery importer), DKC (Perlage premium water importer), Jumax (juices under Tymbark brand importer), LikeSky (importer of Tago biscuits), Marlenka and Contentsald (chokeberry importers).
Photo: Polish Embassy in Seul
14
with FOOD FROM POLAND MAGAZINE
STATISTICS
CONFECTIONERY
– EXPORTS, FOREIGN MARKETS, TRENDS Polish confectionery exports are still developing, as evidenced by good sales results. Analysis of the recent years showed growth in deliveries abroad of goods qualified as confectionery1, and exports thereof between January and September 2017 rose by 1.2% in relation to the analogous period of the previous year. As in the previous years, the main buyer of confectionery was the European Community, of which Germany accounted for nearly one fourth of all the products.
Julita Kapsa, Head of Unit, Trade and Services Department, Central Statistical Office of Poland
In the three quarters of 2017 exports of
Paweł Witkowski, Senior Specialist, Trade and Services Department, Central Statistical Office of Poland
of which rose by 1.9% to EUR 202.5 million.
recorded for toffees, caramels and similar
confectionery from Poland was worth EUR
Polish ice cream enjoyed much popularity
sweets (EUR 49.2 million, i.e. by 38.9%) –
1724.4 million, and its share in total exports
among foreign trade partners. Its export re-
mainly to the Czech Republic (EUR 12.1
was 1.1%. The commodity group enjoying
ached EUR 103.8 million (growing by 19.6%
million), Germany (EUR 11.0 million), Saudi
most popularity among foreign buyers in the
in comparison with the three quarters of the
Arabia and the United Arab Emirates (EUR
three quarters of 2017 was chocolate and
previous year), including sales to Germany
9.6 million and EUR 3.6 million, respectively).
other food preparations containing cocoa. It
being worth EUR 31.3 million, and to the
Sales of boiled sweets were high as well, amo-
was sold for an amount of EUR 957.6 million
Czech Republic – EUR 12.8 million.
unting to EUR 35.5 million, which comprised
– above all, to Germany (EUR 207.4 million),
Between January and September 2017,
the United Kingdom (EUR 183.9 million) and
considerable growth in the export of white
After the growth in exports in the three
the Netherlands (EUR 63.6 million).
chocolate was observed, rising by 45.4% to
quarters of 2016, 2017 saw a reduction in
The commodity group appreciated by fo-
EUR 32.6. The major recipients were Hun-
the foreign sales of chewing gum (by 19.3%
reign customers was waffles and wafers. The-
garians (EUR 6.3 million), Germans (EUR
to EUR 4.1 million) as well as gum and jelly
ir sales amounted to EUR 313.2 million, i.e.
5.7 million), and Slovaks (EUR 3.5 million).
confectionery (by 5.8% to EUR 12.0 mil-
5.5% more than in the previous year – pre-
After a drop in 2016, there was a sizeable
lion). The main export directions of chewing
dominantly to Germany (EUR 63.2 million),
increase in foreign sales of gingerbread and
gum included the UK, Sweden and Israel,
the UK (EUR 36.4 million) and France (EUR
similar products – by 42.2%, amounting to
whereas the largest purchasers of gum and
29.1 million). These three countries were also
EUR 14.1 million.
jelly confectionery were the Czech Repu-
the main recipients of sweet biscuits the sales
Considerable growth of foreign sales was
an increase by 27.3%.
blic, Russia and Ukraine.
Export of selected commodities (January-September) in 2015-2017 in mln EUR 1 200
1 000
1008,7 944,2
2015
957,6
2016 800
2017
600
400 251,4
313,2
296,9
175,8
200
198,7
202,5 80,2
86,8
0 Chocolates and confectionery products containing cocoa
Waffles and cones
Sweet biscuits
Ice cream
103,8 36,4
35,4
49,2
Toffee, caramels and the like
source: Central Statistical Office of Poland (GUS) Confectionery encompassed assorted goods included in Section IV of commodity classification of the Combined Nomenclature, i.e. CN 170410 – Chewing gum; CN 17049030 – White chocolate; CN 17049065 – Gum and jelly confectionery; CN 17049071 – Boiled sweets, whether filled or not filled; CN 17049075 – Toffees, caramels and similar sweets; CN 1806 – Chocolate and other food preparations containing cocoa; CN 190520 – Gingerbread and similar products; CN 190531 – Sweet biscuits; CN 190532 – Waffles and wafers; CN 2105 – Ice cream. Link to Regulation on the CN 2017: http://stat.gov.pl/en/intrastat/combined-nomenclature/ 1
18
STATISTICS
Geographic structure of greatest Polish confectionery importers (January-September 2017)
Note Germany
The diagrams below show the export gro-
24% Other
wth rate of assorted products between January and September 2017 by country (where
45%
the analogous period of the previous year = 100). Account was taken of the largest im-
15%
5%
Great Britain
porters of the given commodity – the top ten, and the highest dynamics were selec-
6%
5%
ted. The figure in brackets represents the France
Netherlands
position of the country (with regard to sales
Czech Republic
value) in exports of the given commodity.
source: Central Statistical Office of Poland (GUS)
Export growth rate of assorted products between January and September 2017 by country (previous year = 100)
Ice cream
Gingerbreads and alike
200
200 189,2
186,8
180
183,2
180 157,8
160
156,1
140
140 119,6
120
158,1
160
150,1
142,2
120
100
100 overall
Netherlands (8)
Germany (1)
France (5)
Hungary (4)
overall
Chocolates and confectionery products containing cocoa
Germany (1)
Lithuania (10)
Candies from cooked mass and filled 400
371,4
164,1 350
160
300 140
271,7
250
130,3
200
122,3 120
160,3 150 103,7
103,4
USA (4)
Russia (5)
Hungary (9)
Germany (1)
Netherlands (3)
overall
Czech Republic (2)
Sweden (7)
Great Britain (1)
Netherlands (6)
106,4
105,3
Romania (5)
Great Britain (2)
Sweet biscuits
Waffles and cones 170
134,3
127,3
100
100
240
164,1
232,9
220
160 150
200 142,5
140
180
130
160
120 110
Czech Republic (2)
115,8
112,2
140 110,7
105,5
100
100 overall
118,0
120
Israel (8)
Italy (4)
Germany (1)
Great Britain (2)
Hungary (4)
101,9 overall
Russia (7)
Germany (1)
source: Central Statistical Office of Poland (GUS)
19
225 g
c aram e l f l av o ur e d
h a z e ln u t
mil k
c oc oa
TEMPTING WITH THEIR SHAPE AND TASTE
45 g
350 g
90 g
350 g
175 g
355 g
225 g
38 g
38 g
STATISTICS
POLISH AGRI-FOOD EXPORT SUMMARY The initial data of the Eurostat indicate another record in exports of Polish foods being broken last year. Over nine months in 2017, foreign sales of the agri-food industry comprised products worth approx. EUR 20 billion, which is as much as 13% more on an annual basis. Depending on the sales in the fourth quarter, the value of food exports for the entire year may reach between EUR 26.7 billion to as much as EUR 27.5 billion.
Grzegorz Rykaczewski, Agri-food Sector Analyst Bank Zachodni WBK
COMMODITY STRUCTURE
exporters sold EUR 3.4 billion worth of meat
the poultry sector, where prices would remain
On the one hand, the export results in 2017
products abroad, which was 15% more than
on a low level. In this case, entrepreneurs
benefitted from favourably high prices on the
in the analogous part of the previous year.
strongly increased the volume. Consequent-
global market. The average value of the FAO
This was caused by higher exports of the three
ly, the value of exports rose by 7% to EUR
food price index for the previous year stood
main meats: pork, poultry and beef. Initial
1.4 billion. The volume increased by 10% to
at the level of 174.6 points, which means an
data of the Ministry of Finance (for the Min-
818Â 000 tons.
increase by 8% in comparison with 2016.
istry of Agriculture and Rural Development)
A significant contribution to the results of
Higher prices were recorded for meat, milk,
show that 356 000 tons of unprocessed pork,
total food exports was brought by the dairy
cereals, and vegetable oils. Only sugar was
worth EUR 732 million, were sold abroad be-
industry, benefitting from the high demand
cheaper. On the other hand, the industry was
tween January and September 2017. In terms
for dairy products in Europe and worldwide
increasing its presence on non-Polish markets,
of value, exports rose by 27%, whereas the
in 2017 and, consequently, from high export
which has even translated into growth of sales
volume increased by 9%. In the same period,
prices. At a slight increase in volume, the val-
volumes for the majority of assortments.
foreign sales of unprocessed beef increased to
ue of foreign sales increased considerably.
The major export goods in the three quar-
299 000 tons, which is an 11.5% growth year-
The data of the the Ministry of Finance (for
ters of 2017 included: meat, tobacco prod-
on-year. The value of this assortment rose by
the Ministry of Agriculture and Rural Devel-
ucts, as well as dairy products and eggs. Their
as much as 17%, exceeding EUR 1 billion.
opment) show that the value of sales of liquid
total share in total food exports exceeded
In both cases, export results were stimulated
milk rose by 49% year-on-year in the period
36% in the period under consideration.
by the growth of prices on the EU and global
under consideration, at a 2% drop in volume.
market. The situation was slightly different in
In the case of powdered milk, exports rose by
Between January and September, Polish
11% in terms of volume and by 38% in terms
The value of exports of agri-food products (billions EUR)
of value. The volume of the sales of yoghurts 23.9
20.4
increased by 8%, at an 18% growth in value.
24.3
21.9 20.1
17.9
17.7
7.2
8.6
10.1
of butter rose by almost 100%, whereas the volume increased just by 18%.
15.2 13.5 11.7
On the other hand, the value of the export
In the period under consideration, a sig-
11.5
nificant increase in the value of foreign sales was also recorded for: fish and fish prepara-
5.2
tions, grain mill products and starches, confectionery products, cereal preparations, and
source: Bank Zachodni WBK, based on the data of the Eurostat
22
20 17 I-I X
20 16 I-I X
20 16
20 15
20 14
20 13
20 12
20 11
20 10
20 09
20 08
20 07
20 06
20 05
20 04
tobacco products.
MAIN RECIPIENTS Polish foreign sales are mainly driven by
STATISTICS
demand from the EU market, accounting
total exports). The largest share of commod-
bad weather during the harvest calls the grain
for more than 80% of the total value of ex-
ities was comprised by meat, meat and fish
quality seriously into question, which will af-
ports of our food. The most important group
preparations, as well as tobacco products.
fect the actual offer of Polish exporters.
of recipients comprises the states of the “old
The top three is closed by the Netherlands,
Legal changes in Poland will be important
fifteen”. Among “third countries”, the states
where the value of exported products in the
as well. In the case of beef, there is uncertain-
of the CIS still remain an important outlet,
period under analysis amounted to EUR 1.3
ty connected with the future developments
however, their role has significantly declined
billion (a 6% share in total Polish foreign sales
concerning the act on the prohibition of ritual
since the introduction of the Russian embargo
of agri-food products). The Dutch market
slaughter. The potential return of plans to in-
in 2014. Polish enterprises place increasingly
mainly imported meat, dairy products, and
troduce such prohibition in Poland will affect
more food on other markets, such as the EFTA
tobacco products.
the domestic beef sector that sells almost its entire production abroad.
countries or North America. The most important recipients of Polish
WHAT WILL 2018 BRING?
However, we expect the exports to rise
foods are traditionally Germany, the Unit-
This year, the importance of exports in the
continuously. Even if the growth rate becomes
ed Kingdom and the Netherlands. Between
revenues of domestic enterprises will still be
seriously weakened, there is a good chance
January and September of the previous year,
on the rise. Their value will be largely affected
that the sales value in 2018 will reach be-
the Polish food industry has placed EUR 4.7
by the situation on the global market.
tween EUR 28 and 29 billion.
billion worth of goods on the market of our
We expect poultry prices to remain at a low
largest recipient, Germany, accounting for as
level, yet the growing domestic production
much as 23% of the value of total exports of
will stimulate further growth of exports. On
agri-food products. This market was main-
the other hand, we expect a decline in the
ly provided with meat, fish, dairy products,
prices of pork and dairy preparations. How-
bakery and confectionery products, as well as
ever, in the latter case, the decline should not
tobacco products. The runner-up in terms of
be deep, due to the persistent high demand
export value was the UK. Over the first nine
for dairy assortment.
months of 2017, Polish companies sold EUR
High cereal harvests in Poland in 2017 will
1.7 billion worth of products there (9% of
be favourable to export results. However,
IN 2018, THE IMPORTANCE OF EXPORTS IN THE REVENUES OF DOMESTIC ENTERPRISES WILL STILL BE ON THE RISE
Exports of food by commodity group (billion EUR)
+40
+27
+23
+16
+15
+3
+14
+8
+4
3 424
-13
+1
-5
-16
-29 2 978
+53
+46
+36
+11
+3
-36 2 191 1 788
734 753 820
855
757 437 379
637 174 214 199 272
485
308
441
1 061 1 005 559
1 137 881 887
1 263 598 614 515
1 435 751
Pr od u sta cts rch of t Ce es he re , in m als uli illin n, g Ve wh ind ge ea ., m ta tg a ble lut lt, An pla en im iti al ng an ma dv te e ria th g. fa ls eir ts cle , p ro a va du M ge ct ea ,w so t, fi ax f Su sh es ga a n rs pr d se an e a ds pa fo rati od ug ar on Co co s n co fe aa cti nd on er co y co ap Ce re re pa al, rati flo on pr ur, s s ep ta ar rc ati h o on r Ve s, me ge pa at ta str ble y , fr pr uit M ep o isc ar r n .e ati ut dib on le s Be pr ve ep ra ar ge ati s, o ns sp irit Re sa sid nd ue vin sf eg ro ar m To ba th ef cc oa oo fe d nd ed in to stu d., ba ffs cc os ub sti tu te s
Liv ea nim M ea als ta nd ed ibl eo ffa Fis l ha Da nd iry se pr afo od od uc ts, eg gs ,h on ey
118 85
1 497 968 1 047
Ve ge ta Ed ble ibl s ef ru it a nd nu Co ts ffe e, te a, sp ice s
868
1 274 1 004
1 705
Jan-Sep 2016
Jan-Sep 2017
Change y/y (%)
source: Bank Zachodni WBK, based on the data of the Eurostat
23
STATISTICS
THE ECONOMIC SITUATION FOSTERS TRADE EXCHANGE Roman Przasnyski Main Analyst at GERDA BROKER
of developing countries, it was negative at
as the strengthening of the zloty, increasing
PLN 120.7 billion, and simultaneously higher
the attractiveness of foreign purchases. Simul-
by 17% in comparison with 2016. In the case
taneously, the strong currency did no harm
of Central and Eastern European countries,
to Polish exporters, although a part of them,
the surplus of imports over exports reached
settling their supplies in dollars, achieved lo-
almost PLN 14 billion and increased by 28%.
Polish foreign trade in 2017 saw a conti-
wer results (the exchange rate of the dollar
Considering individual commodity gro-
nuation of positive trends which had alrea-
dropped by 13% between January and Sep-
ups, exports of beverages and tobacco saw
dy been visible in the previous years. After
tember). In 2018, one should expect further
the strongest increase after three quarters of
ten months, the value of exports amounted
acceleration of imports and slower growth of
2017, by 31.8% at PLN 11.6 billion. There
to PLN 721.5 billion, which means an 8.9%
exports, which will result in a decline of the
was a 13.6% growth in raw materials, a 12.1%
increase in comparison with 2016. Simulta-
trade surplus. Purchases connected with the
increase in chemicals and an 8.2% growth in
neously, imports rose by 9.9%, reaching PLN
anticipated strong growth of investment sho-
industrial products. Exports of food and ani-
712.2 billion. In constant prices, exports in-
uld increase markedly. In the period of nine
mals increased by 8%, reaching PLN 69.3 bil-
creased by 6% and imports by 6.6%. Altho-
months in 2017, growth in this regard only
lion and holding the fourth position in terms
ugh the dynamics of imports was higher than
reached 2.6%. In this context, the decreasing
of value in the structure of exports. Imports of
of exports, a positive trade balance has been
surplus of exports over imports would not be
food increased by 8.1%, reaching PLN 47.1
achieved, amounting to PLN 9.3 billion. This
unfavourable, although it would not support
billion; there was a 6.8% increase in imports
is a very good result, even though it is marke-
the GDP dynamics to the same extent as in
of beverages and tobacco; imports of vege-
dly lower than in 2016 when it achieved PLN
the previous years.
table and animal oils and fats increased by
No significant changes in the structure of
12.8%. In total, exports of agri-food products
Polish foreign trade occurred in 2017. With
after three quarters in 2017 grew by 10%,
regard to exports, it is only worth noticing the
slightly exceeding PLN 85 billion, whereas
increased share of Central and Eastern Eu-
imports increased by 8.2% to PLN 59 billion.
ropean countries, from 5.4% to 5.9%, with a
The share of this group in total turnover grew
simultaneous increase of this group in imports,
from 13% to 13.3%, at a simultaneous drop
from 7.1% to 8%. This is mainly due to the
from 9.4% to 9.3% in the case of imports. An
growing exchange with Russia and Ukraine,
11.5% increase in turnover has been recor-
which had been considerably less intense in
ded for all country groups, including Cen-
the previous years (exports to Russia increased
tral and Eastern Europe, whereas it reached
19.1 billion after ten months. The growth of
by 18.3% after three quarters in 2017). In tur-
10.4% for developed countries.
exports was fostered by the very good eco-
nover, there was a slight decline in the share
Although one can count on a continuation
nomic situation worldwide, and particularly
of developed countries, which should be con-
of positive trends in 2018, particularly in con-
in the European Union countries, where al-
nected with increased purchases of raw ma-
nection with the good situation in the global
most 80% of our goods and services reach.
terials, including energy in particular, coming
economy and in trade being maintained, one
On the other hand, what contributed to the
mainly from developing countries. Our trade
should expect a slight deterioration of con-
acceleration of imports was the increase of
balance with developed countries was positi-
ditions in 2019, when a drop in the worldwi-
consumer demand and the gradual resurgen-
ve, reaching PLN 148 billion, while in the case
de growth rate is anticipated.
THE VALUE OF EXPORTS AMOUNTED TO PLN 721.5 BILLION, WHICH MEANS AN 8.9% INCREASE IN COMPARISON WITH 2016
26
ce of demand for investment goods, as well
REPORT
GLOBAL FOOD & DRINK TRENDS 2018 Many consumers around the world lack
Jenny Zegler, Global Food & Drink Analyst Mintel
trust in regulatory systems, manufacturers, and even their fellow humans. This compounds a pre-existing wariness about food and drink because of product recalls, scandals, and suspicion about large companies. The convergence of skepticism extends and enhances the existing consumer interest in the origins of food and drink that has been present (in some markets) for the past decade.
IN OUR NEW POSTTRUTH REALITY, CONSUMERS REQUIRE COMPLETE AND TOTAL TRANSPARENCY FROM FOOD AND DRINK COMPANIES. FULL DISCLOSURE
As shown by the growth in natural, ethi-
traceability so that products are accessible
The need for reassurance about the safety
cal, and environmental claims, widespread
to all consumers regardless of household in-
and trustworthiness of food and drink has
distrust has increased the need for food and
come. Making transparency attainable to all
led to increased use of natural, as well as
drink manufacturers to be forthcoming about
consumers reflects the principles of Mintel’s
ethical and environmental, claims in global
their ingredients, production processes, and
2017 Global Food & Drink Trend “Balancing
food and drink launches. According to Mint-
supply chains. This places pressure on man-
the Scales: Health for Everyone” which not-
el Global New Products Database (GNPD),
ufacturers to offer thorough and honest dis-
ed that healthy food and drink are not to be
natural product claims (which include no
closures about how, where, when, and by
considered luxuries. Similarly, transparency
additives/preservatives, organic and GMO-
whom food and drink is grown, harvested,
will soon be expected as a claim that will be
free) appeared on 29% of global food and
made, and/or sold. Food and drink transpar-
affordable and accessible to more consum-
drink launches from September 2016 to
ency can take many different directions, but
ers. The market is moving in that direction
August 2017, which is an increase from
the various claims serve a singular purpose:
as e-commerce giant Amazon’s acquisition
17% of global food and drink launches that
to help consumers feel more confident about
of premium grocer Whole Foods Market has
used natural claims from September 2006
the safetyand purity of the food and drink that
the goal of making “high-quality, natural and
to August 2007. Similarly, ethical and envi-
they purchase.
organic food affordable for everyone” according to the company. Retailers also have
ronmental claims, such as environmentally friendly packaging as well as animal and hu-
30
WHERE NEXT?
an opportunity to share more information,
man welfare claims, have risen to 22% of
In addition to disclosing more specif-
which could appeal to the one quarter of
global food and drink introductions between
ic transparency details, the next wave of
Brazilian grocery retail shoppers who would
September 2016 and August 2017 from just
clean label challenges manufacturers and
like to know more about how private label
1% in the same period from 2006-07.
retailers to democratise transparency and
products are made.
REPORT SELF-FULFILLING PRACTICES
WHERE NEXT?
The frantic pace of modern life, constant
In 2018, individual definitions of self-care
connectivity, pervasive distrust, and conten-
and balance will reinforce the need for a va-
tious tones in politics and the media have
riety of food and drink products that present
caused many consumers to look for ways to
consumers with positive solutions that can be
escape negativity in their lives. Many people
incorporated into their customised and flex-
who feel overwhelmed are focusing on “self-
ible definitions of health and wellness. This
care,” or prioritising time and efforts dedi-
creates openings in the market for a variety
cated to themselves. Approaches to personal
of formats, formulations, and portion sizes of
well-being vary by individual, but are increas-
food and drink that provide consumers with
ingly marked by consumers developing their
options that can fit their individual diet plan
own unique definitions of healthy diets and
and their current – or aspirational – mood.
lifestyles that often include following bal-
Indeed, self-care-focussed consumers will be
anced diets and allotting time for relaxation.
looking for ingredients, products, and combi-
The challenge of determining the elements
nations that address nutritional, physical, or
of a healthy diet can contribute to negativ-
emotional benefits
ity and stress because consumers are bombarded with potentially conflicting reports as to which ingredients are recommended and which ones should be avoided.
AS MORE CONSUMERS FIND MODERN LIFE TO BE HECTIC AND STRESSFUL, FLEXIBLE AND BALANCED DIETS WILL BECOME INTEGRAL ELEMENTS OF SELF-CARE ROUTINES.
EXAMPLE
French, Italian, and Spanish consumers are as likely to be actively reducing their consumption of or avoiding fatty foods as they are to be reducing or avoiding sugary foods. Aversion to specific ingredients is being heightened as more cities, states, and countries implement taxes, labelling, and other mandates in order to raise awareness about the potential health impacts of sugar, salt, fat, or other avoidable ingredients.
the potential for food and drink to involve more of the senses through colour, shape, fragrance, and other formulation elements. In 2018, the sound, feel, and satisfaction that texture provides will become more important to companies and consumers alike. Of the various sensory-engaging properties identified in ‘Eat WithYour Eyes,’ texture has a particular opportunity to follow the lead of colour, which has become a popular feature in formulations that aim to allure more of the senses. Food and drink products have used a variety of ingredients, such as turmeric, matcha, and activated charcoal, to create vibrantly hued drinks, snacks, and other food that attracts attention, especially on Instagram, Pinterest, and other image-centric media. Colour will continue to be important, but texture is the next facet of formulation that can be leveraged to provide consumers with interactive – and documen-
TEXTURE IS THE LATEST TOOL TO ENGAGE THE SENSES AND DELIVER SHARE-WORTHY EXPERIENCES.
NEW SENSATIONS
tation-worthy – experiences. From chewy
Encounters that appeal to multiple senses
beverages to complex formulations such as
can provide consumers with escapes from the
creamy ice cream with crispy chunks, texture
routine and stress of their lives, opportunities
can make products more captivating for con-
to make memories, or generate “like-worthy”
sumers who continue to seek food and drink
social media posts. Mintel’s 2016 Global Food
that is perceived as fresh, functional, filling, or
& Drink Trend ‘Eat With Your Eyes’ observed
simply fun.
31
REPORT WHERE NEXT? In 2018, more products can be developed with combinations of textures that surprise and delight consumers. As with colour, more companies have the opportunity to add texture via natural ingredients, such as the pulp of fruit or vegetables, the tingle of spicy peppers, or carbonation resulting from fermentation as with kombucha. Production processes also can be utilised to enhance or innovate around texture, such as freeze-drying fruit for snacking or twice-baking salty snacks. In particular, food and drink designed with additional textures has the potential to engage younger iGeneration consumers who are hungry for experiences.
PREFERENTIAL TREATMENT
As technology helps to make shopping as
gle will likely provide consumers with target-
Motivated by the potential to save time
effortless as possible, an era of targetted pro-
ted promotions, suggestions, and innovations
and ideally money, consumers are sampling
motions and products is emerging. The adop-
that capitalise on online, as well as offline,
a variety of channels and technologies when
tion of voice-enabled smart home accessories,
shopping behaviours. By combining consumer
shopping for food and drink. The latest evo-
such as Amazon Echo or Google Home, will
insights on purchases, as well as other online
lutions in shopping offer consumers prompt
make it easier to add items to shopping lists,
activities, companies and retailers can target
and affordable delivery, a curated adventure
a feature of interest to the 35% of UK online
individuals based on their habits and prefer-
courtesy of subscription services, ease of au-
grocery shoppers who, according to Mintel,
ences both in the store and online.
tomatic replenishment, and simplicity of syn-
agree the ability to add products to their gro-
chronisation with smart home devices. Busy
cery order through voice command technolo-
consumers are drawn to e-commerce sites,
gy is appealing. On the supplier side, brands,
mobile apps, voice control, and other online
companies, and retailers can leverage technol-
and mobile options because they are advanta-
ogy to establish new levels of efficienc, such as
geous to their busy schedules and potentially
customised recommendations, cross-category
their budgets. For example, 65% of Chinese
pairings, and resourceful solutions that save
consumers aged 20-49 now use their mobile
consumers time, effort, and energy. Beyond
phone more than a desktop or laptop for on-
convenience, technology will offer new pos-
line grocery shopping, which is significant giv-
sibilities for personalised recommendations
en that 77% have shopped at online grocers
of products and individually targetted promo-
for home delivery.
tions. For example, The Coca-Cola Company has developed a smart vending machine
A NEW ERA IN PERSONALISATION IS DAWNING DUE TO THE EXPANSION OF ONLINE AND MOBILE FOOD SHOPPING. 32
that enables personalised offers and mobile purchases. Chinese e-commerce company Alibaba introduced physical Hema markets where shoppers must use a mobile app that provides efficient and personalised shopping experiences. Meanwhile, e-commerce giant Amazon’s acquisition of Whole Foods Market and a partnership between Walmart and Goo-
AS TECHNOLOGY HELPS TO MAKE SHOPPING AS EFFORTLESS AS POSSIBLE, AN ERA OF TARGETED PROMOTIONS AND PRODUCTS IS EMERGING.
REPORT WHERE NEXT? Technology will begin to disrupt the traditional food chain in 2018 as enterprising manufacturers aim to replace farms and factories with laboratories. An important aspect to capture consumers will be that products provide acceptable substitutions to their harvested counterparts, such as the quarter of UK consumers who agree that meat substitutes that are similar in taste, texture, and/or appearance to real meat appeal to them. Technology also could eventually be used to design food and drink that is inherently more nutritious, which presents the potential to extend the audience of scientifically engineered food and drink to reach nutrition-conscious consumers.
SCIENCE FARE
ty. However, investments, such as those made
A technological revolution is playing out
by General Mills, Tyson, Cargill, Unilever, and
in manufacturing as some forward-looking
tech billionaire Bill Gates, have hastened the
companies are developing solutions to re-
pace of development and availability of scien-
place traditional farms and factories with
tifically engineered food and drink.In 2017,
scientifically engineered ingredients and fin-
26% of Spanish, 13% of Polish, 11% of French,
ished products. Enterprising companies are
9% of Italian, and 8% of German consumers
building on advancements in technology, in-
aged 16+ agree that lab-grown, cultured, or
cluding stem cell cultures and 3D printing, to
synthetic meat appeals to them. Pioneering
replicate nature in controlled environments.
products may encourage consumers to think
Developments that engineer food and drink
differently about how scientifically engineered
staples such as laboratory-grown meat and
products could benefit the traditional food and
animal-free dairy have grabbed headlines in
drink supply, especially the potential to allevi-
the last five years, but the resulting products
ate some of the pressure that our global food
are often expensive and some are still years
supply is under. Forward-looking companies
away from widespread commercial availabili-
are raising awareness by putting their products into perspective compared with the tradition-
FORWARD-LOOKING COMPANIES ARE RAISING AWARENESS BY COMPARING SCIENTIFICALLY ENGINEERED FOOD AND DRINK WITH THE TRADITIONAL SUPPLY CHAIN.
al food and drink supply chain. US company Beyond Meat notes that when consumers
AMOUNT OF CONSUMERS AGED 16+ THAT AGREE: LAB-GROWN, CULTURED, OR SYNTHETIC MEAT APPEALS TO ME.
26% SPAIN
13% POLAND
11% FRANCE
9% ITALY
8%
GERMANY
purchase its prepared meals, which are produced in partnership with General Mills, “the consumer is lending Mother Nature a helping hand and positively impacting climate change by conserving water, energy and land.� Fellow plant-based meat company Impossible Foods gets more specific, defining that plant-based burger uses 95% less land, 74% less water, and creates 87% less greenhouse gas emissions than the current meat supply chain.
TECHNOLOGY IS BEING USED TO ENGINEER SOLUTIONS FOR OUR STRETCHED GLOBAL FOOD SUPPLY. 33
COMMENTARY
FOREIGN TRADE HOW DOES THE EXPORT OF POLISH FOOD DEVELOP ON EUROPEAN AND GLOBAL MARKETS Renata Juszkiewicz, President of the Polish Organization of Trade and Distribution
Food exports have already reached a 13%
healthy natural environment and good
The high competitiveness of the Polish
share in the entire Polish foreign exchange,
soils; they also include integrated agri-food
agri-food industry is also evidenced by its
clearly evidencing the quality and reputation
production and attractive prices. They al-
numerous international success. For many
of Polish products. This makes us particu-
low us to acquire new outlets on all con-
years, the showcase of our country have
larly happy, given that the requirements for
tinents. Sales of Polish products to African
included excellent-quality apples, poultry,
foodstuffs are increasing, the products have
and South American countries as well as to
fish, beef, cereal products, milk prepara-
to meet increasingly stringent standards and
Australia are rising year by year. Other very
tions, sweets, vegetables and fruit. Few will
undergo complex certification processes.
promising directions are the Middle Eastern
probably change in this regard in the years
and Far Eastern countries.
to come, but Poland will endeavour to make
This is what we can all be proud of, as it evidences the development of the food industry
The value of Polish food exports, and par-
the advantages of these products known not
in our country which has made investments in
ticularly their structure, is also affected by
just by their hitherto recipients, i.e. mainly
the recent years in order to be able to com-
trends on global markets, yet manufacturers
the EU countries, but on the global markets
pete efficiently on international markets. We
not only attempt to benefit from the existing
as well. Many Polish manufacturers of the
still have the potential and we can expand the
demand for a given product but to create de-
food sector are already planning reinforce-
exchange with other countries, particularly
mand for Polish goods. Thus, a great oppor-
ment of their position on foreign markets
with the developing ones, especially that Pol-
tunity, especially for small producers offering
– not just through acquisition of new distri-
ish food fits in perfectly with worldwide trends
regional, niche products, is provided by trade
bution channels but through investment as
promoting healthy and ecological products
fair events and economic missions, enabling
well. Therefore, we hope that Polish exports
coming from sustainable production.
them to present their goods and reach new
of food products will grow at an even faster
customer groups.
rate than in the previous years.
Our advantages are not limited to the
34
2017 was another record-breaking year for Polish food manufacturers. The export value of domestic foodstuffs exceeded EUR 27 billion, which clearly shows they have been appreciated on international markets. The recipients of Polish food already includes more than 70 countries worldwide, although our main trade partners are the states of the European Union (above 81% of exports), including Germany, the UK, the Netherlands, and the Czech Republic.
COMMENTARY
THE QUALITY AND TRADITION OF POLISH CONFECTIONERY Joanna Chilicka, Polish Chamber of Commerce
36
Poland exports a lot of confectionery for a reason – we have known for many years how to manufacture quality confectionery and we care about its high quality. Besides cold cuts, it is our trademark abroad. The production of Polish sweets is backed by many years of tradition. We have our own, typically Polish delicacies that cannot be found in other countries, and they arouse the interest of foreigners.
Back in the 1950s, a simple choco-
20th century was chocolate-covered sponge
manufacturing companies still operate but
late-covered wafer became highly popular
cakes with orange jelly. The origins of Toruń
adapt their assortment to requirements of
on our domestic market, but it also won the
gingerbread – dark cake with honey, having
modern customers. This industry is devel-
hearts of other nations. Interestingly, the
a peculiar taste and flavoured with clove,
oping at a fast rate; consumers change and
taste of this wafer is remembered with much
cinnamon, ginger and nutmeg – go back to
so do the products. We have different nu-
emotion by entire generations of Iceland-
the 15th century. On the other hand, War-
tritional habits today; for instance, there is
ers. A famous Polish sweet is the fudge-like
saw’s favourite for many years has been an
a noticeable trend to manufacture healthi-
krówka with sticky filling. Its production had
ordinary raspberry and lemon candy known
er sweets than they used to be. Innovative
already started in the early 20th century.
as pańska skórka. It is home-made and sold
solutions are being introduced, drawing
The same period was also the beginning of
at stalls by cemeteries on All Souls’ Day on
upon our tradition but also inspired by
the production of irysy (“irises”), milk-based
1 November. This delicacy, while enjoying a
worldwide trends.
candies that gained much popularity in the
cult status in the capital, is unknown in oth-
Communist era and were exported on a
er regions of Poland. These traditional but
have been operating in Poland for many
large scale to Poland’s neighbours. Similar-
simultaneously modern Polish sweets are
years; some of them were established as early
ly, the inter-war period saw the emergence
a common gift to foreign guests and a de-
as the 19th century and are doing well until
of ptasie mleczko (“bird’s milk”) – a melt-
sired export commodity.
this day. They are a sign that guarantees good
in-the-mouth vanilla mousse in chocolate
Today, these delicacies still find their way
coating. The hit of the second half of the
to tables and remind us of the old times, as
Confectionery-manufacturing
companies
quality of products and can be recognized outside Poland as well.
COMMENTARY
VALUE OF POLISH CONFECTIONERY MARKET Marek Przeździak President of the Management Board POLBISCO Association of Polish Manufacturers
THE VALUE OF THE CONFECTIONERY MARKET IN POLAND IS CURRENTLY ESTIMATED AT MORE THAN PLN 13BILLION.
38
According to data by Nielsen, the value of the confectionery and snacks market, including savoury snacks and ice cream, exceeds PLN 17 billion. As for the confectionery (chocolate products, cakes and pastry), we manufacture more than 700,000 tons annually. In addition to the internal market, the production of sweets in Poland is mainly driven by exports. This is the driving force and the greatest chance for the Polish confectionery industry. Russia. Each year, the export value of Polish
olate and confectionery sector to be inno-
confectionery is rising. It is worth pointing
vative products.
out that for several years, sweets have occu-
We are constantly searching for new
pied the first position in the export of high-
products, responding to trends, consumer
ly-processed Polish agri-food products. For
demand, fashion – for instance, there is in-
many years, chocolate products have had the
creased demand today for healthy products:
greatest share in confectionery exports, both
with reduced energy value, with reduced
in terms of quantity and value. We have ex-
sugar or fat content, enriched with vitamins
Between 2012 and 2016, exports of
cellent products and excellent technologies.
and mineral ingredients, with nut, dried fruit
Polish confectionery increased by almost
We compete not just with price but, above
or grain additives, so-called seasonal (holi-
79.5%. Currently, the value of Polish exports
all, with quality.
day) products: figurines and sets, as well as
is approx. PLN 6 billion. According to esti-
The chocolate and confectionery industry
so-called premium products or limited edi-
mates by independent sources, Poland is the
in Poland is among the most modern ones
tions. Both manufacturers and consumers
world’s eighth largest confectionery exporter,
in Europe. Beginning in the 1990s, the pro-
today place much emphasis on conscious
with a share of approx. 4.8% in 2016.
duction capacity has been strongly expanded
consumption. Therefore, there will surely be
The main export direction of Polish sweets
in Poland. Apart from foreign investments in-
an increase in the share of products with di-
comprises the European Union countries.
volved in the construction of factories from
verse packaging (portions) sizes, from those
They account for more than 70% of exports.
scratch and the modernization of existing
for one-off consumption to larger, family
The largest recipient is Germany, accounting
large factories, many smaller companies have
packages or resealable ones, intended for
for almost 21% of confectionery in 2016.
also emerged, being often rooted in craft-
consumption within a longer period or in
The three following countries – the United
manship and representing a rich tradition
a larger group of family or friends.
Kingdom, the Czech Republic, and France –
and high qualification levels. Leading Polish
I can say without a doubt that the Polish
purchased, in total, more than 27% of sweet
manufacturers have also expanded and are
confectionery industry can satisfy the re-
specialties sold by Poland.
still modernizing their factories.
quirements of every consumer and meet the
Besides the EU, Polish confectionery
The confectionery industry is a very in-
reaches such countries as the USA, Canada,
novative segment. We estimate between
China, India, Saudi Arabia, Israel, Turkey, or
20% and 30% of all products of the choc-
high expectations of both Polish and foreign contractors. We invite you to come for Polish sweets!
INTERVIEW
Interview with Joanna Gąsiorowska, President of the Management Board Rarytas Sp. z o.o. What was 2017 like for the Rarytas Company? Please, give us a brief summary.
THE RARYTAS COMPANY IS ONE OF THE FEW THAT MEETS EFSA STANDARDS THANKS TO THE CONSISTENT POLICY OF THE MODERN DEVELOPMENT OF OUR MANUFACTORY.
Outlining 2017 briefly, I can say that it was a year of further changes in our company, meaning changes for the better! They
we can radically cut down on those substances and that’s the goal
are connected with a grant we received for the development
of the products bearing the Zdrowy Rarytas logo. Until recent-
of our business within the framework of Intelligent Develop-
ly, the EFSA standards has been a recommendation for products
ment from European Funds.The new production hall with a
in our category. Since January this year the EFSA standards has
warehouse is ready. At present began the assembly stage with
become a regulation that precisely determines what amounts of
a state-of-the-art production line. We are creating a new Rar-
acrylamide and other of substances may contain a food products
ytas. Our goal is also to make these changes go unnoticed by
available for sale. The Rarytas company is one of the few that
our partners. These whole process runs smoothly with a normal,
meets these standards thanks to the consistent policy of the mod-
current production. I can tell more we ended the last year with
ern development of our manufactory.
an increase in sales compared to 2016. Which foreign markets are the most open to Polish sweets Cakes, biscuits, crackers, biscuits with cream filling - the
and snacks? Which products from the Rarytas’ portfolio are
offer of Rarytas is diverse. What novelties, and in which
enjoyed the best by foreign consumers?
categories, have already appeared, or shall appear soon?
40
By cooperating with large store chains “we are present” almost
At present, our developmental strategy focuses in particular on
in all Europe under private label brands of those stores. Cakes and
salty snacks, so we have novelties in this segment of our products.
biscuits with our logo are available almost everywhere in the world,
In 2017 we released the totally new line of crackers the Feria
in Surinam, China, or closer, e.g. our biscuits with cream filling are
Crackers in 4 tastes : the first crackers with dried tomatoes and
available in Algeria. As far as European markets are concerned,
oregano,the second crackers are with garlic and pepper, third the
traditionally our products are available among others in Spain,
crakcers with provance herbs and fourth taste are the crackers
Czech Republic, Italy, Latvia and Hungary. Preferences regarding
with sea salt and rosemary. All these products we packed in a del-
tastes are as different as cuisines which are characteristic for a giv-
icate and convenious to serve trays in 100 g net weight packaging
en country, that is why our offer is so diverse both in taste and in
with beautiful design. They are available in Polish market and
shape. However, it seems that everywhere the most popular is the
in Scandinavian, Romanian,Spanish and Maltese market as well.
classic cracker, slightly salty, obviously included in our offer.
Pro-health trends in consumer choices include also the
What are the export goals of the company for the coming
market of sweets and snacks. Please tell us something
years?
about the products with the Zdrowy Rarytas [Healthy
As always, our plans are very ambitious. We will try to strength-
Rarytas] logo.
en our position on the markets where we are already present.
“Zdrowy Rarytas” is our project which tries to meet our con-
Our main goal is to improve sales to our neighbour, close not only
sumers’ needs, as well as trends which are starting to appear on
in its location, meaning Germany. We are counting on increased
the market of salty snacks. Under the mentioned project, our
sales through the company Lecker Snack GmbH, whose prod-
company created a totally new technology of cake production,
ucts can already be seen on their stand no B 085 Hall 11.2 . We
it is registered and it is subject to application for patent. Products
also want to ‘open up’ to French market .and increase sales even
bearing the Zdrowy Rarytas logo give information to consumers
more in the Scandinavian countries and Spain. Feel free to visit
that these cakes contain minimum quantity of acrylamides, fatty
us during the ISM 2018 Fair, Hall 11.1 stand D 26. Welcome!!!
saturated acids, glycidol esters and 3 MCPD, that is substances
Moreover I wish to all visitors and exhibitors a successful and
not wanted in our diet because of their carcinogenicity. These are
fruitful trade fair.
substances whose presence in our daily diet is unavoidable, e.g.
Thank you for the interview
they are present in roasted coffee or doughnuts, or chips, etc. But
Monika Górka
INTERVIEW
Interview with Maciej Wójcik, Vice President of the Board, Traditional Trade Sales Director at ZPC Śnieżka effort on market require not only financial
“Michałki®” and “Michałki z Hanki®” are
commitment with hardly predicted ma-
firmly rooted in the consciousness of sub-
neuverability, but above all awareness of
sequent generations both in Lower Silesia,
laborious work from scratch.
where they are an important element of
By placing products on the markets includ-
tradition as well as throughout Poland.
ing in Germany, Romania, Slovakia, USA and
Due to the long-term functioning of
China, we develop an assortment for these
Śnieżka, a wide range of our products ac-
markets, strengthening and diversifying our
companies Polish consumers for decades.
market position. We export our traditional
The current trend of returning to tradition
products to the Polish communities, encour-
restores attractiveness of the products,
aging to celebrate our sweet Polish tradition.
constituting an interesting element of our portfolio. Along with the legacy of old rec-
How does participation in international
ipes, we have also preserved traditional
In 2017, the limited liability company
fairs affects the development of the
production methods that allow us to recre-
was transformed into a joint-stock
company?
ate the flavors of candies from many years
company. Please tell more about the
Pro-export activities, of which all trade
ago. This gave an unexpected effect to the
company’s restructuring.
and presentation formulas are an essential
expectations of the current consumer, who
The 70-year history of Śnieżka is char-
element, require both a significant financial
is becoming a more and more conscious
acterized by different periods in terms of
commitment and a coherent concept, both
and demanding. It is an interesting period
its market position. Assessing Śnieżka’s
product and marketing, more specific to
in which tradition has the same strong at-
history from today’s perspective, one can
the expectations of the diverse consumer
tractiveness as innovation and modernity.
be tempted to make a certain personifica-
market. Participation in international fairs is
This is how our current motto TRADITION
tion, giving it respect for what the factory
a final form and, in a way, verifying whether
TASTE MODERNITY came into being.
experienced and that it was able to survive
our perception of the directions of product
many difficult periods during those 70
development and if the product meets the
Michałki is the strongest brand in your
years. Effective ownership transformations
acceptance of the market. Therefore, the
portfolio for years. Are you planning to
over the last 7 years have led, above all, to
acquisition of potential new customers as
introduce new products in the future?
stabilizing the company’s capital and, con-
well as the monitoring of global trends and
Michałki from Śnieżka are firmly root-
sequently, setting a uniform direction for
the exchange of experiences are important
ed in the awareness of our consumers not
its development. In 2017, we transformed
values affecting our pro-export activities,
only in the country, but also abroad. Based
the limited liability company into a joint-
which are at least taken from participation
on the strongest brands “Michałki®” and
stock company. In the years 2010-2017,
in international fairs.
“Michałki z Hanki®”, Śnieżka expanded
the consistent restructuring process is
44
the range with a new product segment,
slowly bringing the expected stabilization
How can you briefly describe ZPC
the so-called impulsive buys. The compa-
of the distribution market. This is the ef-
Śnieżka and its products?
ny is constantly expanding it by producing
fect of maintaining, contrary to ubiquitous
ZPC Śnieżka S.A. started its activity in
chocolate bars and wafers in various fla-
practices, high quality products manufac-
1946 as the “Chocolate Factory” based
tured by us as well as expanding the range
in Świebodzice. In this period, the first
The company, also wishing to reach the
- adequately to market expectations.
products of the company appeared un-
youngest customers, entered the market
der the name “Michałki®”, which for 70
with licensed products, of which it is both
Which foreign expansion directions are
years have been the strongest brand of
a producer and a distributor. We are also
the most promising for ZPC Śnieżka?
the Company, recognized by the majority
on Polish and foreign shelves with season-
vors based on our brands.
The process of entering into internation-
of Polish consumers. “Michałki ” product
al products (Easter, Halloween Christmas)
al market began less than a few years ago.
family is effectively developed by the com-
which are refreshed every year.
However, effective actions and long-term
pany ZPC Śnieżka S.A. Śnieżka’s brands
®
Thank you
Wan-Vit is a family company with 25 years of tradition. We are one of Poland’s largest manufacturers of “warm ice cream” dessert. Thanks to the high quality of our products, we have earned the trust of our customers. Focusing on dynamic development, we have created the 4proactive product line for you. The main ingredients of the 4proactive creams are nuts. Our offer includes peanut butter as well as hazelnut, walnut, pistachio, cashew, almond and coconut creams, with many flavours and additives. Chocofita and Coffeefita Premium are alternatives to other creams and butters with high sugar content and other additives. They are 100% natural. Pumpkin, sunflower and sesame seed syrups will be a market hit. BITES and DUO STICKS natural grain snacks with a unique taste are an interesting supplement to our creams. Our products do not contain any preservatives, palm oil, salt and sugar additives.
We offer protein snacks, creams and bars to active people. They enjoy recognition not only among athletes but among all those who appreciate a healthy lifestyle. We manufacture nut creams and high-protein creams for many reputed brands on the European market. The full range of our products is available at www.4proactive.eu Currently, 55% of our production is directed to foreign markets under other brands. They can also be found in many Polish supermarkets. Chocofita and Coffeefita Premium enjoy the most popularity regardless of the export direction. As for the nut creams, it is a well-known fact that the most absorptive markets for peanut butter are the USA and the Netherlands. Fortunately, our society is going off the beaten track, increasingly supplementing their diet with nut- and grain -based products of our manufacture. Participation in international trade fairs is intended to serve expansion to new markets, rather than being limited to domestic and European ones. We hope this is the way to show our potential business partners that we are trustworthy and that it is worth establishing cooperation with us. We believe in the success of our products, knowing they are of top quality, which is a leading factor in comparison with our competitors. Our goal is to expand the assortment in line with the trends and expectations of our customers, as well as the development of exports under our 4proactive brand; however, we do not rule out production for other brands and the general development of our company, especially in the area of new investments.
POLISH FMCG MARKET SUMMARY
2017 SUMMARY Full of success, investment, change, innovation and new products, but challenges too – this was the year of 2017 in the Polish FMCG industry. Managers of the largest companies whose products are well-known and appreciated worldwide tell us about important events in the development of well-known and popular companies, the challenges they faced, and their predictions for the following year.
Tomasz Kurpisz,
President of the Board Hortex Group 2017 was a good year for the Hortex Group. At home, expanding markets have been working in our favour in the category of frozen vegetables and fruit as well as juices, nectars and soft drinks. Additionally, we have managed to increase shares in both categories. Consumers have received our innovations very well – including frozen fruit as well as pressed juices and the Hortex Bubbles line of carbonated beverages. The sale of fruit beverages under the Hortex brand distinctly increased above the dynamics of the entire segment. The brand has also strengthened its position in juices and nectars. This makes Hortex the fastest-developing brand on the market of juices, nectars and soft drinks. We have also increased sales of frozen foodstuffs on export markets, being currently present on more than 30 of the latter. Moreover, the recovering sales of our products and last year’s improvement of the economic situation in Russia, including the stable exchange rate of the rouble, also bring positive effects. As for investments, we have finished the implementation of the second plastic bottle juice production line, which allows us to resign from the copacking service and will have a positive impact on our financial result. It also allows for quicker introduction of new products in more diverse packaging. A challenge was posed by costs connected with such issues as employment or prices of raw materials, energy or water, which have been rising for several years and their scale has forced us, as other manufacturers, to raise prices.
50
Robert Ogór,
President of the Board AMBRA This was a successful year for us. The most important new product, and the greatest campaign, was the widespread promotion of Cydr Lubelski Niefiltrowany which – along with other cider specialties such as Perry Lubelski, Cydr Lubelski Antonówka, or our latest innovation, Cydr Lubelski Lodowy – allowed us to strengthen the position of the Cydr Lubelski brand and to enrich the cider category which is so important to us. On the growing wine market, we have expanded the portfolio of our leading brands, CIN&CIN and MichelAngelo, with table wines. We have also taken the first step in entering the dynamically developing whisky market, by reactivating whisky manufactured under the brand J.A. Baczewski established as early as the 1930s. Simultaneously, we expanded the assortment of whisky in our Centrum Wina [Wine Centre] an all-Polish chain of specialist shops. Another important event for the AMBRA Company was the entry of Pliska – one of the most frequently purchased brands of brandy in Poland – into the large market of socalled miniatures, i.e. liquor in small-volume bottles. We count on this innovation to be an impulse for development of an entire category, broadening the range of occasions to consume brandy. Simultaneously, 2017 saw the start of the modernization process of production lines at our plant in Biłgoraj. These investments are intended to increase both the efficiency and the innovative capacity.
Jan Kolański,
President of the Board Colian It was another hardworking year for our company. This year abounded in many campaigns and promotional actions of our flagship brands. We communicated intensively such brands as: Goplana, Solidarność, Jeżyki, Grześki, Hellena and Appetita. We promoted our brands in TV, internet (including social media), cinemas, trade and consumer press and during many events. They were supported by PR and in-sales points. This strategy resulted in increase of supported brands market income. We rebuilt the sales model and we concentrated on effective approach to retail market, asserting our presence in all sale channels. It has to be emphasized that our most important categories has increased faster than the market overall (impulse wafers, family wafers, praline, chocolate cookies and jellybeans). It was also great time for Hellena Orangeade, which is acknowledged leader in its segment. The sales of key product in orangeade category under Hellena brand, grow in 9% within nine months of 2017. In 2017, as the first company in Poland, we received prestigious award European Candy Kettle Award. The association of European Candy Kettle Club distinguished us for innovation and our contribution in development of sweets market. Additionally, we continued the strategy of increasing our attendance and activity on international markets.
POLISH FMCG MARKET SUMMARY
Artur Kowalczyk
Commercial Director at TAGO Tadeusz Gołębiewski Confectionery Company For Tago, the year of 2017 was busy, very dynamic and full of challenges. We have introduced several new products into our portfolio. The Premium product line was enhanced by new flavours of meringue with light fruit cream. An absolute innovation, which has met very positive receipt, is the Tago Excellent bomboniere, a mix of delicious cookies for every opportunity. With our youngest consumers in mind, we have introduced Taguś the bear into the offer. It is a delicious filled sponge cookie available in a cream and fruit version. In order to meet the expectations of the market and keep up with the ever-changing consumer preferences, in 2017, as in the previous years, we have invested in modernizing machinery and in new technologies, which has affected not just the expansion of our product portfolio but the quality improvement of products offered initially. This was a year of intense work. Despite the increase in prices of certain raw materials, e.g. butter, as well as costs of manufacturing and packaging, it has brought measurable benefits. Not only have we recorded a growth in sales, but the Tago brand is becoming increasingly recognizable and appreciated by customers. This makes us certain this is surely the right direction of change and we will continue to pursue it in the next years.
Anna Bakun
Commercial Director POL-FOODS Since 2008, the number of discount stores in Poland has doubled, which has resulted in them gaining the leading position on the retail market in our country. Looking from a manufacturer’s viewpoint, the demand for fast-moving goods is on the rise. It is a great advantage for us and a good moment to introduce our new products to the market. We are satisfied with the fact that our product has become easily accessible, although we do not deny there is still a lot of work ahead. Currently, Sotelli pasta can already be bought in such shops as: Biedronka, Lidl, Kaufland, Dino, Żabka, Netto, Carrefour, Auchan, Aldi, Polomarket, Stokrotka, or in ecological store chains. We have all worked together for this success, for which I would express my gratitude to the entire crew that has put much effort and involvement in the development of the Sotelli brand. We can sum up the year of 2017 with one phrase – complete success. Most of our plans have been implemented in 100%. Pol-Foods does not rest on its laurels and intends to start 2018 with a bang. Starting in January, we will launch a new advertising campaign to promote our new products, such as pasta in the form of nests in a beautiful tube or large shells for stuffing. We also plan to introduce flavoured pasta as well as new forms, including a fourth one dedicated to children. Apart from marketing and commercial activities, 2018 will bring us many investments. We are building a new production floor to house 6 lines and opening a ready product warehouse. We aim at expanding our assortment and purchasing further machinery. We are storming forward and we can never get enough.
Tomasz Bławat
President of the Board Carlsberg Polska This was an interesting year, full of challenges. Among other things, it was interesting from the viewpoint of the beer category which has recorded a 1.3% increase in value after October, for the first time in many years. Although Poles do not drink more beer, potential for the growth of value in the category can be seen, which is a good thing. In June, Carlsberg Polska finished two important investments at the Okocim Brewery in Brzesko. We modernized the sewage treatment factory that currently meets the stringent environmental standards for treatment factories in an urban agglomeration. We also built a new water intake on the Uszwica River. Many important activities have been going on with our brands. After the 2016 change in the positioning of the Okocim brand, this year we have focused on the consolidation of its position. We are satisfied with the results, and Okocim beer won prestigious prizes, such as the gold European Beer Star for the best wheat beer and a bronze one for the Porter, as well as the Good Beer gold medal for Okocim beer at the Polish Beer Congress. We have successfully implemented new positioning for Karmi non-alcoholic beer and introduced the new Žatecký Svĕtlý Ležák beer which achieves good sales results. 2017 also marked the jubilee of the 170th anniversary of the Carlsberg brewery and brand. An important event for the Carlsberg Group and Carlsberg Polska was the announcement of the new TOGETHER TOWARDS ZERO sustainable development objectives. They are an ambitious reference point for the entire industry, assuming that until 2030, the Group will minimize emissions of carbon dioxide to zero, reduce the consumption of water in breweries by half, bring the number of accidents to zero, and provide consumers with a 100% choice of non-alcoholic variants of beer. This was an interesting year, full of challenges, but also full of satisfaction from the many projects we have successfully completed through joint effort of all Carlsberg employees.
51
POLISH FMCG MARKET SUMMARY
Piotr Kraśnicki Sales Director Modern-Expo
The past year was very successful to us in every respect. We are closing it with impressive sales growth in our Polish office, exceeding 30%, whereas total sales of the entire Group exceed EUR 100 million. We have intensified our presence on the Polish market, which has resulted in entering several new, very interesting projects for the largest European retail chains. At the beginning of the year, we launched our new production plant in Vitebsk, Belarus, which is already operating in full capacity, handling supplies of metal shelves and cash desks to countries of the Community of Independent States (the states of the former USSR). In March, we took part in the world’s largest event of the retail sector: the EuroShop trade fair in Düsseldorf, where we had the largest exhibition stand of all Central and Eastern European companies. We have presented a comprehensive offer for the shop equipment industry, including our latest solutions connected with new technologies, such as intelligent shelves, self-service boxes or solutions for e-commerce. By the way, our parcel terminals with cooling, so-called FreshBoxes, received the Trade Innovations 2017 award at the November RetailShow fair in Warsaw and within the coming months, we plan the first implementations on the Polish market, jointly with several large European players. In June, we commissioned our new distribution centre serving the European Union countries, located in the Lublin Economic Zone, and we will be moving to a new office in December. In connection with the dynamic development, we have expanded our team by several specialists from different fields, and for 2018, we intend to employ almost twenty more people in the Commercial Department. In September, the structures of the Modern-Expo Group were joined by the R.E.D. IT company with a team of more than 100 IT experts, specializing in creation and integration of advanced IT solutions. We are jointly working on solutions in the area of biometrics and artificial intelligence, which will have an opportunity to revolutionize the retail sector soon. Therefore, we look forward to the future with much optimism.
52
Iwona Jacaszek-Pruś
Corporate Affairs Director Kompania Piwowarska The most important event from the company’s viewpoint has been the takeover of Kompania Piwowarska by Asahi. Currently, together with Czech, Romanian, Slovak and Hungarian breweries, we operate on the market as the Asahi Breweries Europe Group. Since spring until late autumn, our beer could have been won in bottle-cap lotteries – first “Dwa Szybkie Żubry” [Two Quick Bisons] and later “Szukaj skarbów!” [Search for Treasures!] with Tyskie. The latter action also featured unique gold coins to be won. Both promotions brought excellent results with regard to sales of the Żubr and Tyskie brands. A great success was the Przystanek Woodstock festival sponsored by Lech, as well as the second edition of the Lechstarter programme organized by this brand. Moreover, Lech has prepared two new products for beer lovers – Lech Lite with a 3.5% alcohol content, and Lech Ice Bloody Orange, a beer mix with a flavour of orange lemonade. The Jasne Ryżowe variant returned to the collection of Książęce for summer, and Książęce Pierwsze Zbiory was offered at catering establishments in the autumn. On the other hand, Redd’s and Dębowe Dojrzałe Mocne gained new packaging. In general, 2017 was quite difficult for the entire beer sector, which was caused by capricious weather and lack of large-scale sports events that usually stimulate sales of beer. However, a change of trend regarding the market value makes us optimistic. For the first time in many years, the average price of beer has increased, which means that Poles drink less, but they choose better proposals on the market more frequently.
Leszek Wąsowicz,
President of the Board HELIO We have completed 25 years of operation. This was a very successful jubilee. Thanks to considerable investment in promotion, including TV campaigns as well as marketing operations with our recipients, the recognizability of the HELIO brand and its sales have increased. On an annual average, this growth considerably exceeded 30%, both in terms of value and volume. It is worth noting that there were also SKUs which have almost doubled the sales per item, such as HELIO Natura plums without preservatives, 80 g HELIO almonds, or 300 g HELIO trail mix. There were also “hits” sales of which increased up to five times, e.g. HELIO macadamia nuts. Apart from the sales growth rate and investments in the brand, quite stunning for this sector, we have also reinforced the production infrastructure. We identify modern technologies and the highest standards of quality and production safety with consistently built competitive advantage. It allows us to have one of the largest and most modern production plants in Europe today, therefore being a reliable manufacturer and timely supplier of even the largest quantities. Next year, we will benefit from the favourable market trends and the potential generated by the hitherto actions taken. New campaigns and innovations lie ahead. I firmly believe that our experience and considerable investments in the brand will make the consumer reach, even more eagerly, for HELIO products, and their sales to our recipients will still be on the rise. Therefore, I hope you will stay with us in the future, appreciating HELIO as a solid and reliable business partner.
POLISH FMCG MARKET SUMMARY
Evangelos Evangelou, President of the Board Herbapol-Lublin
The past twelve months have been another excellent year for Herbapol-Lublin. We have maintained the position of leader in five categories of tea: herbal, fruit, green, red, functional, as well as in the category of fruit syrups. In the segment of jam products, we have occupied a firm third place in the market, which – given the strong competition and relatively recent debut in this category – gives us much satisfaction. This year was rich in debuts. On the HoReCa market, we introduced two tea lines: Breakfast and Premium. I can already say it was a right decision and its results are satisfactory. We have also created a new category of products, combining herbs and fruit in a convenient liquid form. The Zielnik Polski Esencja Zdrowia is the only product of its kind on the Polish market, available in three variants. Another product appearing in sales is the Naturalna Ice Tea, or a tea beverage without colorants, preservatives and sweeteners, which has been very well-received. All our products, both the new ones and those well-known to consumers, are inspired by nature and characterized by top quality. This has been the case – invariably – for 68 years. 2017 was also a year of investments: we have allocated considerable resources for the purchase of new production lines, as well as marketing operations and programmes directed to our employees. These are the three components of our success and they will surely contribute to the implementation of the strategy assumed for the following years.
Maciej Herman,
Sales and Marketing Director at LOTTE Wedel For the Wedel brand, 2017 was a time of many changes, premieres and innovations. In September, we introduced a new communication platform employing our symbol from the inter-war period – a boy riding a zebra. This is a considerable change in the brand image, emphasis on our roots and application of ingenious solutions introduced by the Wedel family members many years ago. We have already seen high popularity of the new communication several weeks since its introduction, we use it in virtually all channels. The time for assessment of business effects is yet to come, but we can already say today that the consumers love the lovely boy sitting on the back of the ironic zebra. 2017 also saw constant expansion of our product offer and the expansion of our factory. We marketed a delicacy that is an international-scale innovation: Dekorowane Ptasie Mleczko® has reindeer or star patterns on each foam. Until now, no company involved in large-scale confectionery production has introduced such a solution, we are the first! Expansion of the factory is also important to us. Three large investments are planned – one of them has already started, while the other two should be implemented in 2019-2020. The first of them is the construction of a mobile high-bay warehouse. Automatization of the central packing centre has been scheduled for 2018. The last stage will be start-up of the new production lines. In spite of difficult market realities, E.Wedel is still developing. We have an appetite for success and we will enter 2018 with many new products and even more joy!
Tadeusz Czarniecki, Marketing Director Wawel
For many years, including this year, the market of food products has been developing in parallel with global consumer trends, which can clearly be seen when we look at individual product categories. This year, Wawel focused predominantly on products and their key features: quality and taste. As a part of the pioneering Good Ingredients (Dobre Składniki, www.dobreskladniki.pl) initiative, we have successfully improved the recipes of all our products, focusing on natural aromas, certified lecithin (non-GMO), elimination of palm oil from full chocolates, as well as lack of colourants, preservatives and any unnecessary additives. Moreover, we do not use the popular E476 emulsifier used in the production of chocolate in order to accelerate the manufacturing process and lower its costs. These changes prove that even in the segment of sweets, consumers may receive a product containing only what should be inside, while the brand still remains accessible. Of course, we have appropriately communicated the recipe changes on packages of all products to help the consumers make their choices and, in a sense, to encourage them to reflect on what they buy. The entirety of our activities this year is bound by a cohesive communication strategy under the slogan “Good feeling, good-doing”, headed by new advertisements for the key brands of the portfolio. However, let us not forget that consumers today also want to get involved in the brand’s activity and expect it to provide such an opportunity – this is why the CSR area has its own special place in our strategy. Finally, it is worth stressing the investment aspect without which we could not have been able to speak about development – the expansion of the production plant has given us new capacities, markedly increased the production capacity, and it contributes to further development of the offer. To sum up, 2017 has been a time of intense work and change in many areas of activity, and the consumers themselves will see if these have been properly implemented – we are strongly convinced that we have made it.
53
POLISH FMCG MARKET SUMMARY
Jacek Wyrzykiewicz,
PR & Marketing Services Manager Hochland Polska The year of 2017 was good for Hochland thanks to the hard work of all Employees. We have recorded double-digit growths of sales, an increase in our market shares, but also of growth dynamics in the entire category. This was a year of record-breaking results in the sales of Almette, also due to the “Wygraj dom z natury po raz wtóry” [Win a house from nature, once more] promotion. The year also brought new investments in product development. A strong hit on the basic market of processed cheese definitely comes into fore. A complete brand redesign, combined with recipe changes, a programme of intense support to distribution channels, as well as strong media communication emphasizing the advantages of the product and its additives, has been well-received by the market. This year brings new advertising campaigns, e.g. for Hochland Kanapkowy. The relaunch of Hochland Yellow Slices is another activity that communicates naturalness and the functional benefits of key significance for consumers: Polish milk, richness in calcium, a lactose free composition and free from preservatives, and above all, free of GMO. Hochland Polska was the first dairy company in Poland to have received the VLOG: “GMO Free” quality certificate for sliced yellow cheese. Finally, 2017 meant many awards and distinctions: Plastry Hochland Na gorąco! [hot sliced cheese] achieved the 3rd position in the “FOOD INNOVATION” category and won the BRONZE MEDAL in the 6th Edition of the all-Polish “BEST PRODUCT 2017 – Consumers’ Choice®” survey; Almette cheese won the “Golden Receipt 2017 – Award of Polish Merchants” statue; Almette with radish as well as Almette with spinach and garlic have been distinguished by the FMCG Hit 2017 statue and the Pearl of the FMCG Market 2017; 100 g processed cream cheese with ham has received the „Trade Hit 2017” distinction for the best-selling product in the Spreadable Cheese category. The Hochland brand became the winner of this year’s edition of the “ Poles’ Favourite Brand 2017” consumer survey in the Yellow Cheese category. Cheese from the Hochland offer has been distinguished in several categories of the Lider Forum 2017 competition.
56
Dorota Liszka,
Corporate Communication Manager/ Spokesperson of the Maspex Group In 2017, as every year, our brands – leaders in their categories – responded to consumer expectations with regard to the offer and were very strongly supported in marketing, as well as in stores, throughout the year. This year, Tymbark has marketed blackcurrant-based nectars with banana and mango, a new Jabłko-Aloes (Apple/Aloe Vera) flavour line, as well as new Tymbark Vitamini flavours. The brand has also refreshed its packaging design. Kubuś has expanded its portfolio, introducing new products in each category, beginning from new cookies: Nadziane (Filled), “CHOCO” cereal ones in a family pack, as well as 8 zbóż mleko&czekolada [8 cereals with milk & chocolate], through a new line of Kubuś Play! mega-fruit flavours, Kubuś Waterrr Sport functional flavour water, to the newest ones – carrot and fruit-based 100% juices. Łowicz has introduced innovative products into its offer, including Sosy Uniwersalne (Universal Sauces) and Koncentrat Pomidorowy (Tomato Paste) in a lightweight sachet. Two important new products of Lubella are the MINI pasta line – five unique, inspiring suggestions, and, in the flakes category, Lubella Corn Flakes Kakao i Miód (Cocoa and Honey). The brand has also introduced Mąka Uniwersalna (Universal Flour). Krakus introduced unique innovations, such as Chrzan Śmietankowy (Cream Horseradish) and Ogórki Korniszony flavoured pickled cucumbers, whereas DrWitt changed the 1-liter packages into lightweight bottles. As for investments, we implement them at almost all our production plants – in Lublin (Lubella), Olsztynek (Kubuś), Łowicz (Agros Nova), and Tymbark. Depending on the needs of these plants, the investments include expansion of the production facility or construction of logistic centres. In October, we performed the 19th takeover in our history, purchasing the Aquarex AD company; consequently, we acquired Velingrad natural mineral water and a production plant in Bulgaria.
Darius Saikevičius,
Acting President of the Board MIESZKO Our focus at Mieszko in 2017 was quality improvement of our products and we have invested in new products in line with the latest trends. We have marketed our hits: Cherrissimo Classic and Exclusive, Amoretta, and Espresso, in a form encouraging customers for everyday consumption and sharing. We care for the consumers to celebrate everyday life together with us and taste life with Mieszko every day, sharing this pleasure with their beloved ones. We have also been consistently investing in the cult-status Michaszki candies – our family brand. We have introduced Michaszki Junior with cocoa, milk and grain, suited to the trends of health promotion – for children. Since November, Poles can savour Michaszki-flavoured wafers. Our strongest candy brand, Zozole for children and young people, enjoyed market successes in 2017. Sales of Zozole jellies rose by 23%, whereas the entire market rose by 13%. In November, we marketed the unique Zozole Green Power which can be eaten by vegans as they are natural, gluten- and gelatine-free pectin jellies with fiber, fruit juices and vitamins, as well as Zozole Soko Loko – delicious colourful jellies with remarkably high content of fruit juices – up to 36%. We have also invested in the segment of functional candies with the Eukaliptus brand. We introduced two new tastes: Eucalyptus & blackcurrant with sage extract, as well as Eucalyptus & orange with linden extract. We promoted our products in the media. At the end of the year, we supported our Christmas offer in the press, on billboards and in digital marketing. In November, December and January, a lottery will take place with a Fiat 500 and “Yes” bracelets as prizes.
POLISH FMCG MARKET SUMMARY
Robert Kabot,
Head of Assortment Management Department of MV POLAND 2017 was a stable year for the entire vodka category. Within individual price segments, one could only notice slight changes of shares, but the main brands and manufacturers remained at their unchanged positions. Our flagship brand, Stumbras Centenary, dug in on the second position in the Top Premium segment, recording a double-digit volume growth in relation to the previous year. The first consumer promotion for this brand has shown there are still immense opportunities in the Stumbras brand. Consumers highly appreciate the quality and originality of this spirit. There has been further development of the sweet spirits segment with an alcohol volume of approx. 30%, serving as a substitute for vodka, although consumers started to pay more attention to the strength of the beverage they drink. More dry flavoured vodkas have also appeared. Small-volume bottles (100 ml and 200 ml) remain a significant percentage of the sales volume all the time. Among industry events, for the first time in history, we had the Vodka and Snack Festival, at which all of the main manufacturers presented their products to consumers. I wish you all the best in 2018!
Tomasz Kandefer,
President of the Board Italmex Warszawa For the FMCG sector, the end of every year is both a period of intense work before the holidays and a time for the first annual summaries. For Italmex, 2017 was a special year, being our jubilee. Consequently, the entire 25 years of propagation of the Mediterranean diet on the Polish market should be summed up. The products offered by Italmex – olive oils of the Italian brands Costa d’Oro and Basso, Italian Divella, Corticella and Baronia pasta, or Spanish Jolca olives are just a few of the wide range of products the Poles have been able to put on their tables for many, many years. Some of the brands we distribute have been present in Poland for more than 20 years, thanks to which, consumers have gained trust and have established a special bond with them. Each year, we expand our portfolio with new interesting products, coming mainly from the Mediterranean region. In 2004, we introduced the first Far Eastern rice oil. This was a true innovation. Year by year, there are more and more satisfied consumers of this oil, and we try to satisfy the customers with new interesting ideas. Such an innovative idea is the SoRiso line of flavoured rice oils. To meet the market demand and the growing fashion for health-promotion and BIO products, we have also expanded our offer with these goods. We wish our customers to have a healthy Christmas with their families and to continue making new culinary and taste discoveries.
Marcin Grabowski Sales Director Velvet Care
2017 was a special year for Velvet Care; a year of two important jubilees. This year marked the 20th anniversary of the establishment of the Velvet brand and the 120th anniversary of the establishment of our plant in Klucze. We could not have imagined a better celebration than the results we have reached in 2017! Traditionally, this was not simple, since the Polish market in our categories is characterized by very high competitiveness; however, owing to appropriate strategy, constant building of various pillars of business, and effective support, we have achieved significant growth again, exceeding 30%. The heart of our company has invariably been Velvet – the first brand to have provided the Poles with soft cellulose products in all hygiene categories, 20 years ago. Last year, we invited our consumers for a joint celebration of the Velvet brand jubilee through participation in a birthday lottery (with a family car as the main prize) as well as many competitions dedicated to customers of individual trade chains. These activities brought us a 10% growth and reinforcement of our position as brand leader on the paper hygiene market. The next foundation of growth was the development of our position in private labels. Since the moment of establishment of Velvet Care, we have treated the private label market as an opportunity for development, rather than a threat. This strategy works and it has helped us double our sales of private labels last year. We are also successively developing export sales; last year, this brought us an increase by 25%. The last pillar of growth is our youngest child – professional products and Velvet Care Professional. This brand was introduced in 2016 and, as befits a young category, it records immense growth; we are consistently building a position of a firm player in this segment as well.
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POLISH FMCG MARKET SUMMARY
Justyna Kiełkowska Marketing Manager Lakma Strefa
This year has been very busy for our company. Sidolux has been an unquestionable leader in floor maintenance for many years.* This honourable title and the largest market share do not allow us to rest on our laurels. Quite the contrary, it motivates us to work intensely for the purpose of further strengthening of our position and the adaptation of products to the changing needs of domestic consumers. Among the new products, we can boast the Perlux Perfume series of fabric softeners, inspired by aromas of perfume and the Ventin washing powder in gel; thanks to its gel structure, it combines the quickness of stain removal, typical of liquid, with the efficiency of a classic powder. The Sidolux brand has also expanded the range of its products, including the Sidolux M Na Wysoki Połysk – a modern, efficient preparation for cleaning and maintenance of lacquered furniture. October saw the start-up of an all-Polish consumer action combined with a marketing campaign, the first of such a scale for Lakma. The main goal for the activities is strengthening of the image of the leading brands: Sidolux and Perlux. Within this action, we inform the consumers for the first time that Sidolux has become number one among floor-cleaning products in Poland according to data by Nielsen*. This is a result of the consistently built technology and the quantity advantage of products as well as understanding of the demand of Polish customers. We have launched the Great Lottery in which, by buying products of both brands until the end of this December, customers can win Toyota Aygo Xplay cars and cash awards. The action is dedicated to all those who have been choosing Lakma products for years, but also to new customers whom we encourage to reach for our detergents and try them out. *LAKMA Nielsen – Total Poland incl. Discounters Premium Read as a aggregate of: Hipermarkets; Supermarkets; Disconuters Premium Read – scanning; Boutuques; Large, Medium and Small Retailers, Newsstands, Gas Stations. Value sale share and volume sale share VII 2016-VI 2017. Category: Floor detergents.
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Michał Dworak
Sales Marketing Director Inco Group 2017 was a successful year for the INCO Group. The Ludwik brand managed to strengthen its market position in the category of dishwashing liquids, gaining additional 2.5% of volume share in the market. This means that currently, almost ¼ of total tonnage of purchases in this category is made up by Ludwik dishwashing liquids (Nielsen data, JA2017). We owe it to consumers thanks to which, for many years, Ludwik has been the most recognizable and most frequently chosen brand in this category (TGI, SMG KRC Jan-Sep 2017). In 2017, we have marketed many new products. In the category of dishwashing liquids, the offer of the Ludwik brand has been expanded by the Ludwik Premium line in 2 aromatic versions – lemon and pomegranate. In other categories, the Ludwik brand was enhanced by such products as the All Purpose Cleaner liquid spray as well as hypoallergenic washing tablets for sensitive skin and allergy sufferers. This year, as in the previous ones, our products have received many awards and distinctions. We take pride to know that Ludwik received the Superbrands 2018 and Superbrands Polska Marka 2018 distinctions in the category of household cleaning products. Additionally, Ludwik All in One dishwasher tablets were awarded the European Medal and the Hit FMCG Product distinction. We are also proud of distinctions from our business partners who have appreciated our 1000 g mint dishwashing liquid, rewarding it with the Trade Hit 2017 and Golden Receipt 2017. We are glad for all these awards, since they reflect the consumers’ interest in our products.
Aleksander Batorski,
President of the Board “Pszczółka” Candy Factory This was unquestionably a very important and breakthrough year for the “Pszczółka” Candy Factory, but above all, this was a time of intense development and change. This applied to both image and brand communication – as we redefined its character and refreshened the visual identification system – but, above all, we have considerably developed our offer. The hitherto production has been expanded by brand new product categories – pralines, chocolate candies, and jellies. This would have been impossible without launching a modern production plant which started operating in June. Our new factory is equipped with automated machinery and devices from leading manufacturers on the European and global market. This process employed innovative solutions which have significantly improved the production of candies, additionally enabling modification of products depending on the market needs. Thanks to this investment, “Pszczółka” will compete with the largest companies of the chocolate industry and will expand its exports, among other things, to Western European territories. We wish to become a recognizable brand that will be associated with high-quality Polish products. We face new challenges and we will be overcoming them successively in the following year. I am convinced it will bring us even more opportunities and chances for further development.
POLISH FMCG MARKET SUMMARY
Zbigniew Mojecki
Deputy President for Commercial Affairs WSP Społem 2017 may be described as a demanding year in general, both for manufacturers and for traders in the food industry. High competition, demographic changes, as well as the raw material market fluctuations significantly affected the general economic situation on the market. These conditions made no exception to the segment of wet condiments, in which we are one of the leaders. However, thanks to constant observation of the market, we have managed to finish this year with satisfactory results – both from the economical and trade viewpoint. Moreover, analyzing the period of the last 12 months, it is worth paying attention to the implementation of the plans assumed in the beginning of the year. Here, we can proudly say that we have fully accomplished our operational objectives, i.e. the introduction of several new products (including Sos Kielecki Meksykański or Ketchupik). Despite the difficult market situation, we have maintained the high growth rate of sales and we have expanded distribution, not just in Poland but abroad as well.
Konrad Mickiewicz President ZPC BAŁTYK
At the BAŁTYK Chocolate Factory, 2017 was abundant in many innovations we had prepared for our customers. In the spring, we marketed the BossMan energy bars targeted at people who prefer an active lifestyle. These energy bars have gained much popularity among such groups as athletes and travellers. In this year, they had already been present at such events as the Polish and and European Sailing Championship, at ultramarathons, cross-country runs, the IronMan World Championship in Hawaii, and even at a polar expedition. In the second half of the year, we focused on new products in the confectionery segment. For children, we prepared the Tofi To “family” comprised of gluten-free candies and milk chocolate with double toffee filling. For older gourmets, this year’s hit of “Bałtyk” was surely our latest Nalewki Domowe liquor candies with cherry, quince and walnut liqueur flavours, as well as a new generation of coffee sweets. We have enclosed the taste of coffee within the new Brandy&Coffee chocolate, Mokka liquor candies and the Kofito chocolate “coffee beans”. Due to the growing popularity and demand for our products, we opened an online store and another company store in the past year. We started online sales of the BossMan energy bars, and online purchase of our ready gift sets for many different occasions and celebrations will soon be possible. Our new stationary shop of “Bałtyk” was opened at the Batory shopping mall, one of the most frequented and most popular places in Gdynia.
Filip Mielczarek
Sales Director and Member of the Board NIVEA Polska Studies show that the NIVEA cosmetics are found in almost three quarters of Polish houses. We are number one in market shares in eight out of the eleven categories in which NIVEA is present on the market. In 2017, we have introduced many new products, such as Q10 plus C face creams, an excellent Hairmilk hair care line that gains many industry awards, oils in body balms, a two-phase aftershave for men, we have also expanded the range of our hit shower mousses. Our classic NIVEA cream still remains a remarkable phenomenon. Its sales is comparable with food products, reaching, on average, 23 million pieces per year! The case is similar with NIVEA creams containing Coenzyme Q10. This was our innovation and the first mass-sold cosmetic with this ingredient. Although it has been functioning on the market for almost 20 years, it still remains highly popular, being purchased every 1.5 second, and now it has an even more effective formula enriched by vitamin C. Traditional trade remains strong. The largest share, in turn, is held by the drugstore channel. We can see the e-commerce channel increasingly developing, although its share in the market is still small. Hypermarkets and discount stores started changing their strategy – in 2016 and 2017, we have noticed their increased care for making the sales in the cosmetic part of their assortment more attractive. However, it is known that the development of the retail trade in Poland will be dictated by the manner of shopping by our consumers.
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POLISH FMCG MARKET SUMMARY
Albert Cieślikiewicz
Hubert Hozyasz
Marketing Director MAGO S.A.
The year of 2017 was successful for MAGO in many respects. We are glad we were able, along with our customers, to participate in events that will set the direction of trade development for the next years. An example of the special adaptation of a store model to changes in customers’ shopping preferences is the recently opened Carrefour Pro supermarket at the Centrum Promenada mall. Above all, for a substantial number of consumers, everyday shopping is an activity in which they wish to spend as little time as possible. They want to simplify these boring and repetitive activities and to perform them quickly, on the way. On the one hand, this is the source of the progressing digitization of the purchase process, of the growing share of online sales with home delivery or in the Click & Collect formula. On the other hand, consumers want to utilize e.g. their lunch break as effectively as possible with a combination of a quick and interesting meal and quick shopping. This is what this shop is about, and some shops of the future will be like this. This does not mean that only large players who can afford digital solutions, self-service boxes, etc. will remain on the market. I am glad to see that the number of small, family-run shops in Poland remains on an unchanged level, rather than decreasing. However,
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President of the Board Market Monitoring Centre it is important that in order to ensure the future of those companies, their owners have to adapt their model of service to the changes in customer preferences. Therefore, self-service points with miniature self-service points will appear in small neighbourhood shops. Such a miniature checkout accelerates shopping. The shop can serve more customers within the same time. We will see these solutions in places with a very high customer attendance diversity during the day (proximity of offices), week or season (tourists, trips), and in places where shop owners know their customers by name. For their comfort and to ensure their loyalty, the owner will improve the manner of service, introducing quick payment points. As a leading manufacturer of shop equipment, we are ready to supply and service such devices, both to small recipients and to large chains. With regard to storage, we expect an increase in the use of external spaces through the application of appropriate pallet racks. Setting up of external racks on an appropriately prepared square is an inexpensive and quick method for trade or production enterprises to increase storage capacity. We are the sole Polish manufacturer whose racks meet the stringent safety standards required for external storage.
The year of 2017 brought a slightly forgotten phenomenon back to Polish consumers, namely, an increase in prices. Not only butter, eggs and fruit became considerably more expensive in the past year, but one had to pay more for most food products than the year before. Higher prices translated into a several-percent growth in the turnover of small-sized shops in comparison with 2016, although the number of transactions slightly dropped at the time. The past year saw an increase in both the number of transactions and the value of sales of all the three categories of greatest importance for the small-sized trade, i.e. tobacco products, alcohol and beverages, generating in total more than 50% of the total sales value turnover in such stores. Early 2017 saw the appearance of new cigarette packages in sale, featuring pictures intended to discourage smokers. However, the data of the CMR show that small-sized shops with an area of up to 300 square meters recorded slight increases in the sales of cigarettes, both in terms of the number of packages and value, in comparison with the previous year, so that action could hardly be called successful. In the alcohol sector, the past year will be remembered for the price war between the three major brands of the mainstream segment, which later spread to the economic segment. The struggle for the customer between pure vodka brands did not hinder the development of the category of flavoured vodkas – in comparison with 2016, the value of their sales increased by nearly 20%. Manufacturers relentlessly search for new flavour combinations, and the shelf with this category is still expanding, due to which, customers of small-sized shops may already choose from an average of almost 50 flavoured vodka variants. In 2017, as in the previous years, the largest share in the turnover and the number of transactions in small-sized shops belonged to cigarettes, beer, vodka, carbonated drinks, juices, nectars and soft drinks, water, milk, cookies, chocolate, as well as impulse sweets and crisps. As evidenced by the cash receipt data collected by the CMR, customers of small-sized shops are increasingly eager each year to reach for products which are time-saving and easy to prepare, such as various ready meals; the interest in articles considered among the socalled healthy foods is also clearly on the rise.
POLISH FMCG MARKET SUMMARY
Andrzej Szumowski
Renata Juszkiewicz
President of the Board Polish Vodka Association 2017 was a period of many challenges for the industry. In March, the parliament proclaimed it the “Year of Concern for the Sobriety of the Nation” and a time of wide debates concerning the excessive use of alcohol in Poland. Indeed, such seminars and debates were organized. These debates resulted in the emergence of new ideas to reduce the consumption of alcohol through even more restrictive laws specified in the Act on Upbringing in Sobriety. The discussion concerning the reduction of alcohol abuse is always useful but it should consider the remarks of all parties, including the experience of the alcohol industry. As these words are being written, it is still unknown how the established law will finally look like. Nevertheless, the proposal of limiting the hours and locations of the sale of alcohol would surely change the rules functioning on the Polish spirits market in the next year. In our opinion, this will definitely be to the detriment of the vast majority of customers who consume alcohol in a responsible way. In our opinion, it is sufficient to educate people and observe the law already in force, being very stringent anyway. The most important demand of the spirits industry has been equal treatment of all
Adam Paluszyński, The Founder Soti Natural
President of the Polish Organization of Trade and Distribution alcoholic beverages. Alcohol contained in beer, wine or vodka has an identical effect on humans. Neither of them is better or worse than the other, so the law should treat them equally. Despite lively discussions concerning the law, the spirits market in 2017 stabilized at last after the immense turmoil caused by the 2014 increase in excise tax. Consumers are still predominantly purchasing products in the economy or mainstream categories. Nevertheless, we have recorded significant growth in the premium vodka segment. This is very good news, since Poles pay increasingly more attention to the raw materials of which vodka is made, to tradition and quality. Here I will smoothly go to our protected geographical indication “Polish Vodka”, the awareness of which is slowly rising. Entry into the list of protected geographical indications means prestige, but also a guarantee of many centuries’ tradition and glorious history closed in a bottle with a “Polish Vodka” label. Increasingly often, this is also a hint for the consumer regarding which product on the shelf they should reach for. It is also worth stressing that the EU policy of promotion of food products is largely based on products protected by geographic designation.
In 2017, many chains of stores, restaurants or fitness clubs have made a strategic decision on adding a category of unsweetened functional teas in a comfortable SOTI Natural bottle. These chains included Netto, Stokrotka, Intermarché, Żabka, Auchan, Carrefour, and many others. The March 2017 introduction of bottled jasmine tea with a delicate taste, no calories and with only natural ingredients was an answer to the needs of consumers looking for an alternative to water, a beverage to give them more properties, to enhance immunity, energy, positively affect the figure and appearance. For 2018, we wish that as many people as possible could benefit from the precise, 50-minute brewing process of SOTI Natural bottled teas.
2017 was dominated by legislative works on parliamentary acts that will be coming into force beginning in 2018 and will have a very significant impact on the industry in the following years. It will suffice to mention the battle for the Sunday trade, which has aroused much social discussion. Most European countries go in a slightly different direction than us – either having quite liberal regulations in this regard or liberalizing them right now. But this is not the only change. The Act on PIT and CIT, introducing a tax on commercial property with a value exceeding PLN 10 million (so-called mall tax), awaits the President’s signature. The new solution will apply to shopping malls, independent shops and boutiques or office buildings, and will surely affect the condition of many companies operating in the industry. Representatives of different entities, both domestic and foreign, stress that the quickly and frequently changing legal environment is not favourable to development, to the building of a long-term strategy of presence on the Polish market, and particularly, to investments. Simultaneously, the increasingly stronger competition as well as changing consumer expectations and habits require constant investment, especially in new technologies. Trade chains attempt to reach their customers through many channels, as the traditional division between online and offline is already blurring. The future of trade is the omnichannel strategy, assuming both stationary and online sales, where customers expect to have access to their shopping from every location and on all mobile devices.
POLISH FMCG MARKET SUMMARY
Małgorzata Budzik,
Vice-President of the Board Euroser Dairy Group On the one hand, 2017 was a difficult year, especially for the dairy sector due to volatile prices, while on the other hand, it was a year of definite growth of hitherto dormant categories. Whereas prices of butter have skyrocketed, prices of premium cheese maintained a fairly stable level, sometimes at the expense of the profitability of suppliers. To us, the past year was a hard time with regard to expected promotional prices – price competitiveness, beside the expected high quality, became nonetheless the leading factor necessary to succeed, also in the category of mozzarella or other fast-moving categories. A prominent role in this phenomenon was played by price competition between supermarkets and hypermarkets on the one hand and discount stores on the other. An unquestionably positive trend for 2017 was the category of BIO products and the evident interest of customers in goat cheese. Bio cheeses have built a new category on shop shelves in 2017, and sliced goat cheese won a noticeable position on shelves and enjoys growing popularity. 2017 is also a year when a concept implemented by Euroser Dairy Group emerged in Poland – I mean the Fresh Pack Cheese Project, strengthening its position month by month and gaining increasingly new consumers. Despite all difficulties, the past year was very successful in our company; this was a year that enabled dynamic development and participation in the creation of new consumer trends.
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Marlena Sprada,
Vice-President of the Board Gzella Poland The closing year of 2017 has been a historical moment for Gzella in many respects, since the turnover considerably exceeded the envisaged plan of PLN 700 million. Of much significance for the development of the company and for such an excellent result was, above all, the expansion of cooperation with many significant trade chains, the customers of which express much interest in Gzella products. Year by year, the growing demand for cold cuts of our brands makes us perform successive multi-million investments in the modernization of the production plant and of the machinery. Aiming at satisfying the expectations of our long-term customers, we have decided to introduce a line of products without the E additives in the last quarter of this year – Sausage, Pork Loin and Ham, characterized by the so-called “clean label” and the taste of cold cuts known from long ago. These unique products perfectly reflect the spirit of the previous generations’ art of butchery, not only tasting deliciously but looking great on a holiday table. In the year to come, we intend to surprise our customers with completely new tastes, hoping they will become a favourite in the everyday diet of enthusiasts of high-meat cold cuts. I heartily wish all our readers, customers and contractors to have a merry and peaceful Christmas with their families, so the magic of small gestures could dominate this special period of 2018.
Krzysztof Kouyoumdjian, Director for External Affairs CEDC
The last year brought a long-awaited stabilization to the sector of spirits. After several years of downturn on the vodka market, caused by the January 2014 increase in excise tax, everything seems to indicate that the sales growth rate in 2017 will be similar as in the previous year, with a slight increase possible. One of the main directions of development of the spirits market is the increasing premiumization: Poles are increasingly eager to reach for spirits from a higher price segment. Over the last several months, many new products or variants of well-known vodka brands from the premium or superpremium segments have appeared on the market, including our previous year’s innovation Żubrówka Czarna. The industry is also developing valuable yet niche segments, often employing traditional recipes of Polish distillers, which may be exemplified by the recently marketed Soplica Przepalana. The spirits industry in Poland, represented by both large manufacturers and local liqueur or mead producers, strongly hopes for the regulatory environment to enable its further development, which will both translate to higher proceeds from the excise tax on sale of legal alcohol and enable significant increase of investment in the distribution and promotion of vodka brands on foreign markets. An ideal model is to make Polish vodka a product of global reputation and recognizability, as is the case with Scotch whisky or French cognac.
RESEARCH
BEVERAGES, SWEETS, COFFEE... – PRODUCTS OF POLISH BRANDS IN FOREIGN PROMOTIONAL LEAFLETS
Agnieszka Smarzewska FOCUS Research International
Polish food brands are conquering Europe – which of them can be found in trade leaflets abroad? WHAT DO EUROPEAN TRADE LEAFLETS SAY ABOUT POLISH FOOD BRANDS?
68
nology in more than 30 European countries.
and Latvia. However, both in Lithuanian and
One of the company’s services is monitoring
Latvian leaflets, the highest frequency of oc-
and analysis of trade leaflets.
currence was recorded by another beverage
During their travels across Europe, Polish
Polish brands are known, above all, in
brand, also owned by the Maspex company
consumers are increasingly likely to enco-
Central and Eastern Europe. As shown by the
– Tymbark. This brand, under a local name
unter products of Polish brands in stores. In
results of the research, a very high number
Topjoy, also enjoyed high frequency in Hun-
some cases, this is not just market presence
of occurrences of Polish brands in trade le-
garian leaflets. One can also mention the
but outright popularity, particularly in the ne-
aflets last year was recorded, particularly, in
Caprio beverage brand, another property of
ighbouring countries, such as the Czech Re-
such countries as the Czech Republic, Slo-
Maspex, the products of which were among
public, Slovakia and Lithuania. Many factors
vakia and Hungary. In the Czech Republic,
the most-promoted Polish goods in Slovakia
evidencing the market popularity of a given
the most popular items in leaflets were ju-
and were also encountered in leaflets of the
brand include presence of its products in tra-
ices, beverages and children’s cookies of the
Baltic states.
de leaflets of hyper- and supermarkets as well
brand Kubuś owned by Maspex Wadowice.
Other products promoted remarkably often
as smaller stores and wholesalers. FOCUS Re-
The number of occurrences of this brand’s
in foreign trade leaflets included the brands
search International has examined which Po-
products in leaflets exceeded 3,000. The
of the Polish Mokate company. The Mokate
lish brands appeared most frequently in fore-
brand functions under the name Kubík on
brand, in terms of the number of promotions,
ign leaflets in 2017 and which products were
the Czech and Slovak market, whereas in
came first in Bosnia and Herzegovina, Cro-
most promoted. This enabled the creation of
Hungary, where it has also enjoyed high
atia, Montenegro and Macedonia. It also oc-
a TOP 5 of the most popular Polish brands in
frequency in leaflets, it is known as Kubu. In
cupied a high position in the Czech Republic,
promotional leaflets. FOCUS Research Inter-
Romania, Bulgaria and Serbia, it is also one
Romania and Hungary. The products promo-
national is a European leader in the monito-
of the Polish brands with the most frequent
ted included, above all, soluble coffee, instant
ring of prices and promotions. The company
promotion in leaflets, it is marketed as Tedi.
coffee mixes, Carmen dry cream, as well as
conducts research and consulting in the area
Under the Polish name, Kubuś, the brand oc-
Tigo soluble chocolate beverage for children.
of marketing, media and information tech-
curred very frequently in leaflets of Lithuania
A high position in the ranking was also oc-
RESEARCH
FOCUS Research International European market research leader. Specializes in price monitoring and retail promotions. Company offers complex market trends analysis via hi-tech statistical tools. www.focusmr.com
cupied by the Loyd tea brand owned by Mo-
candy were recorded in Croatian leaflets. The
bík) brand were counted in thousands. These
kate, being one of the most widespread Polish
Wedel confectionery brand occupied a high
brands also enjoyed high frequency in Slovak
brands in Lithuanian, Latvian and Slovene le-
position in Bosnia and Herzegovina.
leaflets. However, Polish brands are popular
aflets. Moreover, Czech leaflets often promoted Minutka teas, also owned by Mokate.
Polish food brands present in foreign trade
among trade leaflet recipients in more coun-
leaflets also include Mlekovita and Mlekpol
tries than just our neighbours. This is eviden-
Apart from beverages and soluble coffee,
dairy products, some of the more popular
ced, for instance, by the high results of Kubuś
confectionery brands have also strongly mar-
Polish brands in Bulgarian leaflets. On the
(almost a thousand occurrences) in Hungary,
ked their presence in European leaflets. High
other hand, the presence of Dawtona ket-
as well as the considerable number of pro-
results were achieved by Dr. Gerard, a brand
chup, sauces and preserved vegetables was
motions of brands such as Sante, Hortex and
of one of the largest Polish confectionery
noticeable in leaflets in Lithuania and Latvia,
Terravita in Estonia, Oshee and Mlekovita
companies, specializing mainly in the pro-
while Lubella pasta (Maspex) and Tarczyński
in Bulgaria, Loyd in Slovenia, or Mokate in
duction of cookies and wafers. The products
kabanos sausages were featured in Lithuania.
Bosnia and Herzegovina, Croatia as well as
of Dr. Gerard stood out in Slovak leaflets
In Estonia and Latvia, the Sante brand stood
Macedonia. The expansion of Polish brands
where they turned out to be the most promo-
out with its cereal products. In Romania, of
to foreign markets is on the rise, as eviden-
ted in comparison with other Polish brands.
interest was the number of promotions of Ka-
ced, among other things, by their presence in
They were also visible in the Czech Republic,
mis spices – this was the third most widespre-
promotional leaflets. The products of Polish
Bulgaria and Hungary. Interestingly, the most
ad Polish brand in leaflets (following Tymbark
brands are perceived as attractive, not only
popular Polish brand in Bulgarian leaflets was
and Tedi).
in the neighbouring countries but also in the
the Oshee brand of energy bars and drinks. In
Products from Poland can be found in le-
new EU states where they stand out as high
the Czech Republic and Hungary, the Miesz-
aflets all across Central and Eastern Europe.
-quality goods and enjoy favourable opinions
ko brand of sweets was also strongly promo-
Most products of Polish brands were found
from consumers. Time will tell what new de-
ted in leaflets. In Montenegro and the Baltic
last year in leaflets of Czech, Slovak and
velopment directions will be pursued by Po-
states, leaflets featured chocolate products of
Hungarian stores. In the Czech Republic, the
lish brands. Maybe they will expand outside
this brand, whereas promotions of eucalyptus
promotion of products under the Kubuś (Ku-
Europe in the years to come?
69
INSIGHT
WE TAKE CARE OF EXHIBITORS SINCE 1990
Małgorzata Ryttel CEO at PPH MAXPOL
On ISM trade fairs there will be 60 companies from Poland this
exhibitors are offered a full package of services, from space rental to
year. Maxpol, as an organizer would manage 20 of them. Year after
construction of stands and all auxiliary services, such as interpreters,
year ISM trade fairs popularity is increasing, subsequent editions visits
hostesses, assistance in organization of hotels and flights.
more guests and exhibitors. Last edition attended 1 647 exhibitors
We also offer comprehensive advertising in fair catalogues as well
and 38 000 guests from all over the world. Poland took 8. place when
as industry publications in a given country. The correct targeting of
it comes to number of exhibitors. What about this year statistics – it
the needs of our exhibitors, the concern for their comfort, as well as
will turn out after the fairs.
responsibility for trade success of the participants of the events we
Except for confectionery fairs such as ISM Cologne and YUMMEX
organize, are the core values of our company.
Dubai we also manage BIO fairs – BIOFACH in Nuremberg and
Currently, the world of trade fairs has no limits for us. We hold fairs
MENOPE in Dubai; and FMCG fairs e.g. ALIMENTARIA in Barcelona.
in all continents. Over the 27 years of our operations, the fairs we
We have been the fair’s organizer for 27 years. We are a family en-
have organized have been attended by several thousand exhibitors
terprise. The company was established by my father Tadeusz Micha-
occupying a space of tens of thousands square meters.
lak. I hope it will be continued by my son Wojciech who has already
Our activities and the efforts of the entire team in everyday work are
been working with us for several years. There are few companies like
appreciated by individuals, companies and organizations with which
this in Poland, that would combine trade fair organization with the
we cooperate. We hold many diplomas and awards granted by our ex-
construction of stands and comprehensive service for exhibitors. Our
hibitors and foreign partners. We are a member of the Polish Chamber
Złoty Paragon 2015
70
INSIGHT
PPH Maxpol Sp. z o.o. 479 Puławska Street, 02-844 Warsaw Phone: +48 (22) 628 06 21, 625 14 08 e-mail: maxpol@maxpol-targi.com.pl www.maxpol-targi.com.pl
OVER THE 27 YEARS OF OUR OPERATIONS, THE FAIRS WE HAVE ORGANIZED HAVE BEEN ATTENDED BY SEVERAL THOUSAND EXHIBITORS. of Exhibition Industry from the moment of its establishment. We hold
direct us for choice of new parts of the world, and consequently, of new
the title of Leader of Trade Fair Services, recommendation of the Polish
fairs, often of a very specialist nature, with a narrow scope of subjects.
Chamber of Exhibition Industry, and the ISO 9001 certificate.
If you remember, when the computer age arrived, it was said
We are very happy with the words of goodwill and recognition as
that fairs will lose their importance and prestige. But this has been
well as declarations of further cooperation. We respect our exhibitors,
proven untrue. Fairs provide various benefits. Firstly, it is a person-
meet their requirements concerning the appearance of their stands,
al survey of the market; secondly, research of new technological
and we organize many matters connected with an exhibitor’s pres-
and construction solutions; and most importantly, becoming ac-
ence at a fair. We have a flexible approach to all matters delegated by
quainted with the competitors’ products and conditions of placing
the exhibitor. The exhibitor can select only those issues he specifically
a commodity on the market. Trade fairs are and will remain one of
wishes to have handled by us.
the most important forms of promotion – the most effective one
I feel that the question about the new directions in the exhibition
– no matter where they are held. Therefore, we seek to acquire
industry is about to be asked. This year, we have opened fairs in Vietnam
new, interesting markets for our exhibitors and help them obtain
and Mumbai, as well as in Malmö. It is often exhibitors themselves who
grants from the EU resources.
71
CONTACT POLISH COMPANIES ARGO is a Polish family owned business that have been producing tasty and healthy sweets for nearly a quarter of century. Company collaborates as well as creates Polish tradition of confectioner’s trade. The high quality of products is continuously being ensured since 1992. ARGO is currently improving
Z.P.H. ARGO Sp. z.o.o. 16 Wiejska Street 37-100 Łańcut, Poland Phone: +48 17 247 13 51 Fax: +48 17 247 00 42 biuro@argo.net.pl www.argo.net.pl
product portfolio by adding more unique items in order to satisfy consumers needs. Sweet treats offer not only consists of traditional lollipops, juicy bubble gum lollipops, hard and filled caramels, but also handmade products, e.g. Easter lambs, Christmas tree icicles or Valentine’s lollipops “Hot Hearts”. Company does not forget of milk and chocolate connoisseurs. Therefore, especially for them, it has prepared a delicious collection of CHOCO Jello sweets. The high class of products is indicated by natural coloring and flavours, fruit juices, vitamins as well as lack of preservatives. ARGO produces over 5 million kg sweets per year including 100 million pieces of lollipops. Products are available in the majority of European countries as well as outside the continent, e.g. USA, Canada, Uzbekistan, Libya, Mongolia, China, Kazakhstan, Azerbaijan and Israel. Conscious approach to food safety and innovation is recommended by the International Food Standard (IFS) certificate on higher level.
Bifix W. Piasecki Sp.J Górki Małe 33 Dworska Street 95-080 Tuszyn ,Poland Phone: +48 42 614 40 88 Fax: +48 42 614 41 20 bifix@bifix.pl www.bifix.pl www.zdroweherbaty.com.pl
Bogutti Sp. z o. o. Henryków-Urocze 48 Gromadzka Street 05-504 Złotokłos, Poland Phone: +48 783 956 466
Bifix is a family company producing fruit and herbal teas from its own plantations for 25 years. The company has the largest offer on the market selling black, green, red and white tea as well. From 2010 Bifix opened a laboratory, so the quality and taste are under constant research. Company offers all possibilities of tea packaging as well as own products. Bifix produce brands for the largest suppliers in the world. Since two years the company has expanded, being also a producer of jams and concentrates. In addition, Bifix’s offer includes fruit raw materials, ready-to-mix fruit and dried fruit.
The BOGUTTI company specializes in production of high quality, rich cookies, baked according to the best Italian technologies. Cream fudge is something for the Polish to be proud of... Cream fudges are still the most recognisable Polish export product. Bogutti is also a producer of the traditional Polish cream fudge recognisable on the international market. We offer three types of cream fudge: MILK,
Fax: +48 22 266 01 19 export@bogutti.com www.bogutti.com
CHOCOLATE and BUTTER. The secret of Bogutti’s cream fudge is its exceptional taste. We would like
„Brześć” Sp.J. ZPC
Brześć is a family company located in the very heart of an exceptionally picturesque region of Poland
19 Konarskiego Street 87-880 Brześć Kujawski, Poland Phone: +48 54 252 19 69
to invite you to try our products at the ISM Fairs.
called Kujawy. It is here that since our beginning in 1984 we have made products of the highest quality and with a unique taste. The latest technology in conjunction with many years of tradition and tried and tested recipes all help to make company stand out. Brześć is BRC certified, which assures
Fax: +48 54 252 27 31 julita@brzesc.pl www.brzesc.pl www.crispico.pl
you that company’s food is produced in accordance with the very highest standards. Because of
Colian Sp. z o.o.
Colian is a group of confectionery products cooperating under: Jutrzenka, Goplana Solidarność and
1 Zdrojowa Street 62-860, Opatówek, Poland Export Department: Phone: +48 62 590 33 08 export@colian.pl www.colian.pl
74
Polish producer of fruit and herbal teas and jams.
this, the amazing taste of products is enjoyed not just in Poland but in many other countries around Europe and the world. So, because of steadily growing group of fans, company has launched a special export line – Crispico Little Snack.
other brands. Aggregated experiences, technologies and production potentials let Colian achieve a position of one of the biggest confectionery producers on the Polish market. Company is constantly exploring client’s needs, keeping high quality, unique taste and nutrition values of offered products. Through participation in various development programs, effective creation of product categories and efficient service company wants to be perceived as an innovative and an effective partner for many years.
CONTACT POLISH COMPANIES
Dega Spółka Akcyjna has been in business since 1992. The company specialises in the production of mayonnaise salads, fried fish in Greek sauce, sterilised canned products and sandwich spreads. Delicate and unique flavour combined with high quality is a considerable asset in shaping the culinary preferences of consumers. The company has an implemented, maintained and certified integrated Quality Management System for compliance with the requirements of IFS and BRC, the proper operation of which is determined by i.a.: implementation of HACCP product health safety. During the 20 years of operation company has been awarded numerous prizes, awards and certificates. The most important of them include: “Teraz Polska” (Now Poland) promotional logo,
Dega S.A.
Karnieszewice 5 76-004 Sianów, Poland Phone: +48 94 36 15 100 Fax: +48 94 36 15 105 export@dega.pl www.dega.pl
which is under the patronage of the President of Poland and “Poznaj Dobrą Żywność” (Try Fine Food).
Eurohansa is a family company established in 1989. For more than twenty-five years it has been producing chocolate covered fruits and nuts specialities in Puławy. With about 70 employees competent in production company is optimally positioned to meet the high requirements of customers. The dragee production keeps its traditional character. The gentle treatment of raw materials and their traditional manual processing in dragee kettles guarantee the production of delicious sweets. Currently offer consists of such product families: chocolate dragees – fruits and nuts, chocolate coated bars, muesli bars, fruits and nuts bars, raw bars. Company’s reliability and customer care are confirmed by the following certificates: IFS Food Version 6, HACCP.
EUROHANSA Sp. z o.o. 10-14 Letnia Street, 87-100 Toruń Plant in Puławy 3 Wiślana Street, 24-100 Puławy, Poland Phone: +48 81 887 44 14 Mob. +48 663 199 892 export@eurohansa.com.pl www.eurohansa.com.pl
Maspex Group is one of the largest food companies in Central and Eastern Europe with sales revenues more than 1 bn USD. It was established in 1990. Company produces fruit and vegetable juices, nectars and drinks, energy drinks, pasta and cereal products, salty and sweet snacks, cappuccino and instant drinks, chocolate dragees, jams, ketchups, sauces, ready meals etc. The highest quality of products has been always the priority for Maspex. Quality systems in Maspex facilities meet IFS Quality standards. Company has 13 plants as well as the most modern logistic center in this part of Europe with 80 ths pallet holding positions. Brands like Tymbark, Kubus, DrWitt, Tiger, Lubella, Salatini, Coffeeta, La Festa, Krakus, Lowicz, Kotlin are unquestionable leaders in their
Grupa Maspex Sp. z o.o. Sp. k.
37 Legionów Street, 34-100 Wadowice, Poland Phone: +48 33 873 10 75 export@maspex.com www.maspex.com
categories. Products of Maspex Group are sold to more than 50 countries worldwide.
Modern- Expo Group is an international supplier of retail solutions to customers across different retail formats in more than 60 countries and is the market leader in Central and Eastern Europe. In 25 years, the company has managed to grow into the international group with employing more than 2,500 people. The team is highly-skilled professionals who are not afraid of challenges on the way to an excellent result. The key to Modern-Expo success so far has been common vision, backed up with hard work and a strong desire to become one of the best equipment suppliers in the market. Company achieved quality, which is confirmed by international audits and trust by the world famous brands. Modern-Expo’s partners are well-known international companies such as Nestle, Groupe Auchan, PepsiCo, Metro AG, British American Tobacco, Carrefour, Mondelez, Rewe
Modern-Expo S.A. 3 L. Spiessa Street
20-270 Lublin, Poland biurohandlowe@modern-expo.pl www.modern-expo.pl
Combine, Henkel, X5 Retail Group and others. With its highly efficient and modern production facilities and business model, Modern-Expo is in a prime position to deliver the best value for further business success. Modern-Expo creates the retail new!
Me Gusto is the owner of the certified organic confectionary brands: Super Fudgio and Super Krówka. They were created as an answer to the conundrum of how to combine a desire for sweet things with healthy eating. Many months of hard work on the recipes, has enabled them to create a product which is truly unique on the world confectionary market. They only contain organic ingredients which have a positive effect on one’s organism. Super Fudgio products are based on coconut milk and contain no animal based ingredients. They contain many important nutrients, including: rice syrup, acacia fibre and sunflower protein. They are vegan friendly and are also good for people suffering from gluten, lactose or casein intolerances. The products portfolio includes fudges, spreads, chocolates and bars. To meet the expectation of most demanding consumers Me Gusto constantly works on expanding
Me Gusto Sp. z o.o. 46D Loteryjki Street 01-937 Warsaw Poland Phone: +48 533 33 29 61 sales@superfudgio.com ewa.wilusz@megusto.com.pl www.megusto.com.pl www.superfudgio.com
the product range.
75
CONTACT POLISH COMPANIES
MERZDORF is an inventor and manufacturer of innovative and healthy chicken meat snacks. Company’s slogan is: “you are what you eat”. Therefore, all our products are manufactured without the use of any chemical additives and preservatives. They are gluten-free, GMO-free
MERZDORF Fine Food Sp. z o.o. 2 Technologiczna Street 45-839 Opole, Poland Phone: + 48 606 765 200 info@merzdorf.pl www.merzdorf.pl
and allergen-free. All products are based upon a long maturing process, followed by the phase of repeated coldsmoking. This innovative and unique, patented process is the company’s know-how. The highlights of products are: long shelf life at room temperature, short ingredients list, unique and noble taste, low fat, low carbohydrates, high level of proteins. Merzdorf addresses products to people aware of the importance of healthy living and balanced nourishment. A wide range of potential end customers (food stores, hotels, catering companies, bars and restaurants, gas stations, gyms and vending machines operators) opens many chances to enter into cooperation. MERZDORF offers you simply “The Healthy Way of Life”.
Mieszko is a Polish brand from Racibórz with a tradition going back more than 100 years. Mieszko specialises in the production of confectionery, especially chocolate pralines.
Mieszko S.A.
The company began operating under the brand of Mieszko in 1993, thus continuing a half century
181 Jerozolimskie Ave 02-222 Warsaw, Poland Phone: +48 22 10 55 400
long tradition of confectionery production in the Ślązak and Raciborzanka plants.
Fax: +48 22 10 55 415 export@mieszko.pl www.mieszko.pl
innovative products based on good quality natural ingredients. The most popular Mieszko brands
Today Mieszko has 2 production facilities in Racibórz. Mieszko is a renowned expert in the production of pralines and chocolates for any occasion. It offers include Cherrissimo, Amoretta, Magnifique, Chocoladorro and the well known Zozole. Last year company decided to answer the market needs by launching the Prisetti brand. These are luxurious products intended to strengthen our position on the international scale together with Mieszko range of sweets.
Rarytas, a company based in Stargard (north-west part of Poland), was established in September 1960.
Rarytas Sp. z o.o.
63 Piłsudskiego Street 73-110 Stargard, Poland Phone: +48 91 578 35 11 int. 46 Fax: +48 91 578 35 14 l.marczyk@rarytas.pl www.rarytas.pl
Since 1974 it launched, as one of the first Polish companies, production of original small CRACKERS, available in various shapes and flavours that became very popular among customers. To meet expectations of clients and following to latest nutritional trends, Rarytas created a special project: Our products with this logo does not contain palm oil, and they have radical reduction its content for: acrylamide, 3 MCPD, glycidyl esters, saturated fatty acids, they are produced in new innovative technology. Everything can change but the quality and the taste an of company’s crackers, they must remain unchanged... This is for you to judge, Rarytas invites you to try their products!
The company SERTOP is one of the leading manufacturers of processed cheese on the Polish market.
Sertop Sp. z o.o.
58 Przemysłowa Street 43-100 Tychy Phone: +48 32 217 08 38 +48 32 326 46 41 export-info@sertop.com.pl www.sertop.com.pl
The company has more than fifty-year tradition of producing high quality products based on proven recipes while maintaining strict quality control. For the production are used only natural ingredients, it does not apply any preservatives and colorings. SERTOP offer includes more than 20 flavors of processed cheese in a variety of formats, such: round boxes 140 g and 280 g, cubes 100 g and 30 g, blocks 100 g and 100 g sausages. SERTOP company meets all the requirements for the sale of processed cheese on the Polish and foreign markets. SERTOP sells its products to the Polish market and the markets of the European Union and the United States, Canada, countries of the Middle East, South Korea. The company is certified BRC Global Standard Certificate and IFS (International Food Standard).
Soforek is a Polish family company producing wafers, cones and cups for 25 years. Our Company is the biggest supplier of cafes, bars, bakeries and restaurants in Poland. Soforek is certified with IFS
PPH SOFOREK Jacek Soforek 4 Dworcowa Street 64-820 Szamocin, Poland Phone: +48 783 43 10 88 krings.magda@gmail.com www.soforek.pl
(highest level). Over 30% of company’s products are made under private label for customers. Recipes are prepared traditionally but at the same time are open for suggestions. Wafers are produced only from best raw materials. Every ingredient is checked by suppliers. IFS standard on highest level quarantee whole identification on every step of production and delivery process. The highest standard of production reflects the satisfaction of Soforek’s clients (chains and wholesalers all arround the world). You can find company’s wafers i.a. on the shelfs in Germany, UK, USA, Canada, Israel, Greece, Croatia, Cyprus.
76
CONTACT POLISH COMPANIES
ZPC Śnieżka S.A. formerly Śnieżka-Invest Sp. z o.o. is a company which has been continuously providing unforgettable moments for 70 years. Among the wide range of sweets Michałki® and Michałki z Hanki® that deserve a special mention, they are a result of the combination of natural ingredients and proven recipes. ZPC Śnieżka S.A. is a company with 100% of Polish capital in the hands of one owner. Polish products and Polish capital have been the best recommendations for 70 years old Śnieżka from Świebodzice, which recently was awarded the Commerce Prize of Lower Silesia Griffin for special achievements in the development of Lower Silesia. Innovation, technological development and proven recipes guarantees our growth. This combination
ZPC Śnieżka S.A.
36 H. Sienkiewicza Street 58-160 Świebodzice, Poland Phone: +48 74 665 06 29 Fax: +48 74 665 06 65 www.zpc-sniezka.pl
of tradition and taste was appreciated by the Business Gazelles Ranking that is an award for the most dynamically developing small and medium-sized businesses.
Vobro’s Confectionery Factory was founded in 1986 in Poland. Vobro’s mission is to fully satisfy Customers’ needs by producing high quality and safe confectionary products. Vobro’s product range is made up of over 100 chocolate confectionery products (pralines and chocolate sweets), jellies. Among Vobro’s best sellers are dessert chocolates filled with cherries in liqueur, perfectly ripe flawless cherries are selected, bathed in liqueur and packed in luxurious dark chocolate.
ZPC Vobro Wojciech Wojenkowski 78 Podgorna Street 87-300 Brodnica, Poland Phone: +48 56 493 28 51 export@vobro.com.pl www.vobro.pl
For many years WAN-VIT company has taken care of its customers tastes. As one of the leaders of food industry in Poland, WAN-VIT can ensure that products are made from traditional recipes and the highest quality raw materials. Putting on the dynamic development, company created a new products line 4proActive. 4proActive products were created thinking about everyone who puts his attention to healthy and active lifestyle, take care of slim silhouette and good mood as well as those being on low sugar and
Z.P.H.U. WAN-VIT
11a 3 Maja Street 88-430 Janowiec Wlkp., Poland Phone: +48 601 831 863 www.4proactive.eu
gluten-free diet.
Wawel SA is one of the most renowned Polish confectionery producers. It offers a wide portfolio of chocolate tablets, chocolate bars and pralines, candies, caramels and fruity jellies. Wawel owes its success to over a century of experience along with continuous development and a modern production process. Permanent care for high quality and global standards resulted in an exceptional growth and development. Today Wawel’s products are available in about 50 countries worldwide and the number of loyal consumers is constantly growing. We believe that pleasure originated by our products, based on Good Ingredients, can initiate small, good deeds, following our brand claim – feeling better, doing better!
Wawel SA
14 Władysława Warneńczyka Street 30-520 Cracow, Poland Phone: +48 12 254 21 10 Fax: +48 12 254 21 47 export@wawel.compl www.wawel.com.pl
HURT & DETAL (Wholesale & Retail) is a Polish-language nationwide monthly issued Magazine focusing on FMCG market in Poland. Circulation stands at 70 000 copies per month, closed trade distribution in the area of Poland. Publishing House guarantees optimum attainment with the information to merchants on four levels: print advertorials, social media contact, website commercials and banners & effective mailing (20 000 trade emails) – full marketing campaign. HURT & DETAL is a host of annual “Złoty Paragon” (Golden Recipe) Awards Ceremony, where votes on best products are collected directly from retailers and “Złoty Paragon Innowacja” (Golden Recipe – Innovation) – consumer award contest.
HURT&DETAL MAGAZINE
2 Bagno Street 00-112 Warsaw, Poland Phone: +48 22 847 93 67 press@hurtidetal.pl www.hurtidetal.pl
77
DISCOVER POLISH PRODUCTS
Joe&me Decorated chocolate covered wafer filled with delicious vanilla
Decorated chocolate covered wafer filled with delicious chocolate
flavoured cream and forest fruit filling.
flavoured cream and fruit filling with orange juice.
www.COLIAN.pl
www.COLIAN.pl
Cherrissimo Exclusive 236g A search for a perfect gift is successful if at the end there is a box full
Amoretta Desserts 189g tin box/ Cherrissimo Classic 185g tin box
of delicious goodies. Luxurious Mieszko pralines offer a selection
A search for a perfect gift is successful if at the end there is
of perfect gift for your loved ones and the best idea to express your
a box full of delicious goodies. Luxurious Mieszko pralines offer
appreciation and gratitude. Enriched with a vast diversity of flavours,
a selection of perfect gift for your loved ones and the best idea
sophisticated fillings and
to express your appreciation and gratitude. Enriched with a vast
subtle ornaments, Mieszko
diversity of flavours, sophisticated fillings
pralines are and excellent idea
and subtle ornaments, Mieszko pralines are
for an impressive gift.
and excellent idea for
www.MIESZKO.pl
an impressive gift. www.MIESZKO.pl
Fresh Box Fresh Box – automated terminal, which works on the same principle as the Parcel Terminals, but additionally allows to adjust temperature in the storage cells. Fresh Box allows clients to store their belongings and products at a certain temperature range (+2°C, +8°C), choose the time of storage, transfer them to other people. Thanks to Fresh Box we are able to store and transfer even products such as milk, meat and fish, frozen foods. Advantages: Ability to deliver chilled food; Receiving and issuing orders near the customer’s house or on his way to work; Additional advertising space in public places; Additional services (Parcel Terminals and Fresh-Boxes can be equipped with online payments terminal); To provide a platform for the vending sales; Individual, recognizable and unique design. www.MODERN-EXPO.pl
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DISCOVER POLISH PRODUCTS
Eucalyptus Menthol
Lemonade Drops
Hard candies, 90g
Candies filled with fizzy filling, 90g
The novelty in ARGO’s offer are hard caramels Eucalyptus Menthol.
Lemonade Drop’s – it’s one of recencies in the assortment of
Menthol and Eucalyptus flavour
the producer. The product includes
achieved thanks of natural oils,
bottle-shaped candies, lemonade-
lack of gluten and allergens,
flavoured in 3 colours: yellow,
natural colour are indisputable
orange, pink, filled with fizzing
features, which have an effect of
powder. Attractive package with
success of debut the product on
transparent wrap exhibits the higher
polish as well global market.
quality of the article. The product is
Caramels are packed in a 90g and
packed in a 90g bag, 1 kg bag and
1 kg bag, 3 kg box.
2,5 kg box.
www.ARGO.net.pl
www.ARGO.net.pl
Good Ingredients by Wawel
Following the success of Tofflairs caramel-chocolate candy Wawel
A unique project called Good Ingredients has just been launched
has introduced a brand new type of this exceptional candy. The new
by Wawel. As part of this pioneer initiative the composition of all
Tofflairs is a combination of intense chocolate flavour with smooth
Wawel sweets has been changed into better, shorter recipies. The
milky filling. Each candy is packed in an airtight wrapper which
manufacturer has efficiently removed all unnecessary additives,
makes it a perfect on-the-go sweet. Thanks to its unique features
replacing them with natural ones or increasing the content of desired
Tofflairs is also a universal product, great for the
raw materials in a product. Pectins and agar agar jelly, high cocoa
whole year and every season.
content, chocolate without emulsifier E476, gradual elimination of
Moreover it is gluten free, suitable
palm oil, certified soya lecithin
for vegetarians and made of
(without GMO), natural flavours and
Good Ingredients – without
no colours – these are only part of
colours or artificial flavours.
the quality changes.
www.WAWEL.pl
www.WAWEL.pl
LUKSOR® - cherry and advocate flavoured pralines
Michałki z Hanki® and michałki®
Excellent pralines in two perfect flavors bathed in the highest quality
silky smooth cocoa-peanut filling embedded in the freshly roasted
dessert chocolate. Irresistible
peanuts now in convenient takeaway form. Sweet temptation
taste of advocate contained
during busy day you can give in.
in chocolate pralines and
www.ZPC-SNIEZKA.pl
eanut
s
P
New type of Tofflairs
26%
Well known michałki® and michałki z Hanki® candy flavor with
sensual combination of cherry and cocoa is a special proposal for all the connoisseurs with sophisticated expectations. www.ZPC-SNIEZKA.pl
79
DISCOVER POLISH PRODUCTS
Mint tea
Raspberry tea
Mint contains essential oils, which includes free alcohols (especially
Raspberry fruits are a natural source of vitamins C, A, B2, PP,
menthol), as well as tannins and flavonoids. The tea is used to
trace elements and minerals. It is an excellent supplement in the
reduce gastrointestinal discomfort from increased gastric acid
prevention and treatment of colds. Raspberries contain substances
secretion; to decrease the risk of liver and biliary tract diseases; in
that exhibit antipyretic and cleansing
the case of colds and
properties. In drinking this
inflammations
tea you are supplying
of the mouth,
your body with vital
can also be used
substances, and in doing
in inhalation
so you are supporting
treatments.
your body’s natural
www.BIFIX.pl
immune system. www.BIFIX.pl
Chik’n go
Chicks&Sport
A handy snack, easy to take with you, whether it is in your
Best alternative for protein shakes, designed for professional
backpack when you go for a trip or a bike ride, or in your pocket
athletes and gym lovers. Perfect supplement for your workout.
when you walk to a bar with your friends. Because they are ready
Low-calorie, low-fat healthy meat and despite of it, still very
to eat directly after opening, they are ideal as a second breakfast at
aromatic. Chicks&Sport contains only natural flavors and zero
school or work. Chik’n go are healthy and tastefully replacement
chemical additives. Healthy snack and perfectly
of a solid meal when you are out of town. And
balanced post-workout meal!
when you are in the mountains they can even
Chicks are a portion of carefully
save your life.
selected, manually cleaned chicken
Chik’n go is a portion of carefully selected,
breast, which is then condensed
manually cleaned chicken breast, which is then
in the processes of maturing and
condensed in the processes of maturing and
smoking.
smoking, and finally lyophilisated.
www.MERZDORF.pl
www.MERZDORF.pl
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Adore cinnamon?
Love seeds?
This delicious combination of coarse
Our savoury choux pastry is
grain sugar and aromatic cinnamon
sprinkled with sesame seeds, black
will blow your mind! Nothing goes
cumin, flaxseed and sunflower seeds
better with a cup of hot tea, a glass
making them the perfect nibbles
of milk, or hot chocolate. Once you
and double the pleasure! Our seed
discover our cinnamon snack sticks,
Snack sticks are great for dipping in
get-togethers will never be the same
a spicy salsa, or dunking in sauces
again!
and dips. Ideal for every party!
www.BRZESC.pl
www.BRZESC.pl
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Tymbark drink 250ml
Kubuś mousse
Tymbark flavours blends are smooth and fruity.
Our mousse contains only fruits and
Tymbark also features unique bottle caps. The
vegetables without any added sugar. Kubuś
catchwords hidden underneath are funny, intriguing,
Mousse is the perfect combination of a rich
expressive, and help to make contact and relate
source of fibre with a daily recommended
to others.
portion of vitamins (e.g. vitamin C) in
Refreshing Tymbark fruit drinks come in delicious
a form of healthy snack. Vitamin C is
flavours: apple-mint, lemon-mint, raspberry-
especially important for children who are
mint, apple-cherry, apple-peach, apple-
just beginning reception or school, when
watermelon, orange-peach, apple-redcurrant,
they are exposed to contact with many
apple-white grapes. Tymbark drinks are available
new harmful microorganisms – the vitamin
in 0.25 l glass bottles, 0.5 l and 2 l pet bottles
C in Kubuś Mousse helps support proper
and 1 l and 2 l cartons.
immune system function.
www.MASPEX.com
www.MASPEX.com
Super Fudgio Organic chocolates
Super Fudgio Organic Fudges
Made of coconut sugar and coconut milk Super Fudgio Chocolates
Made of coconut sugar and
are source of Magnesium and Potassium. They contain min. 50%
coconut milk.
of cocoa solids. All
Super tasty fudges, perfect
ingredients come from
for gourmets. Source of
organic farming.
dietary fibre and precious
Our products are suitable
minerals. Based on
for vegans and allergy
coconut sugar and coconut
sufferers.
milk. Available flavors:
Three flavors available:
toffee, cocoa, strawberry,
coconut, strawberry and
cranberry, banana,
orange.
coconut.
www.SUPERFUDGIO.com
www.SUPERFUDGIO.com
www.MEGUSTO.com.pl
www.MEGUSTO.com.pl
WWW.RARYTAS.PL
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WWW.RARYTAS.PL
DISCOVER POLISH PRODUCTS
New offer of BOGUTTI COMPANY! FREE – No added sugar Cookies There is absolutely no added sugar in Free Cookies. Really good and simple cookies, inspired by family traditional home recipe. They are a great alternative for breakfast, can be also serve as a snack at school or work. You can choose from the following flavours, Butter Cookies with 20% Butter, Cookies with 20% Chocolate, Chocolate & Cranberry or Chocolate & Hazelnut. Cookies are manufactured from the natural ingredients: 0 Sugar, 0 Trans Fat, No Preservatives. Cookies look nice and attractive with 12 months Shelf-life. Net weight 135g www.BOGUTTI.com
Coco threesome
AMARESTI 80g
Exceptional coconut team. Do you want to stay fit and healthy?
In AMARESTI remarkable taste rich dark chocolate meets sweet
Try out our unique, finest
soft centers of delicious candied fruits. This combination give the
and premium
impression which you have never been experiences before. Discover
quality sweetmeats.
new AMARESTI dark outside and fruity inside, Belgian chocolate with
They are healthy
cocoa solids min. 53%, gluten free, three products in one line –
and delicious with a
cherries, blueberries and cranberries.
coconut flavor. Only
www.EUROHANSA.com.pl
with natural ingredients. www.4PROACTIVE.eu
Cereal bars for health
BOTAK 40g
Excellent cereal bars with goji, amaranth, quinoa, chia and acai which
More coconut bars BOTAK in the new version.
provides with precious ingredients like amino acids, vitamins, Omega 6
Discover two version of bars in milk and dark chocolate with more
and 9 acids which are necessary for the body functioning and the vital
desicated coconut, less sugar, less calories, gluten free.
energy. They reduce also tiredness and slow down the aging process.
www.EUROHANSA.com.pl
www.EUROHANSA.com.pl
84
DISCOVER POLISH PRODUCTS
Salad with cold meats and red beans 140g: A new salads line in Dega offer
alad with cold meats and egg 140g :A new S salads line in Dega offer
Excellent, meat taste is a high quality merit
Excellent, meat taste is a high quality
of poultry and pork ham, which
merit poultry and pork ham, which
in combination with carefully
in combination with carefully
selected vegetables creates
selected vegetables creates
a delicious, a distinctive
a delicious, a distinctive
salad. The meat taste
salad. The meat taste
breaks expressive red
complements gentle
beans, which is rich in
egg note, which are
potassium, calcium and
primarily a source
zinc.
wholesome protein.
www.DEGA.pl
Delissimo
www.DEGA.pl
Processed cheese MIX “Your... favourite” – 140g round box
Processed product MAZURSKI – 280g round box www.VOBRO.pl www.SERTOP.com.pl
Choco Crispo
Girare Sugar Wafer Cones
Torino Sugar Wafer Baskets
www.VOBRO.pl
86
www.SOFOREK.pl