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Summary
The Polish Spirits market is forecast to register slight growth in value as well as volume terms during 2014-2019. The Vodka category will have the largest volume share while Whiskey will be the fastest growing category during 2014-2019. Polish consumers place high importance on product attributes such as price, and consequently seek out products that provide value for money. This trend is most common in the Vodka category, within which local brands are offering lower priced varieties, at a time when other manufacturers are increasing prices. Consequently, the market will witness a shift towards the consumption of Whiskey from Vodka, fuelled by cheap Whiskey varieties sold by discount stores and retail stores.

Key Findings
- Across the eight analyzed Spirits categories, the Vodka is the leading category with respect to market size. The Whiskey category will register the fastest value growth at a CAGR of 2.8% during 2014-2019

- The Spirits accounted for nearly three-fourth of the overall Wine and Spirits retail sales in Poland.

- The Spirits market in Poland is competitive with leading brands like Stock 84, Krupnik, and Jack Daniels etc.

- Premiumization and innovation are both important in the Polish Spirits market, however there exists a set of consumers who actively look for better value for money deals and promotions.

- The Polish market will witness a shift towards the consumption of Whiskey from Vodka, driven by changing consumer behavior and rising prices for Vodka.

Synopsis
The Canadean's Consumer and Market Insights report on the Spirits market in Poland provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

- Market data: Overall market value and volume data with growth analysis for 2014-2019

- Category coverage: Value and growth analysis for Brandy, Gin and Genever, Liqueurs, Rum, Specialty Spirits, Tequila and Mezcal, Vodka, Whiskey, with inputs on individual segment share within each category and the change in their market share forecast for 2014-2019

- Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2014

- Distribution data: Value shares within each category through channels such as Hypermarkets and Supermarkets, Convenience Stores, Food and Drinks Specialists and more

- Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for flexible packaging, rigid plastics, rigid metal and others; container data for: trays, tubs, foils and others.

- Consumer level trends: Top four consumer trends which influence Spirits consumption

- Future outlook: Reviews and recommendations on how the market will shape up from 2014-2019

Reasons To Buy
- Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

- Existing and new players can analyse key distribution channels to identify and evaluate trends and opportunities

- Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

- Access the key and most influential consumer trends driving Spirits consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

- Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

Table Of Contents

Consumer and Market Insights: Spirits Market in Poland
Table of Contents
Introduction
Report introduction and definitions
Market Overview
Macroeconomic indicators - Population and age structure, GDP and Consumer Price Index
National retail and foodservice figures - Key Takeouts
Market value and volume for the Poland Spirits market
Historical and projected consumption in the Poland Spirits market
Degree of trade up/down-trade in the Poland Spirits market
Market volume of Poland Spirits by category
Historical and project market value of Poland Spirits by category
Winners and losers in the Poland Spirits market
Segment share of the category and change in market share in the Poland Spirits market
Category level pricing in the Poland Spirits market
Retailer and packaging
Leading retailers in the Poland food market
Leading distribution channels in the Poland Spirits market
Leading distribution channels by category in the Poland Spirits market
Poland Spirits market by type of packaging
Poland Spirits market by type of packaging closure/outer
Poland Spirits market by type of packaging, forecasted
Private label performance compared to national brands in the Poland Spirits market
Leading companies in the Poland Spirits market by category
Leading brands in the Poland Spirits market by category
Consumer trend analysis
Canadean's consumer trend framework and explanation of the sub-trends
For key trends in the Poland Spirits market
How the trend is influencing consumption in the Poland Spirits market
How to target the trend in the Poland Spirits market
How the trend will evolve in the Poland Spirits market
Key target demographic and the rate and which the trend will evolve
Key drivers in the market that will increasingly influence consumption
Innovation examples
New product examples launched in the Poland Spirits market
Appendix
Country context
Sector overview
Category data
Segment data
Packaging data
Category definitions
Segment definitions
Channel definitions
Methodology
About Canadean

List of Tables
Table 1: Country indicators - overall alcoholic drinks value and volume, 2014
Table 2: Market value analysis in PLN and USD, 2009-2019
Table 3: Market volume growth analysis, 2014-2019
Table 4: Average prices (PLN) by category, 2014
Table 5: Segment level analysis by category, 2014
Table 6: Leading retailers and store count
Table 7: Leading brands by category, 2014

List of Figures
Figure 1: Macro economic analysis: GDP per capita, Population , CPI(2009-2014), Age Profile (2014)
Figure 2: Foodservice transactions by sectors, profit and cost, 2014
Figure 3: Market value (PLN, USD) and volume analysis, 2009-2019
Figure 4: Consumers purchase behavior - Trading up/down, 2014
Figure 5: Market volume share analysis by categories, 2014
Figure 6: Growth analysis by category, 2009-2019
Figure 7: Change in market share by category, 2014-2019
Figure 8: Leading distribution channels, overall alcoholic drinks, 2010-2013
Figure 9: Leading distribution channels by category, 2014
Figure 10: Packaging analysis - key packaging material, type, closure and outer, 2014
Figure 11: Growth in key packaging material, type, closure and outer, 2014-2019
Figure 12: Brand share growth, 2011-2014
Figure 13: Brand share analysis by categories, 2014
Figure 14: Examples - new product development

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