Beer market analysis in Poland
According to Eurostat data, Poland and Spain each produced 3.7 bn litres of beer in 2021, i.e. 11% of total European Union production each. This puts Poland in second place, right behind Germany.
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What is the situation in the beer market in Poland?
The beer market is currently recording its worst results in 10 years, and one of the segments with the steepest decline is lager. However, this trend does not apply to the non-alcoholic and flavoured beer sector.
Many factors contribute to such a poor market situation. The main one is constantly rising inflation, which leads consumers to cut spending on non-essentials such as beer. Inflation has also driven up production costs (e.g. higher energy prices, logistics and beer storage costs, and double-digit price rises for ingredients needed in beer production). Another reason for the problems in the brewing industry is the steadily rising excise duty on beer.
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How much beer is consumed in Poland?
According to PARPA data, beer consumption per inhabitant fell from 93.6 litres in 2020 to 92.7 litres in 2021, while sales of non-alcoholic beer reached PLN 1.17 bn in 2021.
An analysis of data published by the State Agency for the Prevention of Alcohol-Related Problems (PARPA) shows a decline in beer consumption. In 2020, consumption per inhabitant was 93.6 litres, and in 2021 it had already fallen to 92.7 litres. This means that more than a million hectolitres of beer evaporated from the market. Note, however, that these statistics cover only alcoholic beer. Sales of non-alcoholic beer reached PLN 1.17 bn in 2021, PLN 157 m more than in 2020.
| Indicator | Value |
|---|---|
| beer production in Poland, 2021 (Eurostat) | 3.7 bn litres |
| Poland's share of EU beer production, 2021 | 11% |
| beer consumption per inhabitant, 2020 (PARPA) | 93.6 litres |
| beer consumption per inhabitant, 2021 (PARPA) | 92.7 litres |
Show chart data as a table
| Year | Sales value (PLN bn) |
|---|---|
| 2020 | 1.013 |
| 2021 | 1.17 |
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How did the pandemic affect the beer market in Poland?
During the Covid-19 pandemic many breweries fell deep into debt, and the beer sector's debt rose from around PLN 1.4 m in 2020 to over PLN 22 m in 2022.
During the Covid-19 pandemic, many breweries struggled with financial problems, and as a result a large number of them are now deep in debt. The closure of the HoReCa sector severely hampered sales, as did cancelled parties and other events of this kind. According to various data, the debt of the beer sector rose from around PLN 1.4 m in 2020 to over PLN 22 m in 2022. Craft brewers were hit hardest by this crisis, although even the largest groups did not come through it unscathed.
Show chart data as a table
| Year | Debt (PLN m) |
|---|---|
| 2020 | 1.4 |
| 2021 | 22 |
The analysis of the craft beer market showed that the pandemic, climate change and constantly changing consumer tastes are prompting producers to make many changes. Premiumisation is a strong trend, i.e. customers' tendency to buy premium and ultra-premium products. Last year sales in this segment grew by over 20%, while the economy and mainstream segments ended the year in the red. For customers, this matters more than whether a beer brand is local.
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What are the trends in the beer market in Poland?
Beer market trends include a return to classic styles such as Amber Ale and Brown Ale, local ingredients in craft breweries, the growing popularity of non-alcoholic beers and more beer in cans.
A trend we can observe in the market is a return to classic beer styles popular in the 1980s, such as Amber Ale and Brown Ale. To stop customers seeing these beers as old-fashioned, breweries are modernising their flavour profile. That said, India Pale Ale (IPA) beers remain among the most popular.
Another trend in the craft beer market is a change in the ingredients used. Due to supply problems caused by the Covid-19 pandemic, more and more craft breweries have decided to switch to local suppliers of barley malt, hops and other raw materials needed for beer production. In addition, genetically modified beer ingredients, such as synthetic hops or genetically modified yeast, are also becoming increasingly popular.
Non-alcoholic beers or those with a low alcohol content are becoming increasingly popular among craft beer consumers. This fits into the current trend of seeking BFY (Better For You) products. 0% beers are the largest category of drinks that let people enjoy the taste of beer without harmful alcohol and with few calories.
Each year, more and more craft beers are sold in cans instead of bottles.
Author: Agata Lemberska
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Source: MarketHub, "Beer market analysis in Poland", markethub.pl, 11.2022