Sauces and spices market analysis
One of the product categories whose prices rose the most in 2023 was condiments (ketchup, mayonnaise, mustard and spices). The analysis of the sauces and spices market in Poland showed that retail prices rose by 22.4% year on year in July. In the first half of the year, prices were 24.4% higher than in the same period of the previous year.
When are sales of sauces and spices highest?
Sales peak at Easter, Christmas, the barbecue season and the pickling season, and mayonnaise sales rise as much as 3–4 times in the run-up to the holidays.
Sales in the sauces and spices market vary considerably over the year, with several sales peaks: Easter, Christmas, the barbecue season and the pickling season. A good example is mayonnaise, which sees increased demand in the run-up to the holidays. Its sales then rise as much as 3–4 times compared with other months of the year. At the same time, its price has risen by 30–40% compared with last year, depending on the pack size. The analysis also showed that this category includes many types of products.
How big is the spices market in Poland?
The analysis of the spices market, including salt, showed that annual sales in 2021/2022 reached PLN 1.8 bn and almost 116,000 tonnes. The majority share is held by branded products from companies such as Unilever, McCormick and Prymat. Large shops are the main sales channel for this category, generating 75% of sales. According to a survey from August 2022, Poles most often use single-ingredient spices (almost 60%). Blends are less popular, with 42% of respondents using them every day. In addition, for 16% liquid seasonings are a kitchen staple, and for 12% concentrates.
The fastest growth is in single-ingredient vegetable seasonings and "fix"-type marinades: their sales are growing at double-digit rates in both value and volume terms.
How big is the sauces market in Poland?
Ketchup sales in the 12-month period ending in February 2023 exceeded PLN 685 m, and the mayonnaise market in Poland was worth as much as PLN 775 m in 2022.
Ketchup is a very large category in value terms, dominated by three manufacturers: Heinz, Maspex and Unilever. As early as 2020 they jointly held around 80% of sales value in small-format shops (up to 300 sq m). According to NielsenIQ analysis, the value of ketchup sales in the 12-month period ending in February 2023 exceeded PLN 685 m and rose by 14.6% compared with the previous year. Discount stores are growing in importance in this category, accounting for more than 46% of sales value.
According to the data, in 2022 the mayonnaise market in Poland was worth as much as PLN 775 m, a clear increase on earlier estimates for 2021, when it was valued at PLN 650 m. This segment is dominated by a few large brands, namely Nestle, WSP "Społem" and Unilever, which together hold more than 80% of the market. Around 9% belongs to Roleski and Motyl.
| Indicator | Value |
|---|---|
| Retail price increase for condiments y/y, July 2023 | 22.4% |
| Price increase for condiments y/y, first half of 2023 | 24.4% |
| Annual sales value of spices (including salt), 2021/2022 | PLN 1.8 bn |
| Annual sales volume of spices (including salt), 2021/2022 | almost 116,000 tonnes |
| Share of large shops in spice sales | 75% |
| Ketchup sales value, 12 months ending February 2023 (NielsenIQ) | over PLN 685 m |
| Growth in ketchup sales value y/y | 14.6% |
| Share of discount stores in ketchup sales value | more than 46% |
| Mayonnaise market value, 2021 | PLN 650 m |
| Mayonnaise market value, 2022 | PLN 775 m |
Alongside ketchup and mayonnaise, mustard is one of the most popular sauces on Polish tables. The most frequently chosen brands are Roleski and McCormick. Mustard also sells best in the holiday season.
According to data from Centrum Monitorowania Rynku (Market Monitoring Centre), mayonnaise is available throughout the year in more than 80% of small-format shops (up to 300 sq m), which stock 4–5 variants on average. Data from 2022 also show that Poles buy this product mainly in discount stores (47%), and secondly in small-format shops (23%).
Although local producers are present in the market, their products are not that popular. They are held back by limited availability and usually a higher price. Euromonitor predicts that this market will start to shrink by around 1% a year.
What are Poland's exports and imports of sauces and spices?
In 2022 Poland's exports of sauces, ketchups and mustards (CN code 2103) were worth USD 522.2 m, while imports in this category were worth USD 277.6 m.
Data for 2022 show that Poland's exports of products in the sauces, ketchups and mustards category (CN code 2103) were worth USD 522.2 m, with a volume of 244.8 thousand tonnes. The main buyers were the United Kingdom (18.4%), Germany (16.8%), the Netherlands (9.2%) and the Czech Republic (8.2%). In 2022 Poland ranked 5th in the EU by export volume in this category.
Show chart data as a table
| Country | Exports (thousand kg) |
|---|---|
| Italy | 358.7 |
| Netherlands | 306.7 |
| Germany | 262.1 |
| Belgium | 260.6 |
| Poland | 166.3 |
Imports were worth USD 277.6 m, at around 111.8 thousand tonnes. Most came from Germany (29.2%), Italy (12.7%) and the Netherlands (7.1%).
For spices (pepper and paprika, CN code 0904), Poland imported most from Vietnam (USD 29.2 m, 5.8 thousand tonnes) and China (USD 9.7 m, 3.1 thousand tonnes). Exports were worth USD 20.7 m (3.2 thousand tonnes). The main destinations were Romania (15.9%), Germany (12.5%) and the Czech Republic (11.3%).
| Category | Flow | Value (USD m) | Volume (thousand tonnes) |
|---|---|---|---|
| Sauces, ketchups and mustards (CN 2103) | exports | 522.2 | 244.8 |
| Sauces, ketchups and mustards (CN 2103) | imports | 277.6 | around 111.8 |
| Pepper and paprika (CN 0904) | exports | 20.7 | 3.2 |
| Pepper and paprika (CN 0904) | imports from Vietnam | 29.2 | 5.8 |
| Pepper and paprika (CN 0904) | imports from China | 9.7 | 3.1 |
| Category | Flow | Country | Share (%) |
|---|---|---|---|
| CN 2103 | exports | United Kingdom | 18.4 |
| CN 2103 | exports | Germany | 16.8 |
| CN 2103 | exports | Netherlands | 9.2 |
| CN 2103 | exports | Czech Republic | 8.2 |
| CN 2103 | imports | Germany | 29.2 |
| CN 2103 | imports | Italy | 12.7 |
| CN 2103 | imports | Netherlands | 7.1 |
| CN 0904 | exports | Romania | 15.9 |
| CN 0904 | exports | Germany | 12.5 |
| CN 0904 | exports | Czech Republic | 11.3 |
What are the trends in the sauces and spices market?
Low-fat, vegan and gluten-free products are growing in popularity, mayonnaise is being enriched with additions such as herbs and horseradish, and the rise of oriental cuisine is bringing new sauce lines.
Recent years have brought many changes in the food industry. Producers are increasingly adapting their offer to changing consumer preferences, and low-fat, vegan and gluten-free products are becoming more and more popular. Innovations are being introduced: for example, the traditional mild taste of mayonnaise is enriched with various additions (herbs, spices, horseradish). Oriental cuisine is also growing rapidly in popularity in Poland, which is why new lines of sauces suitable for such dishes are being launched.
Author: Marcin Rogowski
This text is not a full market analysis of the kind we carry out for our clients. It contains only selected information about the market, which we can expand on request.
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