Chocolate market analysis in Poland
The food industry is currently facing many difficulties, such as rising inflation, uncertain supply chains and ever higher production costs. Despite these problems, our analysis forecasts further stable growth of the chocolate products market of as much as 5–6% a year.
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How big is the chocolate market in Poland?
The value of the Polish chocolate confectionery market reached PLN 8.483 bn in June this year, 10.9% more than a year earlier.
The report "Global and Polish chocolate market" by Euromonitor for 2023–2027 showed that last year the average Pole ate 5.7 kilograms of chocolate confectionery. By 2027 this figure is expected to rise to 6.2 kilograms. As reported, the value of the Polish chocolate confectionery market in June this year reached PLN 8.483 bn, i.e. 10.9% more than a year earlier. At the same time, NielsenIQ data show that the market grew twice as fast in value as in volume (production rose from 189,900 tonnes the previous year to 200,600 tonnes last year). The reason given was consumer and producer inflation. The report also gave the sales value of the global chocolate confectionery market, which amounted to USD 115 bn in 2021. It is forecast to grow to USD 159.1 bn by 2027.
| Indicator | Value |
|---|---|
| Chocolate confectionery consumption per person (last year) | 5.7 kg |
| Forecast consumption per person by 2027 | 6.2 kg |
| Value of the Polish chocolate confectionery market (June this year) | PLN 8.483 bn |
| Year-on-year growth in market value | 10.9% |
| Production in the previous year | 189,900 tonnes |
| Production last year | 200,600 tonnes |
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| Year | Sales value (USD bn) |
|---|---|
| 2021 | 115 |
| 2027 | 159.1 |
| Increase 2021–2027 | almost 45 |
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Where does Poland rank among the world's chocolate exporters?
The report shows that Poland held on to last year's high 4th place in the ranking of the world's largest chocolate exporters. In this category Poland is behind only Italy (27.3%), Germany (17%) and Belgium (11%). Poland's market share is currently estimated at 7.3%. Poland's leading chocolate manufacturer intends to maintain its position in the industry and strengthen it in the coming years. Lotte Wedel, the company in question, together with the American Mondelez and the Italian Ferrero, holds 50% of the chocolate market, which makes them the leaders in Central and Eastern Europe. They are followed by Goplana, Storck, Nestlé, Wawel and Mars.
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| Country | Share of world exports (%) |
|---|---|
| Italy | 27.3 |
| Germany | 17 |
| Belgium | 11 |
| Poland | 7.3 |
03
What is the forecast for the chocolate market?
The Euromonitor report for 2023–2027 forecasts stable growth in the value of the global chocolate confectionery market of around 5–6% a year.
The chocolate market is currently struggling with several local and global difficulties. The confectionery industry in Poland faces price rises in many areas (over the past year dairy products have become almost 80% more expensive, and the price of sugar has doubled), the war beyond Poland's eastern border, the weakening of the zloty and unstable supply chains. These are just some of its challenges. Despite this, the Euromonitor report "Global and Polish chocolate market" for 2023–2027 forecasts stable growth in the value of the global chocolate confectionery market of around 5–6% a year. The optimistic outlook for the industry is based on the expected increase in consumption of chocolate products and on manufacturers adding new products to their ranges. Because the chocolate market in Poland is fairly saturated, exports are also seen as an opportunity for growth.
04
What are the trends in the chocolate market in Poland?
Polish consumers increasingly pay attention to quality, so short ingredient lists, natural raw materials, plant-based alternatives and sustainably produced packaging are gaining importance.
To maintain its position, the chocolate products industry will have to meet new market requirements. Research by ASM, Centrum Badań i Analiz Rynku (Market Research and Analysis Centre), shows that Polish consumers are becoming more aware. When shopping, they increasingly pay attention not only to price but also to product quality. To make high-quality products, manufacturers should above all:
· keep the ingredient list short
· use natural raw materials from proven, certified sources
· avoid artificial enhancers
Research also shows that more and more consumers are following the vegan trend, so there is a need for plant-based alternatives to familiar products. Another trend is replacing plastic packaging with paper or other sustainably produced packaging. Such environmentally friendly measures will also help build a positive company image.
Author: Basia Wargocka
Sources:
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Source: MarketHub, "Chocolate market analysis in Poland", markethub.pl, 09.2022