Non-alcoholic beverages market in Poland

According to Polish law, non-alcoholic beverages are beverages that do not contain more than 0.5% ethanol. It includes, among others, water, juices, tea, iced coffee, and carbonated drinks. So, it is a market with many segments that differ significantly from each other. These beverages also belong to the FMCG group (fast-moving consumer goods) – products with low prices and mass marketability. They are also in the so-called grocery shopping basket, which is analysed for statistical data research.

The situation on the non-alcoholic beverages market in Poland

According to Statistics Poland, the value of retail sales of goods in the „food and non-alcoholic beverages” category at retail outlets amounted to PLN 185,409 million in 2018, and increased to PLN 198,388 million in 2019.

At the beginning of 2021, there was a decrease in sales of certain types of non-alcoholic beverages. One of the reasons for this reduction is the increase in prices caused by the so-called sugar levy, i.e., a tax on beverages containing sugar, sweeteners, as well as caffeine and taurine. The prices of such drinks increased by an average of 32%. According to CMR, in the first 5 weeks of the tax being in force, the value of sales of non-alcoholic beverages decreased by 16% compared to the previous year. Sales of products such as iced teas, sodas, energy drinks and flavoured waters decreased. Other factors contributing to this situation are pandemic restrictions and weather conditions.

Non-alcoholic beers are a category of non-alcoholic beverages that have been gaining popularity in recent years. In September 2018, compared to the same period one year earlier, the value of their sales increased by as much as 68.5%. It is especially true of these types of beverages with zero alcohol content. Due to the increase in sales of non-alcoholic beers, producers’ offer in this segment is also expanding.

The main sales channels for non-alcoholic beverages are small-format stores, which in 2018 accounted for over 40% of sales. Discounts are in second place.

The sale of beverages is subject to seasonal fluctuations. It means that it increases in summer and December compared to the rest of the year. Sales are also subject to seasonality in terms of packaging sizes. In warm months, consumers more often choose smaller packages.

Leaders of the non-alcoholic beverages market in Poland

The leaders in the Polish non-alcoholic beverages market differ depending on the beverage segment.

The largest producers of bottled water:

• Nestle (Nałęczowianka brand),
• Danone (Żywiec Zdrój brand),
• Muszynianka.

The largest producers in the segment of juices and nectars:

• Maspex (brands Tymbark, Kubuś, Caprio and Tarczyn),
• Hortex,
• Polmlek Group (Fortuna brand).

The largest producers of sodas:

• Coca-Cola,
• Pepsi,
• Colain (Hellena brand).

Trends in the non-alcoholic beverages market in Poland

Changing customer preferences and new trends do not bypass the non-alcoholic beverages market. A very visible change is the shift towards pro-health options. Producers change the compositions of products to simpler and more natural. In addition, they strive to reduce sugar to avoid the introduced sugar levy and adjust their product to the increasing health awareness of customers. In the case of sodas, customers often turn to light versions, which are perceived as healthier.

Another trend is the profiling of drinks for specific recipients, especially for children, athletes, computer players and women. The result of these activities are products with different compositions tailored to the needs of a given group and with a different appearance. The latter factor is essential in the children’s segment.