According to NielsenIQ, in the last 12 months1 the value of the basket amounted to PLN 286.5 billion. This in turn represents a year-on-year value growth of 5.8%. As the institute reports, in each of the first three quarters of this year we can also observe positive volume consumption dynamics. And this growth between June and August was 1.1%. However, compared to the second quarter, this is a weakening of the dynamics by 1.5%.The CSO regularly reports updated results on the prices of goods and services. In October this year, compared to the same period in 2023, they increased by 5%. Food became more expensive by 0.7%. According to CMR – in the tenth month of the year, the total value of sales in small-format shops up to 300 sq m was 3.9% higher than a year earlier, but the number of transactions fell by as much as 5% compared to October 2023. By contrast, the average number of items per basket in outlets of the aforementioned format was 3.9, 3.5% higher than a year earlier.
Market trends
There are several key trends that will dominate the retail space in 2024. The first is sustainability, which has been driving much of the change for several years now. It is not only products that are to be created in an environmentally friendly way, but entire companies should be subordinated to this idea – including their growth strategy or the values that the entrepreneur communicates in their messages.
The use of artificial intelligence, as well as creative sources of producer-consumer communication, has also gained importance and momentum in the last year. Customers, especially the younger generations, are sensitive to personalisation and the opportunity to interact with their favourite brands. Campaigns, consumer activations or the selection of brand ambassadors have become very important.
The NoLo trend – i.e. the fashion for not drinking alcohol or significantly limiting it in the diet – was more pronounced this year than before. The response of producers was immediate – a whole range of 0% spirits appeared, which quickly found recognition in the eyes of consumers and translated into the sales results of this segment. Commissioned by fritz-kola, the SW Research agency conducted a survey „Identification of trends in the consumption of alcoholic and non-alcoholic beverages in Poland”2, which shows that four out of ten people confirm that they have recently reduced their consumption of alcoholic beverages. In contrast, one in ten respondents have stopped drinking alcohol altogether and 16% have not drunk such beverages before.
Greater awareness
The changes that have taken place in the FMCG market are largely the result of the economic concerns of the public, as well as increased awareness. While label reading and greater attention to the number of indices in an ingredient has been a trend for many years, the last 12 months have shown that this has a significant impact on final purchasing decisions.
The TrendKey report, compiled by GfK – An NIQ Company, reveals that our compatriots are increasingly willing to abandon products they have previously purchased if the brand does not meet their expectations. For 90% of those surveyed, the value of a product is perceived in terms of customisation. Not insignificant is also the fact that 3 out of 4 respondents declare buying basic products more thoughtfully due to the economic situation and uncertainty.
The next few months may surprise us with new trends, but also an escalation of current ones. This will probably be influenced by similar factors to those at present. The geopolitical situation, the weather and climate change or the economic concerns of consumers will certainly have a major impact.
What will 2025 look like? Will past trends continue? What trends will dominate the retail space and what will be the theme for the entire FMCG industry? We asked market representatives for their opinions.
The year 2024 brought many challenges to the beer industry. A huge amount of work was involved in preparing the implementation of the bail system. For several months we were operating on vague, even unpredictable legislative ground. The lack of clear regulations made it difficult to organise the system and prepare the market for the changes.After a dramatic 2023, the decline in beer sales has slowed, but the industry is struggling with the negative narrative around the beer category. It erroneously equates our low – and non-alcoholic category with the spirits segment. It ignores the fact that the consumption culture of the two categories is very different. Consumers choose beer for taste, not for alcohol content. This is why the strong beer segment has been declining for years and the only one growing is that of non-alcoholic beers, with a very dynamic growth of 17% (in the first 3 quarters). The category remains the leader of the NoLo – no alcohol, low alcohol – trend. We also see a regular decline in the share of alcohol in beer.
In addition, the rolling increase in excise duty means that today the average price of beer in Poland is higher than in Germany, the Czech Republic or Slovakia. This has resulted in declines in retail sales (-3% on an annual basis).
It was neither a very good nor a very bad year – we maintained the so-called cumulative annual growth rate (CARG) at a double-digit level, which is proof that we are growing slightly faster than the wine market in Poland.It is worth emphasising that all the time our country has a gigantic potential for development. Poles’ awareness and knowledge of wine is growing. Standing at the shop shelf, they have increasingly high expectations. This market behaviour is called the premiumisation of brands, hence the increase in sales value rather than quantity in the statistics. This pleases us immensely, for Partner Center’s mission is for Poles to drink quality wines. This is what we strive to offer.
We have also seen some trends in the last year. Firstly, the huge popularity of organic and natural wines and those produced with so-called minimal intervention.
Secondly, sparkling wines. This is a category that has seen steady growth. This is especially true for Italian prosecco and Spanish cava. Interestingly, sparkling wines have even begun to be produced with great success in regions hitherto unknown for such production!
And, of course, the growing popularity of wines with reduced alcohol or no alcohol at all. This is definitely a new chapter for the whole industry.
The past year has certainly been a historic one for us, if only due to the realisation of Wedel’s largest investment in 100 years, the E.Wedel Chocolate Factory museum. In addition to new production spaces, we have made available to visitors a place where they can literally touch the history of the chocolate world, combining it with modernity.2024 was full of a whole range of often non-standard, surprising collaborations and product innovations. Wedel plus Magnesium chocolates and bars, chocolate-covered nuts prepared in cooperation with Bakalland or even items of clothing resulting from cooperation with Gatta appeared on the market. Despite facing rising raw material prices, we have had plenty of reasons to celebrate and rejoice. We wish that the coming year, in which we will focus on further developing our offer, surprising customers with unconventional proposals and reaching out to consumers looking for diverse product categories, will be equally fruitful for us.
The past year for the confectionery industry was full of challenges and dynamic changes. The continued rise in raw material prices, particularly for chocolate, has been strongly felt. We have noticed that consumers are choosing products more and more consciously, expecting the highest quality and transparency in ingredients. This motivates us to further improve our offer and adapt our activities to meet the changing needs of the market.Despite the difficulties, we were able to achieve a number of important goals. We have significantly developed our sales department, which has resulted in the acquisition of several key customers. One of our landmark successes was the opening of a new distribution channel in the form of vending.
The past months have been noticeably dominated by trends related to the convenience of products. Consumers are increasingly turning to smaller, handier packaging that fits perfectly with their daily needs.
Next year is a time of new challenges for our company, Gibar. We plan to enter into further collaborations, continually expand our portfolio with innovative products and optimise our warehouse policy. We look to the future with optimism and believe that the coming year will bring further successes.
The past year was a period of intensive work for Colian which, due to the numerous challenges, required full commitment and caution. In the face of the uncertain geopolitical situation and various complications related, among other things, to the increase in cocoa bean prices, we implemented planned projects with great prudence and focus. Despite the challenges, we did not deviate from our chosen course, consistently building Colian’s strength also in export markets. The foreign offer under the Goplana brand is finding an increasingly wide audience. At the same time, we are developing the Elizabeth Shaw and Lily O’Brien’s brands, which belong to the premium segment and are enjoying significant sales success in their category. We also plan to expand our existing infrastructure in the Islands to support their further development. In Poland, we are preparing for key investments in the coming years. In Opatówek, where Hellena-branded beverages are produced, a confectionery plant will be built together with a modern development and research centre. Design work is underway.
The year 2024 brought many challenges to the alcohol industry in Poland, but also opportunities for development. Despite the difficulties, we achieved several key objectives: strengthening our position in the premium and mainstream segments, developing innovative products and increasing the availability of an offer that responds to trends related to lower alcohol content. New variants of brands such as Soplica and Żubrówka were successful, allowing us to reach a wider audience and meet the needs of increasingly conscious consumers. In addition, we expanded the portfolio with the Bitter category by introducing 100% natural Soplica Gorzka.The year was dominated by three main trends: the growing importance of the no-alco and low-alco categories, the increasing interest in premium products and the emphasis on sustainability. In 2025, we plan to continue to grow in key areas, with particular focus on innovative expansion like Żubrówka ŻU or Soplice Exotyczne and further strengthen our position in the premium segment. We will place even more emphasis on the development of the low-alco category, which still has huge growth potential. We will also intensify educational activities and cooperation with trade partners to jointly raise awareness of new trends and adapt sales to changing consumer expectations.
The year 2024 on the confectionery market in Poland brought stability, despite economic challenges. The average Pole ate 5.8 kg of sweets in 2024, which puts us in the middle of the European pack and bodes well for the coming year.Mintel data shows that one in three Poles pays attention to products rich in vitamins and minerals. Consumers reach for sweets with simple ingredients, such as Andante sponge cakes, and functional products, such as Verbena sweets with vitamins.
2024 is a time for innovation in the confectionery market. Companies are combining classic flavours with modern trends. The GIGA Highlander product (the longest wafer on the market) in chocolate proved to be an interesting product. Seasonal products, such as limited editions to celebrate the holidays, which build an emotional bond with the brand and attract consumers at key times, are also gaining popularity.
Despite positive trends, the market is facing challenges – such as inflation and rising raw material prices. Manufacturers have taken decisions to increase prices, reduce pack sizes and modify compositions. The year 2024 in the confectionery market in Poland is a time of transition. Despite the economic challenges, however, the market maintains its momentum.
The VEGETA brand has been helping you cook for 65 years, ensuring that every dish tastes great. Our spices are an everyday support for those who want to prepare dishes full of aroma. However, VEGETA is not only about convenience – it also inspires culinary creativity and experimentation. Therefore, a novelty has appeared in the brand’s portfolio – the VEGETA Umami liquid seasoning. This is an innovative product that will give dishes an intense taste and aroma in a matter of moments. In 2024, we also enriched the offer of PODRAVKA Pasta „2 minutes” with a new shape – penne.This year, in collaboration with Michelin Guide-awarded chef Luke Theus, we have created four e-books full of inspiring recipes for every cooking enthusiast. Through social and traditional media, we share interesting facts and culinary ideas with our audience.
We were also a partner of Radio Zet’s holiday activation „And maybe to the sea...”. During six holiday weekends, holidaymakers could visit the VEGETA zone, where plenty of attractions and tasty snacks were waiting for them. We are currently running a consumer lottery „Twist your taste with VEGETA”, in which every participant wins a prize and which will continue until 28 February.
We are not slowing down in the new year – we are planning further product innovations and activities that will inspire Poles to express themselves through cuisine.
The year 2024 was a time of dynamic change and development for Sonko. Already at the beginning of the year, we implemented a new sales and marketing department structure, which allowed us to better respond to market and consumer needs. Another important development was the change of ownership – since November Sonko has been part of the Euricom group – which opens up new growth opportunities for us, including in European markets.We realised two advertising campaigns that effectively supported the light snacks category, which is growing dynamically in Poland and Europe. It was a year of building brand awareness as a leader in this segment and introducing consumers to the world of healthy and light products.
In 2025, we intend to invest even more heavily in marketing and product innovation. We plan further innovations in the healthy snacks category, as well as intensive export development. Sonko remains a brand that combines lightness, health and pleasure, responding to the changing needs of today’s consumers.
As the processing division of Poland’s largest white meat producer, our first priority is to build added value for the consumer in chicken products. We dedicated 2024 to this goal and will consistently pursue it in the years to come as well. We have introduced, on shop shelves, Poland’s first cold cuts, snacks and ready meals in the high protein trend. With the latter, we intend to change consumer attitudes towards the fast food category by offering quick, but in our case – healthy solutions tailored to the needs of conscious consumers.In 2024, we also launched an absolute novelty – Duda Premium ambient chicken paste. Enclosed in a convenient tube, this high-protein product in three flavours – chilli, classic and with boletus – perfectly responds to European trends in the category of non-refrigerator snacks. The positive results of consumer surveys and current sales figures confirm its potential, which in turn strongly encourages us to further develop the paste line.
We are also working on the implementation of further projects where we will combine innovation, product functionality and cobranding. We are convinced that we will surprise our customers again, while strengthening the position of the Duda brand on the market. We have another exciting year ahead of us!
We are living in extremely dynamic times, which present the retail industry with numerous challenges. The pandemic, the war in Ukraine or the current economic instability have significantly affected consumer expectations. A key trend that will dominate 2025 will be the growing demand for a personalised offer – especially among generation Z, who expect a personalised approach and for the offer to be in line with their values. The answer to these needs is phygital solutions, such as our CLEVER mobile self-service checkouts, which bridge the online and offline worlds, streamlining the shopping experience and building customer loyalty.The second clear trend is automation, which includes both payment processes and shop organisation. An example of this is our NEXTO line of solutions, which enable the creation of autonomous 24/7 points of sale, supported by artificial intelligence. AI makes it possible not only to reduce operating costs, but also to better tailor the offer to customers’ needs.
At MAGO, we look at challenges as an opportunity. Therefore, the development of technologies, such as automation and AI, will be our priority, enabling us to adapt to the new reality and continue to grow, both in Poland and in foreign markets.
The year 2024, once again, was undoubtedly the reign of sparkling wines. This segment has been growing rapidly for several years, contributing to the growth of the entire wine category. Of course, prosecco continues to lead the ‚sparkling’ market. The favourite sparkling wine of Poles was the catalyst for growth for the entire sparkling wine segment and was its most important part.When analysing the sparkling wine market, one cannot forget Spanish cava, which has won the approval of a wide range of consumers in the past year. The year 2024 also saw great success for the NoLo segment – in particular the non-alcoholic equivalents of sparkling wines. This trend is developing rapidly and the forecasts for the new year are equally optimistic.
For Henkell Freixenet Polska, it was an excellent period in which our key wine brands grew rapidly. Mionetto signature products broke sales records and Mionetto Prosecco established itself as the category leader, confirming it as the Poles’ favourite prosecco. We are equally pleased with the development of the Freixenet brand. The wide range of products in many segments of the wine market and their high quality mean that these wines are systematically chosen by an increasing number of consumers.
The year 2024 was a good one for the entire ice cream industry. The very warm spring favoured the ice cream category, which grew significantly compared to past seasons – both in terms of value and consumption. New players appeared on the market – confectionery brands that are expanding their portfolio to include ice cream. This has certainly affected the whole picture of the ‚ice cream shelf’.The Grycan brand has again strengthened its position as the market leader in family ice cream. We have increased the availability of our products – we are present in all key retail chains and have also reached new shops in the traditional market. New products, in particular Cream Ice Cream with caramel sauce, were a great sales success. Thanks to an extensive marketing campaign, the Grycan brand was the most heavily advertised family ice cream brand in the past year. These activities resulted in very good sales results and an increase in brand shares.
In terms of challenges, in 2024 there was a huge increase in the price of key base raw materials: cream, cocoa, chocolate, nuts and the cost of production. These increases entail price adjustments.
In the past year, WSP „Społem” recorded significant commercial and economic successes, strengthening its position on the market. The growing popularity of Kielecki mayonnaise and the maintenance of stable product prices, despite the increase in the cost of raw materials, confirm the effectiveness of the strategy adopted by the company.In 2025, the company will begin construction of a modern hall dedicated exclusively to the production of Kielecki Mayonnaise. The facility will include a manufacturing section, technical and social facilities, and the implementation of advanced technologies, such as automation and robotisation, will allow the company to increase efficiency and the possibility of producing new flavour and volume variants of the product. The investment worth PLN 62 million is a key stage in the development of WSP „Społem” and will strengthen the company’s position both in Poland and abroad.
In 2024, the wine industry was facing various challenges, and there were also several key trends that were shaping its development. Among consumers, a greater interest in ecological practices in wine production could be observed than before. This trend forced winemakers to take proactive measures to protect the environment, which often involved the introduction of new and costly solutions. 2024 also saw major changes in customer preferences. There was a systematic increase in interest in non-alcoholic and low-alcohol wines. Distributors and producers also saw strong demand for sparkling and white wines with a clear shift towards dry and semi-dry wines.At TiM, we have emphasised education since the beginning, and this has not changed over the years; on the contrary, every year we gain momentum in our activities to emphasise the importance of awareness. We organise numerous training courses, tastings and workshops for our business partners. We also pay attention to the growing importance of digital tools. This has resulted in the development of the e-tim sales platform dedicated to customers in the retail market with a licence to sell alcohol. In 2025, we want to grow dynamically, expand our existing partnerships and enter into new ones, build awareness, educate and guide consumers along the trail of quality wines because everything we do, we do for the love of wine.
The year 2024 was a time of challenges, but also successes. Like the whole industry, we have faced challenges such as rising production costs – higher wage costs, higher feed, energy and transport prices, among others. The business has also been affected by regulatory changes, such as new regulations on sustainable production and greenhouse gas reductions. Added to this has been the evolution of consumer preferences. Environmental awareness has influenced the popularity of premium and organic products.Nonetheless, it is safe to say that we achieved the objectives set for the year. We introduced innovations in production that increase operational efficiency. Above all, we made further investments in modern technology, which contributed to increased efficiency and reduced raw material losses. With safety and product quality in mind, we have modernised production lines. We optimised cooling processes, which extended shelf life and improved product taste. We have also strengthened our market share in the domestic market by being more flexible and better able to tailor our offer to retailers and consumers.
In summary, the past year has been a time of intensive work. Thanks to investments in quality, sustainability and market expansion, we enjoy a strong position at the forefront of the industry.
We continue to move consistently in the direction we have set, achieving the goals we have set. This will continue to be the case in 2025 and beyond.
The year 2024 at Mlekpol was marked by product premieres. In total, over 20 novelties appeared on shop shelves, including: the highprotein Łaciate Protein+ line, Łaciate desserts with buttermilk or Łaciate Barista UHT milk. Expanding the portfolio is a response to constantly changing consumer preferences, including those resulting from the demand for functional foods. Trends related to home cooking, healthy lifestyles and personalisation set the direction of the Cooperative’s development, so consumers can soon expect our next product debuts. In the past year, Mlekpol Dairy Cooperative has also focused on investments in modern production technologies and those related to green energy. In 2025, we will continue the transformation towards sustainable development, e.g. by building more cogeneration systems or implementing new technologies, and invariably diversify export directions. Currently, Mlekpol products can be purchased in more than 100 countries around the world, and this number is constantly growing.
The past 2024 has confirmed that the dairy industry faces many challenges. This involves both rising production costs, an increasingly demanding market, but also higher consumer expectations. We strive to prove that market success can be achieved and developed over the years through systematic revision and optimisation. We are close to consumers, responding to their needs, improving and strengthening our innovation. This year – building on the strength of the Almette brand – we expanded our portfolio of fluffy cottage cheese by adding a variant with coloured pepper. In the case of the Hochland brand, we successfully refreshed its image with a comprehensive package redesign.For the next year, we are focusing on the cheese business. Our strategy is based on striving for leadership in the cheese market in Poland, by significantly increasing production and dynamically and profitably increasing brand sales. We create products of the highest quality in terms of taste, but also in terms of enjoyment of consumption and cooking. We have become an even more agile and flexible organisation, able to adapt to the environment and changing conditions on an ongoing basis. We are a great ‚team’ in which each of us has unique knowledge and experience in specific areas and we will use this valuable potential.
1 Source: NielsenIQ data collected for the 12-month period ending 29.09.2024.
2 Source: SW Research survey conducted on a representative sample of over 1,000 adult Poles in mid-November 2024.
