Polish FMCG market

The confectionery market situation and trends

Friday, 04 February, 2022 Food From Poland 38/2022
Chocolate confectionery accompanies us in our everyday life, simultaneously changing and developing over the years, pursuant to the trends and consumer expectations.
The chocolate market will be changing to provide flavours that we know and like, but also to surprise us with less obvious combinations of traditional and modern, textures, new formats or categories – such as the entry of the E. Wedel chocolate brand into the ice cream category that had been new for the company, or production of full caramel chocolate, completely new on the market (several years ago).

The pandemic brought a substantial increase in sales of confectionery through the e-commerce channel that had previously been predominantly popular for clothing and beauty products. In response to this situation, confectionery producers accelerated the development of their online sales. New consumer trends require producers to be creative and to adapt rapidly to the current needs. Consumers are willing to pay more for high-quality products with an interesting taste and a guarantee of unique experiences.

The exports of confectionery in 2021 were characterized by an upward trend. An increase of 6-12% y/y in revenues was recorded in the first half of 2021. It is worth pointing out that the EU market is reached by 70% of Polish agri-food exports.

Next year, higher prices of raw materials and electric power will translate to increases of product prices. A problem with availability of packaging has been noticed as well. More expensive utilities will also affect the prices of our products. One should make the consumers aware of what the industry could be facing in the months to come.

The category of confectionery, which, like many other industries, has not remained unaffected by the pandemic. But now it is gradually returning to the baseline situation. Sales of impulse formats, such as candy bars, wafers, or ice cream lollies and cones, is stabilizing. This category had been recording drops, especially at the initial stage of the pandemic, and it gave way to such products as family or multipack ice cream and chocolate slabs. The dynamic growth of the latter segment, especially of dark chocolate, was caused by the Polish people’s shift towards home-made pastries. Currently, the sales of the slab segment is reaching the pre-pandemic level.
Marek Przeździak, the President of the Board of Polbisco – the Association of Polish Producers of Chocolate and Confectionery Products

The Poles are increasingly looking for products that will allow them to make conscious choices, that draw attention to the supply chain transparency, the sustainable origin of raw materials, and the responsible approach of companies to their business.
Aleksandra Kusz vel Sobczuk,
Corporate Communication Manager, LOTTE Wedel

Polish people love all kinds of confectionery. Every fourth of us cannot imagine a day without a little sweet snack. They are even used by people on diet or leading healthy lifestyles. The quarantine caused a surge in interest in so-called family products, created for sharing together, while it contributed to drops in sales of typically impulse products, such as candy bars. As for the chocolate segment itself, as shown by the data of the Central Statistical Office (GUS) it has recorded increases and keeps on growing, albeit at a lower rate than before the pandemic.
Piotr Nowicki, Department of Brand Marketing at Millano

POLBISCO (polbisco.pl)

POLBISCO is an association of Polish manufacturers of chocolate and confectionery products. The association has been operating uninterruptedly since 1996 and currently unites the leading companies of the industry, representing approx. 80% of the market. Polbisco is one of the largest trade organizations in Poland.

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