BEER MAR KET
IN POLAND
BEER MARKET IN POLAND
Flanders Investment & Trade Poznań
Embassy of Belgium – ul. Bukowska 12, pok. 119 – 60-810 Poznań - Poland T: +48 61 865 38 13 – E-mail: poznan@fitagency.com
1. A macro economic overview
Basic information about Poland
AREA 312,679 km2
POPULATION 38.5 million
CAPITAL Warsaw: 1.7 million
ADMINISTRATIVE DIVISIONS
16 Voivodeships, 314 Poviats, 2479 Municipalities Link to the map:
https://administracja.mac.gov.pl/adm/baza-jst/mapa- administracyjna/278,MAPA-ADMINISTRACYJNA.html
LEGISLATIVE BRANCH
The Sejm, the lower chamber of the Polish parliament (460 representatives), the Senat, the upper chamber of the Polish parliament (100 representatives).
Next parliamentary election: October 2015
EXECUTIVE BRANCH
President (5-year term), Council of Ministers (4-year term).
Next presidential elections: May 2015 Next local elections: November 2018
JUDICIAL BRANCH Supreme Court, common courts, administrative courts, military courts
TIME ZONE GMT +1
CURRENCY Złoty (PLN); exchange rate 1 EUR = ca. 4.22 PLN (11.2014) Source: Polish Information and Foreign Investment Agency
GDP
In 2013 the Polish GDP amounted to EUR 391 billion. There’s a 3.3% rise anticipated for 2014:
Year EUR billion € Growth
2011 365 4,8%
2012 382 1,8%
2013 391 1,7%
2014 n.a. Forecast: 3,3%
Source: Central Statistical Office
Poland has 23th biggest GDP in the world:
Source: Ministry of Treasury Republic of Poland
Inflation and labour market
2011 2012 2013 2014 (estimation)
Inflation (%) 4.3 3.7 0.9 0.2
Unemployment
rate (%) 12.5 13.4 13.9 13.5
Source: Central Statistical Office
In 2013 the inflation rate decreased to 0.9%. The estimated value for 2014 is 0.2%.
The registered unemployment rate in 2013 in Poland amounted to 13.9%. In this year an average remuneration in the private sector was ca. EUR 918.
Foreign trade
The transformation to open economy led to dynamic increase in trade volume. Value of exports raised from 1991 almost 14 times to USD 206,1 billion in 2013. In this period similar changes of imports volume took place – it increased 13.5 times and reached USD 208.8 billion.
Export value for 2013 (EUR 155 billion) is 2,6 higher than value estimated for 2004 (EUR 59.7 billion. Poland’s import value increased almost 2.2 times comparing it to the value calculated for 2004 (EUR 71.4 billion) and it amounted to EUR 157 billion.
Poland rank as the world’s 26th biggest exporter and 25th biggest importer in 2013:
Year Export Import Balance Dynamic
EUR billion Export (%) Import (%)
2003 47.399 60.183 -12 784 109.4 103.4
2004 59.698 71.354 -11.656 125,9 118,6
2005 71.423 81.170 -9.746 119,6 113,8
2006 87.926 100.784 -12.858 123,1 124,2
2007 101.839 120.389 -18.551 115,8 119,5
2008 116.244 142.448 -26.204 114,1 118,3
2009 98.218 107.529 -9.311 84,5 75,5
2010 120.373 134.188 -13.815 122,6 124,8
2011 136.694 152.568 -15.875 113,6 113,7
2012 143.456 154.040 -10.584 104,9 101,0
2013 154.994 156.978 -1.984 108,0 101,9
Source: Ministry of Economy of the Republic of Poland
Source: Ministry of Treasury Republic of Poland
Structure of imports and exports in 2013:
In million EUR Percentage
Category Export Import Balance Export Import
Agricultural and food products
20.427 14.313 6.115 13,2 9,1
Mineral products 7.515 19.463 -11.949 4,8 12,4
Chemical products 21.902 27.643 -5.741 14,1 17,6
Leathers 738 942 -205 0,5 0,6
Wood and paper 7.115 5.303 1.811 4,6 3,4
Light industry 5.609 7.633 -2.023 3,6 4,9
Ceramic products 4.027 2.031 1.996 2,6 1,3
Metallurgical products
16.941 16.290 651 10,9 10,4
Electromechanical products
60.959 56.570 4.389 39,3 36,0
Other 9.717 6.676 3.041 6,3 4,3
Source: Ministry of Economy of the Republic of Poland
2. Trade between Belgium and Poland
Belgium remains a major trading partner to Poland with shares which in 2013 amounted to 3.39%. Poland was 11th most important Belgium’s customer in 2013 and its 17th most important supplier. The value of goods turnover between Belgium and Poland amounted almost to EUR 9.1 billion, with a trade deficit for Poland with Belgium: EUR 2.37 billion. In 2013 there was a 5.9% rise in value of Belgian exports and 11.9% rise in value of imports.
2009 2010 2011 2012 2013 Jan-Mar
2014 Exports (EUR
mln) 4,128.1 4,948.1 5,479.9 5.414.5 5,731.3 1,608.6
Imports (EUR
mln) 2,464.9 2,838.9 3,170.8 3,004.5 3,361.1 931.7
Trade balance (EUR mln)
1,663.2 2,109.2 2,309.1 2,410.0 2,370.2 676.9
2009 2010 2011 2012 2013 Jan-Mar
2014 Variations of
exports (%) -20.1 19.9 10.7 -1.2 5.9 14.7
Variations of
imports (%) -12.4 15.2 11.7 -5.2 11.9 17.0
Source: Belgian Foreign Trade Agency
According to information published by GUS (Polish Statistical Office) main groups of products in trade exchange between Poland and Belgium in 2013 were:
Exported to Belgium:
Mechanical and electric devices: 17.96%
Motor vehicles: 16.92%
Plastics: 11.69%
Metallurgical products: 9.97%
Imported from Belgium:
Plastics: 17.58%
Products of chemical industry: 16.96%
Metallurgical products: 11.99%
Motor vehicles: 13.76%
Mechanical and electric devices: 10.59%
3. Polish gastronomy
Polish gastronomy plays more and more significant part in Polish economy. In years 2000 – 2010 an average growth of nominal turnover (8,4%) was higher than nominal GDP growth (7,3%).
Hotel and gastronomy industry is an extremely significant business partner for many crucial branches of economy, also when comes to brewing industry. In 2010 Polish state earned EUR 69 million from excise which came from sales of alcohol beverages in a hotel and gastronomy business. In spite of the fact that beer that is sold in Polish restaurants involves only 10 percent of the market, beer belongs to the group of basic products of Polish gastronomy. According to results of research carried out by GfK Polonia (research agency which conducts research of Polish gastronomy market) beer is the second group of products that provides turnover in Polish gastronomy. It yields about one firth of turnover of this sector. Beer is the most popular product ordered in restaurants as far as beverages are concerned. Every third customer buys beer.
Beer lager is a very popular beverage in Poland and Poles are among the 5 top nations consuming the most beer in Europe. According to Central Statistical Office its consumption in Poland amounts to 100 liters. The Polish beer market growth has been extraordinarily dynamic since the 1990s. The first decade of the 21st century brought significant growth of the consumption of alcohol in Poland amounting to 30%. The half of this growth was induced by beer which is the most frequently consumed alcohol in Poland.
It doesn’t result in satisfying sales in bars and pubs because Polish customer drinks beer mainly at home. Research shows that this situation is about to change.
Brief information about beer available in a gastronomy sphere:
Beer is available in 45 thousand of Polish restaurants – 70 percent of all restaurants. As far as seasonal restaurants are concerned beer is the product that generates turnover on the same level as other beverages.
Beer is available in all pubs and nightclubs – 11600 places and in around 95% of restaurants and restaurants in hotels (about 10000)
60% of coffee houses also provide beer.
In Poland sales of beer have recently raised significantly in a sector off-trade.
2008 2009 2010 2011 2012 Change Beer consumption
on-trade (hospitality)
20% 15% 15% 13.5% 10% -10%
Beer consumption
off-trade (retail) 80% 85% 85% 86.5% 90% +10%
Average consumer price in on-trade (1-litre including taxes) (EUR)
2.86EUR 2.85 EUR 2.69 EUR 2.83 EUR 2.84 EUR -0.5%
Average consumer price in off-trade (1-litre including taxes) (EUR)
1.38 EUR 1.36 EUR 1.30 EUR 1.26 EUR 1.24 EUR -9.9%
Source: The Brewers of Europe
In 2007 this trend may be a result of substantial fall of amount of bars. Off-trade sector managed better changes (increase) of rates of excise and VAT tax. This situation resulted in bigger differences of prices between off-trade sector and hotel-gastronomy business. Moreover smoking ban in public places including restaurants and bars might have an influence on this situation.
4. Market saturation
Between April 2013 and March 2014 the whole market grew by 0.3%, compared to 4,2% increase a year earlier.
The market is worth almost EUR 6,7 billion fuelled by vodkas with low alcohol content, radler (beer with nonalcoholic drink) and Portugal wines. The biggest part belongs to beer.
According to report of The Brewers of Europe 146 thousand of people have job due to the production and consumption of the beer. 11% belongs to the brewery business. However in the years amount of employed people fell by 8%.
The value of sales of beer in Poland has remained on the same level for a long time. Such tendency is noticeable in a whole Europe.
In mln hl
Parameter 2011 2012 2013
Sales 35.9 37.8 37
Production 38 39.3 39.6
Source: “Puls Biznesu”
The value of sales in the period June 2013 – May 2014 amounted to EUR 3.42 billion, not much less (-1,5%) than in the years 2012-2013. It is supposed that Euro 2012 – football competition organized in Poland contributed to higher consumption of the beer. However there are many other factors which have influence on demand for beer – for example weather and situation in other sectors.
The value of production and sales in Poland in 2012 amounted to EUR 2,2 billion and was a little higher than in 2010 and 2008. In the years 2008-2012 it grew by 0,4%.
Export of the beer in 2013 reached 2,5 million hl and increased by 16,7% compared to 2012.
Imports and exports statistics in years 2008-2012:
Source: The Brewers of Europe
Source: The Brewers of Europe
It is supposed that development of the beer market depends on changes of customers’ expectations. Customers are inclined to buy more expensive special beers which offers original tastes. They want to get to know new flavors so innovation products will play key role including such types of beer as beer mixes, shandy and radler.
Important aspect is a trend of responsible consumption of the beer. Consumers are prone to buy more beer with low alcohol content – both flavored and others. In a period from April 2013 to March 2014 beer with high alcohol content lost 7.9% of market share. The sales are fuelled by radlers (increase by 40.9%) and pasteurized beer (increase by 18.6%).
5. Enthusiasts for nice beers
According to www.beerpubs.pl the countries which produce more beer than Poland are only Germany and UK.
In Poland there are 97 breweries which produce altogether almost 1000 various kinds and brands of beer. 3 biggest corporations control more than 85% of the market.
Kompania Piwowarska Grupa Żywiec (Heineken
–controlled) Carlsberg
Popular brands Lech, Tyskie, Żubr Żywiec, Warka, Tatra Okocim, Kasztelan
Market share 38% 30% 20%
Source: Ministry of Treasury Republic of Poland
The rest of the market belongs to small companies providing niche, craft, regional beers including mini- breweries. In 2013 21 new breweries were established.
There is a growing amount of people who prefer beer with rare flavors and due to this fact, offer of Poland’s beer market is more and more diverse. Customers owe wide range of products to small craft and restaurant breweries.
Such companies are focused on the diversity of beer types and local distribution. The most important aspects are quality and origin.
Source: Ministry of Treasury Republic of Poland
Small and big breweries reached two-digit growth in these segments throughout a couple of years.
First of all niche beers are associated by consumers with products of a higher quality and with unique taste sensations. The position of such products on the market is strengthening. Distributors and consumers take a place of brewing beer into consideration and pay more attention to ingredients, flavor and aroma. It is worth noting that the character of beer is being changed in consumer’s consciousness. It seems to be a product for savoring. Moreover multi-taps – beer bars which provide wide range of beers seems to play a significant role in forming the consumers consciousness. There are already around 30 places like these in Poland. Niche beers are distinguished by some features: they are produced in Poland in small independent breweries from cereal malt with an addition of original blend of hops - for example hybrid of kinds from USA and Australia. Moreover they are fermented with untypical strain of yeasts and matured in low temperatures for a long time. Such hops are characterized by high concentration of substance which contributes to aromas and bitterness. All these things guarantee an extraordinary taste. However it results in higher costs of the production and certainly – higher price (on average – EUR 1-1.2). Presumably the amount of people who are prone to buy such products increases slower than the amount of new niche beers that appears in market.
0.35-0,7€
0.7-1.2€
1.2-1.8€
>1.8€
Source: Ministry of Treasury Republic of Poland
Nowadays market of niche beers is very small but the potential of these products is big. It is predicted that sales of beer may fall – 2% as a result of market saturation (97 liters/person), unfavorable weather and economic aspects. Such situation requires new beers, beer drinks and new packaging to keep customers and gain new ones.
Customers who prefer such beers are prone to experience new flavors. Such consumers is characterized by lack of product loyalty. Favorable factors for development of sector of niche beers are increase of consumer’s wealth and healthy food.
It is worth mentioning that market share of flavored beer segment changed from very little amounts to 11% in 2013. A beverage which is a combination of lemonade or juice and beer attained the growth rate of 10-20%.
6. Breweries in Poland
BREWING GROUPS IN POLAND:
Brewing
group Name Zip Code City Street Tel. Fax E-mail www
Carlsberg Polska
Headquarter
s 02-135 Warszawa Iłżecka 24,
building F +48 22 543 14 00 n.a. info@carlsberg.pl www.carlsbergp
olska.pl Browar
Bosman 70-028 Szczecin Chmielewskiego
16 +48 91 822 30 00 +48 91 822 30 27 browar@bosman.pl www.bosman.co m.pl
Browar
Kasztelan 09-200 Sierpc Świętokrzyska 27 +48 24 369 10 00 +48 24 369 10 10 kasztelan@browarkasztelan.
pl
www.browarkasz telan.pl
Browar
Okocim 32-800 Brzesko Browarna 14 +48 14 662 50 00 +48 14 662 52 88 beata.jedynak@carlsberg.pl www.okocim.pl
Kompania Piwowarska
Headquarter
s 00-113 Warszawa Emilii Plater 53 +48 22 321 23 00 +48 22 321 23 02 www.kp.pl/kontakt www.kp.pl Browar
Białystok (Dojlidy)
15-555 Białystok Dojlidy Faryczne
28 +48 85 741 04 30 +48 85 741 03 54 marketing@dojlidy.com.pl n.a.
Browar Poznań (Lech)
61-285 Poznań Szwajcarska 11 +48 61 667 77 94 n.a. karolina.hasinska@kp.sabmi
ller.com www.lech.pl
Browar Tychy (Książęcy)
43-100 Tychy Mikołowska 5 +48 801 133 133 n.a. www.tyskie.pl/?l18#/kontak t/
www.tyskiebrow arium.pl/en
Van Pur Headquarter s
02-677 Warszawa Cybernetyki 7 +48 17 224 04 00 +48 17 224 93 01 www.vanpur.com.pl/market ing-pr-pl.html
www.vanpur.co m
Browar w
Jędrzejowie 28-300 Jędrzejów Strażacka 1 +48 41 386 69 10 +48 41 386 23 49 brand_marketing@vanpur.c
om n.a.
Van Pur
Browar w
Koszalinie 75-202 Koszalin Spółdzielcza 8 +48 94 344 62 00 +48 94 344 62 57 brand_marketing@vanpur.c
om n.a.
Browar w
Łomży 18-402 Łomża Poznańska 121 +48 86 473 48 00 +48 86 473 48 10 brand_marketing@vanpur.c om
www.browarlom za.pl
Van Pur 37-111 Rakszawa Rakszawa 334 +48 17 224 04 00 +48 17 224 93 01 brand_marketing@vanpur.c
om n.a.
Browar w
Zabrzu 41-800 Zabrze Wolności 327 +48 32 373 67 00 +48 32 271 58 76 brand_marketing@vanpur.c
om n.a.
Grupa Żywiec
Headquarter
s 02-673 Warszawa Konstruktorska 1,
entry E +48 22 537 60 00 +48 22 537 60 05 info@grupazywiec.pl www.grupazywie c.pl
Arcyksiążęcy Browar w Żywcu
34-300 Żywiec Browarna 88 +48 33 861 24 51 +48 33 861 46 14 kontakt@grupazywiec.pl www.zywiec.co m.pl
Bracki Browar Zamkowy w Cieszynie
43-400 Cieszyn Dojazdowa 2 +48 33 851 64 00 +48 33 851 64 09 krystyna.nowak@grupazywi
ec.pl n.a.
Browar w
Elblągu 82-300 Elbląg Browarna 71 +48 55 239 00 00 n.a. n.a. n.a.
Browar w
Leżajsku 37-300 Leżajsk II Armii Wojska
Polskiego 5 +48 17 240 66 00 +48 17 240 66 09 n.a n.a.
Browar w
Warce 05-660 Warka Gośniewska 65 +48 48 666 12 66 +48 48 666 14 86 n.a. www.warka.com
.pl
Small, local breweries in Poland.
Name Zip
Code City Street Tel. Number Fax E-mail address www
Browar
Amber 83-050 Bielkówko Gregorkiewicza 1 +48 58 682 66 21 +48 58 682 61 50 marketing@browar-amber.pl www.browar-amber.pl Browar
Artezan 05-824 Grodzisk
Mazowiecki Natolin 27 n.a. n.a. browar@artezan.pl www.artezan.pl
Browar
Bartek 63-322 Gołuchów Cieśle 13 +48 62 761 58 66 n.a. n.a. n.a.
Browar
Bosman 70-028 Szczecin Chmielewskiego
16 +48 91 822 30 00 +48 91 822 30 27 browar@bosman.pl www.bosman.com.pl
Browar
Ciechan 06-400 Ciechanów Kilińskiego 8 +48 23 673 45 45 n.a. ciechan@ciechan.com.pl www.ciechan.com.pl Browar
Czarnków 64-700 Czarnków Browarna 1 +48 67 255 20 21 +48 67 255 20 22 kontakt@browarczarnkow.pl www.browarczarnkow.pl
Browar EDI 67-400 Wschowa Nowa Wieś 5e +48 65 540 44 08 poczta@browaredi.pl www.browaredi.pl
Browar
Fortuna 62-320 Miłosław Wrzesińska 24 +48 61 438 20 96 +48 61 438 20 97 n.a. www.browarfortuna.pl Browar
Fuhrmann 78-320 Połczyn Zdrój Piwna 10 +48 94 366 31 44 +48 94 366 31 44 brewer@brewer.pl www.brewer.pl Browar
Głubczyce 48-100 Głubczyce I Armii WP 16-18 +48 77 471 05 41 +48 77 471 04 70 brax@glubczyce.com.pl www.glubczyce.com.pl Browar
Gościszewo 82-400 Sztum Gościszewo 11 n.a. n.a. n.a. n.a.
Browar
Grybów 33-330 Grybów Siołkowa 264 +48 18 445 34 31 +48 18 445 34 33 i.chovanec@pilsweiser.com www.pilsweiser.com Browar
Imielin 41-407 Imielin Rubinowa 10 +48 32 225 56 09 +48 32 225 56 09 BrowarImielin@post.pl www.aprint-
net.nazwa.pl/browar Browar
Jabłonowo 05-552 Wólka
Kosowska Krakowska 77 +48 22756 15 45 +48 22 715 69 71 mg@jablonowo.pl www.jablonowo.pl/
Browar
Jagiełło 22-100 Chełm-
Pokrówka Gmina 57 +48 82 563 68 14 +48 82 563 80 70 biuro@browar-jagiello.pl www.browar-jagiello.pl Browar
Kasztelan 09-200 Sierpc Świętokrzyska 27 +48 801 888 333 n.a. n.a. n.a.
Name Zip
Code City Street Tel. Number Fax E-mail address www
Browar
Koreb 98-100 Łask Żeromskiego 72 +48 43 675 21 82 n.a. n.a. n.a.
Browar
Kormoran 10-057 Olsztyn al. Gen.
Sikorskiego 2 +48 89 534 97 06 48-89 534 97 16 biuro@browarkormoran.pl www.browarkormoran.pl Browar
Krajan 89-100 Nakło nad
Notecią Browarna 1 +48 52 544 41 00 +48 52 551 34 37 browar@krajan.com.pl www.krajan.com.pl Browar
Lwówek 59-600 Lwówek
Śląski Traugutta 7 +48 75 643 18 80 n.a. biuro@browar-lwowek.pl www.browarlwowek.pl Browar na
Jurze 42-400 Zawiercie Paderewskiego
114 +48 32 671 53 56 n.a. kubanagorski@browarnajurze.p
l www.browarnajurze.pl
Browar
Namysłów 46-100 Namysłów Bolesława
Chrobrego 26 +48 77 40 391 00 +48 77 403 91 01 namyslow@namyslow.com.pl www.browarnamyslow.com.pl Browar Nr 1
w Lublinie 20-422 Lublin Kunickiego 106 +48 81 71 012 00 +48 81 710 12 02 perla@perla.pl www.perla.pl Browar Spiż 40-084 Katowice Opolska 22 +48 32 781 11 32 +48 71 344 52 67 manager@spiz.pl www.spiz.pl Browar
Sulimar 97-300 Piotrków
Trybunalski Browarna 5 +48 44 647 51 21 +48 44 647 75 61 info@sulimar.com.pl www.sulimar.com.pl Browar Nr 1
w Łodzi 91-408 Łódź Północna 35 +48 426332756 +48 42 674 02 42 browar@browarlodz.com.pl www.browarlodz.com.pl Browar
Tarczyn 05-555 Tarczyn Dobrowolskiego
21a +48 22 727 85 77 n.a. n.a. n.a.
Browar
Witnica 66-460 Witnica Marii
Konopnickiej 1 +48 95 751 51 14 +48 95 751 55 32 office@browar-witnica.pl www.sklep.browar-witnica.pl Browar
Zamkowy 47-400 Racibórz Zamkowa 1 +48 32 415 21 28 +48 32 415 92 00 browar@browar-raciborz.pl www.browar-raciborz.pl Browar
Zamkowy z Radomia
26-612 Radom Limanowskiego
71 +48 668 146 920 n.a. n.a. n.a.
Browar
Zodiak 62-650 Kłodawa Bierzwienna Dł.
Kol.104a +48 63 261 66 00 +48 63 616 599 jamard@go2.pl n.a.
7. USEFUL LINKS
www.bractwopiwne.pl
www.browar.biz
www.browary-polskie.pl
www.piwo.org
www.portalspozywczy.pl
www.sigma-not.pl
8. Sources
Bławat Tomasz. Piwo to jedna z podstaw obrotu polskiej gastronomii. Rynek dostawców Horeca w Polsce RAPORT 2014, nr 1, pages. 22-28
Buksowicz Hubert. Piwa regionalne: Chwilowa moda czy trend, [in:] „Dodatek Specjalny Pulsu Biznesu 16 lipca 2014 - Przemysł Piwowarski, page 2
Central Statistical Office
Fabisiak Rafał. „Nasycenie złotym trunkiem.” in: Dodatek Specjalny Pulsu Biznesu 16 lipca 2014 - Przemysł Piwowarski, page 3
Gołasa Anna. „Gusta coraz bardziej wyrafinowane”, in: Dodatek Specjalny Pulsu Biznesu 16 lipca 2014 - Przemysł Piwowarski, page: 4
Ministry of Treasury Republic of Poland, Macroeconomic Analysis of Polish economy, www.msp.gov.pl
Miszczyk Kazimierz, Mendyk-Zelman Małgorzata, Rutkowski Jerzy, Walczak Monika. Ministerstwo Gospodarki. Polska 2014 Raport o stanie handlu zagranicznego. Warszawa 2014, pages. 29-34
Polish Information and Foreign Investment Agency, Polska w liczbach, www.paiz.gov.pl
The Contribution made by Beer to the European Economy, Full report – December 2013, pages: 190- 193
Związek Pracodawców Przemysłu Piwowarskiego Browary Polskie. Nowości gastronomiczne 2014, nr 4, pages. 40-41
