Poland’s economy has changed dramatically since our previous Poland Landscapes published in 2015. Not only is it now classified as a ‘Developed Market’ by FTSE Russell (having moved up from ‘Emerging Market’), it is also the largest single market among the newer EU states and has risen to be the EU’s sixth largest economy in terms of GDP.
While the economy is growing and consumer confidence is increasing, the country has also seen a rise of young professionals who are being paid more, allowing them to travel and spend more on non-essentials such as wine (which is considered a ‘luxury’ good). Influences from neighbouring wine-loving Western European countries are transforming Poland’s traditional culture, and the wine market is showing promising growth, which is expected to continue.
Key findings of this report include:
- GROWING MARKET FOR STILL WINE, WITH INCREASING VOLUME AND CONSUMPTION FREQUENCY
- Poland has evolved from an ‘Emerging’ market to a ‘Growth’ market for wine, according to the Wine Intelligence Global Compass market classification
- CONSUMERS ARE BECOMING MORE ENGAGED IN THE CATEGORY WITH INCREASED KNOWLEDGE AND CONFIDENCE WITH WINE
- Compared to 2015, wine drinkers in Poland have become increasingly engaged with the category of wine
- MILLENNIALS SEEM TO BE DRIVING THE GROWTH
- The wine consumption culture in Poland has undergone a visible change over recent years, and Millennials are largely accountable for these changes
- FEWER WINE BRANDS ARE BROADLY KNOWN IN POLAND
- Brand awareness is not particularly strong in the Polish market, with only a handful of brands taking precedence
- PROMOTIONAL ACTIVITY A STRONG DRIVER OF CONSUMPTION TRENDS
- The wine choices of Polish drinkers are strongly influenced by promotional activities such as sales promotions within popular wine buying channels or informative events
- ONLINE PURCHASING IS TECHNICALLY ILLEGAL IN POLAND, YET YOUNGER CONSUMERS INCREASINGLY REPORT PURCHASING WINE THIS WAY
- Online wine sales are very limited in Poland due to government regulations that prohibits the selling of alcohol without a valid license