2 | Market structure, trends
and developments
Exports
In 2010, 1.9 million hectolitres of Polish beer was
exported. The main export markets for this beer were
the United States of America, Canada, Great Britain
and Australia.
Imports
Approximately 0.9% of the beer sold in Poland was
imported. Although this might seem very low, Poland is
self-suffcient with regard to beer supply. The main import
markets are Belgium and Italy.
Consumption patterns
The consumption per capita has reverted to the level prior
to the 2009 economic crisis. Consumers are switching to
unpasteurized, local beers with a lower alcohol content.
There have been some changes in volume share between
the top three players in the Polish beer market. The majority
of beer consumed is purchased in the retail sector.
Beer in 2008 Beer in 2009 Beer in 2010
Off-trade sales
80%
85%
85%
On-trade sales
20%
15%
15%
Expenditures
In 2010, the small breweries spent relatively more on
packaging and raw materials for their beer production
because of increased sales. Also, they spent a relatively
lower amount on media and marketing as media houses
lowered their prices due to the economic crisis that hit
them in 2009. Compared to 2008, the prices for media
and marketing were lower.
Taxation
In 2010 in Poland, the government held discussions on
the possibility of levying excise duty on brewers’ yeast.
Yeast is one of the most important materials in brewing
beer and is responsible for the metabolic processes
that contribute to the favour of beer. There are literally
hundreds of varieties and strains of yeast.
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The issue has
been dealt with satisfactorily at EU level. An interpretation
of the rules against yeast taxation has been produced.
From January 2011 the VAT rate increased from 22%
to 23%.
Marketing
The non-pasteurized beer segment is rising in Poland. In
2010, one of the four multinational brewers that operates
in Europe added unpasteurized, or so called ‘cold fltered’
beer to national distribution in Poland.
Trade, distribution and retail
The market segment for discounted beers is growing in
sales volume over other trade segments. Beer prices are
the key factor in purchasing decisions, leading to a marked
increase of beer sales in discount outlets such as Aldi, Lidl,
and Netto. Also, consumers are purchasing more beer in
returnable bottles.
The most important threats the beer sector will face
in the forthcoming years are :
Higher taxes rates in different areas.
Lower/fat beer consumption.
Increasing prices for agricultural products
and raw materials.
Price competition among key players.
Transformation of the trade system in Poland
(consolidation of distributors, growth of supermarkets,
small shop chains, discounters) and shift of consumers
to modern trade (small shops and discounters).
Advertising restrictions.
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Goldammer, T. (2008). The Brewer’s handbook.
The Contribution made by Beer to the European Economy
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