Coffee becomes the synonymous of the lifestyle in Poland
Consumers in Poland are more and more willing to purchase coffee in cafes, which influences the shopping choices. Instead of powder and instant coffee, Poles are more likely to choose coffee beans or capsules nowadays.
Nielsen's analysis show that coffee sales were stable over the past year, slightly lower compared to the previous year. The value of sales over the year (February 2018-February 2019) was almost identical to the one year ago. The sales value was almost identical compared to the same period a year earlier. It slightly exceeded PLN 3.8 billion, which accounted for 92 million kg of coffee of various types sold. This indicates a significant slowdown in growth that has accompanied this category over the past 3 years.
Coffee has stopped being perceived as a drink for which Poles reach to wake up in the morning and has become a lifestyle, an excuse for meeting friends in cafes. Consumers has started paying attention to the origin of coffee, the way of roasting beans and brewing methods. The coffee market is positively affected by the increases in the sale of coffee beans, which in the analyzed period of one year increased by 21.5%. The increase generated by the sale of coffee beans are leveled by the decrease in the sales of instant coffee and grain coffee mixtures, which in the analyzed period, decreased in value by 5.3% for instant coffees and by 7.6% in the case of mixtures.
According to Nielsen, the most popular place to buy coffee in Poland are discount stores, which account for 43.8% category turnover in value. The current trade situation in Poland helps to sell coffee in medium-sized grocery stores and at the gas stations. In particular, gas stations profit, where sales of coffee increased by over 25%. However, the share of this channel in total sales of coffee is still marginal. Consumers buy much more on the promotion, in hypermarkets, supermarkets and discount stores, where the volume of coffee sold on the promotion fluctuates around 50 percent.
The popularity of cafes and coffee trends mean that consumers are also willing to look for new, different flavors in coffee, and at the same time are able to spend more money on coffee. The popularity of coffees such as cappuccino and latte is increasing. The cafeteria trend is developing and also results into the choices consumers make when buying coffee for consumption at home. This presents manufacturers with many challenges, but also creates a lot of opportunities to create products that are of most interest to consumers. Following their needs pays off, which is clearly visible in the price they are ready to pay for coffee in a brand cafe, where coffee costs over PLN 10, and a portion of coffee, e.g. instant coffee bought in the store, costs about PLN 0.30. This is a category with a very wide range between the detail and HoReCa prices. Despite the development of cafe trends, coffee consumption outside home is lower than at home, which gives opportunities for coffee manufacturers, e.g. in the development of the premium coffee segment. Coffee has also the potential to become a new “softdrink”, it can be seen in cold brewed coffee or nitro coffee.