Poland: retailers strongly promote eco and vega(n) products
On average, the number of promotions in retailer chain stores for bio, eco, vegan and vege products has increased by almost 180%. This is a change that took place in the first half of this year, as compared to the same period last year. The largest increase was in the eco category and amounted to over 640%. In turn, the smallest took place in the case of vegan products - more than 80%. Taking into account the store formats, discounters are the undisputed growth leader - 624 percent. Supermarkets came last - almost 92%. These are the conclusions of the analysis carried out by the research and analytical agency Hiper-Com Poland and UCE RESEARCH
According to the analysis, retail chains have generally made 178.8% more promotions on bio, eco, vegan and vege products. This increase took place in the first half of 2020 compared to the same period last year. As Arkadiusz Paprzycki from the Healthy Shopping application argues, customers expect a good offer of healthy products from stores. By buying such goods, they feel that they take better care of themselves and their loved ones. And this is becoming increasingly important this year.
- This market is starting to develop nicely here, although we are still far behind Western trends. Retail chains realized that they can make good money on this. So they teach people what a “bio” product is. They talk about health or higher quality, and this also attracts a better customer. It is also a great PR and CSR activity. The chains want to be associated with such an assortment - comments Krystyna Radkowska, president of the Polish Chamber of Organic Food (PIŻE).
Julita Pryzmont from Hiper-Com Poland emphasizes that the pandemic certainly influenced healthier choices of Poles. However, the continued increase in food prices may limit the purchase of typically more expensive products. According to Arkadiusz Paprzycki, the trend related to promotions will develop more and more.
The analysis also shows that eco-type products grew the most - 641.8%. Next were vege - 541.2% and bio - 167.5%. In turn, the smallest increase was visible in the case of vegan products - 80.3%. According to Krystyna Radkowska, the increases are due to two factors. First, the market has not yet reached its possible level. Second, it was very underinvested. And when there is something new, these increments are always much larger at the beginning. After that, you don't have to promote the goods so much. On the other hand, Julita Pryzmont emphasizes that the words "eco" and "bio" can be used interchangeably. It's a matter of choosing the manufacturer. Consumers can therefore view these promotions together.
The embassy is organizing a digital trademission plantbased products Poland on October 7-8. Find the link below!
- Companies have started to use the fashion for healthy eating and label their products as eco, bio, vege or vegan. This type of information is a strong purchasing incentive for customers. They equate it with high quality and health. Eco and vege products had the greatest increase, because people pay attention to these labels. There are definitely fewer vegans than vegetarians, so the assortment is not developing so dynamically - analyzes an expert from the Healthy Shopping application.
Taking into account all categories of analyzed products, the greatest increase in promotion was recorded in discounters chains - 624%. Cash & carry chains were next - 252.9%, followed by convenience stores - 230.8%. The smallest increase was recorded by supermarkets - 91.4% and hypermarkets - 107.6%. As Julita Pryzmont points out, the last two formats are mainly used for large, planned family purchases. Their budget often cannot bear the healthier, more expensive counterparts. On the other hand, discounters have long been trying to offer their consumers cheap premium goods.
- Discounters are fighting for the leading position, which will be perceived as more ecological and health-friendly. This image, along with the price, is one of the most important factors that consumers pay attention to today. These stores want to be seen as the healthy neighborhood greengrocers. Discounters have the largest piece of cake in this category and hence such a dynamic growth - says Arkadiusz Paprzycki.
Also meat producers see the perspectives in Poland with the new trend of increasing popularity of plant-based products. As stated by Anna Olewnik-Mikołajewska, president of the Olewnik Group (meat producer), during the 12th edition of the European Economic Congress in Katowice, they believe that there is now consent of the consumer to replace animal protein with vegetable protein. For the meat industry, this is an opportunity that we should use to diversify their offer and search for innovation in meat, meat-plant and vegetable products.
It is estimated that the pandemic will not stop the plant-based food trend - it can even accelerate. There are more and more meat and vegetable products on the shelves used as meat substitutes. Research and trends clearly say that the customer is open and interested in this product category and so the retailers and producers will follow.
Digital trademission plantbased products Poland
The embassy of the Netherlands in Poland is organizing a digital trademission plantbased products Poland on October 7-8. You will learn more about the Polish market, will get a virtual tour of the retail and includes online matchmaking. Dutch companies who have ready to market products can subscribe at WAR-LNV@minbuza.nl