Wine - Poland

Poland, a country known for its rich history and vibrant culture, has seen a significant development in its wine market in recent years. With a growing middle class and changing consumer preferences, the demand for wine has been on the rise.

Customer preferences: Polish consumers have traditionally favored beer and vodka, but there has been a noticeable shift towards wine in recent years. This change in preferences can be attributed to several factors. Firstly, wine is often perceived as a more sophisticated and refined drink, appealing to consumers who are looking for a more diverse and upscale drinking experience. Additionally, the health benefits associated with moderate wine consumption, such as the presence of antioxidants, have also contributed to its growing popularity among health-conscious consumers.

Trends in the market: One of the key trends in the Polish wine market is the increasing demand for imported wines. Polish consumers are becoming more adventurous in their wine choices and are seeking out new and unique flavors from around the world. This trend is fueled by the growing availability of imported wines in local supermarkets and specialty wine shops. As a result, there has been a surge in the importation of wines from countries such as Italy, France, Spain, and Chile. Another notable trend is the rise of domestic wine production in Poland. While the country has a long history of winemaking, it is only in recent years that Polish wines have gained recognition both domestically and internationally. The combination of favorable climate conditions and investment in modern winemaking techniques has led to the production of high-quality wines that are increasingly being appreciated by consumers.

Local special circumstances: Poland's wine market is unique in that it is still relatively small compared to other European countries. However, this presents an opportunity for growth and expansion. The Polish government has implemented policies to support the development of the wine industry, including financial incentives for vineyard establishment and wine production. Additionally, there has been a growing interest among Polish consumers in exploring their own local wine regions, such as Małopolska and Podkarpackie, further driving the demand for domestic wines.

Underlying macroeconomic factors: The growth of the wine market in Poland can also be attributed to favorable macroeconomic factors. Poland has experienced steady economic growth in recent years, resulting in an increase in disposable income and consumer spending power. This has allowed consumers to allocate a greater portion of their budget towards premium products, including wine. Furthermore, Poland's integration into the European Union has facilitated trade and increased access to a wider range of wines from other member countries. In conclusion, the wine market in Poland is experiencing significant development due to changing customer preferences, an increasing demand for imported wines, the rise of domestic production, local special circumstances, and favorable macroeconomic factors. As Polish consumers continue to explore and appreciate different wine varieties, the market is expected to further expand in the coming years.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.