Food Sector in Poland - Opportunities For India
Food Sector in Poland - Opportunities For India
Food Sector in Poland - Opportunities For India
pl
Food Sector in
Poland –
opportunities for
India
Info pack for Indian exporters
and investors
Report
commissioned
by Embassy
of India in Poland
Zdjecie do wymiany
przyprawy
PwC 2017
Poland is one of the largest economies in the
European Union
Poland is the largest Central European country; it is also eighth until 2021, the Polish economy will continue to develop at a
in the ranking of European Union economies. The Polish rate of more than 3% per annum, which means that the
Gross National Product is half a trillion US dollars. purchasing power of Poles will increase by an additional 20%
over the next five years.
The receptive internal market is made up of more than 38
million inhabitants, whose average income and purchasing Approximately 48% of Poland consists of farmland and over
power are growing dynamically all the time. The Polish 36% of this is arable land. This makes Poland one of the best
economy is developing at a rate faster than that of most locations for the food processing industry in Europe, in terms of
European countries and it was the sole EU economy to resist the natural environment, as best confirmed by the fast pace of
the recession during the global financial crisis. According to the growth of this industry in Poland in recent years.
forecasts of the International Monetary Fund,
120%
110%
100%
90%
80%
70%
60%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Eurostat
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Poland is also an important
player in European food
production market
The food processing industry in Poland is developing dynamically. In the past ten
years, food production in Poland has increased by more than 40%, growing
in a stable manner throughout the period.
This shows that food production in Poland is growing faster than in other European
Union countries.
The drinks market is characterized by higher fluctuations: after a period of dynamic
growth in the years 2006-2009, since 2010 it has been developing at a rate similar
to other EU countries.
In 2015 food and drink production in Poland exceeded USD 50 billion, most of which
(over USD 14 billion) comprised meat and processed meat products. Milk drinks and
products are the next largest production items.
110%
100%
90%
80%
70%
60%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Source: Eurostat
Production of selected
groups of food industries Meat 14.3
in Poland, 2015 (US$billion) Beverages 7.9
Seafood 2.3
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Despite its strong position in
food processing, Poland is also
a high-prospect market for
potential Indian exporters
The value of Polish foodstuffs imports amounts to approximately 13 billion US dollars,
of which approximately USD 1.6 billion comprises seafood, which has the largest
share in Polish food imports. The next largest groups of imported foodstuffs are meat
and fruit with a value of USD 1.5 billion. Poland also imports large amounts of: cocoa
products, processed fruit and vegetables, animal fats and cereal products.
Over the past few years, Poland’s imports of foodstuffs have been growing
dynamically. In the years 2005–2015 they increased by approx. 200 %. This means
that Poland is a high-prospect market for potential Indian exporters.
Many products which have a large share in Polish food imports are at the same time
exported by India.
India’s key export products are cereals (mainly rice) which account for 24% of Indian
foodstuffs, amount to nearly USD 29 billion. Seafood and meat are the next largest
exported items and they are at the top of the list of products imported to Poland.
Therefore, in Poland there is a significant – and growing – demand for products which
can be delivered by Indian manufacturers.
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Despite its high potential, Poland remains far
down on the list of food importers from India
In 2015 India exported foodstuffs with a value of nearly USD 29 It ranks 45th among importers of all Indian goods and 60th
billion, of which only USD 56 million was exported to Poland. among importers of Indian food. On the other hand, for Poland,
This constitutes almost 11% of total Indian exports. The largest India ranks 21st in terms of total imports and 28th in terms of
customers for Indian food are the USA and Vietnam. Poland is imports of food industry products. However, economic
a country with potential which remains untapped by Indian food exchange between India and Poland is growing rapidly.
manufacturers.
Poland and top10 Indian export partners in food industry products, 2015 (US$million)
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Which Indian products can
currently be found on the tables
of Polish consumers?
Seafood 7.5
Cereals 4.1
Fruits 3.1
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Consumer trends in Poland
MACROECONOMIC CHANGES
The food market has not noted any drops since 2008 and is growing at a steady pace of 4%–5% per
annum.
Past events, including the 2007–2009 crisis, have created a specific sort of “smart consumer” in
Poland. This consumer is more aware of the value of purchased products and carefully approaches
the relationship between price and quality of the offered product. However, at the same time, the
average consumer in Poland is less affluent than a Western European consumer and pays more
attention to the prices of purchased goods.
Interest in buying goods in discount chains and convenience stores in Poland is growing. The largest
discount chain in Poland is “Biedronka”, belonging to the Jeronimo Martins Group. Consumers also
readily purchase goods in malls.
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Competitive landscape of Polish
food industry – main facts
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Competitive Landscape – main market players
The list of the largest firms comprises two firms from each In recent years we have observed a drop in revenues and
of the alcoholic beverages, meat processing and cereal a gradual and slow reduction in market concentration.
processing sectors. Apart from the Sokołów and Animex
meat processing factories, the largest players on the Polish
market belong to foreign entities.
2,000
1,500
US$million
1,000
500
0
2011 2012 2013 2014 2015
Kompania Piwowarska Animex Foods Cargill Poland
Cedc International Sokolow Glencore Polska
Source: EMIS
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PESTEL analysis of Polish food market
Part 1 of 3
Experts opinion Poland is related to three organizations, the membership of which imposes a
number of unified standards. At present, Poland is governed by a conservative
party which favours local business but supports large foreign investors who create
job positions.
Experts opinion Poland has been frequently described as the “golden child of political
transformation”. Since 1989, Poland has undergone an economic evolution, it is
the 8th economy in the EU, it did not record a recession during the recent crisis
and has been one of the leaders in digitization among consumers. Society
continues to become richer and is seeking new, foreign products which have not
been available so far.
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PESTEL analysis of Polish food market
Part 2 of 3
The changing culinary trends in cities – greater
2 0.6 1.2
internationalization
Experts opinion Thanks to EU membership, the communities of the largest cities in Poland
continue to internationalize. They are looking for new trends by observing other
European cities. The current trend is for new ways of becoming acquainted with
the cuisines of faraway lands – food festivals, food trucks, markets bringing in
foods and beverages from a number of faraway countries. The communities of
smaller cities tend to choose traditional local flavours and traditional Polish cuisine.
Experts opinion Poland is one of the global leaders in adapting digital solutions, one of the first
countries where pay-pass transactions and payments using smartphones were
introduced. However, the technological solutions of the foodstuffs sector itself
require increased capital outlays and innovation. This involves a deterioration in
the relative competitive position of the sector but at the same time provides an
opportunity for investors who are ready to implement innovative solutions.
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PESTEL analysis of Polish food market
Part 3 of 3
Increasing ecological effectiveness 2 0.8 1.6
Experts opinion As a result of signing the Kyoto Protocol and acceding to the EU, Poland is subject
to restrictive environmental objectives. Despite the good condition of the natural
environment and growing afforestation of the country (which translates into the
quality of the air), the country’s small water resources are a challenge.
Imports of foods having certificates acceptable in
the EU. Product quality is monitored by the Polish 4 1 4
administrative authorities.
Experts opinion EU membership supports food production and commercial exchange in legal
terms. It also provides a guarantee of the law being unified with that of the
remaining Member States.
Experts opinion Poland is a country with a relatively stable political situation. This is mainly due to
its membership in the European Union – membership requires standards and
ensures proper regulation, as any failure to comply with the objectives set by the
European Commission (which hosts all the Member States) results in financial
penalties. Membership in the EU has changed social trends. People from large
cities are more likely to reach for products which had hitherto been unknown to
them and are also fascinated with Indian cuisine. A country of stable and
continuous economic growth which easily adapts technological innovations – has
been one of the leaders in adapting digital solutions. The technological enrichment
and modernization of the food production industry is a challenge. The quality of the
natural environment in Poland is certainly an advantage – but one should keep in
mind the limited water resources, which is particularly important in the industry.
The social openness of large cities in association with a supportive legal
environment places Poland in the position of a good investment location.
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Segments of food processing industry in Poland
with significant role of local producers and
technologies (1/3)
Production 2015
(US$billion)
Meat 14.3
POLISH PRODUCERS
Cedrob Indykpol ZM Henryk Kania WIPASZ
(giblets, poultry meat) (poultry meat) (pork, sausages) (fodder, beef cattle)
Production 2015
(US$billion)
Cheese 2.3
Butter 0.6
Yoghurts 0.7
POLISH PRODUCERS
MLEKOVITA OSM Łowicz Polmlek
(milk products, cheeses) (milk products, cheeses, desserts) (milk products, cheeses, desserts)
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Segments of food processing industry in Poland
with significant role of local producers and
technologies (2/3)
Production 2015
(US$billion)
Beverages 7.9
Beer 3
Spirits 2.3
POLISH PRODUCERS
ZP Glubczyce Sulimar Browar Jabłonowo
(beers) (beers, Energy drinks) (beers)
PWW Polmos Debowa Polska AKWAWIT
(vodkas) (wines, spirits) (vodkas)
Maspex FoodCare
(juices, preserves) (Energy drinks, beverages)
Production 2015
(US$billion)
POLISH PRODUCERS
HORTEX Unifreeze IGLOTEX PAMAPOL
(frozen vegetables) (frozen vegetables) (frozen meals) (pickles, meals)
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Segments of food processing industry in Poland
with significant role of local producers and
technologies (3/3)
Production 2015
(US$billion)
Miscellaneous
Chocolate 0.55
Sweets 1.1
POLISH PRODUCERS
Colian ZPC SKAWA Barbara Luijckx
(sweets, candies) (cookies, sweets) (peanut butter, sweets)
1.Vegetables: According to the Central Institute of Post Harvest Engineering Technology, Punjab, every year,
around 18% of fruits or vegetables, valued at around US$6 billion are wasted in India due to insufficient food
storage and processing facilities. Given Polish competence in food storage/processing facilities, Indian
companies could benefit from technology transfer from Polish companies which are established in the food
processing Industry.
2.Fruit: Indian food processing companies could consider tie ups with Polish companies for technologies to
establish manufacturing units in lndia's Mega food parks, which could produce apple/citrus products such as
juice, jams, pies, etc. Polish apples will have a high market potential in India. Similarly, some exotic fruit could
be exported to Poland.
3.Dairy products: Poland is also one of the leading producers of dairy products in Europe and the local market
is dominated by companies catering mainly to local tastes and demands. Some of the specialized technologies
used in the Polish dairy Industry could be availed of by Indian companies through technology transfer
agreements. The increasingly discerning shopper in India is likely to appreciate the distinct taste of Polish dairy
products, mainly cheese, yogurt and butter.
4.Meat: Polish companies are among the European leaders in production of meat, and poultry in particular. The
share of Polish meat exporters trade within EU is close to 10%. Given lndia's strong meat and meat export
industry; and growing urban middle class, which is increasingly consuming poultry products, Indian companies
could explore joint ventures with Polish companies for establishing poultry products manufacturing plants in
lndia's Mega Food Parks.
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5.Vodka/Alcoholic drinks: Poland is the European Union's largest and the world's fourth largest producer of
Vodka. However, beer is the major alcoholic drink produced locally. Earlier investments in Poland in the
Vodka/beer sector by multinational companies resulted in high know-how inflow from abroad and huge
investments in production and R&D facilities which are now considered to be one of the most advanced in
Europe. Given
the exotic varieties of Vodka produced in Poland (including 'Potato' vodka), Indian companies could consider
cooperation with Polish companies that could help produce local variants of Vodka in India, to tap into its huge
alcoholic drinks market.
6.Bio Products: Since Polish consumers are becoming increasingly conscious of environmentally friendly
agriculture methods and are tilting towards vegetarianism, export of 'bio', vegetarian products from India is
another area of opportunity for Indian exporters. Also ayurvedic and other natural food supplements could be
manufactured in Poland and exported to all of Europe.
7.Cooperation amongst States: Cooperation agreements between agriculturally rich and diverse regions of
both countries is resulting in increased interest in the potential of food processing opportunities being presented.
The State to State partnership between the Lublin region of Poland and lndia's 'green revolution' mascot, Punjab
presents opportunities for Indian companies for sharing of information, technologies and developments of mutual
interest with their Polish counterparts.
8.Exchange of delegations: During recent years, there has been a spurt in the exchange of business
delegations between both countries, the most recent being the high level government and business delegation
led by Poland to the Vibrant Gujarat Summit 2017 in India, where Poland was a partner country. The business
delegation included major food processing companies of Poland, such as Bakoma, which signed an agreement
with lndia's Amul. Indian companies could consider more active participation in such delegations and business
events, to explore opportunities for joint ventures with Polish companies.
9.Trade Fairs: Indian participation at top Food & Agriculture Trade Fairs in Poland, such as Polagara could be a
fertile avenue for Indian exporters and investors to meet and interact with Polish companies interested in Indian
products and investment.
10. Export Promotion Councils: Given that the Polish imports of food products is around US $ 13 billion and
Indian food exports to Poland presently stand at only about US $ 56 million, the various Indian Export Promotion
Councils such as Tea Board, Coffee Board, Spices Board, etc. could seek to raise lndia's share in this almost
untapped market, by engaging more actively with their counterparts in Poland.
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