Since 1989, Poland has experienced stable economic growth and was
able to avoid recession during the Global Financial Crisis.
The wine market is medium sized but growing, with all styles currently
experiencing growth
Per capita wine consumption is 4.4 litres/year and on the rise
In Australian exports, red wines have the largest share, while whites are
growing
The $2.50 to $4.99 price segment holds the most export value, while the
middle to high price points are experiencing the largest growth
Australian Shiraz and Chardonnay exports are growing
Supermarkets are the preferred off-trade channel, while discounters are
growing
Category Measure
Population 38,434,691
GDP per capita (2014) US$14,343
Unemployment rate (Feb 16) 10.3%
Currency Polish złoty
Exchange rate (AUD:PLN, Mar 16) 2.9
Member of the EU since 2004
Poland has experienced strong growth since the fall of communism in 1989 and was the only European country not to fall into recession after the 2008 global financial crisis.
Source: OANDA, Austrade, World Bank
Key economic indicators
Source: IMF
Volume of alcoholic beverages over time in Poland
Source: Euromonitor
Key points
• Consumption of spirits is
declining due to the
introduction of a 15% excise
tax in January 2014
• Beer consumption is starting
to flatten out, except for craft
beers which are a relatively
small part of the market
Polish per capita wine consumption over time
Source: Euromonitor, IWSR
Key points
• Consumption continues to
increase as mid-range priced
wine becomes more available
through numerous retailers
• Cheaper wine has become
widely available through
discounters, who are
estimated to sell almost half of
all wine in Poland
• A wider range of inexpensive
brands are also being offered
by specialists, making wine
more affordable for more
Polish households
Wine consumption frequency in Poland, 2015
Source: Wine Intelligence
Source: Euromonitor
Total volume and value of wine in Poland
Rate Value Volume
% change 2014-15 4% 4%
5 year CAGR 5% 4%
Source: GTA, Euromonitor
Top 10 Polish imports by volume, MAT November Key points
• Germany is the number one
origin of still wine, although
some of this volume is made
up of transhipments going
through Germany to Poland
• Wine from Italy enjoys
popularity thanks to Italian
food being a favourite for
Polish diners
Source: IWSR, Euromonitor
Consumption share by imported country of origin, 2014Key points
• The international category
contains wines which have
more than one country of
origin and blended in Poland
• Based on import data
(previous slide), it is assumed
that international wines
primarily contain wine from
Germany, Bulgaria, Italy, and
Spain
• A portion of these wines are
discounter “private labels” sold
in their own stores
Volume share of wine styles in Poland, 2015 Change in volume
Source: Euromonitor
Source: Euromonitor
Volume of wine styles over time in Poland
Key points
• Still wine is generally fuelling
the growth of the wine market
and is becoming a regularly
purchased item among Polish
consumers
• Rosé has the fastest growth
rates, although off a small
base, and is especially
popular as a dessert wine and
amongst female consumers
• Red wine is slightly
outperforming white due to the
taste preference of consumers
and perceived health benefits.
However, there tends to be a
larger selection of whites in
stores
Red vs white volume by price point, off-trade, 2015
Source: Euromonitor
Key points
• The middle price points are
largely seen as having the
best price-to-quality ratio by
consumers
• PLN10 to PLN12.09 holds the
largest share for red wines,
while the next price point up,
PLN12.1 to PLN18.59, is the
largest for whites
Red vs white volume change by price point, off-trade, 2015
Source: Euromonitor
Volume by channel, 2015
Volume change by channel, 2015
Source: Euromonitor
Key points
• Both channels are growing at
similar rates
• The small share of on-trade
sales is a reflection on the lack
of an established tradition of
buying wine at foodservice
outlets, where beer and spirits
are the most common choice
• Also putting off on-trade
consumers are mark-ups
which can reach up to 300%
Source: Wine Australia
Australian wine exports to Poland
Source: Wine Australia
Export volume by container type
Australian wine export value
to Poland by wine style, 2015Value change
Source: Wine Australia
Value changeExport value by price point, 2015
Source: Wine Australia
Source: Wine Australia
Top 10 exported bottled varietals by value, 2015
Key points
• As with total exports, the
$2.50 to $4.99 Shiraz segment
has the largest share of value
and is growing
• Although the $10 and over
segment is declining, the
$7.50 to $9.99 segment is
experiencing encouraging
growth
2015 Shiraz export value to Poland by price point
Change in value
Source: Wine Australia
Key points
• Currently, there is no bottled
Chardonnay exported to
Poland under $2.49 a litre
• Most price points, except
$7.50 to $9.99, are growing
strongly
2015 Chardonnay export value by
price point
Source: Wine Australia
Change in value
Key points
• The $2.50 to $4.99 segment
has grown well from the year
before
• All higher price segments
were not recorded in the
previous period, with $7.50 to
$9.99 experiencing the most
absolute growth
Source: Wine Australia
2015 Sauvignon Blanc export value
to Poland by price point
Change in value
Key points
• The largest increase has been
in the $5 to $7.49 segment of
Merlot, which increased by
5299% in value
• The $7.50 to $9.99 segment
has also grown from zero
value the year before
• In 2015, there was no Merlot
exported at $10.00 a litre and
above
Source: Wine Australia
2015 Merlot export value to Poland
by price point
Change in value
Key points
• Cabernet Sauvignon at $10.00
and above has increased by
364% from the previous year
• There has been a decline in
the market between $4.99 and
$10.00
Source: Wine Australia
2015 Cabernet Sauvignon export
value to Poland by price point
Change in value
Varietal Price Point Value 2015 Change % change
Chardonnay $2.50 to $4.99 550,828$ 291,417$ 112%
Chardonnay blends $5.00 to $7.49 180,306$ 91,715$ 104%
Shiraz blends $2.50 to $4.99 703,265$ 86,237$ 14%
Sauvignon Blanc $2.50 to $4.99 159,511$ 65,417$ 70%
Shiraz blends $2.49 and under 58,650$ 58,650$ +++
Shiraz $2.50 to $4.99 240,602$ 44,637$ 23%
Shiraz $7.50 to $9.99 53,025$ 32,481$ 158%
Merlot $5.00 to $7.49 24,837$ 24,377$ +++
Sauvignon Blanc blends $7.50 to $9.99 17,820$ 17,820$ +++
Sangiovese $7.50 to $9.99 15,000$ 15,000$ +++
Cabernet Sauvignon blends $10.00 and over 11,510$ 11,510$ +++
Riesling $5.00 to $7.49 14,755$ 10,595$ 255%
Cabernet Sauvignon $2.50 to $4.99 115,714$ 7,878$ 7%
Merlot $2.50 to $4.99 23,897$ 7,239$ 43%
Cabernet Sauvignon $5.00 to $7.49 5,950$ 5,950$ +++
Sauvignon Blanc $5.00 to $7.49 5,950$ 5,950$ +++
Shiraz blends $7.50 to $9.99 5,741$ 5,741$ +++
Pinot Noir $7.50 to $9.99 4,800$ 4,800$ +++
Riesling $10.00 and over 4,835$ 3,915$ 426%
Chardonnay $10.00 and over 9,120$ 3,844$ 73%
Semillon blends $10.00 and over 2,580$ 2,580$ +++
Semillon $10.00 and over 2,350$ 2,350$ +++
Riesling $7.50 to $9.99 2,033$ 2,033$ +++
Cabernet Sauvignon blends $2.50 to $4.99 2,016$ 2,016$ +++
Grenache blends $5.00 to $7.49 1,800$ 1,800$ +++
Key points
• Classic varietals dominate in
the top price points by growth
• Numerous varietal price points
above $5.00 did not have any
value in 2014
• White wines above $10.00 are
growing
Top 25 export growth categories
Source: Wine Australia
Source: Wine Australia
Top 10 exported regions by value, 2015
Source: Wine Intelligence
Stores
% who have bought wine at the following
retailers in the past 6 months
Biedronka 46%
Lidl 32%
Tesco 32%
Carrefour 16%
Auchan 16%
Kaufland 16%
Żabka 8%
Real 8%
E.Leclerc 6%
Alma Market 6%
Intermarché 6%
Lewiatan 5%
Netto 5%
Makro 4%
POLOmarket 3%
Selgros 3%
Freshmarket 3%
wina.pl 3%
Kondrat Wina Wybrane 3%
Aldi 2%
SPAR 1%
101win.pl 1%
Top Market 1%
winezja.pl 1%
Sieć 34 1%
Rosa 1%
Eurocash Cash & Carry 1%
Rabat Detal 1%
Małpka 0%
Aldik Nova 0%
Globi 0%
Bingo 0%
Other 9%
None of these 1%Source: Wine Intelligence
Source: Wine Intelligence
• Export value to Poland increased by 21 per cent in 2015
• Australian white wine exports have grown by 76 per cent
• Australian Shiraz, Chardonnay, and Sauvignon Blanc all
growing
• Cabernet Sauvignon and various white varietals above
$10/litre are increasing
• Austrade office in Warsaw, Poland
• International brands, consisting of multiple European
sources, control the largest wine market share
• Beer dominates alcohol consumption
• The ‘sweetness of the wine’ is considered the most
important choice cue for Polish wine drinkers
• Wine from Italy enjoys popularity thanks to Italian food
being a favourite for Polish diners
• Only 9% of Polish wine drinkers have consumed
Australian wine in the last 6 months
• Australia is ranked 15th in imports
• Shiraz and Merlot at above $10/litre have declined in the
past year
• Per capita consumption increasing
• Total value of the wine market is growing
• White wines exports are growing quicker than red
• There are numerous varietals experiencing good growth
• Consumption of spirits is declining due to the introduction
of a 15 per cent excise tax in January 2014
• The ‘sweetness of the wine’ is considered the most
important choice cue for Polish wine drinkers