This Euromonitor market report provides market trend and market
growth analysis of the Retailing channel in Poland. With this market
report, you’ll be able to explore in detail the changing shape and
potential of the channel. You will now be able to plan and build
strategy on real industry data and projections.
The Retailing Market in Poland research report includes:
The Retailing Market in Poland research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic number of stores, selling space and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
- How big is the grocery/non-grocery/non-store channel in Poland?
- Who are the leading retailers in Poland?
- How is retailing performing in Poland?
- What is the retailing environment like in Poland?
- Which channels are winning or losing in the fight for consumers’ money?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
Table of Contents
Retailing in Poland - Industry Overview
EXECUTIVE SUMMARY
Retailing in Poland continues to develop
Private label products gain popularity
Independent players lose ground
Multinational companies remain the unrivalled leaders
Internet retailing is set to show the most dynamic growth
KEY TRENDS AND DEVELOPMENTS
Uncertain economic conditions affect retailing
Internet retailing benefits from growing popularity
Government regulations influence retailing
Private label grows in importance
New store concepts: a way of gaining a competitive advantage
Strengthening competition between multinational and domestic retailers
MARKET INDICATORS
Table 1 Employment in Retailing 2006-2011
MARKET DATA
Table 2 Sales in Retailing by Category: Value 2006-2011
Table 3 Sales in Retailing by Category: % Value Growth 2006-2011
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2006-2011
Table 5 Sales in Store-Based Retailing by Category: Value 2006-2011
Table 6 Sales in Store-Based Retailing by Category: % Value Growth 2006-2011
Table 7 Sales in Non-Grocery Retailers by Category: Value 2006-2011
Table 8 Sales in Non-Grocery Retailers by Category: % Value Growth 2006-2011
Table 9 Sales in Non-store Retailing by Category: Value 2006-2011
Table 10 Sales in Non-store Retailing by Category: % Value Growth 2006-2011
Table 11 Retailing Company Shares: % Value 2007-2011
Table 12 Retailing Brand Shares: % Value 2008-2011
Table 13 Store-Based Retailing Company Shares: % Value 2007-2011
Table 14 Store-Based Retailing Brand Shares: % Value 2008-2011
Table 15 Non-Grocery Retailers Company Shares: % Value 2007-2011
Table 16 Non-Grocery Retailers Brand Shares: % Value 2008-2011
Table 17 Non-store Retailing Company Shares: % Value 2007-2011
Table 18 Non-store Retailing Brand Shares: % Value 2008-2011
Table 19 Forecast Sales in Retailing by Category: Value 2011-2016
Table 20 Forecast Sales in Retailing by Category: % Value Growth 2011-2016
Table 21 Forecast Sales in Store-Based Retailing by Category: Value 2011-2016
Table 22 Forecast Sales in Store-Based Retailing by Category: % Value Growth 2011-2016
Table 23 Forecast Sales in Non-Grocery Retailers by Category: Value 2011-2016
Table 24 Forecast Sales in Non-Grocery Retailers by Category: % Value Growth 2011-2016
Table 25 Forecast Sales in Non-store Retailing by Category: Value 2011-2016
Table 26 Forecast Sales in Non-store Retailing by Category: % Value Growth 2011-2016
APPENDIX
Operating environment
Cash and carry
Table 27 Cash and Carry: Sales Value 2006-2011
Table 28 Cash and Carry: Sales by National Brand Owner: Sales Value 2008-2011
Table 29 Cash and Carry: Number of Outlets by National Brand Owner: 2008-2011
DEFINITIONS
Summary 1 Research Sources
Retailing in Poland - Company Profiles
ALDI Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 ALDI Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 5 ALDI Sp zoo: Competitive Position 2011
Auchan Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 8 Auchan Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 9 Auchan Sp zoo: Competitive Position 2011
Avon Cosmetics Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 12 Avon Cosmetics Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 13 Avon Cosmetics Polska Sp zoo: Competitive Position 2011
Carrefour Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 16 Carrefour Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 17 Carrefour Polska Sp zoo: Competitive Position 2011
Grupa E Leclerc Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
Summary 20 Grupa E Leclerc Sp zoo: Operational Indicators 2006-2011
COMPANY BACKGROUND
PRIVATE LABEL
Summary 21 Grupa E Leclerc Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 22 Grupa E Leclerc Sp zoo: Competitive Position 2011
H&M Hennes & Mauritz Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 25 H&M Hennes & Mauritz Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 26 H&M Hennes & Mauritz Sp zoo: Competitive Position 2011
IKEA Retail Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 29 Ikea Retail Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 30 Ikea Retail Sp zoo: Competitive Position 2011
ITM Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 33 ITM Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 34 ITM Polska Sp zoo: Competitive Position 2011
Jeronimo Martins Dystrybucja SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 37 Jeronimo Martins Dystrybucja SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 38 Jeronimo Martins Dystrybucja SA: Competitive Position 2011
Lidl Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 41 Lidl Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 42 Lidl Polska Sp zoo: Competitive Position 2011
LPP SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 45 LPP SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 46 LPP SA: Competitive Position 2011
Real Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 49 Real Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 50 Real Sp zoo: Competitive Position 2011
Rossmann SDP Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 53 Rossmann SDP Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 54 Rossmann SDP Sp zoo: Competitive Position 2011
Tesco Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 57 Tesco Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 58 Tesco Polska Sp zoo: Competitive Position 2011
Zabka Polska SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 61 Zabka Polska SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 62 Zabka Polska SA: Competitive Position 2011
Apparel Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Fashion is becoming an increasingly hot issue, particularly amongst young consumers in Poland. This trend is being fuelled by the growing importance of appearance issues, as well as a growing number of various apparel specialist retailers offering products in all price segments. The mass media plays an important role in promoting fashion. Consumers readily reach for specialist magazines, read fashion blogs and try to upgrade their daily style. They shop for apparel on a regular basis, which in turn fuels sales in the channel.
CHANNEL FORMATS
Chart 1 Apparel Specialist Retailers: CCC in Gdynia
Chart 2 Apparel Specialist Retailers: Cropp Town in Gdansk
Chart 3 Apparel Specialist Retailers: H&M in Gdynia
Chart 4 Apparel Specialist Retailers: Marks & Spencer in Gdynia
Chart 5 Apparel Specialist Retailers: Reserved in Gdynia
CHANNEL DATA
Table 30 Apparel Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 31 Apparel Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 32 Apparel Specialist Retailers Company Shares by Value 2007-2011
Table 33 Apparel Specialist Retailers Brand Shares by Value 2008-2011
Table 34 Apparel Specialist Retailers Brand Shares by Outlets 2008-2011
Table 35 Apparel Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 36 Apparel Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 37 Apparel Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Direct Selling in Poland - Category Analysis
HEADLINES
TRENDS
The majority of revenues generated within direct selling in Poland come from beauty and personal care. In 2011 this category represented a 76% share of overall value sales. The main reason behind this is the vast popularity of the Avon and Oriflame brands, particularly amongst Polish women. Both brands are widely recognised and appreciated for their high product quality. In addition, regular new product developments, as well as frequent price promotions, are also helping to attract consumers’ attention. In general, beauty and personal care direct selling enjoys significant popularity, as consumers have detailed information on the available ranges, they can try out selected products, and, most importantly, they can save time, as they can do their shopping at home.
COMPETITIVE LANDSCAPE
Avon Cosmetics Polska and Oriflame Poland, both operating in beauty and personal care direct selling, were the leading companies in direct selling overall in 2011. They held a combined 44% share of retail value sales in 2011, and Avon Cosmetics Polska alone accounted for a 30% share. Both companies offer strong and well-recognised brand names, and a wide range of high-quality products backed by professional service, which contributed to their established strong positions.
PROSPECTS
Direct selling in Poland is likely to increase further, as Poles work longer hours, and convenience becomes one of the most important issues influencing shopping patterns. In addition, expected new product launches in a variety of product categories will help to attract new consumers. New entrants are also likely to emerge.
CHANNEL INDICATORS
Table 38 Direct Selling Agents 2009-2011
CHANNEL DATA
Table 39 Direct Selling by Category: Value 2006-2011
Table 40 Direct Selling by Category: % Value Growth 2006-2011
Table 41 Direct Selling Company Shares by Value 2007-2011
Table 42 Direct Selling Brand Shares by Value 2008-2011
Table 43 Direct Selling Forecasts by Category: Value 2011-2016
Table 44 Direct Selling Forecasts by Category: % Value Growth 2011-2016
DIY, Home Improvement and Garden Centres in Poland - Category Analysis
HEADLINES
TRENDS
Sales in DIY, home improvement and garden centres undergo certain fluctuations, which basically stem from the changing economic environment. Over the review period sales were fuelled by the construction boom, which made many Poles decide to buy apartments and homes, not only to live in, but also as a long term investment. However, the recent economic downturn hampered growth in the channel, as many consumers were forced to limit their spending on non-essential goods, and therefore refrained from further investment in their properties. Despite this, DIY, home improvement and garden centres continued to benefit from a loyal group of consumers comprising professionals, skilled individuals and hobbyists.
CHANNEL FORMATS
Chart 6 DIY, Home Improvement and Garden Centres: Castorama in Gdynia
CHANNEL DATA
Table 45 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2006-2011
Table 46 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 47 DIY, Home Improvement and Garden Centres Company Shares by Value 2007-2011
Table 48 DIY, Home Improvement and Garden Centres Brand Shares by Value 2008-2011
Table 49 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2008-2011
Table 50 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2008-2011
Table 51 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 52 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Electronics and Appliance Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
An increasing number of Poles are becoming interested in the latest technology in electronics and appliances. Consumers readily reach for specialist magazines, read product reviews and compare different products. They watch dedicated television programmes, and use the internet to search for the latest developments and exchange opinions. Nonetheless, electronics and appliance specialist retailers has been experiencing declining sales, a trend which is mainly related to the unstable economic conditions. Decreasing purchasing power made some consumers limit their spending on non-basic goods, whilst others sought out cheaper prices; hence they often opted to purchase the private label products available at hypermarkets and discounters or chose to shop at online stores, which generally offer more competitive prices than bricks-and-mortar stores.
CHANNEL FORMATS
Chart 7 Electronics and Appliance Specialist Retailers: RTV Euro AGD in Gdynia
Chart 8 Electronics and Appliance Specialist Retailers: Saturn in Gdansk
CHANNEL DATA
Table 53 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 54 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 55 Electronics and Appliance Specialist Retailers Company Shares by Value 2007-2011
Table 56 Electronics and Appliance Specialist Retailers Brand Shares by Value 2008-2011
Table 57 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2008-2011
Table 58 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 59 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 60 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Furniture and Furnishings Stores in Poland - Category Analysis
HEADLINES
TRENDS
A widespread interest in interior design is helping to boost sales of furniture and furnishings in Poland. The mass media plays an important role in shaping this trend, with a growing number of specialist magazines as well as dedicated television programmes available. Consumers are readily expanding their knowledge with regard to home décor in a variety of ways. A growing number of Poles are using the internet to read various blogs and exchange their opinions. All this positively affected sales in furniture and furnishings stores in 2011, as a growing number of Poles wished to modify the interior of their homes in order to make them cosier, more up-to-date with the latest trends, or more practical.
CHANNEL FORMATS
Chart 9 Furniture and Furnishings Stores: Ikea in Gdansk
CHANNEL DATA
Table 61 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2006-2011
Table 62 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 63 Furniture and Furnishings Stores Company Shares by Value 2007-2011
Table 64 Furniture and Furnishings Stores Brand Shares by Value 2008-2011
Table 65 Furniture and Furnishings Stores Brand Shares by Outlets 2008-2011
Table 66 Furniture and Furnishings Stores Brand Shares by Selling Space 2008-2011
Table 67 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 68 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Grocery Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Grocery retailers are benefiting from steady demand, as consumers are not eager to drastically limit their spending on basic foodstuffs even in tougher economic times. At the same time private label continues to gain share, as a good value for money offering. An increasing number of Poles appreciate the price/quality ratio of private label products, with consumer confidence in the quality of such products also rising. As a response, major grocery retailers, basically operating in hypermarkets, supermarkets, discounters and convenience stores, are expanding their private label ranges. The main directions are budget ranges and a growing focus on premium lines targeted towards the most demanding consumers.
TRADITIONAL VS MODERN
COMPETITIVE LANDSCAPE
Jeronimo Martins Dystrybucja, which operates the Biedronka chain in discounters, led grocery retailers in 2011 with a 13% retail value share. The Biedronka brand is well-known, and associated with low prices; hence a growing number of consumers are doing their daily and weekly shopping in its outlets. Jeronimo Martins Dystrybucja has invested significantly in the expansion of its chain, as well as in the broadening of its assortment and various promotional activities, all of which contributed to rising sales.
PROSPECTS
Grocery retailing in Poland is expected to continue to develop as a result of the further expansion of the leading chains. In the face of the diminishing number of attractive locations in large- and medium-sized cities, the major players will focus on small towns and cities and rural areas. In addition some takeovers are likely, as many small independent players are struggling to compete with the strong chains on their own.
CHANNEL FORMATS
Chart 10 Modern Grocery Retailers: Alma in Gdynia
Chart 11 Modern Grocery Retailers: Auchan in Gdansk
Chart 12 Modern Grocery Retailers: Biedronka in Gdynia
Chart 13 Modern Grocery Retailers: Carrefour in Gdansk
Chart 14 Modern Grocery Retailers: E Leclerc in Gdansk
Chart 15 Modern Grocery Retailers: Intermarché in Gdansk
Chart 16 Modern Grocery Retailers: Lidl in Gdynia
Chart 17 Modern Grocery Retailers: Real in Gdansk
Chart 18 Modern Grocery Retailers: Shell Select in Gdansk
Chart 19 Modern Grocery Retailers: Tesco in Gdansk
Chart 20 Modern Grocery Retailers: Zabka in Sopot
Chart 21 Traditional Grocery Retailers: La Passion du Vin in Gdynia
CHANNEL DATA
Table 69 Sales in Grocery Retailers by Category: Value 2006-2011
Table 70 Sales in Grocery Retailers by Category: % Value Growth 2006-2011
Table 71 Grocery Retailers Company Shares: % Value 2007-2011
Table 72 Grocery Retailers Brand Shares: % Value 2008-2011
Table 73 Forecast Sales in Grocery Retailers by Category: Value 2011-2016
Table 74 Forecast Sales in Grocery Retailers by Category: % Value Growth 2011-2016
Health and Beauty Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
The mass media plays an important role in promoting the role of health and wellness, as well as prompting Poles to pay increasing attention to how they look. As a result, health, wellness and beauty issues are becoming increasingly important, and leading to increased spending on various health and beauty items, thus propelling overall sales in health and beauty specialist retailers in 2011.
COMPETITIVE LANDSCAPE
Rossmann SDP was the leading player in 2011, holding a 15% share of retail value sales in health and beauty specialist retailers. The company operates purely in parapharmacies/drugstores, and at the end of 2010 had 515 outlets, which rose to 615 in 2011. Rossmann derives its strong position from factors such as attractive locations, a very broad assortment of products, a wide selection of private label products, competitive prices and frequent promotions.
PROSPECTS
The forecast period should bring some further development of health and beauty specialist retailers. Growth is expected to be slightly more dynamic than in the review period regarding constant value terms and less dynamic in terms of sales area and number of outlets, basically due to increasing saturation.
CHANNEL FORMATS
Chart 22 Health and Beauty Specialist Retailers: Douglas in Gdansk
Chart 23 Health and Beauty Specialist Retailers: Rossmann in Gdynia
Chart 24 Health and Beauty Specialist Retailers: Sephora in Gdansk
Chart 25 Health and Beauty Specialist Retailers: Super-Pharm in Gdansk
Chart 26 Health and Beauty Specialist Retailers: Vision Express in Gdansk
CHANNEL DATA
Table 75 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 76 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 77 Health and Beauty Retailers Company Shares by Value 2007-2011
Table 78 Health and Beauty Retailers Brand Shares by Value 2008-2011
Table 79 Health and Beauty Retailers Brand Shares by Outlets 2008-2011
Table 80 Health and Beauty Retailers Brand Shares by Selling Space 2008-2011
Table 81 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 82 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Homeshopping in Poland - Category Analysis
HEADLINES
TRENDS
Homeshopping is benefiting from the rising demand for convenience. Poles are leading increasingly hectic lifestyles, as more time is spent at work. As a result, convenience has become an important issue influencing purchasing decisions. However, residents of large cities are, in many cases, more inclined to choose other convenient channels, such as internet retailing, whilst residents of small cities and towns and rural areas are still opting for homeshopping, as they have fewer alternatives. Fewer consumers in these locations have internet connections, and there are also fewer specialist retailers. This in turn propels demand for various products offered via homeshopping.
COMPETITIVE LANDSCAPE
Bon Prix, specialising in apparel, was the leader in homeshopping in 2011, holding a 33% retail value share. Bon Prix’s success is based on offering high-quality products at competitive prices. The company offers frequent price promotions, and its assortment is quite wide, covering clothing and footwear for women, men and children, as well as a selection of housewares and home furnishings. The Bon Prix brand is widely known and recognised amongst Polish consumers.
PROSPECTS
Homeshopping is predicted to continue to evolve over the forecast period; however, constant value growth is expected to be negligible. The existing consumer base is still small when compared with other categories, which should provide more scope for development; however, homeshopping faces increasing competition from other channels in both non-store and store-based retailing, which diminishes its growth potential.
CHANNEL DATA
Table 83 Homeshopping by Category: Value 2006-2011
Table 84 Homeshopping by Category: % Value Growth 2006-2011
Table 85 Homeshopping Company Shares by Value 2007-2011
Table 86 Homeshopping Brand Shares by Value 2008-2011
Table 87 Homeshopping Forecasts by Category: Value 2011-2016
Table 88 Homeshopping Forecasts by Category: % Value Growth 2011-2016
Internet Retailing in Poland - Category Analysis
HEADLINES
TRENDS
Internet retailing in Poland is experiencing dynamic development, with an increasing number of Poles shopping online on a regular basis. The main factors which attract consumers to this channel are convenience of shopping and competitive prices. In addition, the number of internet users in Poland is rising, which is also helping to boost sales. In line with the increasing interest in this channel, a growing number of online stores are emerging. In many cases internet retailing is becoming an important complement to bricks-and-mortar businesses. Virtual stores enable retailers to reach a vast audience, as well as raising brand awareness.
COMPETITIVE LANDSCAPE
Internet retailing in Poland is highly fragmented, as there are many players operating in the channel, specialising in different product categories. The number of online stores is continuously rising, with many companies attracted to take advantage of the potential in online retailing. Consolidation in the channel is likely, as many companies are too small to compete seriously for share, and mergers with other players might prove a way of gaining a competitive advantage.
PROSPECTS
Internet retailing in Poland is sure to experience further dynamic development, as a growing number of Poles are seeking convenience, as well as looking for value-for-money offerings. The main drivers of future growth in internet retailing will be increasing internet usage, as well as a growing number of new e-stores, which will help to attract new consumers to the channel. In addition, mass media coverage of the improved security of internet shopping will prove beneficial to the development of the channel.
CHANNEL DATA
Table 89 Internet Retailing by Category: Value 2006-2011
Table 90 Internet Retailing by Category: % Value Growth 2006-2011
Table 91 Internet Retailing Company Shares by Value 2007-2011
Table 92 Internet Retailing Brand Shares by Value 2008-2011
Table 93 Internet Retailing Forecasts by Category: Value 2011-2016
Table 94 Internet Retailing Forecasts by Category: % Value Growth 2011-2016
Leisure and Personal Goods Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Leisure and personal goods, being non-essential items, are not purchased on a regular basis. In the face of tougher economic conditions and diminishing purchasing power, many consumers tended to cut or limit their spending on such goods. This in turn hampered growth in leisure and personal goods specialist retailers, despite the ongoing expansion of the leading chains and the growing selection of products.
CHANNEL FORMATS
Chart 27 Leisure and Personal Goods Specialist Retailers: Empik in Gdansk
Chart 28 Leisure and Personal Goods Specialist Retailers: Intersport in Gdynia
Chart 29 Leisure and Personal Goods Specialist Retailers: Matras in Gdynia
Chart 30 Leisure and Personal Goods Specialist Retailers: Relay in Gdansk
Chart 31 Leisure and Personal Goods Specialist Retailers: W Kruk in Gdansk
Chart 32 Leisure and Personal Goods Specialist Retailers: Zoo Natura in Gdynia
CHANNEL DATA
Table 95 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 96 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 97 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2007-2011
Table 98 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2008-2011
Table 99 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2008-2011
Table 100 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 101 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 102 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Mixed Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Mixed retailers is becoming less popular amongst Poles, as a growing number of consumers are shifting towards specialist non-grocery and non-store retailers. Specialist operators not only offer a vast selection of products in different categories, but also provide customers with expert advice and additional services such as loyalty programmes. In addition, the available offer at specialist retailers encompasses products in all price segments, which is proving increasingly important in tougher economic times.
COMPETITIVE LANDSCAPE
Prior to 2010, Galeria Centrum was the only chain operating in department stores. In 2009 the company held a 4% retail value share in mixed retailers. It operated 18 stores located in busy areas of major Polish cities. Each store offered clothing, accessories, footwear, jewellery, beauty and personal care products and furnishings. However, the chain proved to be unprofitable, and due to financial problems declared bankruptcy at the end of 2009. As a result, mixed retailers remains very fragmented, and is dominated by small local companies operating on a regional/local scale.
PROSPECTS
The forecast period is expected to see a continuation of current trends, with mixed retailers seeing a further decline in sales. Department stores and variety stores are not particularly popular in Poland, as a growing number of consumers are shifting towards specialist non-grocery retailers, as well as non-store retailers. Specialist stores offer a wider selection of products and attractive prices, as well as a range of additional services; factors which are proving increasingly important in the face of ever-increasing consumer demands.
CHANNEL DATA
Table 103 Mixed Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 104 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 105 Mixed Retailers Company Shares by Value 2007-2011
Table 106 Mixed Retailers Brand Shares by Value 2008-2011
Table 107 Mixed Retailers Brand Shares by Outlets 2008-2011
Table 108 Mixed Retailers Brand Shares by Selling Space 2008-2011
Table 109 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 110 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Vending in Poland - Category Analysis
HEADLINES
TRENDS
Polish consumers are spending more on products offered in vending machines; a trend which is significantly fuelled by the convenience of shopping. Vending machines are located in busy areas, and consumers can use them 24 hours a day. In addition, sales are also spurred by an increasing number of machines in both non-captive and captive locations (captive environments are not covered in this report). What is more, new developments are also appearing, which makes the channel increasingly attractive to consumers. For example, Techno Serwis introduced special machines which offer fresh pizza, whilst Ideal Café rolled out coffee machines and provided consumers with a small café area. Also, mlekomaty (milk vending machines) have been introduced in selected cities across Poland, such as Bielsko-Biala, Wroclaw and Szczecin. These machines offer fresh milk from local farmers, and are located in busy areas. Another interesting product is offered in Zummo machines – freshly squeezed orange juice.
COMPETITIVE LANDSCAPE
Coca-Cola Beverages Polska was the leader in vending in 2011, with a 23% retail value share. The company benefits from strong brand awareness amongst Poles, as well as the rising popularity of soft drinks, especially during the summer.
PROSPECTS
The forecast period should bring the further development of vending in Poland, as the category is still far from saturation. New machines and product types are highly likely in the coming years. Sales are expected to increase by a constant value CAGR of 5%, to reach PLN392 million in 2016.
CHANNEL INDICATORS
Table 111 Vending Machines 2006-2011
CHANNEL DATA
Table 112 Vending by Category: Value 2006-2011
Table 113 Vending by Category: % Value Growth 2006-2011
Table 114 Vending Company Shares by Value 2007-2011
Table 115 Vending Brand Shares by Value 2008-2011
Table 116 Vending Forecasts by Category: Value 2011-2016
Table 117 Vending Forecasts by Category: % Value Growth 2011-2016
Retailing in Poland - Industry Overview
EXECUTIVE SUMMARY
Retailing in Poland continues to develop
Private label products gain popularity
Independent players lose ground
Multinational companies remain the unrivalled leaders
Internet retailing is set to show the most dynamic growth
KEY TRENDS AND DEVELOPMENTS
Uncertain economic conditions affect retailing
Internet retailing benefits from growing popularity
Government regulations influence retailing
Private label grows in importance
New store concepts: a way of gaining a competitive advantage
Strengthening competition between multinational and domestic retailers
MARKET INDICATORS
Table 1 Employment in Retailing 2006-2011
MARKET DATA
Table 2 Sales in Retailing by Category: Value 2006-2011
Table 3 Sales in Retailing by Category: % Value Growth 2006-2011
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2006-2011
Table 5 Sales in Store-Based Retailing by Category: Value 2006-2011
Table 6 Sales in Store-Based Retailing by Category: % Value Growth 2006-2011
Table 7 Sales in Non-Grocery Retailers by Category: Value 2006-2011
Table 8 Sales in Non-Grocery Retailers by Category: % Value Growth 2006-2011
Table 9 Sales in Non-store Retailing by Category: Value 2006-2011
Table 10 Sales in Non-store Retailing by Category: % Value Growth 2006-2011
Table 11 Retailing Company Shares: % Value 2007-2011
Table 12 Retailing Brand Shares: % Value 2008-2011
Table 13 Store-Based Retailing Company Shares: % Value 2007-2011
Table 14 Store-Based Retailing Brand Shares: % Value 2008-2011
Table 15 Non-Grocery Retailers Company Shares: % Value 2007-2011
Table 16 Non-Grocery Retailers Brand Shares: % Value 2008-2011
Table 17 Non-store Retailing Company Shares: % Value 2007-2011
Table 18 Non-store Retailing Brand Shares: % Value 2008-2011
Table 19 Forecast Sales in Retailing by Category: Value 2011-2016
Table 20 Forecast Sales in Retailing by Category: % Value Growth 2011-2016
Table 21 Forecast Sales in Store-Based Retailing by Category: Value 2011-2016
Table 22 Forecast Sales in Store-Based Retailing by Category: % Value Growth 2011-2016
Table 23 Forecast Sales in Non-Grocery Retailers by Category: Value 2011-2016
Table 24 Forecast Sales in Non-Grocery Retailers by Category: % Value Growth 2011-2016
Table 25 Forecast Sales in Non-store Retailing by Category: Value 2011-2016
Table 26 Forecast Sales in Non-store Retailing by Category: % Value Growth 2011-2016
APPENDIX
Operating environment
Cash and carry
Table 27 Cash and Carry: Sales Value 2006-2011
Table 28 Cash and Carry: Sales by National Brand Owner: Sales Value 2008-2011
Table 29 Cash and Carry: Number of Outlets by National Brand Owner: 2008-2011
DEFINITIONS
Summary 1 Research Sources
Retailing in Poland - Company Profiles
ALDI Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 4 ALDI Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 5 ALDI Sp zoo: Competitive Position 2011
Auchan Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 8 Auchan Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 9 Auchan Sp zoo: Competitive Position 2011
Avon Cosmetics Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 12 Avon Cosmetics Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 13 Avon Cosmetics Polska Sp zoo: Competitive Position 2011
Carrefour Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 16 Carrefour Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 17 Carrefour Polska Sp zoo: Competitive Position 2011
Grupa E Leclerc Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
Summary 20 Grupa E Leclerc Sp zoo: Operational Indicators 2006-2011
COMPANY BACKGROUND
PRIVATE LABEL
Summary 21 Grupa E Leclerc Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 22 Grupa E Leclerc Sp zoo: Competitive Position 2011
H&M Hennes & Mauritz Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 25 H&M Hennes & Mauritz Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 26 H&M Hennes & Mauritz Sp zoo: Competitive Position 2011
IKEA Retail Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 29 Ikea Retail Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 30 Ikea Retail Sp zoo: Competitive Position 2011
ITM Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 33 ITM Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 34 ITM Polska Sp zoo: Competitive Position 2011
Jeronimo Martins Dystrybucja SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 37 Jeronimo Martins Dystrybucja SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 38 Jeronimo Martins Dystrybucja SA: Competitive Position 2011
Lidl Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 41 Lidl Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 42 Lidl Polska Sp zoo: Competitive Position 2011
LPP SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 45 LPP SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 46 LPP SA: Competitive Position 2011
Real Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 49 Real Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 50 Real Sp zoo: Competitive Position 2011
Rossmann SDP Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 53 Rossmann SDP Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 54 Rossmann SDP Sp zoo: Competitive Position 2011
Tesco Polska Sp zoo in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 57 Tesco Polska Sp zoo: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 58 Tesco Polska Sp zoo: Competitive Position 2011
Zabka Polska SA in Retailing (Poland)
STRATEGIC DIRECTION
KEY FACTS
INTERNET STRATEGY
COMPANY BACKGROUND
PRIVATE LABEL
Summary 61 Zabka Polska SA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 62 Zabka Polska SA: Competitive Position 2011
Apparel Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Fashion is becoming an increasingly hot issue, particularly amongst young consumers in Poland. This trend is being fuelled by the growing importance of appearance issues, as well as a growing number of various apparel specialist retailers offering products in all price segments. The mass media plays an important role in promoting fashion. Consumers readily reach for specialist magazines, read fashion blogs and try to upgrade their daily style. They shop for apparel on a regular basis, which in turn fuels sales in the channel.
CHANNEL FORMATS
Chart 1 Apparel Specialist Retailers: CCC in Gdynia
Chart 2 Apparel Specialist Retailers: Cropp Town in Gdansk
Chart 3 Apparel Specialist Retailers: H&M in Gdynia
Chart 4 Apparel Specialist Retailers: Marks & Spencer in Gdynia
Chart 5 Apparel Specialist Retailers: Reserved in Gdynia
CHANNEL DATA
Table 30 Apparel Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 31 Apparel Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 32 Apparel Specialist Retailers Company Shares by Value 2007-2011
Table 33 Apparel Specialist Retailers Brand Shares by Value 2008-2011
Table 34 Apparel Specialist Retailers Brand Shares by Outlets 2008-2011
Table 35 Apparel Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 36 Apparel Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 37 Apparel Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Direct Selling in Poland - Category Analysis
HEADLINES
TRENDS
The majority of revenues generated within direct selling in Poland come from beauty and personal care. In 2011 this category represented a 76% share of overall value sales. The main reason behind this is the vast popularity of the Avon and Oriflame brands, particularly amongst Polish women. Both brands are widely recognised and appreciated for their high product quality. In addition, regular new product developments, as well as frequent price promotions, are also helping to attract consumers’ attention. In general, beauty and personal care direct selling enjoys significant popularity, as consumers have detailed information on the available ranges, they can try out selected products, and, most importantly, they can save time, as they can do their shopping at home.
COMPETITIVE LANDSCAPE
Avon Cosmetics Polska and Oriflame Poland, both operating in beauty and personal care direct selling, were the leading companies in direct selling overall in 2011. They held a combined 44% share of retail value sales in 2011, and Avon Cosmetics Polska alone accounted for a 30% share. Both companies offer strong and well-recognised brand names, and a wide range of high-quality products backed by professional service, which contributed to their established strong positions.
PROSPECTS
Direct selling in Poland is likely to increase further, as Poles work longer hours, and convenience becomes one of the most important issues influencing shopping patterns. In addition, expected new product launches in a variety of product categories will help to attract new consumers. New entrants are also likely to emerge.
CHANNEL INDICATORS
Table 38 Direct Selling Agents 2009-2011
CHANNEL DATA
Table 39 Direct Selling by Category: Value 2006-2011
Table 40 Direct Selling by Category: % Value Growth 2006-2011
Table 41 Direct Selling Company Shares by Value 2007-2011
Table 42 Direct Selling Brand Shares by Value 2008-2011
Table 43 Direct Selling Forecasts by Category: Value 2011-2016
Table 44 Direct Selling Forecasts by Category: % Value Growth 2011-2016
DIY, Home Improvement and Garden Centres in Poland - Category Analysis
HEADLINES
TRENDS
Sales in DIY, home improvement and garden centres undergo certain fluctuations, which basically stem from the changing economic environment. Over the review period sales were fuelled by the construction boom, which made many Poles decide to buy apartments and homes, not only to live in, but also as a long term investment. However, the recent economic downturn hampered growth in the channel, as many consumers were forced to limit their spending on non-essential goods, and therefore refrained from further investment in their properties. Despite this, DIY, home improvement and garden centres continued to benefit from a loyal group of consumers comprising professionals, skilled individuals and hobbyists.
CHANNEL FORMATS
Chart 6 DIY, Home Improvement and Garden Centres: Castorama in Gdynia
CHANNEL DATA
Table 45 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2006-2011
Table 46 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 47 DIY, Home Improvement and Garden Centres Company Shares by Value 2007-2011
Table 48 DIY, Home Improvement and Garden Centres Brand Shares by Value 2008-2011
Table 49 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2008-2011
Table 50 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2008-2011
Table 51 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 52 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Electronics and Appliance Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
An increasing number of Poles are becoming interested in the latest technology in electronics and appliances. Consumers readily reach for specialist magazines, read product reviews and compare different products. They watch dedicated television programmes, and use the internet to search for the latest developments and exchange opinions. Nonetheless, electronics and appliance specialist retailers has been experiencing declining sales, a trend which is mainly related to the unstable economic conditions. Decreasing purchasing power made some consumers limit their spending on non-basic goods, whilst others sought out cheaper prices; hence they often opted to purchase the private label products available at hypermarkets and discounters or chose to shop at online stores, which generally offer more competitive prices than bricks-and-mortar stores.
CHANNEL FORMATS
Chart 7 Electronics and Appliance Specialist Retailers: RTV Euro AGD in Gdynia
Chart 8 Electronics and Appliance Specialist Retailers: Saturn in Gdansk
CHANNEL DATA
Table 53 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 54 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 55 Electronics and Appliance Specialist Retailers Company Shares by Value 2007-2011
Table 56 Electronics and Appliance Specialist Retailers Brand Shares by Value 2008-2011
Table 57 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2008-2011
Table 58 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 59 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 60 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Furniture and Furnishings Stores in Poland - Category Analysis
HEADLINES
TRENDS
A widespread interest in interior design is helping to boost sales of furniture and furnishings in Poland. The mass media plays an important role in shaping this trend, with a growing number of specialist magazines as well as dedicated television programmes available. Consumers are readily expanding their knowledge with regard to home décor in a variety of ways. A growing number of Poles are using the internet to read various blogs and exchange their opinions. All this positively affected sales in furniture and furnishings stores in 2011, as a growing number of Poles wished to modify the interior of their homes in order to make them cosier, more up-to-date with the latest trends, or more practical.
CHANNEL FORMATS
Chart 9 Furniture and Furnishings Stores: Ikea in Gdansk
CHANNEL DATA
Table 61 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2006-2011
Table 62 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 63 Furniture and Furnishings Stores Company Shares by Value 2007-2011
Table 64 Furniture and Furnishings Stores Brand Shares by Value 2008-2011
Table 65 Furniture and Furnishings Stores Brand Shares by Outlets 2008-2011
Table 66 Furniture and Furnishings Stores Brand Shares by Selling Space 2008-2011
Table 67 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 68 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Grocery Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Grocery retailers are benefiting from steady demand, as consumers are not eager to drastically limit their spending on basic foodstuffs even in tougher economic times. At the same time private label continues to gain share, as a good value for money offering. An increasing number of Poles appreciate the price/quality ratio of private label products, with consumer confidence in the quality of such products also rising. As a response, major grocery retailers, basically operating in hypermarkets, supermarkets, discounters and convenience stores, are expanding their private label ranges. The main directions are budget ranges and a growing focus on premium lines targeted towards the most demanding consumers.
TRADITIONAL VS MODERN
COMPETITIVE LANDSCAPE
Jeronimo Martins Dystrybucja, which operates the Biedronka chain in discounters, led grocery retailers in 2011 with a 13% retail value share. The Biedronka brand is well-known, and associated with low prices; hence a growing number of consumers are doing their daily and weekly shopping in its outlets. Jeronimo Martins Dystrybucja has invested significantly in the expansion of its chain, as well as in the broadening of its assortment and various promotional activities, all of which contributed to rising sales.
PROSPECTS
Grocery retailing in Poland is expected to continue to develop as a result of the further expansion of the leading chains. In the face of the diminishing number of attractive locations in large- and medium-sized cities, the major players will focus on small towns and cities and rural areas. In addition some takeovers are likely, as many small independent players are struggling to compete with the strong chains on their own.
CHANNEL FORMATS
Chart 10 Modern Grocery Retailers: Alma in Gdynia
Chart 11 Modern Grocery Retailers: Auchan in Gdansk
Chart 12 Modern Grocery Retailers: Biedronka in Gdynia
Chart 13 Modern Grocery Retailers: Carrefour in Gdansk
Chart 14 Modern Grocery Retailers: E Leclerc in Gdansk
Chart 15 Modern Grocery Retailers: Intermarché in Gdansk
Chart 16 Modern Grocery Retailers: Lidl in Gdynia
Chart 17 Modern Grocery Retailers: Real in Gdansk
Chart 18 Modern Grocery Retailers: Shell Select in Gdansk
Chart 19 Modern Grocery Retailers: Tesco in Gdansk
Chart 20 Modern Grocery Retailers: Zabka in Sopot
Chart 21 Traditional Grocery Retailers: La Passion du Vin in Gdynia
CHANNEL DATA
Table 69 Sales in Grocery Retailers by Category: Value 2006-2011
Table 70 Sales in Grocery Retailers by Category: % Value Growth 2006-2011
Table 71 Grocery Retailers Company Shares: % Value 2007-2011
Table 72 Grocery Retailers Brand Shares: % Value 2008-2011
Table 73 Forecast Sales in Grocery Retailers by Category: Value 2011-2016
Table 74 Forecast Sales in Grocery Retailers by Category: % Value Growth 2011-2016
Health and Beauty Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
The mass media plays an important role in promoting the role of health and wellness, as well as prompting Poles to pay increasing attention to how they look. As a result, health, wellness and beauty issues are becoming increasingly important, and leading to increased spending on various health and beauty items, thus propelling overall sales in health and beauty specialist retailers in 2011.
COMPETITIVE LANDSCAPE
Rossmann SDP was the leading player in 2011, holding a 15% share of retail value sales in health and beauty specialist retailers. The company operates purely in parapharmacies/drugstores, and at the end of 2010 had 515 outlets, which rose to 615 in 2011. Rossmann derives its strong position from factors such as attractive locations, a very broad assortment of products, a wide selection of private label products, competitive prices and frequent promotions.
PROSPECTS
The forecast period should bring some further development of health and beauty specialist retailers. Growth is expected to be slightly more dynamic than in the review period regarding constant value terms and less dynamic in terms of sales area and number of outlets, basically due to increasing saturation.
CHANNEL FORMATS
Chart 22 Health and Beauty Specialist Retailers: Douglas in Gdansk
Chart 23 Health and Beauty Specialist Retailers: Rossmann in Gdynia
Chart 24 Health and Beauty Specialist Retailers: Sephora in Gdansk
Chart 25 Health and Beauty Specialist Retailers: Super-Pharm in Gdansk
Chart 26 Health and Beauty Specialist Retailers: Vision Express in Gdansk
CHANNEL DATA
Table 75 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 76 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 77 Health and Beauty Retailers Company Shares by Value 2007-2011
Table 78 Health and Beauty Retailers Brand Shares by Value 2008-2011
Table 79 Health and Beauty Retailers Brand Shares by Outlets 2008-2011
Table 80 Health and Beauty Retailers Brand Shares by Selling Space 2008-2011
Table 81 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 82 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Homeshopping in Poland - Category Analysis
HEADLINES
TRENDS
Homeshopping is benefiting from the rising demand for convenience. Poles are leading increasingly hectic lifestyles, as more time is spent at work. As a result, convenience has become an important issue influencing purchasing decisions. However, residents of large cities are, in many cases, more inclined to choose other convenient channels, such as internet retailing, whilst residents of small cities and towns and rural areas are still opting for homeshopping, as they have fewer alternatives. Fewer consumers in these locations have internet connections, and there are also fewer specialist retailers. This in turn propels demand for various products offered via homeshopping.
COMPETITIVE LANDSCAPE
Bon Prix, specialising in apparel, was the leader in homeshopping in 2011, holding a 33% retail value share. Bon Prix’s success is based on offering high-quality products at competitive prices. The company offers frequent price promotions, and its assortment is quite wide, covering clothing and footwear for women, men and children, as well as a selection of housewares and home furnishings. The Bon Prix brand is widely known and recognised amongst Polish consumers.
PROSPECTS
Homeshopping is predicted to continue to evolve over the forecast period; however, constant value growth is expected to be negligible. The existing consumer base is still small when compared with other categories, which should provide more scope for development; however, homeshopping faces increasing competition from other channels in both non-store and store-based retailing, which diminishes its growth potential.
CHANNEL DATA
Table 83 Homeshopping by Category: Value 2006-2011
Table 84 Homeshopping by Category: % Value Growth 2006-2011
Table 85 Homeshopping Company Shares by Value 2007-2011
Table 86 Homeshopping Brand Shares by Value 2008-2011
Table 87 Homeshopping Forecasts by Category: Value 2011-2016
Table 88 Homeshopping Forecasts by Category: % Value Growth 2011-2016
Internet Retailing in Poland - Category Analysis
HEADLINES
TRENDS
Internet retailing in Poland is experiencing dynamic development, with an increasing number of Poles shopping online on a regular basis. The main factors which attract consumers to this channel are convenience of shopping and competitive prices. In addition, the number of internet users in Poland is rising, which is also helping to boost sales. In line with the increasing interest in this channel, a growing number of online stores are emerging. In many cases internet retailing is becoming an important complement to bricks-and-mortar businesses. Virtual stores enable retailers to reach a vast audience, as well as raising brand awareness.
COMPETITIVE LANDSCAPE
Internet retailing in Poland is highly fragmented, as there are many players operating in the channel, specialising in different product categories. The number of online stores is continuously rising, with many companies attracted to take advantage of the potential in online retailing. Consolidation in the channel is likely, as many companies are too small to compete seriously for share, and mergers with other players might prove a way of gaining a competitive advantage.
PROSPECTS
Internet retailing in Poland is sure to experience further dynamic development, as a growing number of Poles are seeking convenience, as well as looking for value-for-money offerings. The main drivers of future growth in internet retailing will be increasing internet usage, as well as a growing number of new e-stores, which will help to attract new consumers to the channel. In addition, mass media coverage of the improved security of internet shopping will prove beneficial to the development of the channel.
CHANNEL DATA
Table 89 Internet Retailing by Category: Value 2006-2011
Table 90 Internet Retailing by Category: % Value Growth 2006-2011
Table 91 Internet Retailing Company Shares by Value 2007-2011
Table 92 Internet Retailing Brand Shares by Value 2008-2011
Table 93 Internet Retailing Forecasts by Category: Value 2011-2016
Table 94 Internet Retailing Forecasts by Category: % Value Growth 2011-2016
Leisure and Personal Goods Specialist Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Leisure and personal goods, being non-essential items, are not purchased on a regular basis. In the face of tougher economic conditions and diminishing purchasing power, many consumers tended to cut or limit their spending on such goods. This in turn hampered growth in leisure and personal goods specialist retailers, despite the ongoing expansion of the leading chains and the growing selection of products.
CHANNEL FORMATS
Chart 27 Leisure and Personal Goods Specialist Retailers: Empik in Gdansk
Chart 28 Leisure and Personal Goods Specialist Retailers: Intersport in Gdynia
Chart 29 Leisure and Personal Goods Specialist Retailers: Matras in Gdynia
Chart 30 Leisure and Personal Goods Specialist Retailers: Relay in Gdansk
Chart 31 Leisure and Personal Goods Specialist Retailers: W Kruk in Gdansk
Chart 32 Leisure and Personal Goods Specialist Retailers: Zoo Natura in Gdynia
CHANNEL DATA
Table 95 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 96 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 97 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2007-2011
Table 98 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2008-2011
Table 99 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2008-2011
Table 100 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2008-2011
Table 101 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 102 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Mixed Retailers in Poland - Category Analysis
HEADLINES
TRENDS
Mixed retailers is becoming less popular amongst Poles, as a growing number of consumers are shifting towards specialist non-grocery and non-store retailers. Specialist operators not only offer a vast selection of products in different categories, but also provide customers with expert advice and additional services such as loyalty programmes. In addition, the available offer at specialist retailers encompasses products in all price segments, which is proving increasingly important in tougher economic times.
COMPETITIVE LANDSCAPE
Prior to 2010, Galeria Centrum was the only chain operating in department stores. In 2009 the company held a 4% retail value share in mixed retailers. It operated 18 stores located in busy areas of major Polish cities. Each store offered clothing, accessories, footwear, jewellery, beauty and personal care products and furnishings. However, the chain proved to be unprofitable, and due to financial problems declared bankruptcy at the end of 2009. As a result, mixed retailers remains very fragmented, and is dominated by small local companies operating on a regional/local scale.
PROSPECTS
The forecast period is expected to see a continuation of current trends, with mixed retailers seeing a further decline in sales. Department stores and variety stores are not particularly popular in Poland, as a growing number of consumers are shifting towards specialist non-grocery retailers, as well as non-store retailers. Specialist stores offer a wider selection of products and attractive prices, as well as a range of additional services; factors which are proving increasingly important in the face of ever-increasing consumer demands.
CHANNEL DATA
Table 103 Mixed Retailers: Value Sales, Outlets and Selling Space 2006-2011
Table 104 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2006-2011
Table 105 Mixed Retailers Company Shares by Value 2007-2011
Table 106 Mixed Retailers Brand Shares by Value 2008-2011
Table 107 Mixed Retailers Brand Shares by Outlets 2008-2011
Table 108 Mixed Retailers Brand Shares by Selling Space 2008-2011
Table 109 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2011-2016
Table 110 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2011-2016
Vending in Poland - Category Analysis
HEADLINES
TRENDS
Polish consumers are spending more on products offered in vending machines; a trend which is significantly fuelled by the convenience of shopping. Vending machines are located in busy areas, and consumers can use them 24 hours a day. In addition, sales are also spurred by an increasing number of machines in both non-captive and captive locations (captive environments are not covered in this report). What is more, new developments are also appearing, which makes the channel increasingly attractive to consumers. For example, Techno Serwis introduced special machines which offer fresh pizza, whilst Ideal Café rolled out coffee machines and provided consumers with a small café area. Also, mlekomaty (milk vending machines) have been introduced in selected cities across Poland, such as Bielsko-Biala, Wroclaw and Szczecin. These machines offer fresh milk from local farmers, and are located in busy areas. Another interesting product is offered in Zummo machines – freshly squeezed orange juice.
COMPETITIVE LANDSCAPE
Coca-Cola Beverages Polska was the leader in vending in 2011, with a 23% retail value share. The company benefits from strong brand awareness amongst Poles, as well as the rising popularity of soft drinks, especially during the summer.
PROSPECTS
The forecast period should bring the further development of vending in Poland, as the category is still far from saturation. New machines and product types are highly likely in the coming years. Sales are expected to increase by a constant value CAGR of 5%, to reach PLN392 million in 2016.
CHANNEL INDICATORS
Table 111 Vending Machines 2006-2011
CHANNEL DATA
Table 112 Vending by Category: Value 2006-2011
Table 113 Vending by Category: % Value Growth 2006-2011
Table 114 Vending Company Shares by Value 2007-2011
Table 115 Vending Brand Shares by Value 2008-2011
Table 116 Vending Forecasts by Category: Value 2011-2016
Table 117 Vending Forecasts by Category: % Value Growth 2011-2016
