1. Poland Beer Market Insights 2012
Report Details:
Published:September 2012
No. of Pages: 112
Price: Single User License – US$8000
Product Synopsis
A detailed market research report on the Poland beer industry. Researched and published by
Canadean.
Introduction and Landscape
Why was the report written?
This report comprises of high level market research data on the Poland beer industry, published
by Canadean. The report covers total market (on- and off-premise) and includes valuable insight
and analysis on beer market trends, brands, brewers, packaging, distribution channels, market
valuation and pricing.
What is the current market landscape and what is changing?
Poland is a mature beer market where the top five brands account for nearly half the total beer
consumption. In such a situation, consumers see the leading brands as very similar, all of high
quality. As such, they have started to look for beers with an added value beyond simply high
quality products.
What are the key drivers behind recent market changes?
This has led to the growing popularity of niche/regional products, reflected in the growth of
specialty beers
What makes this report unique and essential to read?
The Poland Beer Market Insight report is designed for clients needing a quality in-depth
understanding of the dynamics and structure of the Beer market. The report provides a much more
granular and detailed data set than our competitors. All data has been researched, brand
upwards, by an experienced ''on-the-ground'' industry analyst who conducts face-to-face
interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the
dynamics and structure of the Poland Beer industry. Data includes volumes from 2007 to 2011

2. plus forecasts for 2012, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super
premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands
and reports on new product activity in 2011.
This report provides an analysis of industry structure, reports on company volumes and contains
brewer profiles of major brewers
This report provides distribution channel data (on- vs. off-premise) and discusses the latest trends
in the key sub-channels. Packaging data includes consumption volumes by pack material, type,
size, refillable vs. non-refillable, multi-serve vs. single serve. Market valuation data and pricing
data, including beer consumption by price segment/distribution channel and selected consumer
beer prices are also included.
Key Market Issues
The Polish beer market is highly consolidated; three leading companies hold over 80% share of
total beer consumption in Poland
The growing number of discount stores and the sale of beer therein helped drive Poland''s beer
market to growth in 2011 following two years of decline
Specialty beers like non-pasteurized beer, wheat beer, top fermented beer as well as flavored
beer also helped drive growth. Previously produced in the main by small local breweries, the
biggest players have now launched their own non-pasteurized beer brands
Although price is still the key factor for the majority of consumers, the consumption of premium
and superpremium brands in 2011 recorded the highest growth. This was partly due to the
growing sales of non-pasteurized beer, which is priced quite highly and therefore placed in the
premium segment.
Can packaging further strengthened its position in 2011, aided by the growing role of discount
stores where most beer sold is packed in either cans or glass bottles
Key Highlights
Growth returned to Polish beer market after two year decline
Market highly consolidated with leading three brewers dominating market share
Sales in discount channels one of the key factors behind growth in 2011

3. Non-pasteurized beer recorded exceptional growth, whilst other specialty beers also developed
well
Can packaging further strengthened its position and increased market share at the expense of
glass bottles and kegs
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Major points covered in Table of Contents of this report include
Canadean Poland Beer Market Insights Report 2012
Executive Summary
Section 1 Market Context
MARKET CONTEXT
Market Environment
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
MARKET PARAMETER TABLES
Table - Population Size and Growth, 1991-2014F
Table - East Europe Population Size and Growth, 2001-2012F
Table - Economic Indicators, 2003-2013F
Table - East Europe Commercial Beverage Consumption - Per Capita, 2001-2012F
Table - East Europe Commercial Beverage Consumption - Per Capita, % Share, 2001-2012F
Table - East Europe Beverage Consumption Per Capita, Growth, 2002-2012F
LEGISLATION AND TAXATION TABLES
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2011
Section 2 Market Background Briefing
MARKET BACKGROUND BRIEFING
Table - Beer Definitions by Type - Local Segmentation
Table - Beer Definitions by Type - Standard Price Segmentation
Table - Beer Definitions by Type - Alcoholic Strength
Table - Beer Definitions by Type - Beer Type
Table - Beer Definitions by Type - Local, National and International
Section 3 Market Update
MARKET UPDATE
Beer Key Facts
Market Size
Growth
Market Value
Segmentation 2011

4. Distribution 2011
Packaging 2011
MARKET COMMENTARY
Current and Emerging Trends
Outlook
Imports and Exports
Segmentation
Top 10 Beer Brands - Volume, 2009-2011
Top 10 International Premium and Superpremium Beer Brands - Volume, 2009-2011
Licensed Brand Owners and Licensees
Brand Analysis
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importer, 2011
Market Structure
Brewers
Chart - Consumption by Pack Material/Type, 2011
Packaging Trends
Chart - Distribution by Channel, 2011
Chart - Consumption by Price Segment, 2011
Market Valuation and Pricing
Beer Market Valuation (Local Currency), 2010-2012F
Distribution Trends
DISTRIBUTION AND PRICING TABLES
Table 3.4.1 - Outlet Universe for Beer, Number/% Share, 2007-2011
Table 3.9 - Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices - Off-Premise, 2010-2012
Table 3.10.2 - Selected Consumer Beer Prices - On-Premise, 2010-2012
Table 5.3.1 - Leading Retail Groups for Beer, 2011
DATA TABLES
Commercial Beverage Consumption Per Capita, Litres, 2001-2012F
Commercial Beverage Consumption Per Capita, % Share, 2001-2012F
Commercial Beverage Consumption Per Capita, Growth, 2001-2012F
Commercial Beverage Consumption, Million Litres, 2001-2012F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2001-2012F
Beer Production/Trade/Consumption, 2001-2012F
Beer Production/Trade/Consumption, Growth, 2001-2012F
Consumption of FABs and Cider, 1999-2012F
Beer Foreign Trade by Country (Imports), 2008-2012F
Beer Foreign Trade by Country (Exports), 2008-2012F
Beer Market Valuation (Local Currency), 2010-2012F
Beer Consumption by Local Definition, 2008-2012F

5. Beer Consumption by Standard Price Segmentation, 2008-2012F
Beer Consumption by Alcoholic Strength, 2008-2012F
Beer Consumption by Type, 2008-2012F
Beer Consumption by Geographic Scope, 2008-2012F
Beer All Trademarks, 2007-2011
Beer Brands by Local Definition, 2007-2011
Beer Brands by Standard Price Segment, 2007-2011
Beer Brands by Alcoholic Strength, 2007-2011
Beer Brands by Type, 2007-2011
Beer Imported Brands by Origin, 2007-2011
Beer Licensed Brands, 2007-2011
Beer Private Label Brands, 2007-2011
Beer Trademark Owners, 2007-2011
Beer Local Operators, 2007-2011
Beer Leading Brewers/Importers, 2007-2011
Beer Consumption by Pack Mix: Refillability/Type/Material/Size, 2008-2012F
Beer Distribution: On-Premise v Off-Premise, 2008-2012F
Section 4 Brewer Profiles
BREWER PROFILES
CARLSBERG POLSKA GROUP (Previously CARLSBERG OKOCIM)
Ownership/Shareholders
Company History
Strategic Information
Company Data
Table - Breweries, Capacity, 000s HL
Table - Carlsberg Polska Full Brand List, ABV%, Pack Type
Table - Carlsberg Polska Brand Volumes, 2007-2011
KOMPANIA PIWOWARSKA AS
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Kompania Piwowarska Full Brand List, ABV%, Pack Type
Table - Kompania Piwowarska Brand Volumes, 2007-2011
PERLA BROWARY LUBELSKIE SA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data

6. Table - Breweries, Capacity, 000s HL
Table - Perla Browary Full Brand List, ABV%, Pack Type
Table - Perla Browary Brand Volumes, 2008-2011
BROWAR VAN PUR LOMZA
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Browar Van Pur Full Brand List, ABV%, Pack Type
Table - Royal Unibrew Polska Brand Volumes, 2007-2011
Table - Van Pur Brewery Brand Volumes, 2007-2011
Table - Van Pur Lomza Brand Volumes, 2007-2011
ZYWIEC GROUP
Ownership/Shareholders
Company History
Strategic Information
Other Beverage Interests
Company Data
Table - Breweries, Capacity, 000s HL
Table - Zywiec Group Full Brand List, ABV%, Pack Type
Table - Zywiec Group Brand Volumes, 2007-2011
SMALLER BREWERS
Braniewo Brewery
Fuhrmann
Cornelius Brewery (previous name Kiper)
Witnica
Ciechan Brewery
Lwowek Brewery
Methodology
Beer Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
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