Poland Marketing Studies: Few facts about energy drink market in Poland

1. The market – few figures

The market of energy drinks in Poland is estimated at 700 millions zloty. After many years of dynamic growth, the market seems to stabilised. In 2011, the growth was of 2% in volume and the value of the market decreased by 5%. For the time being, the barriers to entry are small and the margins are high. The average price of 1l of energy drink is 3,5 time bigger than that of 1l of soda. The decrease of the value of the market announces the decrease of prices and the margins. The causes are the new entrants and also the price war between the main players.

However, Nielsen announced the increase of 16,4% of the consumption of energy drinks during the 7 first month of 2012 (comparing to the same period of 2011). The annalists forecast the growth of 11% over the period 2011-2016.

2. The consumers

The surveys shows that about 60% of consumers buy energy drinks regularly. The majority is aware of high margins of market leaders and declare not to like to overpay for the marketing. At the same time, the drinks the most bought are Tiger and Red Bull.

The majority of consumers think that “premium” and “economy” drinks have the same composition but they also think that the “economy” drinks are not healthy.

About 20% of consumers is disappointed by the lack of novelties on the market.

3. The trends

Similarly to other sectors of food industry there is a polarisation on the energy drink market. On one side the “premium” segment is increasing and on the other side the “economy” segment grows. The medium segments decrease.

The market is highly expected to innovate. About 90% of the supply are classic energy drinks. The innovations concerning the taste are the first field to explore. The new packaging regarding the volume, but also the prolonged duration of action, the cumulation of several functionalities (immunity, help to concentrate), drinks for woman are other tracks to explore.

Sources :

Czy polski rynek napojow energetyzujacych dojrzal do innowacji?

January 2012 portalspozywczy.pl

Rynek napojw energetyzujacych nadal atrakcyjny

September 2011 portalspozywczy.pl

Wartosc rynku napojow energetyzujacych nieznacznie wzrosnie

June 2012 dlahandlu.pl

Tygrys i Bestia

July 2012 portalspozywczy.pl

Kraft wejdzie na rynek napojow energetyzujacych

November 2011 portalspozywczy.pl

Marka Demon bedzie stosowac zasady samoregulacji rynku energetykow