Industry Update: Chocolate Confectionery In Poland [November 2024]

Table Of Contents

1. Summary

2. Scope, Definitions And Methodology

3. Disclaimer

4. Industry Landscape

   1. Market Structure

   2. Segmentation: Variant

   3. Segmentation: Better-For-You

   4. Segmentation: Packaging Format

   5. Segmentation: Store Brand

   6. Price Positioning

   7. Flavor Preferences

5. Recent Developments

   1. Product Launches (Year To Date)

6. Competitive Landscape

   1. Brand Market Share By Origin Country/Region

   2. Brand Market Share

   3. Brand Market Share By Segment: Variant

   4. Brand Market Share By Segment: Better-For-You

   5. Brand Market Share By Segment: Packaging Format

   6. Brand Market Share By Segment: Store Brand

   7. Brand Market Share by Segment: Price Positioning

   8. Brand Market Share By Segment: Channel

   9. Competitor Profiles

Summary

Industry Landscape

1. There are over 120 chocolate confectionery brands in Poland.

2. Milk chocolate confectionery is the biggest segment followed by dark.

3. The better-for-you segment is negligible.

4. Bars are the most popular packaging format followed by boxes.

5. Store brand share accounts for a double digit share of the market.

6. The market is roughly evenly divided among the four price quartiles.

7. Hazelnut and caramel are among the most popular flavors.

Recent Developments

1. Product launches to date have heavily focused on flavor innovations.

Competitive Landscape

1. Polish brands account for the highest share of the market.

2. Magnetic and Milka are the market leaders overall.

3. Milka leads the milk chocolate confectionery segment, Lindt leads the dark segment, and Magnetic leads the white chocolate confectionery segment.

4. Wawel dominates the vegan/plant-based segment, as well as the sugar-free segment, and Manufaktura Czekolady is the only major brand in the organic segment.

5. Magnetic and Milka lead the bar format, E.Wedel leads the box format, and M&M’s leads the bag format.

6. Magnetic is the leading store brand in Poland.

7. On the price spectrum, Magnetic leads the bottom quartile in terms of market share, Milka leads the second quartile, Ritter Sport leads the third quartile, and E.Wedel leads the top quartile.

8. Magnetic and Milka are the leading brands in the grocery channel, and Karmello Chocolatier leads the DTC channel.

Competitor Profiles

1. E.Wedel

2. Karmello Chocolatier

3. Lindt

4. Magnetic

5. Milka