波兰烈酒市场前景及投资研究报告-培训课件外文版2024.6茅台五粮液威士忌

INDUSTRIES

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MARKETSSpiritsmarketinPolandCHAPTER

01OverviewRevenueofthespiritsmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthespiritsindustryinPoland2018-20284,0003,5003,0002,5002,0001,5001,0005000201820192020202120222023202420252026202720284Description:Theindicator'Revenue,Combined'inthe'Spirits'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal643.8millionU.S.dollars(+21.07percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach3.7billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenuegrowthofthespiritsmarketinPolandfrom2019to2028RevenuegrowthofspiritsinPoland2019-20288.0%6.73%7.0%6.0%5.0%4.0%3.0%2.0%1.0%0.0%-1.0%-2.0%-3.0%5.73%4.34%3.88%2.99%2.94%2.13%0.86%0.79%2022-2.26%2019202020212023202420252026202720285Description:Therevenuechangeinthe'Spirits'segmentofthealcoholicdrinksmarketinPolandwasforecasttoincreasebetween2023and2028byintotal0.5percentagepoints.Thisoverallincreasedoesnothappencontinuously,notablynotin2025and2027.Theindicatorisestimatedtoamountto4.34percentin2028.ReadmoreNote(s):Poland;2019to2028Source(s):ConsumerMarketInsightsRevenuepercapitaofthespiritsmarketinPolandfrom2018to2028(inU.S.dollars)RevenuepercapitaofspiritsinPoland2018-20281009087.8583.9380.4276.668073.2568.7366.7566.6770605040302010066.0366.264.19201820192020202120222023202420252026202720286Description:Theindicator'RevenueperCapita,Combined'inthe'Spirits'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal14.6U.S.dollars(+19.93percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach87.85U.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsVolumeofthespiritsmarketinPolandfrom2018to2028(inmillionlitres)VolumeofspiritsinPoland2018-2028450409.41401.06402.36399.77403.64394.04394.31395.56395.940035030025020015010050383.77378.220201820192020202120222023202420252026202720287Description:Theindicator'Volume,Combined'inthe'Spirits'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal13.9millionlitres(+3.51percent).Afterthefifthconsecutiveincreasingyear,theindicatorisestimatedtoreach409.41millionlitresandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsValueofthealcoholmarketinPolandfrom2015to2022(inbillionzloty)AlcoholmarketvalueinPoland2015-20226048.6504030201004539.236.634.632.632.130.9201520162017201820192020202120228Description:In2022,thealcoholmarketvalueinPolandincreasedintheobservedperiodto45billionzloty.ReadmoreNote(s):Poland;2015to2022Source(s):HurtiDetal;Money.pl;PoradnikHandlowca;Rzeczpospolita;wiadomoscispozywcze.pl;WirtualneMediaShareinthevalueofspiritsimportedtoPolandin2022,bycountryoforiginShareofspiritsimportvalueinPoland2022,bycountry40%34.9%35%30%25%20%15%10%5%11.6%USA9.3%6.2%Italy6%5.2%3.8%2.5%2.3%1.8%0%UnitedKingdomIrelandGermanySpainFinlandFranceSwedenLithuania9Description:In2022,theUnitedKingdomwasthelargestexporterofspiritstoPoland,accountingfora34.9percentshareofthecountry'stotalspiritsimportvalue.ReadmoreNote(s):Poland;2022Source(s):TradeMap;UNComtradeCHAPTER

02ProductionandsalesValueofretailsalesofalcoholicbeveragesandtobaccoinPolandfrom2010to2022(inmillionzloty)ValueofretailsalesofalcoholicbeveragesandtobaccoinPoland2010-202290,00080,00070,00081,025.375,653.872,744.166,311.861,973.758,910.357,495.260,00050,00040,00030,00020,00010,000056,15454,67754,637.454,528.154,781.953,763.3201020112012201320142015201620172018201920202021202211/statistics/1182689/poland-retail-sales-of-alcoholic-beverages-and-tobaccoOvertheperiodobserved,thevalueofalcoholicbeveragesandtobaccosoldinretailoutletsinPolandincreased,reachingapproximatelyover81billionzlotyin2022.Thisrepresentsanincreaseofmorethansevenpercentcomparedtothepreviousyear.ReadmoreNote(s):Poland;2010to2022;*Datareferstothesalesofgoodsinretailsalesoutletsatcurrentprices.Dateofreleaseisdateofaccess

ReadmoreSource(s):CentralStatisticalOfficeofPolandAverageretailpriceofpurevodkainPolandfrom2015to2022(inzlotyper500milliliters)RetailpriceofvodkainPoland2015-20223529.013026.225.6625.0624.5524.3724.3924.3325201510502015201620172018201920202021202212Description:Thepriceofpurevodkahasfluctuatedbetweentheperiodobserved.In2022,theaveragepriceofpurevodkaper0.5litersamountedtoover29.01zloty.

ReadmoreNote(s):Poland;2015to2022;*Purevodkacontaining40%ABV.Dateofreleaseisdateofaccess.ReadmoreSource(s):CentralStatisticalOfficeofPolandAverageretailpriceofpremiumvodkainPolandfrom2015to2022(inzlotyper500milliliters)RetailpriceofpremiumvodkainPoland2015-20226050403050.144824.4723.122.9222.8322.7320100201520172018201920202021**2022**13Description:Thepriceofpremiumvodkahasfluctuatedduringtheperiodobserved.In2022,theaveragepriceofpremiumvodkaper0.7litersamountedto50.14zloty.

ReadmoreNote(s):Poland;2015to2022;*Premiumvodkacontaining37.5%ABV.**Per700milliliters.Dateofreleaseisdateofaccess.

ReadmoreSource(s):CentralStatisticalOfficeofPolandValueofexcisedutyonspiritsinPolandfrom2000to2024(inzlotyper1hectoliterofpurealcoholinthefinalproduct)ExcisetaxonalcoholinPoland2000-20248,0007,5007,0007,6107,2486,9036,5006,0005,5005,0004,5004,0006,278

6,2786,275

6,2756,0205,704

5,704

5,704

5,704

5,704

5,7044,960

4,960

4,960

4,960

4,9604,550

4,550

4,550

4,5504,400

4,4002000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022

2023

202414Description:In2024,theexciserateonspiritsinPolandamountedto7.6thousandzlotyperonehectoliterofpurealcoholinthefinalproduct.Thisisanincreaseoffivepercentcomparedtothepreviousyear.

ReadmoreNote(s):Poland;2000to2024;*Excludingbeer.ReadmoreSource(s):Forsal.pl;MinistryofFinance(Poland);PIT.PL;PracodawcyRP;wiadomoscispozywcze.plFinancialresultsofMarieBrizardWine&SpiritsS.A.inPolandfrom2020to2022(inmillionzloty)FinancialresultsofMarieBrizardWine&SpiritsinPoland2020-2022202020212022400181.35169.08166.6820001.055.581.885.831.685.56-4.02-38.47-200-400-600-800-1,000-1,200-945NetrevenuefromsalesProfit/lossonoperatingactivitiesGrossprofit/lossNetprofit/loss15Description:MarieBrizardWine&Spirits,themanufacturerofSobieskiandKrupnikvodkasandwinessuchasMarquesdelPuertoandMoncigale,generatedover181millionzlotyinnetsalesrevenueinPolandin2022.

ReadmoreNote(s):Poland;2020to2022Source(s):Bonnier;MarieBrizardWine&Spirits;PulsBiznesuCHAPTER

03ConsumptionAverageconsumptionofspiritspercapitainPolandfrom1992to2022(inlitersofpurealcohol100%percapita)ConsumptionofspiritspercapitainPoland1992-20224.03.8

3.83.83.7

3.73.63.53.53.53.43.53.02.52.01.51.03.33.3

3.33.2

3.23.2

3.2

3.2332.92.82.72.5

2.52.42.42.121.7

1.7199219931994199519961997199819992000200120022003200420052006200720082009201020112012201320142015201620172018201920202021202217Description:TheaverageconsumptionofspiritspercapitainPolandin2022amountedto3.5liters,aslightdecreasecomparedtothepreviousyear.

ReadmoreNote(s):Poland;1992to2022Source(s):CentralStatisticalOfficeofPoland;KrajoweCentrumPrzeciwdziałaniaUzależnieniom;PaństwowaAgencjaRozwiązywaniaProblemówAlkoholowychAveragemonthlypercapitaexpenditureonspiritsandliquorsinPolandfrom2015to2022(inzloty)PercapitaaveragemonthlyspendingonspiritsinPoland2015-20221816141215.2814.7913.2611.1210.071089.369.438.7364202015201620172018201920202021202218Description:Pole'sexpenditureonspiritsandliquorsincreasedintheobservedperiod.In2022,consumersspentover15.2zlotypermonthontheseproducts.

ReadmoreNote(s):Poland;2015to2022Source(s):CentralStatisticalOfficeofPolandConsumptionofselectedalcoholproductspercapitainPolandfrom2005to2022(inliters)ConsumptionofselectedalcoholicproductsinPoland2005-2022Vodkas,liqueurs,otherspiritbeveragesintermsof100%alcoholWineandmead99.598.5Beerfrommalt(ofanalcoholicstrengthof0.5%andmore)100.512098.999.197.11008060402009493.292.990.280.78.66.96.36.36.56.76.35.96.166.23.23.23.23.23.33.33.73.73.83.52.52005201020142015201620172018201920202021202219Description:In2022,onlytheconsumptionofbeerdecreasedby0.3literspercapitainPoland.Nevertheless,thePolishconsumerconsumed3.5litersofvodkasandotherspiritbeveragesand6.3litersofwine.

ReadmoreNote(s):Poland;2005to2022Source(s):CentralStatisticalOfficeofPolandAlcoholconsumptionfrequencyinPolandin2023FrequencyofalcoholconsumptioninPoland202335%30%29%25%22%20%19%20%15%10%5%9%0%EverydaySeveraltimesaweekSeveraltimesamonthOnceamonthorlessNever20Description:In2023,ninepercentofPolesdeclaredthattheydrankalcoholeveryday,and20percentseveraltimesaweek.ReadmoreNote(s):Poland;2023;18yearsandolder;OnlineusersSource(s):ARCRynekiOpinia;medonetAlcoholconsumptioninPolandfrom2023,bygenderAlcoholconsumptioninPoland2023,bygender100%90%80%70%60%50%40%30%20%10%0%86%80%75%TotalMenWomen21Description:In2023,20percentofPolesdeclaredtotalabstinenceregardingalcoholconsumption.Thepercentageofwomendrinkingalcoholamountedto75percent,whilethatofmenwas86percent.

ReadmoreNote(s):Poland;2023;18yearsandolder;OnlineusersSource(s):ARCRynekiOpinia;medonetAlcoholconsumptionfrequencyinPolandin2023,bytypeofalcoholFrequencyofalcoholconsumptioninPoland2023,byalcoholtypeShareofrespondentsOther20%VodkaWine30%Beer0%10%40%50%60%1%1%1%EverydaySeveraltimesaweekSeveraltimesamonthOnceamonthorlessNever5%2%3%4%9%9%13%17%21%37%48%50%51%42%35%27%23%22Description:In2023,Polesmostoftenchosebeeramongalcoholicbeverages.Fivepercentofpeopledrankiteveryday,whileninepercentdrankitseveraltimesaweek.

ReadmoreNote(s):Poland;2023;18yearsandolder;OnlineusersSource(s):ARCRynekiOpinia;medonetShareofindividualproductsintheluxuryspiritssegmentinPolandin2022ShareofindividualproductsintheluxuryspiritssegmentinPoland2022Otherspirits8%Brandies&Cognacs3%Whisky89%23Description:Accordingtothesource,thespiritsmarketaccountedfor69percentofthetotalluxuryspiritsmarketinPolandin2022.Whiskyaccountedforthelargestshareofthespiritssegment.ReadmoreNote(s):Poland;2022Source(s):Euromonitor;KPMGPolandCHAPTER

04GinRevenueoftheginmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueoftheginindustryinPoland2018-20284035302535.0133.2831.6330.0428.7726.2224.6423.8921.5521.7321.02201510502018201920202021202220232024202520262027202825Description:Theindicator'Revenue,Combined'inthe'Gin'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal6.2millionU.S.dollars(+21.55percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach35.01millionU.S.dollarsandthereforeanewpeakin2028.Notably,theindicator'Revenue,Combined'ofthe'Gin'segmentofthealcoholicdrinksmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsValueofginandgenevaimportedfromPolandfrom2010to2023(inmillionU.S.dollars)ValueofginimportedfromPoland2010-2023141210812.4910.868.25.5364.934.3143.292.52.11.91.851.57201.491.262010201120122013201420152016201720182019202020212022202326Description:Overtheperiodobserved,thevalueofginimportedtoPolandfluctuated.Theimportvaluepeakedin2023whenthecountryimportedginandgenevaproductswithatotalworthof12.49millionU.S.dollars.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofginandgenevaimportedfromPolandfrom2010to2023(inmetrictons)VolumeofginimportedfromPoland2010-20232,5002,0001,5002,136.171,938.921,464.191,197.72967.91,000743.712018653.682017544.8545.942016530.492013492.442014469.12015440.022012421.132010500020112019202020212022202327Description:Overtheperiodobserved,thevolumeofginimportedtoPolandfluctuated.Theimportvolumepeakedin2022whenthecountryimportedover2.1thousandmetrictonsofginandgenevaproducts.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeValueofginandgenevaexportedfromPolandfrom2010to2023(in1,000U.S.dollars)ValueofginexportedfromPoland2010-20233,5003,0002,5002,0001,5001,0003,138.872,168.41,462.781,239.15982.372020721.692017708.042018468.542016432.512014442.762015407.0420135000360.332012289.222010303.132011201920212022202328Description:Overtheperiodobserved,thevalueofginexportedfromPolandmainlyincreased,peakingatover3.1millionU.S.dollarsin2023.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofginandgenevaexportedfromPolandfrom2010to2023(inmetrictons)VolumeofginexportedfromPoland2010-2023500450400350300250200443.77312.66291.5248.79222.78150124.7119.352017116.812018*101.55201489.1989.43201383.15201610050080.22201052.36201120122015*20192020*20212022202329Description:Overtheperiodobserved,thevolumeofginexportedfromPolandfluctuated.In2023,countryexportedatotalvolumeof443.77metrictonsofginandgenevaproducts.

ReadmoreNote(s):Poland;2010to2023;*Estimate.DatacoverageforHScommoditycode220850"Ginandgeneva".Dateofreleaseisdateofaccess

ReadmoreSource(s):UNComtradeCHAPTER

05RumRevenueoftherummarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueoftherumindustryinPoland2018-20284035302535.7633.9932.4130.8829.727.1325.2924.2621.7621.3820.94201510502018201920202021202220232024202520262027202831Description:Theindicator'Revenue,Combined'inthe'Rum'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal6.1millionU.S.dollars(+20.54percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach35.76millionU.S.dollarsandthereforeanewpeakin2028.Notably,theindicator'Revenue,Combined'ofthe'Rum'segmentofthealcoholicdrinksmarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsValueofrumimportedtoPolandfrom2010to2023(inmillionU.S.dollars)ValueofrumimportedtoPoland2010-20233027.4925.4252016.861511.8211.2520199.161057.556.636.45.435.044.584.153.950201020112012201320142015201620172018202020212022202332Description:Overtheperiodobserved,thevalueofrumimportedtoPolandfluctuated.In2023,thecountryimportedrumproductsworthover25millionU.S.dollars.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofrumimportedtoPolandfrom2010to2023(in1,000metrictons)VolumeofrumimportedtoPoland2010-2023765436.294.172.882.672.211.921.371.271.31.191.171.121.051102010201120122013201420152016201720182019*2020*2021*2022202333Description:Overtheperiodobserved,thevolumeofrumimportedtoPolandfluctuated.In2022,thecountryimportedarecordvolumeofrum,totalingover6thousandmetrictons.

ReadmoreNote(s):Poland;2010to2023;*Estimate.DatacoverageforHScommoditycode220840"Rumandtafia".Dateofreleaseisdateofaccess

ReadmoreSource(s):UNComtradeValueofrumexportedfromPolandfrom2010to2023(in1,000U.S.dollars)ValueofrumexportedfromPoland2010-202314,00012,00010,0008,0006,0004,0002,00013,153.3812,923.614,413.143,561.1520202,927.0420192,218.512018429.72013365.912016441354.42011351.422012318347.12015187.84201002014201720212022202334Description:Overtheperiodobserved,thevalueofrumexportedfromPolandfluctuated.In2023,thecountryexportedrumproductstotalingarecordvalueofover13millionU.S.dollars.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofrumexportedfromPolandfrom2010to2023(inmetrictons)VolumeofrumexportedfromPoland2010-202310,0009,304.039,0008,0007,0006,0005,0004,0003,0002,0001,00001,704.112020*1,738.3220231,593.382021*1,3922019962.582018*14.31201022.0338.46201250.7732.4356.8131.95201626.0920172011*2013*2014*2015*202235Description:Overtheperiodobserved,thevolumeofrumexportedfromPolandfluctuated.In2022,thecountryexportedarecordvolumeofrum,measuringatover9.3thousandmetrictons.

ReadmoreNote(s):Poland;2010to2023;*Estimate.DatacoverageforHScommoditycode220840"Rumandtafia".Dateofreleaseisdateofaccess

ReadmoreSource(s):UNComtradeCHAPTER

06VodkaRevenueofthevodkamarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthevodkaindustryinPoland2018-20281,6001,4001,2001,00080060040020002018201920202021202220232024202520262027202837Description:Theindicator'Revenue,Combined'inthe'Vodka'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal142.3millionU.S.dollars(+10.31percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach1.5billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsValueofvodkaimportedtoPolandfrom2010to2023(inmillionU.S.dollars)ValueofvodkaimportedtoPoland2010-20236052.9651.3449.9249.385046.0145.944.7442.9441.564038.8734.7433.5533.1132.9130201002010201120122013201420152016201720182019202020212022202338Description:Overtheperiodobserved,thevalueofvodkaimportedtoPolandfluctuated.In2023,thecountryimportedvodkaproductsworthover49millionU.S.dollars.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofvodkaimportedtoPolandfrom2010to2023(in1,000metrictons)VolumeofvodkaimportedtoPoland2010-2023252021.2620.5919.3419.3217.417.3116.1716.2615.8314.851510512.6412.5212.211.33020102011*20122013201420152016201720182019*202020212022202339Description:Overtheperiodobserved,thevolumeofvodkaimportedtoPolandfluctuated.In2023,thecountryimportedover19.3thousandmetrictonsofvodka.

ReadmoreNote(s):Poland;2010to2023;*Estimate.DatacoverageforHScommoditycode220860"Vodka".Dateofreleaseisdateofaccess

ReadmoreSource(s):UNComtradeValueofvodkaexportedfromPolandfrom2010to2023(inmillionU.S.dollars)ValueofvodkaexportedfromPoland2010-2023250200208.38190.08176.29162.2159.58155.31154.87152.18150.56147.02145.68144.28142.4715010050134.802010201120122013201420152016201720182019202020212022202340Description:Overtheperiodobserved,thevalueofvodkaexportedfromPolandfluctuated.In2023,thecountryexportedvodkaproductsworthover208millionU.S.dollars.

ReadmoreNote(s):Poland;2010to2023Source(s):UNComtradeVolumeofvodkaexportedfromPolandfrom2010to2023(in1,000metrictons)VolumeofvodkaexportedfromPoland2010-20236054.4649.0948.9848.565040302010047.5644.7744.344.3143.5343.642.6840.2239.6237.932010201120122013*2014201520162017*20182019202020212022202341Description:Overtheperiodobserved,thevolumeofvodkaexportedfromPolandfluctuated.In2023,thecountryexportedover48thousandmetrictonsofvodka.

ReadmoreNote(s):Poland;2010to2023;*Estimate.DatacoverageforHScommoditycode220860"Vodka".Dateofreleaseisdateofaccess

ReadmoreSource(s):UNComtradeCHAPTER

07WhiskeyRevenueofthewhiskymarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthewhiskyindustryinPoland2018-2028800700600500749.88705.4665.49626.82593.91540.39510.24498.41451.52451.44421.2240030020010002018201920202021202220232024202520262027202843Description:Theindicator'Revenue,Combined'inthe'Whisky'segmentofthealcoholicdrinksmarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal156millionU.S.dollars(+26.27percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach749.88millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsValueofwhiskeyimportedtoPolandfrom2011to2023(inmillionU.S.dollars)ValueofwhiskeyimportedtoPoland2011-2023400350300250200150348.68298.93282.03244.1212.15192.75164.1137.44125.162013114.992015101.04201490.98201287.3120111005002016201720182019202020212022202344Description:Overtheperiodobserved,thevalueofwhiskeyimportedtoPolandmainlyincreased.