PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND - Trends, products and consumer insights for 2020 - Agroberichten Buitenland
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PLANT-BASED
MEAT AND DAIRY
LANDSCAPE IN POLAND
Trends, products and consumer
insights for 2020
C O NTE NT LIS T
3 INTRODUCTION
- the overview of the trends in Poland
7 CONSUMER INSIGHTS
– dive into what Poles
are searching for
16 PLANT-BASED MEAT IN POLAND
24 PLANT-BASED DAIRY IN POLAND
32 SUMMARY
33 RESOURCES
INTRODUCTION
– THE OVERVIEW
OF THE TRENDS
IN POLAND
A country with its meat-oriented culture
opens up to plant-forward eating. Even
though, looking through the historical Poles actually cut down on meat
perspective, Polish diet has always been consumption.
based on grains and root vegetables,
Poles' affair with barbecue, pork chop
and other meat-based dishes is obvious. In 2019, meat
However, what would seem abstract
consumption per
a couple years ago becomes a reality
in Poland today – the plant-based capita dropped to
boom has hit and there are multiple 61 kg from 62,4 kg
reasons to back the opinion that it the year before.
should be considered rather a long-
term mainstream tendency rather than
a phase. Many arguments prove that Various studies confirm that
it would not be an understatement approximately 40% of Polish population
to put Poland on European map of actively reduces their meat intake.
plant-based boom along Germany, As it turns, 2020’s SARS-Cov-2 pandemic
Netherlands or the United Kingdom. might push Poles furtherly to reconsider
The rising flexitarian population, the their dietary choices, often meaning
restaurant business open to plant-based less meat and animal-origin products
cuisine, the manufacturers expanding on their plates. Consumer trends and
their product portfolios with innovative attitudes towards plant-based food are
plant-based products make only a few explored firstly in order to enable the
arguments for Poland being the hot-spot readers to understand the Polish
for food innovation in 2020. context better.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
3
Furthermore, vegan and vegetarian it is important to underline that the
restaurants play one of the essential interest in plant-based eating is not
roles in popularizing plant-based limited to metropolitan areas.
eating in Poland. Warsaw has been Gas-station chains or convenience stores
considered among top veggie-friendly make great cases – where else in Europe
cities by Happy Cow App for 3 years one could enjoy plant-based hot-dogs
in a row – some would call it “the new and burgers at one of 1700 gas stations?
Berlin” for its wide range of plant-based Żabka, the biggest Polish convenience
eat out options. Cracow, Wrocław or chain (over 6000 stores) introduced
seaside’s Tricity can also easily represent meat-free hot-dogs as well.
a thriving plant-based scene, however,
#1 How many Poles choose meat-free meals
when eating out?
QUESTION: How often do you order meat-free meals
(incl. fish- and poultry-free) when you eat out?
Never Sometimes
Total 14,9% 49,1%
Village 16,0% 48,4%
Small Town (up to 20.000 inhabitants) 9,8% 46,2%
Middle-sized Town (20.000-99.000 inhab.) 12,9% 56,2%
City (100.000-500.000 inhab.) 19,4% 41,9%
Large City (more than 500.000 inhab.) 14,2% 53,7%
I don’t know /
Often Always I don’t eat out
Total 16,2% 3,6% 16,2%
Village 15,5% 3,5% 16,5%
Small Town 20,3% 2,8% 21,0%
Middle-sized Town 13,8% 3,8% 13,3%
City 15,7% 5,8% 17,3%
Large City 17,9% 1,5% 12,7%
Source: Panel Ariadna | May 2019
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
4
In order to present the full picture of
the plant-based momentum, restaurant
chains building up their plant-based
portfolio cannot be omitted. It is not
only about Burger King’s Rebel Whopper
or IKEA’s meat-free meatballs, but also
Polish businesses such as
Bobby Burger
(biggest Polish burger
franchise), Meet
& Fit
or 7th Street Burger
offering a vast menu of plant-
based burgers or plant-based
chains like Krowarzywa,
Tel-Aviv Street Food
or Mihiderka continuously
strengthening their presence
across the country.
Better plant-based offers by retail
stores helps to spread the flexitarian
trend (or simply increase the interest
in such products) across the country.
Retailers like Auchan or Carrefour
make open commitments to increase
the plant-based product portfolio and
discounters such as Lidl or Biedronka
(biggest Polish discount chain) take the
lead introducing affordable products
normalising plant-forward eating in the
eyes of mass customers.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
5
The following report focuses It is to no surprise that Jogurty Magda,
predominantly on plant-based products Polish dairy company with almost
and food companies exploring the 30 years of experience in milk processing
momentum for product innovation. made a transition to fully plant-based
What gives it an extra push, is the production in 2020. As many would say,
fact that multiple actors express the times are changing.
their interest in plant-based mega-
trend – start-ups, traditional meat and Being an author of the following report,
dairy producers, multinationals and I strongly hope that the following
many more. Even though the plant- publication will encourage the readers
based segment in each category is to furtherly observe, and explore the
still relatively small compared to meat growth of the plant-based market
and dairy shelves, its growth potential in Poland.
cannot be ignored – only in 2019 sales
of plant-based dairy products grew
by 26% compared to 2018.
MACIEJ OTRĘBSKI
strategic partnerships manager
RoślinnieJemy
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
6
CONSUMER
INSIGHTS
– DIVE INTO WHAT POLES ARE
SEARCHING FOR
The rising hunger for plant-based At the same time plant-based
foods goes beyond the borders. While alternatives are booming. Biedronka,
international media focus on the United Polish biggest discount stores chain,
States, United Kingdom and Germany, reported that tofu sales have increased
the consumers across the globe express by 160% in the first half of 2020
their interest in more plant-forward compared with the same period the year
eating. Poland is no exception, as more before². It clearly shows that plant-based
and more Poles actively reduce their eating is not reserved to vegans and
meat consumption and food producers vegetarians anymore.
embrace the business potential and
market opportunity that the plant-based MEAT REDUCERS,
food category offers. FLEXITARIANS AND VEGGIE
LOVERS IN POLAND
According to Statistical Yearbook of Research by Panel Ariadna that took
Agriculture 2019, meat consumption place in May 2019 states that during the
per capita dropped by 2,24% in 2019 month preceding the survey, 8.4%
compared to 2018. Poles consumed 61 of adult Poles and Polish women were
kg of meat on average in 2019, whereas on a vegetarian (6.6%) or vegan (1.8%)
meat consumption per capita in 2018 diet, and another 3.8% limited the
amounted to 62,4 kg. Such a big drop in consumption of meat products to fish.
meat consumption can be attributed to Another research conducted for Pyszne.
multiple factors, as Poles are expressing pl (polish branch of Takeaway.com)
more concern about health-related, is slightly more conservative. According
environmental- and ethical issues related to Pyszne.pl 1 mln of Poles aged
with industrial factory farming. between 18-65 do not eat meat³.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
7
The plant-based population in Poland
is relatively young. The research by Panel
Ariadna mentioned earlier shows that Over 20% young
young people are the group most willing Poles did not eat
to give up eating meat products.
meat during the
month preceding
the study
While it is slightly farfetched to claim handled in May
that 21.7% of Poles aged 18-24 are
vegetarians, a significant interest
2019.
in plant-based diets is certainly visible
among the representatives of the young
generation. Research discussed in the
report on food market trends published
by Mintel in 2017 indicated that about
10% of Poles aged 16-24 describe themselves
as vegans or vegetarians and about 10-11% of
Poles aged 25-34 follow a meat-free diet4.
#2 Number of Poles whose did not eat meat
during the month preceding the study.
18-24 years 21,7%
25-34 years 13,4%
35-44 years 13,1%
45-54 years 10,3%
55 years or above 8,0%
Source: Panel Ariadna | May 2019
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
8
What is important, the survey by Panel
Arianda, confirmed the particular
MEAT REDUCTION
popularity of plant-based diets among
young people, i.e. the favourite target Multiple research companies try
group of marketing activities: 26.7% to assess the attitudes of Polish
of vegetarians and vegans are under citizens towards meat consumption.
24 years old, while in the 25-34 age As mentioned earlier, Polish General
group they constituted 24.4% of the Statistics Office estimated that meat
respondents. Gen Z youngsters look consumption dropped from 62,4 kg
for added value, more environmentally per capita in 2018 to 61 kg in 2019,
friendly and more ethical solutions also which proves that Poles do not only
in their daily choices. This group also declare to reduce meat intake, but also
responds most eagerly to signals coming commit to it in their daily choices, even
and going in social media. if the change is not that significant.
#3 Meat reduction among
meat-eaters in Poland
I eat much less I eat a bit less I eat the same I eat a bit more I eat much more
meat than the meat than amount of meat than the meat than the
year before the year before meat as the year before year before
year before
0% 20% 40% 60% 80% 100%
Total
Village
Small Town
(up to 20.000 inhabitants)
Middle-sized Town
(20.000-99.000 inhabitants)
City
(100.000-500.000 inhabitants)
Large City
(more than 500.000 inhabitants)
0% 20% 40% 60% 80% 100%
Source: Panel Ariadna | May 2019
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
9
Research firm IQS estimated that Results of public opinion survey from
approximately May 2019 by Panel Ariadna mentioned
earlier estimate that as much as 38.5%
of Polish meat consumers had
43% of Polish significantly or moderately reduced
their consumption during the last
citizens either year.
gave up on meat or
actively reduce its The results of the survey indicate that
consumption5. as many as 44% of women have reduced
their meat consumption in the last year,
while among men 31.4% say they eat
According to another study by Mintel, less meat. At the same time, 61% of men
40% of Poles consider themselves as report that their meat consumption has
meat-reducers, claiming that health not changed over the past year.
plays the essential role for their decision
(environmental and ethical concerns As many as
also play an important role for Polish
consumers).
73% of Polish
consumers are
willing to reduce
meat consumption
in favour of its
plant-based
alternatives if the
products would meet
their expectations.
This means that 3 out of 4 Poles might
be currently withdrawing from meat
reduction limiting meat predominantly
due to low availability of quality plant-
based products.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
10#4 Plant-based meat alternatives and attitudes
towards meat-reduction in Poland
QUESTION: If plant-based meat alternatives met your expectations,
would you be willing to reduce your meat consumption?
Total Female Male
12,7% 11,6%
28,4% 17,6%
2,8%
46,9% 52,6%
23,4% Rather YES
Defninitely NO Definitely YES
49,6% Rather NO Hard to say
Source: Panel Ariadna | May 2019
PLANT-BASED EATING AND At the same time, 54 percent of Poles
COVID-10 PANDEMIC claim that plant products are better
for the environment than meat or dairy
Consumers are more vary about their
products.
dietary choices during COVID-19
pandemic. As research shows, the
Another research published in July
suspected animal-origin of the virus
2020 by Upfield estimates that during
encourages Poles to eat more plant-
the pandemic approximately 25% Poles
based products. Research by Mintel
reduced their meat consumption and
shows that during pandemic,
31% bought more plant-based products
20% of Poles started perceiving plant-
than they usually do.The survey was
based diet as more appealing⁶.
handled by Market Research World on
a representative sample of 2000 Poles⁷.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
11THE “WHY” FOR CHOOSING Moreover, Plant-based food 54%
PLANT-BASED PRODUCTS of Polish consumers agree that
plant-based foods are better for the
The reasons why Poles are choosing
environment than meat and dairy
more plant-rich diet correspond with
products¹⁰. At the same, another
global shift in consumer behaviours.
research by Mobile Institute, published in
While health benefits are the primary
the Green Generation, report indicates
factor for increasing the amount of
that only 8 percent of Poles perceive the
plant-based products and reducing meat
plant-based diet as an action that will
intake, it turns out that more consumers
improve the environment, which leaves
also take environmental aspects as they
a lot of room for more coordinated
become a part of mainstream media
educational activity by plant-based
discourse. However, according to
businesses, public institutions and
research firm Mintel, 59% of Poles admit
environmental organisations¹¹.
that they care more about their own
health than the environment⁸.
When it comes to plant-based meat
alternatives, RoślinnieJemy conducted
Research by Market Research World
an extended study on characteristics
conducted in June 2020 for Upfield⁹
of such products that consumers find
allows one to investigate motivations
the most essential.
for purchasing plant-based products.
It turns out that consumers who reached
As many as 55% of Poles point to the
for more plant-based food during
health benefits of consuming products
COVID-19 pandemic claim following
such as plant-based meat alternatives.
reasons as their main motivation:
In addition, 41.3% of Poles emphasize
their interest in nutritional value of such
y 49.4% introducing products.
a more balanced diet,
Moreover, one of the core findings
y 31.5% willingness to try of the research is the fact that the
out new recipes, second most frequently chosen feature
of plant-based meat alternatives was
y 29.1% strengthening the to taste similarly or better than meat.
immune system, As many as 50.6% of Poles count
y 28.2% becoming on meat substitutes being at least
as tasty as their conventional
healthier.
counterparts. 54.2% of men emphasize
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
12meat tastes as one of the most
important features of meat alternatives.
This offers a clear messaging to food
manufacturers: meat flavours and
aromas or a texture reminiscent of meat
are desirable features.
43.1% of Poles find price competitiveness
as an important aspect of plant-based
meat alternatives. Among the people
aged 55 and over, easy way of preparing
these products turns out to be an
important aspect as many as 42.3%
of Poles aged 55+ indicated this answer.
PLANT-BASED PRODUCT More than 28% of Poles occasionally
CONSUMPTION
consume vegetable meat alternatives
Due to the fact that plant-based such as vegetable chops, sausages,
products are still considered a novelty, burgers, meatballs, schnitzels or
the size of Polish plant-based market nuggets. 6% of Poles eat such
is yet to be researched in detail. products regularly. What is particularly
Nielsen estimates that sales plant-based worth emphasising is the fact that
alternatives to dairy have grown in 2019 31.2% currently do not eat vegan
by 26% CAGR. Moreover, consumer meat alternatives, but are willing
insights, public opinion survey and to eat such products from time
continuous expansion of plant-based to time – almost every third Pole is open
products on the market shelves allow to try plant-based meat alternatives.
to draw conclusion that plant-based Their quality will be essential to build
trend is on the rise. long-time consumer acceptance
in that consumer segment. Consumers
What many find surprising, the vast will be happy to reach again for tasty,
majority of plant-based meat alternatives appetizing and healthy products. Each
consumers are those who eat meat food producer entering the plant-based
on a daily basis (93.3%, Ariadna 2019). market is presented with a crucial
According to the same research, every challenge – every product "failure" can
fifth Pole consumed plant-based products possibly affect consumers’ perception
considered as direct meat-alternatives. of the whole plant-based market.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
13As stated earlier, younger generations
express the highest interest in such
products.
20.3% of Poles aged people aged 18-24
and 29.5% of Poles between 25-34
consume plant-based meat alternatives.
It is also worth noting that, 11.9% and The same study also found that Poles
10.1% of young Poles (aged respectively would most willingly buy plant-based
18-24 and 24-35) purchase plant-based meat meal bases, e.g. plant-based
meat alternatives regularly. This may ground meat or chicken strips.
indicate that it is in these groups that 35% of respondents indicated
most vegans and vegetarians and people their interest in such products.
who significantly reduce their meat A considerable interest is also shown
consumption are found. in ready-made meals with plant-based
meat (about 20.5%).
#5 Demand for particular types
of plant-based meat alternatives
QUESTION: If the following products met your expectations,
which ones would you be willing to buy most often?
Plant-based meat alternatives which
10,3% can be used as a base for dinner meals
(plant-based mince, faux chicken strips etc.)
16,8%
35% Ready meals with meat alternatives
(deli products, frozen foods, etc.)
Plant-based burgers, patties, etc.
Plant-based ham, sausages, hot-dogs, etc.
17,4% None of the mentioned
20,6%
Source: Panel Ariadna
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
14PLANT-BASED EATING AND
MAINSTREAM MEDIA
Polish consumers tend to be more and
more exposed to plant-based eating,
also through mass media, which happen
to cover such and closely related topics
quite frequently. Again, better exposition
to plant-based cuisine helps to build
interest in such products and expand the
customer base. Stories on plant-based
products and rising interest in more
flexitarian diets are being published
on a daily basis which affects consumer
behaviour.
It is also important to underline the role
of influencers and celebrities, which Source: Tygodnik Powszechny Facebook fanpage
embrace plant-based or plant-forward
lifestyle. Among many examples, two are Dymek, the author of the most known
particularly worth mentioning. Marta Polish blog on plant-based cuisine, has
been featured on the cover of Tygodnik
Powszechny, a conservative outlet.
At the same time, Fakt (Polish tabloid
newspaper covered the story of Robert
Lewandowski testing vegetarian diet).
Polish Forbes edition regularly covers
stories on plant-based entrepreneurs.
Retail chains promoting plant-based
products in their social media channel and
promotional brochures, the number of
books on plant-based cuisine premiered
in recent 12 months, finally, the efforts
of projects such as RoślinnieJemy
and other, build base and strengthen
the ecosystem for plant-based eating
becoming the new normal in Poland.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
15PLANT-BASED
MEAT
IN POLAND
INTRODUCTION
While the conversation about more be noticed in Poland, is the multi-faceted
sustainable eating becomes a day-to- interest in the plant-based market.
day topic during casual conversations, Aside from veteran-like companies
mainstream media embrace climate – meat alternatives producers with their
change with more interest along with established position on the market, new,
the food industry starting to recognize sometimes very innovative projects
the trend, or rather a fast-growing pop-in every other month.
consumer segment, it is no surprise that
plant-based meat alternatives gain These are coming from start-ups,
on popularity across the world. actively taking their products to the next
Although most of the focus is aimed level, retailers introducing private-label
towards British and German market, brands, multinationals marking their
consumers and businesses in Central and spot in the category, meat-processing
Eastern Europe are eager to discover businesses as well as FMCG companies
new plant-based products as those pop- operating in other food categories now
up across the market shelves in various working to expand their offer to the
categories. Throughout 2019 and the plant-based shelf as well. Multiple actors
first months of 2020, one could witness in the sphere along with increased
the ever-increasing number of listings consumer interest stir up inspire
on Polish market, especially in regard innovation in the plant-based meat
to plant-based meat alternatives. sphere. Following paragraphs present
the most interesting companies and
Increasing consumer interest in meat product launches in the plant-based
substitutes drives different actors to hop meat sphere during the last 18 months.
on the plant-based wagon. What could
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
16MARKET OVERVIEW
MOST INTERESTING NEW LAUNCHES
POLSOJA DOBRA KALORIA
Although the plant-based boom became Dobra Kaloria’s entry into plant-based
an actual topic in Poland around 2018, meat alternatives sphere can be
Polish vegans and vegetarians have had considered as a turning point in
the chance to put plant-based meat Poland. Up to 2019, the company has
alternatives in their baskets earlier as been operating in the healthy snack
Polsoja, one of the plant-based food and breakfast products category. The
pioneers in Poland has been offering company launched plant-based burgers
soy-based cold cuts and sausages for and meatballs into almost all major retail
more than 15 years now. While Polsoja’s stores in early 2019, commencing its
core business is tofu, the company market debut in partnership with Lidl
went through rebranding in Autumn Poland.
2019 and extended its product portfolio
in direction of other chilled meat What made their products different
alternatives (burgers and schnitzels) from other products already available
in order to attract flexitarian customers on the market, was it’s meat-like flavour
to its offer. and texture, clean label along with great
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
17communication strategy. From March BEZMIĘSNY
2019 to August 2020, Dobra Kaloria
What started as a crowdfunded project
multiplied its product range with plant-
in 2016 has now become one of the
based mince, breakfast sausages, gyros
most interesting companies to follow
meat and barbeque sausages (with
in Polish plant-based meat alternatives
algae-based skin that allows the product
sector. Bezmięsny offers a wide range
to successfully mimic grilled sausage
of wheat and pea protein based
qualities). Its products are respectively
products, including beacon, sausages,
based on sunflower sprouts, oyster
burgers, cold cuts, ribs and bolognese
mushroom and wheat protein. Dobra
sauce. Its products have launched
Kaloria’s products and their success in
successfully in Auchan stores 2019 and
the meat alternative category are often
were followed by debut in Carrefour.
considered as a benchmark by other
The company also operates vastly in its
businesses in Poland.
e-commerce store, which was its core
business until retail launch.
To make the landscape full, one cannot
omit Vivera, which is gradually building
its presence on Polish market. There are
also plenty of artisan companies offering
plant-based meat alternatives locally
or via their online stores (i.e. Seitan
Threat).
THE NEW MEAT
As plant-based trends are more
frequently discussed at Meat Industry
conferences (Kongres Mięsny 2020
or MEATing 2020 conference making
a great example), the flexitarian trend
gains more and more momentum, meat-
processing businesses in Poland shift
from initial neglection of plant-based
products towards a more welcoming
approach.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
18Danish Crown group member and one perspective on the product base
of the biggest meat producers in Poland, – its sausages have nearly identical
Sokołów, became the first company to ingredients list compared to Dobra
introduce a plant-based sub-brand – Z Kaloria’s plant-based sausages
Gruntu Dobre. Approximately 3 years mentioned earlier in the report.
ago Sokołów introduced a rather basic With Dobra Kaloria’s strong consumer
plant-based offer including spreads, acceptance, Olewnik, as a meat-industry
lentil pates and hummus boxes and business, might have intended to it could
gradually extended the portfolio with be interpreted in many ways.
plant-based interpretations of Polish
classic meals (i.e. Bigos – a cabbage Other meat-processing companies
stew or Gołąbki – cabbage leaves stuffed operating in the plant-based category
with rice and mushrooms). Sokołów’s are:
meat alternatives range has been • Pekpol - Dziarskie Jarskie range
launched to the market in June 2020 (pates and spreads)
and received a warm welcome from
consumers. • ZM Silesia - Be Veggie range
(predominantly vegetarian, since
Z gruntu Dobre range now includes most of the products included
plant-based mince, burgers, sausages, egg white in its ingredients list)
cold cuts and a plant-based version of that is now discontinued, however
dry smoked pork sausages (popular the company delivers plant-based
Polish snack) along with bean based hot-dog sausages for Orlen petrol
spreads, hummuses and pates. stations and Żabka convenience
Sokołów’s meat alternatives are based stores.
on pea, soy and wheat protein. The
company underlines high protein • Vion - Global meat-processing
content in its products. company originating in the
Netherlands and highly active on
Olewnik is another meat-processing Polish market offers plant-based
business building up its plant-based meat private-label solutions for Polish
portfolio. Company firstly introduced retailers and restaurant chains.
lentil and millet based pates, however
in May 2020, its sunflower-seeds and 2020’s holiday season became the time
oyster mushroom based barbeque of official launch of both Nestle’s Garden
sausages were launched in stores. Gourmet and Unilever’s The Vegetarian
Olewnik’s launch offers an interesting Butcher brands in Poland.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
19Both were introduced in restaurant
chains. Garden Gourmet partnered
with Meet & Fit and 7th street, both
a burger franchise, now offering Nestle’s
Sensational Burger as a result of the
cooperation. Unilever’s product are
currently available at Veggie’s
– a freshly opened vegetarian leg of
Berlin Doner Kebab (franchise operating
approximately 50 restaurants).
Neither Nestle, nor Unilever have
revealed plans for retail launch in the Throughout 2019 most of the retail
nearby future. At the same time, both chains have been testing the interest
of the brands have invested in online- in plant-based products, including meat
marketing campaigns aimed at industry alternatives, mainly through
professionals. TVB’s campaign sparked in-and-out sale actions and
discussion as the ad text claimed that time-limited promotions.
the company has invented meat
in a new form. Lidl Polska introduced Next Level Meat,
it’s private label brand on the New Year’s
Day in January 2020, 4 months after its
premiere in Germany. Plant-based mince
and burger were the first products to be
found on the market shelves. Currently,
Next Level Meat is available during Lidl’s
veggie-weeks. Plant-based sausages have
been added to its range.
Biedronka, the most popular Polish
discounter adopted a similar strategy,
introducing various plant-based
products within its Go Vege range (from
plant-based drinks, dry pancake mixes,
through peanut butters). Only recently
Go Vege’s portfolio has been extended
with cold cuts, sausages and burgers.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
20BEYOND MEAT
At the very moment, availability
of Beyond Meat (one of the US based
plant-based meat leading companies)
products is limited. During recent
months, Beyond Meat burgers were
available on offer for a limited period
of time at Lidl (19,99 PLN, approx.
5 EUR)) and Kaufland (24,99 PLN,
approx. 6 EUR). Burgers were sold
in two-packs. Wholesalers also
introduced Beyond Meat 10-packs
– the burger comes in frozen packages
and is available in Makro (part of
METRO group), which makes it easily
accessible for any HoReCa entity.
START-UPS PAVING THEIR
WAY TO BROADER CONSUMER
REACH
The plant-based momentum does
not go under the radar for the new
entrepreneurs in the sphere. VegeSmak,
Qurczak, GoPlant and BeanIt are the
companies whose potential should
not be underestimated. Although their
products in most cases have been
mostly available through online sales
or specialty stores, some of these
companies are already successfully
introducing their range onto the
retail market and building their brand
presence through cooperation with
restaurants.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
21VegeSmak’s staple products are Qurczak offers plant-based chicken
plant-based sausages based on wheat alternatives based on Polish white beans
protein. Their core advantages are rich and wheat protein blend. Though the
flavouring and great texture. Moreover, company only started a year ago, their
VegeSmak’s product range is highly products can be found in selected
based on local, almost nostalgic notes, Auchan supermarkets. Its founders
which offers their customers unique heavily invest in building the community
experience compared to other products around its products, through presence
available on the market. Plant-based Dry at food festivals and online presence.
pork sausages by VegeSmak has been
recognized as one of the new favourite
products and brands by RoślinnieJemy
followers during Plant-Based Awards.
WHAT TO TAKE INTO ACCOUNT
WHEN CONSIDERING POLISH MARKET
Firstly and foremostly, it is essential Therefore, margins for imported plant-
to underline that the plant-based meat based products might be drastically
category is not as developed in Poland smaller than in EUR zone countries.
as it is in Germany, United Kingdom
or The Netherlands, though, as one Another important aspect to consider
might conclude from the report, it is is the fact that most of plant-based meat
dynamically growing. Consumers in alternatives are offered in the chilled
Poland happen to be price sensitive sections. Frozen meat alternatives are
– according to research by Panel Arianda practically non-present on the Polish
in May 2019, 43,1% Polish consumers market, with only a couple of exceptions
expect meat-alternatives to remain – IKEA’s plant-based meatballs offered
in price range comparable to similar exclusively at IKEA stores and Beyond
meat products. Currently, most of the Meat’s burgers available in MAKRO
products mentioned in the report can in wholesale packaging. Companies
be considered premium. At the interested in launching their frozen
same time, Dobra Kaloria burger product portfolio may face additional
2-pack ranges between 7 and 9 PLN obstacles as buyers might be less
(approximately 2 EUR) per package. eager to start building the frozen meat
Vivera plant-based fish sticks cost alternative category from the scratch.
approximately 12 PLN (approx. 3 EUR).
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
22Dry meat alternative mixes are an Legal aspects of plant-based products
interesting sub-category eagerly labelling stir up discussions throughout
embraced by two companies in Poland Europe. According to Polish food law,
– Soligrano and Grano’s. Soligrano’s it is allowed to refer to the original
burger and mince mixes can be found product when labelling meat alternatives
in Rossmann (Polish major convenience as long as it is clearly indicated that the
drug and personal care stores chain with product is plant-based and consumers will
food departments). not be misguided by the product label.
Law expertise on plant-based meat labelling
can be downloaded freely here (in Polish).
TRENDS PREDICTION
With the global rise of flexitarianism and meat, but will also enable them to stand
increased interest in sustainable, planet- out from the plant-based competition.
friendly diets it becomes clear that plant-
based meat alternatives will continue to It can be expected that plant-based
gain popularity. food will be exposed better as retail
chains seem to only start embracing
The technological entry barrier to the plant-based trend. Extensive growth
introduce plant-based meat alternatives of plant-based offerings in restaurant
becomes less of an obstacle as most of menus over recent years and more and
the functional ingredients companies more dishes based on meat alternatives
operating in Poland now offer their only helps the trend to reach broader
solutions for texture, aromas and audiences. With Rebel Burgers at Burger
flavouring of plant-based products. King, Max Burgers’ clean menu and
Thus, more companies (with various plant-based chains like Krowarzywa,
backgrounds) will launch its plant- meat analogues are gradually becoming
based ranges. Flavour, health aspects more of a mainstream product, retailers
and affordability will continue to play will be more likely to extend the shelf
a leading role, however companies space dedicated to meat-free burgers,
considering investing into plant-based sausages and steaks. However, it is also
meat should look into extra value and essential to remember that plant-based
qualities that might not only encourage meat is only a fraction of the traditional
consumers to choose alternatives over meat category.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
23PLANT-BASED
DAIRY
IN POLAND
INTRODUCTION
Compared to plant-based meat, time perhaps eating meat, which proves
the dairy alternative category is that limiting the consumption of certain
more developed in Poland, though groups of products of animal origin does
predominantly due to plant-based milk not have to be mainly caused by vegans.
alternatives subcategory. Consumers Moreover, the research by Market
express their interest in dairy Research World conducted in June 2020
alternatives in their shopping basket indicated that Poles were more eager
content as retailers continue to expand to buy plant-based dairy alternatives:
their offerings (with high emphasis on
private-label brands), which results
in a positive feedback loop. However, • 28.5% bought plant-based
it is essential to underline that plant- beverages,
based cheese, yoghurt, cream and egg • 24.8% bought dairy-free
substitutes are still not widely available. cheese,
Nevertheless, other dairy alternatives
• 17.7% bought plant-based
subcategories, i.e. plant-based ice have
margarine instead of
been gaining popularity. butter12.
Results of the survey handled by Panel
Ariadna in May 2019 indicate 11.9%
of Poles did not drink milk and did not
eat dairy products during the month
preceding the research. In fact almost
the same amount of them do not eat
eggs and egg products, at the same
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
24According to market research firm alternatives. Since Alpro brand has
Nielsen, sales of dairy alternatives in been acquired by Danone, the company
Poland increased by 26 percent in 2019 invests heavily in building its brand
alone, as Poles are more and more recognition.
willing to use plant-based milk, yoghurt
or butter substitutes¹³. Danone conducted two outdoor
campaigns and launched a collaboration
Plant-based beverages become a regular with Agnieszka Radwańska, Polish tennis
alternative to dairy milk in restaurants top athlete and a celebrity, who had
and cafes – McDonald’s and BP petrol endorsed Alpro’s products online.
stations have been offering soy milk for
over 2 years now, as well as majority Similarly to plant-based meat
of independently run cafes that actually alternatives, the dairy-free sphere
helped to normalise the plant-based became attractive for multiple actors
milks among Polish consumers. operating in the food business. The
overview of companies and their recent
Moreover, major brands and their product launches presented below
spending on marketing budgets help intend to create a better understanding
to increase interest in plant-based dairy of Polish dairy alternatives market.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
25MARKET OVERVIEW
MOST INTERESTING NEW LAUNCHES
ALPRO
2018 and the following years up to 2020
can be considered as the transition
period when dairy alternatives had
started to be more widely available.
Up to 2018, consumers could find such
products mostly in specialty stores.
Alpro was the only brand with more
market presence. Up to date, Alpro
remains the market leader in branded
plant-based dairy products with 24.6
percent of the market share according
to Nielsen. The brand offers a wide
range of soya drinks – 3 regular variants the brand has only started expanding its
and 3 flavour variants (vanilla, banana, range in Poland. From 2019, consumers
chocolate), as well as almond, coconut, can buy plant-based yoghurts (berry,
rice oat and cashew nut drinks. Alpro’s peach and strawberry flavours) as
staple products are soy-based dessert well as Alpro Caffe drinks. The latter
variants coming in three flavours. Even are available in the biggest Polish
though Alpro’s product portfolio is convenience store chain.
broader in other European markets,
PRIVATE LABEL
Dairy-free private-label listings have
been building up the category in recent
years. All of the leading retailers in
Poland have introduced plant-based milk
alternatives under their own brands.
In most cases, the plant-based dairy
offer is limited to milk alternatives.
Nonetheless, Lidl Poland, a discounter
that has been eagerly introducing plant-
based options across various categories,
added up plant-based yogurts under
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
26Pilos brand. Aside from Jogurty Magda’s products. The company launched its
plant-based products mentioned earlier, coconut-based yogurts firstly in 2017
one can also find Pilos milk alternatives and has been consequently expanding its
in various flavours and characteristics range. Now consumers can find multiple
(bio and sugar-free options are flavour versions of their yogurts (also
available) as well as Joya plant-based sugar-free and bio range), plant-based
drinks and yogurts offered at in-out cream as well as drinkable yogurts,
sales. Biedronka, the biggest Polish a popular to go meal in Poland.
discount chain has recently launched
coconut-based desserts under its Planton, the coconut milk-based vegan
GoVege’s brand, extending its dairy-free yogurt was voted by Polish consumers as
offerings from milk alternatives to other the country’s best plant-based product
subcategories. Parallely, dairy-free ice- in 2018, Planton Cream introduced
cream were introduced to the market in 2019 turned out to be the second
shelves under another Biedronka’s best plant-based product according
private-label brand, Marbello. to consumer votes gathered in
RoślinnieJemy’s Plant-based Awards.
JOGURTY MAGDA – DAIRY
FIRM CONVERTING TO FULLY
PLANT-BASED PRODUCTION
Business opportunities and personal
values of Jogurty Magda’s (now Roślinna
Magda) CEO, Magdalena Kubit made
the company shift towards fully plant-
based production after almost 30 years
of history of producing traditional dairy
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
27BEZ DEKA MLEKA – PLANT- BAKOMA – ANOTHER DAIRY
BASED LEG OF OSM ŁOWICZ LEADER EMBRACING PLANT-
BASED TREND
OSM Łowicz, a cooperative founded
in 1906, was the first major Polish As the interest in plant-rich diet grows,
dairy firm to embrace the plant-based traditional dairy companies step into
trend. The company launched its Bez the category with their own product
Deka Mleka dairy-free line in 2020 and range. Bakoma, the biggest Polish dairy
has been steadily growing its product producer, introduced Ave Vege plant-
portfolio and market presence. Plant- based range in August 2020. What
based sliced cheese alternatives differentiates the range from others
(coconut oil and starch based) remain available on the market is the size of
at the core of Bez Deka Mleka range, its oat-based milks, offered in 330 ml
however the company has also launched “ready to drink” bottles. Ave Vege
plant-based cream cheese, cheese yogurts are coconut-based, similarly
and recently, oat-based yogurts. to other products in the subcategory
Its products have been warmly already available on the market.
welcomed by consumers – the range
has been recognized as one of the best Bakoma’s Ave Vege range is distributed
new launches in 2019 by RoślinnieJemy through Biedronka – the biggest Polish
followers. discount chain.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
28UNILEVER BRANDS BUILDING into Lidl for a weekly in-and-out offer.
THE BASE FOR PLANT-BASED Alongside, their products are available
ICE-CREAM CATEGORY in selected stores as well as through
Few years back, vegan ice cream was online shops, which as the owners claim
considered a luxury and a niche product. has witnessed threefold growth in sales
Those interested in plant-based ice during pandemic.
cream were lining up at food and music
festivals to try Zielony Talerz artisan Additionally, Wege Siostry have been
produce. When in 2018 Unilever’s Ben producing cashew-based butter which
& Jerry’s and Magnum’s plant-based makes them the first Polish company
options were introduced, others in the to dive in that subcategory of plant-
business understood the signal and in based goods.
summer 2020 consumers can enjoy
OTHER BRANDS NOT TO MISS
a variety of ice-cream easily available
at retail stores. Unilever topped up its Above-mentioned brands create a brief
plant-based ice cream offer with landscape of Polish dairy alternative
a plant-based option available with its market. While furtherly researching the
other two brands – Breyers’ and Big category, it is worth to take into account
Milk (Unilever’s brand that was built the following companies as well:
in Poland and became a staple Polish • Inka (plant-based drinks based
ice cream). on oat, soy and rice)
It is also worth noting that Grycan, • Sante (plant-based drinks,
considered a very traditional Polish also for professionals)
ice-cream brand, has launched 4 entirely
plant-based options to its product range. • Mleczni Bracia
(fermented coconut milk drinks)
ARTISAN CASHEW-BASED
CHEESE GOING MAINSTREAM • Polmlek’s NutriVege brand
Wege Siostry, a warsaw-based company (plant-based drinks)
founded by two sisters, makes a great
example that consumers are also At the same time, one cannot omit
interested for premium dairy alternative imported products, particularly present
products. Wege Siostry have been in plant-based drink section, but also in
producing artisan cashew cheese other categories (i.e. Joya’s plant-based
since 2018 utilizing the fermentation yogurts or Naturli’s vegan block butter).
processes and have recently launched
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
29TRENDS PREDICTION
Plant-based milk stands for 14% of US
milk market sales according to research
firm Nielsen¹⁴. A similar process is
predicted to take place in Europe
according to various research published
in recent years. As plant-based dairy
became staple food at many households,
also in Poland thanks to higher
availability of such products and multiple
efforts to normalize more plant-rich
diets. It is worth noting that plant-based
drinks and yogurts are appealing to
various consumer segments, therefore
the growth of these categories lays on
more diversified foundations. While
it is yet to assess whether other dairy
alternatives will gain popularity, it is
certain that with better exposition and
higher availability consumers will be
likely to test them. Thus, it is up to food
firms to deliver extraordinary experience
and quality products, lest the consumers
will be eager to repurchase products in
that category. Considering the fact that Polish dairy
firms turn their attention to plant-
based alternatives, it is quite likely that
the other brands still lagging behind
the trend will eventually step in. With
Jogurty Magda as the innovators and
OSM Łowicz, Bakoma or Polmlek
as early adopters of the trend, the new-
coming brands brom traditional dairy
cooperatives might face more difficulties
building their identity and gaining
customers’ trust.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
30Moreover, Upfield, a global leader in 2020 has so far shown impressive
plant-based margarines (Flora brands), developments in plant-based yogurts
which recently acquired Greek plant- and ice-cream categories. While it is
based cheese producer Violife, quite clear that such products are more
is building its presence in Poland. likely to reach a broader consumer base
It might mean that in a relatively short (i.e. compared to plant-based cheese),
time span, availability of plant-based there is plenty of space for product
cheese and butter products is likely innovation in Polish market. Yogurt
to increase. Upfield also addresses alternatives variety in Poland makes
its offer to food professionals with a terrific case – most of the brands
its Flora Professional brands, that entering that category would base
includes plant-based creams in its range. their products on coconut milk (most
likely looking up to Jogurty’s Magda
Retail chains in Poland have been success), while other manufacturers
introducing dairy alternatives under their on European market experiment with
private label brands, that trend is likely various base ingredients. Plant-based
to continue. What it might also indicate cheese alternatives can be considered
is that Polish consumers are to some as another rather unexplored category.
extent brand-agnostic, or none of the Therefore, there is plenty of space for
companies available in Poland have not cutting-edge innovation.
built a solid brand identity and following.
Poland doesn’t have its Oatly yet.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
31SUMMARY
Taking into consideration a mix of
factors, with Poles becoming more
concerned about their health, younger
generation expects more sustainably
produced food, media and celebrities
covering the food-related subjects more
frequently, it is to no surprise that the
interest in plant-based eating is growing.
Throughout 2019 and the first half
of 2020 observers could notice how the
variety of plant-based foods on market is recommended. Other trends only
shelves changed as food producers briefly discussed in the report (i.e.
discovered a market opportunity and increasing interest in convenience foods
took different approaches to monetize or clean-labelling) tend to overlap with
it. Albeit consumers now can find more the plant-based boom described in the
tasty plant-based products, multiple report, which can create synergies and
sub-categories in the plant-based sphere open new opportunities and market
are less developed when compared segments where food producers can
to other European markets or traditional find their sweet spot.
dairy or meat shelves.
Growing population of flexitarians,
Also, it is also important to underline increased interest in plant-based foods
that the basic categories present coming from retailers and producers
still offer a valid opportunity to food along with other factors can possibly
manufacturers as consumers in Poland create an explosive mix and elevate the
expect the plant-based products to be popularity of more plant-forward eating
healthy, affordable and foremostly, tasty. to the next levels. Although the shift will
not happen overnight, it is to the benefit
While preceding pages a brief insight of the environment, public health and
into consumer needs, plant-based meat will hopefully lead to a more just food
and dairy categories, further research production system.
PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND | 2020
32R ESOURCE S
1. https://stat.gov.pl/obszary-tematyczne/rolnictwo-lesnictwo/
rolnictwo/rolnictwo-w-2019-roku,3,16.html
2. https://www.rp.pl/Przemysl-spozywczy/308099932-Podczas-
pandemii-Polacy-rezygnuja-z-miesa.html
3. https://www.rp.pl/Ekonomia/310019879-Polacy-rezygnuja-z-
miesa.html
4. Mintel Food Trends 2017
5. https://grupaiqs.pl/pl/raporty/fleksitarianie
6. Mintel, 2020
7. https://proveg.com/pl/wp-content/uploads/sites/4/2020/07/
Nawyki-zywieniowe-Polakow-w-czasie-izolacji-społecznej.pdf
8. Mintel Webinar hosted during RoślinnieJemy Online Academy
(access to presentation available upon request)
https://www.subscribepage.com/webinary-akademii-roslinniejemy
9. https://proveg.com/pl/wp-content/uploads/sites/4/2020/07/
Nawyki-zywieniowe-Polakow-w-czasie-izolacji-społecznej.pdf
10. Mintel Webinar – RoślinnieJemy Online Academy
11. https://s.mobileinstitute.eu/pub/GreenGeneration_
WspolnieNaRzeczZiemi.pdf
12. https://proveg.com/pl/wp-content/uploads/sites/4/2020/07/
Nawyki-zywieniowe-Polakow-w-czasie-izolacji-społecznej.pdf
13. Nielsen – Panel Handlu Detalicznego, market: Polska with
discounters (Food), sales, Jan 2019 – Dec 2019,
category: plant-based dairy alternatives.
14. https://www.gfi.org/marketresearchCONTACT THE AUTHOR Maciej Otrębski maciej.otrebski@roslinniejemy.org roslinniejemy.org +48 660 482 331 CREDITS PHOTOS Julia Merchelska, Weronika Pochylska, Ewa Ważna, Aleksandra Otko, RoślinnieJemy GRAPHIC DESIGN Tadeusz Krawczuk | AVO KIND studio PLANT-BASED MEAT AND DAIRY LANDSCAPE IN POLAND
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