1.3.2 Market growth
Polish demand for eco food is growing for around 20% each year. What’s more,
since 2011 the average number of organic processing plants increased by 19%.1
Organic food sale is more popular abroad than in Poland.The share of organic food in the Polish food market is at the level of 0.3%, while in Austria it is 6.5%, Switzerland 7.7%, Denmark 8.4%, and the EU average is around 4%.2 Consequently, eco food’s share in the Polish food market is much lower than the EU on average. We could also compare Poland to Germany, which market share of organic food market is approximately 50%.3 However, organic industry is regarded as the most potential market sector in Poland. What is more, in 2015 Poland was on the 5th place in the European Union in terms of the number of organic holdings.
The Polish market is quite underdeveloped, compared to Western Europe regions. According to the president of ‘Bio Planet,’ its market share is of just 0.33%.4
2. Behavior of eco-food customers
2.1 Trends in Poland5
In comparison with other developed countries, the size of the Polish market is very little, however, the growth in sales and the number of companies producing certified organic food shows that consumers are ever more interested in this trend.6 In Poland are around 800 healthy food stores, that have from 50% to 100% share of eco-food in the market. The greatest share of eco-food is held by ‘National Brand Hipp Polska Sp. Z.o.o’.
The number of consumers buying eco-food is increasing each year. Consumers for eco-food in Poland usually have higher wages and are highly educated. Today’s consumers are more concerned about healthy lifestyle than a few years ago. They are more careful about the composition of products and try to avoid preservatives and dyes, taking care of the figure and well-being. The growing wealth of Poles also has an impact on the change in the purchasing basket: monthly household expenses per person have increased by 58%, from 690 to 1 091 PLN for the last 10 years.1 Moreover, even though the price is a huge barrier for Polish consumers, there is now greater number of consumers, which do not have problems with the price for eco-food, especially because of the consumers beliefs that eco-food is healthier and better. Polish consumers buy eco-food mostly in ‘hypermarkets, discount stores, delicatessen small stores and specialty outlets.’2