Retail in Poland - Research and Markets

High inflation led to a deterioration in consumer purchasing power in 2023 with many consumers who had the additional financial burden of mortgages and other loans being particularly badly affected. Instalments increased significantly as a result of rising interest rates in 2021-2022. This made Poles more careful and conscious in their spending. The number of receipts dropped in overall grocery retail with any value growth was the result of price increases.

The Retail in Poland report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

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EXECUTIVE SUMMARY

Retail in 2023: The big picture
The number of retail stores is falling
Retail parks become a permanent part of the Polish retail landscape
What next for retail?

OPERATING ENVIRONMENT

Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2023
Seasonality
Christmas
Easter

MARKET DATA

Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
Table 3 Sales in Retail Offline by Channel: Value 2018-2023
Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
Table 5 Retail Offline Outlets by Channel: Units 2018-2023
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 21 Retail GBO Company Shares: % Value 2019-2023
Table 22 Retail GBN Brand Shares: % Value 2020-2023
Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028

DISCLAIMER

SOURCES

Summary 2 Research Sources

CONVENIENCE RETAILERS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

High prices discourage customers while Zabka opens many more stores
Autonomous stores tested in Poland
Challenging time for convenience stores’ operators

PROSPECTS AND OPPORTUNITIES

Eurocash creates the Moje Sklepy retail chain
7-Eleven considers entering Poland over the forecast period proving strong competition for Zabka
New technology shapes convenience stores

CHANNEL DATA

Table 141 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
Table 142 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 143 Sales in Convenience Retailers by Channel: Value 2018-2023
Table 144 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
Table 145 Convenience Retailers GBO Company Shares: % Value 2019-2023
Table 146 Convenience Retailers GBN Brand Shares: % Value 2020-2023
Table 147 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
Table 148 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 149 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 150 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
Table 151 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028

DISCOUNTERS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Discounters strengthen their position in retail
Operators tempt customers with price reductions
Biedronka increases its advantage over its competition

PROSPECTS AND OPPORTUNITIES

Good prospects for the channel for the forecast period
Vollmart plans to expand its network
Ambitious plans for further growth over the forecast period

CHANNEL DATA

Table 54 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 55 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 56 Discounters GBO Company Shares: % Value 2019-2023
Table 57 Discounters GBN Brand Shares: % Value 2020-2023
Table 58 Discounters LBN Brand Shares: Outlets 2020-2023
Table 59 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 60 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HYPERMARKETS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Changing consumer habits are increasingly adverse for growth of hypermarkets
Kaufland develops compact hypermarkets that are better positioned for growth as they appeal to consumers seeking to shop in locations closer to home
Carrefour trials a variety of services in its hypermarkets to retain consumers

PROSPECTS AND OPPORTUNITIES

Necessary changes required for hypermarkets seeking to remain relevant
A smaller selling space welcomed by consumers
Carrefour tests its Maxi concept in Poland with the aim of focusing more on private label and on reducing the food range

CHANNEL DATA

Table 61 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 62 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 63 Hypermarkets GBO Company Shares: % Value 2019-2023
Table 64 Hypermarkets GBN Brand Shares: % Value 2020-2023
Table 65 Hypermarkets LBN Brand Shares: Outlets 2020-2023
Table 66 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 67 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SUPERMARKETS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Plenty of scope for new entrants in the Polish supermarkets landscape
Dino outperforms other supermarket chains thanks to expansion and the introduction of renewable energy
Auchan focuses on development through franchising, Scan & Go services and the launch of parcel lockers in cooperation with InPost

PROSPECTS AND OPPORTUNITIES

Continued potential for growth in supermarkets over the forecast period
Operating results deteriorate due to macroeconomic environment
Dino Polska SA continues its establishment of Zielony Rynek retail parks over the forecast period

CHANNEL DATA

Table 68 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 69 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 70 Supermarkets GBO Company Shares: % Value 2019-2023
Table 71 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 72 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 73 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 74 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

SMALL LOCAL GROCERS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Small local grocers struggle to compete with discounters and other retail channels with many joining chains leading to a decline in outlet numbers
Carrefour resigns from Galerie Alkoholi chain
Food/drinks/tobacco specialists provide an opportunity for local producers

PROSPECTS AND OPPORTUNITIES

Poor prospects for small local grocers in small towns
Food producers consider running their own specialist chains
Diversification necessary for small local grocers though improving prospects for health food stores also proves detrimental to forecast period sales

CHANNEL DATA

Table 75 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
Table 76 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 77 Small Local Grocers GBO Company Shares: % Value 2019-2023
Table 78 Small Local Grocers GBN Brand Shares: % Value 2020-2023
Table 79 Small Local Grocers LBN Brand Shares: Outlets 2020-2023
Table 80 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 81 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPAREL AND FOOTWEAR SPECIALISTS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers continue looking for savings as inflation puts pressure on their disposable incomes
The number of offline stores is decreasing due to a growing shift towards retail e-commerce
Stores open in retail parks in response to consumer demand

PROSPECTS AND OPPORTUNITIES

Ongoing decline in outlet numbers with the channel characterised by fast fashion
Apparel and footwear chains focus on retail e-commerce at the expense of their offline stores
Trend towards second hand clothing is long lasting and forces manufacturers to boost their focus on sustainability

CHANNEL DATA

Table 82 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 83 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 84 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 85 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 86 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 87 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 88 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

APPLIANCES AND ELECTRONICS SPECIALISTS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Economic slowdown and high inflation subdue sales of appliances and electronic specialists
The channel is increasingly characterised by large chains
Large chains such as Media Expert consolidate their positions in the channel

PROSPECTS AND OPPORTUNITIES

Growing demand for housing loans boost sales of appliances and electronics
Outlet numbers continue declining as more purchases move online
Chinese company JD.com considers entry to European markets

CHANNEL DATA

Table 89 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 90 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 91 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 92 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 93 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 94 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 95 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

HEALTH AND BEAUTY SPECIALISTS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Innovation and wide availability of cosmetics drive demand for health and beauty specialists
Rossmann maintains its considerable advantage in the channel
Legislation introduces more stringent requirements for opening of new pharmacies and takeover of existing ones

PROSPECTS AND OPPORTUNITIES

Further consolidation for the channel over the forecast period
Super-Pharm introduces a new retail brand that operates as a drugstore without a pharmacy
Good prospects for pharmacies over the forecast period

CHANNEL DATA

Table 96 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 97 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 98 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 99 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 100 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 101 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 102 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 103 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 104 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 105 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 106 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

HOME PRODUCTS SPECIALISTS IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Soaring inflation curbs spending on home renovation and interior design projects
Retailers introduce solutions to improve the purchasing process
Chained homewares and home furnishing stores enhance their sustainability credentials

PROSPECTS AND OPPORTUNITIES

Category performance dependent on the economic climate over the forecast period and government initiatives
PSB Mrowka stores embrace the potential of retail parks
Pet shops and superstores registers the fastest forecast period growth

CHANNEL DATA

Table 107 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 108 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 109 Sales in Home Products Specialists by Channel: Value 2018-2023
Table 110 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
Table 111 Home Products Specialists GBO Company Shares: % Value 2019-2023
Table 112 Home Products Specialists GBN Brand Shares: % Value 2020-2023
Table 113 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
Table 114 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 115 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 116 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
Table 117 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028

GENERAL MERCHANDISE STORES IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Increased budget-consciousness among consumers favours variety stores
Expansion of Action and Dealz in Poland
German chain Woolworth sees potential for development in Poland

PROSPECTS AND OPPORTUNITIES

The growth of variety stores associated with favourable forecasts for retail parks
Intensified competition hampers operational efficiencies and profit margins
Continued decline for department stores over the forecast period

CHANNEL DATA

Table 118 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 119 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 120 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 121 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 122 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 123 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 124 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 125 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 126 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 127 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 128 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

DIRECT SELLING IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Slight improvement in the direct selling industry
Health and beauty direct selling remains the largest channel
Digitalisation and social media are essential tools as the channel adapts to changing consumer demands and shopping preferences

PROSPECTS AND OPPORTUNITIES

Direct selling is supported by retail e-commerce development within the channel over the forecast period
Artificial intelligence and augmented reality launched by Avon increase consumer engagement and confidence in shopping online
New players enter Poland over the forecast period though some investors are put off by the ongoing war in Ukraine

CHANNEL DATA

Table 129 Direct Selling by Product: Value 2018-2023
Table 130 Direct Selling by Product: % Value Growth 2018-2023
Table 131 Direct Selling GBO Company Shares: % Value 2019-2023
Table 132 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 133 Direct Selling Forecasts by Product: Value 2023-2028
Table 134 Direct Selling Forecasts by Product: % Value Growth 2023-2028

VENDING IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

The modernisation of vending machines has a positive impact on channel sales
Vending in office buildings performs well as some employees continue to work from home, reducing demand for canteens
Vending expands in terms of product range

PROSPECTS AND OPPORTUNITIES

Vending benefits from busier lifestyles and further diversification while the channel becomes increasingly concentrated
Sales automation favours vending over the forecast period
Vending machines offering fresh food have the ability to meet customer expectations

CHANNEL DATA

Table 135 Vending by Product: Value 2018-2023
Table 136 Vending by Product: % Value Growth 2018-2023
Table 137 Vending GBO Company Shares: % Value 2019-2023
Table 138 Vending GBN Brand Shares: % Value 2020-2023
Table 139 Vending Forecasts by Product: Value 2023-2028
Table 140 Vending Forecasts by Product: % Value Growth 2023-2028

RETAIL E-COMMERCE IN POLANDKEY DATA FINDINGS

2023 DEVELOPMENTS

Consumers actively seek out lower prices online
Allegro.pl retains strong outright lead thanks to wide range and high-frequency purchases
Grocery e-commerce players prove proactive with value-added subscription offers

PROSPECTS AND OPPORTUNITIES

Retail e-commerce set to further gain share thanks to growth in marketplaces
More brands to sell directly to customers over forecast period
Emergence of new players further boosts the potential of retail e-commerce

CHANNEL DATA

Table 152 Retail E-Commerce by Channel: Value 2018-2023
Table 153 Retail E-Commerce by Channel: % Value Growth 2018-2023
Table 154 Retail E-Commerce by Product: Value 2018-2023
Table 155 Retail E-Commerce by Product: % Value Growth 2018-2023
Table 156 Retail E-Commerce GBO Company Shares: % Value 2019-2023
Table 157 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
Table 158 Forecast Retail E-Commerce by Channel: Value 2023-2028
Table 159 Forecast Retail E-Commerce by Channel: % Value Growth 2023-2028
Table 160 Forecast Retail E-Commerce by Product: Value 2023-2028
Table 161 Forecast Retail E-Commerce by Product: % Value Growth 2023-2028

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