Lighter and flavoured beer variants have been a hit in small-format shops in recent years. This is clearly visible in the offer range as such products take up almost 1/3 of the shelf space and in beer fridges. In June 2019, customers looking for beers with reduced alcohol content or flavoured additives had a choice of over 35 variants, most of which were Radlers, i.e. beer blends with other beverages.
The survey conducted by Instytut Badan Rynkowych i Społecznych (IBRiS) shows that vodka (according to 88% of Poles) and whisky (according to the 82% of the total population) are unquestionably perceived as alcohol. Whereas wine (53%), beer (46%), flavoured beer (35%) and cider (29%). wine (53%), beer (46%), flavoured (35%) and cider (29%) are recognised as alcohol by a considerably smaller percentage of Poles. Poles are also not very aware of the amount of alcohol in a given unit of volume. As many as 63% of respondents claim that there is more pure ethyl alcohol in 50 ml of a glass of vodka than in a half-litre bottle of beer (13%), when in reality in both cases there is a similar amount.
Rynki Alkoholowe 8/2019
As part of the annual nationwide survey of consumer and shopping habits on the alcohol market in Poland, consumers of the latest round of the CBM Indicator survey were asked about the place of purchase of ciders and ready-to-drink low-alcohol drinks. According to their declarations, when consumers decide to buy cider, they most often choose a Biedronka discount store. It is in the Biedronka chain that every fourth person buys this alcoholic beverage. The second place among cider lovers are off-licences stores and the Tesco supermarket chain, which received the same percentage of indications – 23%. Almost every fifth consumer goes to a local grocery or to supermarkets, such as Carrefour (17%) or Auchan (16%).
Biedronka also prevails when it comes to the low-alcohol RDTs. Some every fifth person declared buying RTDs in the Biedronka store. Off-licences (17%) are on the second place among people consuming RTDs. Local groceries, which received only 6% of indications, are becoming less popular.
Rynki Alkoholowe 8/2019
In the case of low-alcohol ready-made drinks, the best result in the unassisted recall was achieved by Sobieski Impress brand (11%). The remaining RTD brands achieved only a few percentage points, which only proves that it is difficult for consumers to identify them on their own. RTDs achieves much higher results in assisted recalls. Like in unassisted recall, the leader is Sobieski Impress brand, pointed by every fourth respondent. Smirnoff Ice was in second place with a difference of only 1 p.p. (24%). The third place was taken by two brands that achieved the same result: Jack Daniel’s with Coke or Ginger and Bacardi Breezer (18% of indications each). Comparing the analyses from the previous survey, it can be observed that both unassisted and assisted knowledge of RTD brands remains at a similar level in consumer awareness.
In 2018, customers of small-format shops spent 16% less on cider than in the previous year. In 2018, at the peak of the cider season, cider was offered by approximately 40% of small-format stores. Cider lovers do not usually have much choice – on average, there are 2-3 variants available in at stores. Ambra remains the leader of sales in small-format shops – in 2018, its share in the sales value was about 80%, with 50% of this result generated by 1 product – Cider Lubelski Klasyczny in one-litre bottle.
Sales growth, although not as impressive as flavoured beers, was also recorded by another category of light alcohols, i.e. ready-to-drink drinks. In 2018, the value of RTD sales in small-format stores was 4% higher than in the previous year, and the number of sold product increased by 8%. Sales of this category in small-format stores up to 300 m2 were dominated by three brands: Sobieski Impress (MBWS), Jack Daniel’s (Brown Forman) and Bacardi Breezer (Bacardi Martini), which together account for 70% of turnover in this category.
Rynki Alkoholowe 7/2019