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Consumers seeking natural health and wellness claims
A natural positioning remains most appealing to consumers when assessing health and wellness claims. Many other claims, such as functional claims, are often also linked to a natural positioning. Consumers prefer minimal processing, transparency of ingredients and locally sourced ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Health and Wellness industry in Poland with research from Euromonitor International's team of analysts.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food and beverages categories.
If you're in the Health and Wellness industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity; or to offer resilience amidst market uncertainty.
The Health and Wellness in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Health and Wellness in Poland?
- What are the key health and wellness concerns driving sales in Health and Wellness?
- Is Health and Wellness a dynamic niche or mainstream concern in Poland?
- Which are the leading brands in Health and Wellness in Poland?
- How are products distributed in Health and Wellness in Poland?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
Health and Wellness in Poland
Consumers seeking natural health and wellness claims
Natural, minimally processed, and high protein products drive mainstream health-focused choices
Digestive health, sugar reduction, and functional benefits influence innovation
Natural ingredients and functional innovation are set to support innovation within food and drink in Poland
HW Hot Drinks in Poland
KEY DATA FINDINGS
Functional, natural, and plant-based claims influence hot drinks in 2024
Functional, natural, and premium hot drinks lead health trends in Poland
The natural claim drives consumer trust and health appeal in Poland’s hot drinks
The vegetarian claims reinforces transparency and plant-based positioning in hot drinks in Poland
Functional benefits and sustainability are set to shape the future of hot drinks
The natural claim is set to drive sales as consumers look to minimise artificial ingredients
Rising interest in vegetarian and flexitarian diets is set to support the vegetarian claim
Table 1 Sales of Hot Drinks by Health and Wellness Type: Value 2020-2024
Table 2 Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 3 Company Shares of Organic Hot Drinks (Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 4 Company Shares of Natural Hot Drinks (2nd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 5 Company Shares of Gluten Free Hot Drinks (3rd Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 6 Company Shares of Good Source of Vitamins Hot Drinks (4th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 7 Company Shares of No Allergens Hot Drinks (5th Biggest HW Type in Global Hot Drinks): % Value 2020-2024
Table 8 Forecast Sales of Hot Drinks by Health and Wellness Type: Value 2024-2029
Table 9 Forecast Sales of Hot Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Soft Drinks in Poland
KEY DATA FINDINGS
Soft drinks continues to move towards sugar reduction and natural innovation
Sugar reformulation and regulatory shifts impact soft drinks in Poland in 2024
The natural claim performs well within bottled water and 100% juice as consumers prioritise health and transparency
Good source of vitamins meets the growing demand for hydration with added health benefits
Health and wellness claims are set to strengthen as functional and low sugar claims drive growth
Natural ingredients are set to shape innovation as sugar tax and consumer demand drive reformulation
Sales of good source of vitamins are set to maintain strong growth as health benefits continue to drive consumer choice
Table 10 Sales of Soft Drinks by Health and Wellness Type: Value 2020-2024
Table 11 Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2020-2024
Table 12 Company Shares of No Sugar Soft Drinks (Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 13 Company Shares of Energy Boosting Soft Drinks (2nd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 14 Company Shares of Natural Soft Drinks (3rd Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 15 Company Shares of Good Source of Vitamins Soft Drinks (4th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 16 Company Shares of Gluten Free Soft Drinks (5th Biggest HW Type in Global Soft Drinks): % Value 2020-2024
Table 17 Forecast Sales of Soft Drinks by Health and Wellness Type: Value 2024-2029
Table 18 Forecast Sales of Soft Drinks by Health and Wellness Type: % Value Growth 2024-2029
HW Snacks in Poland
KEY DATA FINDINGS
High protein, natural, and gluten free claims influence snacks in 2024
Health-led reformulation and functional positioning shape snacks in Poland
Gluten free availability and heightened health awareness support sales of the claim
Simple ingredients and traditional recipes strengthen the appeal of the natural claim
High protein, functionality and cleaner formulations are set to drive health-focused growth
The gluten free claim is expected to align with rising demand for lifestyle-driven snacking
The natural claim is set to gain momentum as consumers reach for simple ingredient lists
Table 19 Sales of Snacks by Health and Wellness Type: Value 2020-2024
Table 20 Sales of Snacks by Health and Wellness Type: % Value Growth 2020-2024
Table 21 Company Shares of Gluten Free Snacks (Biggest HW Type in Global Snacks): % Value 2020-2024
Table 22 Company Shares of Vegetarian Snacks (2nd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 23 Company Shares of Organic Snacks (3rd Biggest HW Type in Global Snacks): % Value 2020-2024
Table 24 Company Shares of Vegan Snacks (4th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 25 Company Shares of No Allergens Snacks (5th Biggest HW Type in Global Snacks): % Value 2020-2024
Table 26 Forecast Sales of Snacks by Health and Wellness Type: Value 2024-2029
Table 27 Forecast Sales of Snacks by Health and Wellness Type: % Value Growth 2024-2029
HW Dairy Products and Alternatives in Poland
KEY DATA FINDINGS
Fortified, natural, and probiotic products drive sales of dairy products and alternatives
Fortified/functional and natural claims continue to drive sales in Poland in 2024
Natural claims and traditional heritage are key drivers of sales for dairy in Poland
Growing demand for probiotic products is driven by gut health and functional nutrition awareness
Plant-based innovation and protein fortification will shape the forecast period
Transparency and tradition are set to support ongoing sales of the natural claims
Rising sales of the probiotic claims will be fuelled by growing gut health awareness
Table 28 Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2020-2024
Table 29 Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2020-2024
Table 30 Company Shares of Organic Dairy Products and Alternatives (Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 31 Company Shares of Good Source of Minerals Dairy Products and Alternatives (2nd Biggest HW Type in Global Dairy Products and Alternatives): % V
Table 32 Company Shares of Gluten Free Dairy Products and Alternatives (3rd Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-20
Table 33 Company Shares of Lactose Free Dairy Products and Alternatives (4th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2
Table 34 Company Shares of Low Fat Dairy Products and Alternatives (5th Biggest HW Type in Global Dairy Products and Alternatives): % Value 2020-2024
Table 35 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: Value 2024-2029
Table 36 Forecast Sales of Dairy Products and Alternatives by Health and Wellness Type: % Value Growth 2024-2029
HW Cooking Ingredients and Meals in Poland
KEY DATA FINDINGS
Natural, gluten free and vegetarian claims continue to gain momentum in 2024
High protein, low sugar and fortified/functional claims shape choices in 2024
Natural attributes outweigh sustainability considerations for many Polish consumers
Demand for the gluten free claim is driven by health, digestibility, and clean label appeal
Growth is set to be driven by innovation, health transparency, and premiumisation
Natural and locally produced products will continue to drive sales in Poland
Demand for gluten free products is set to be driven by health needs and lifestyle choices
Table 37 Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2020-2024
Table 38 Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2020-2024
Table 39 Company Shares of Organic Cooking Ingredients and Meals (Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 40 Company Shares of Gluten Free Cooking Ingredients and Meals (2nd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 41 Company Shares of Vegetarian Cooking Ingredients and Meals (3rd Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 42 Company Shares of Vegan Cooking Ingredients and Meals (4th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 43 Company Shares of Natural Cooking Ingredients and Meals (5th Biggest HW Type in Global Cooking Ingredients and Meals): % Value 2020-2024
Table 44 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: Value 2024-2029
Table 45 Forecast Sales of Cooking Ingredients and Meals by Health and Wellness Type: % Value Growth 2024-2029
HW Staple Foods in Poland
KEY DATA FINDINGS
Natural ingredients, protein, gluten free and high fibre claims shape Polish food choices
Natural ingredients and high protein appeal to consumers purchasing staple foods
Rising health awareness drives demand for gluten free claims beyond bakery in Poland
Fibre focused reformulation is reshaping staple food choices in Poland
Health-led innovation is set to shape food development in staple foods in Poland
Gluten free positioning will need to evolve as health priorities diversify
High fibre claims are expected to drive differentiation as growth slows in baked goods
Table 46 Sales of Staple Foods by Health and Wellness Type: Value 2020-2024
Table 47 Sales of Staple Foods by Health and Wellness Type: % Value Growth 2020-2024
Table 48 Company Shares of Gluten Free Staple Foods (Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 49 Company Shares of Organic Staple Foods (2nd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 50 Company Shares of High Fibre Staple Foods (3rd Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 51 Company Shares of Vegetarian Staple Foods (4th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 52 Company Shares of No Allergens Staple Foods (5th Biggest HW Type in Global Staple Foods): % Value 2020-2024
Table 53 Forecast Sales of Staple Foods by Health and Wellness Type: Value 2024-2029
Table 54 Forecast Sales of Staple Foods by Health and Wellness Type: % Value Growth 2024-2029
COUNTRY REPORTS DISCLAIMER
Health and Wellness
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. Please note that data is not available at this level or other aggregated claim levels.
See all of our definitions
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This report originates from Passport, our Health and Wellness research and analysis database.
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