Private label retail market in Poland 2017 Market analysis and development forecasts for 2017-2022

Private label retail market in Poland 2017

Market analysis and development forecasts for 2017-2022

The report provides a comprehensive overview of the private label market in Poland. It discusses the value of the market and its development from 2013 until 2022, broken down by distribution channels (hypermarkets, supermarkets, discount stores, convenience stores, small-format grocery stores). It analyses the financial situation and expansion plans of the market leaders and second-tier players. And it identifies the profile the Polish consumer of private labels, drawing on the findings of a unique PMR survey carried out on a purposive sample of 500 Polish adults who buy grocers’ own-brand products. 


The report takes into account macroeconomic factors and the impact of recently enacted and planned legislation (e.g. the Rodzina 500+ programme, restrictions on Sunday retailing).


What is the content of the report?


  • Data on market value, with a five-year market development forecast developed by PMR econometricians using well-tested econometric models
  • Value of private-label sales in individual distribution channels in 2013-2022
  • Analysis of Poland’s current macroeconomic situation
  • Expert commentary explaining the data: causes, consequences, other development scenarios for the private label market in Poland
  • Analysis of private label’s market share and growth prospects in selected product groups
  • Profile of the consumer of private label products in Poland developed from a survey carried out for PMR in mid-2017 on a purposive sample of 500 adults
  • Impact of recently enacted or planned legislation (Rodzina 500+, restrictions on Sunday retailing) on the private label market
  • A ranking list of the largest players in private label retail in Poland by revenue and store count, along with information about expansion plans, product assortment policies (e.g. the rise of non-food lines; private labels positioned in different price segments)
  • Value of the private label market
  • Value of private-label sales in individual distribution channels
  • Total sales revenues of the 20 largest private label retailers in Poland
  • Sales per store
  • Grocers’ revenues from private labels
  • Grocers’ store numbers
  • Combined share of the 10 largest players
  • Chanells mentioned in this report: hypermarkets, supermarkets, discount stores, convenience stores, small-format grocery stores
  • Alternative market development scenarios until 2022 based on estimated impact of relevant factors on market value, developed in collaboration with PMR econometricians
  •  A unique survey of the private-label shopping basket of Polish shoppers carried out in mid-2017
  • Analysis of Poles’ perceptions and purchase process of private labels (female vs. male consumers)
  • Revenues of the 20 largest players (compared to 10 players in previous editions of the report)


Who benefits from the analysis? 


The report is intended as a resource for executives and sales, marketing, strategy and business development professionals from the following organisations:

  • Grocery chains
  • Cosmetics chains and pharmacy chains
  • FMCG wholesalers
  • Food manufacturers
  • Manufacturers of cosmetics
  • Packaging manufacturers
  • Manufactures of hair and body care accessories
  • Component manufacturers
  • Trade associations
  • Companies interested in the habits of Polish shoppers (research firms, consultancies, advertising agencies, banks, investors).


Why to buy the report? 


  • It is already the 9th edition of the PMR report on the Polish private label market
  • Overview of the private label market in Poland
  • Five-year market forecasts developed by PMR using advanced econometric methods – a valuable tool for strategy development (short-term and long-term growth strategy, sales strategy)
  • Profile of the consumer developed from the findings of a survey on a representative sample of 500 respondents -  helps identify or corroborate key market trends
  • A close analysis of select product groups
  • A comprehensive analysis of the private-label strategies of the largest grocery chains – provides a complete picture of the market and competition
  • The report includes a detailed analysis of prevailing trends and their estimated impact on market value, as well as alternative market development scenarios until 2022
  • An analysis of the competitive landscape and the leading players that will be of help in deciding whether to invest in a new segment, or how to design a competitive offerThe report is based on a consistent PMR methodology allowing for comparability between reports


PMR's analysts understand our needs well and the standard of their service has always fully met our expectations. We are looking forward to cooperating with PMR in the future as well. Senior Trade and Investment Adviser, British Embassy in Warsaw
The regular updates from PMR give us a detailed insight into the retail market that we couldn't possibly gather ourselves without significant resources. This information helps guide our strategy and decision-making in marketing and in selling our products to the retail market in Eastern Europe and Russia. Market Development Manager, Zebra Technologies Europe Limited
We use PMR's services due to their analysts' extensive experience in market analysis, their high quality and level of engagement in the market research carried out for us. We consider PMR a competent and professional company and recommend them as a reliable partner in the area of economic information and market analysis. Senior Trade and Investment Adviser, British Embassy in Warsaw
PMR reports are a serious contribution to the market overview picture, focusing our attention on key events in the industry as well as highlighting both general and specific market indicators. Together, these components are the base for our future forecasts of construction market development and help us to plan our sales. Market Analyst, Alpha Cement
PMR's retail publications give me detailed insight into retail developments in Poland, even concerning 'minor' developments. It is the most informative English-language resource that I have found. General Manager, Royal Ahold, The Netherlands
PMR provides a good service and is always open to discussion. All reports are well structured & are always on time. Member of the Managment Board, SCA Hygiene Products
As a London-based company, with operations abroad, we looked for the best-in-class Market Intelligence supplier. PMR brought us quality reports that improved our CEE market knowledge and understanding. Development Manager, GVA Grimley
It's a great pleasure to cooperate with PMR because of its analysts' wealth of experience in understanding the local market. We consider PMR a competent and professional company which helps us conduct our business. I would also like to state that PMR's team is always ready to respond to emerging customer needs. We can recommend it as a reliable partner. Business Analyst, Hilti Distribution, Russia
Our experience with PMR is a positive one. The retail reports they have are accurate and to the point, handling the important issues. With their newsletter you are kept updated on the short term as well. We very much appreciate their accurately informing us about available reports by regular contact, without being obtrusive. European Marketing Research Manager, international retail company

  • Methodology
  • Executive summary
  • Macroeconomic overview
    • Assessment of 2015
    • Forecast for 2016
    • Mid-term outlook for 2017-2021
  • Survey on shopping habits in the area of private labels
    • Methodology
      • Survey organisation
      • Survey structure
      • Survey focus
      • Interpretation of tables and graphs
    • Summary
    • Demographics of the respondent sample
    • Awareness of private labels
    • Motivation for buying or not buying private labels
    • Image of private labels
  • Overview of the market
    • Value and growth of the market
    • Product categories
    • Channels of distribution
      • Hypermarkets
      • Supermarkets
      • Discount stores
      • Small-format stores
    • Leading players
  • Profiles of selected retailers
    • Jeronimo Martins
    • Lidl
    • Tesco
    • Carrefour
    • Intermarche
    • Kaufland
    • Polomarket
    • Auchan
    • Netto
    • E.Leclerc
    • Stokrotka
    • Alma
  • Analysis of the private label database
    • Comparison of the value of the basic product basket
    • Comparison of the share of individual categories in the private label product offer