The PwC Retail Platform contains unique content created by PwC Polska experts on the broadly understood transformation of business in the context of the latest market trends and the changing environment.
Recognizing the need for a comprehensive approach to business issues, the materials present a given issue from three different perspectives: consumer, organization and operations, and regulation. The goal of our platform is to provide people from the FMCG market and retail trade with a portion of valuable information helpful in everyday work.
The main theme of the thirteenth episode is the soft drinks industry. PwC experts present the subject of the first effects of introducing the sugar tax after a year of its operation or the upcoming implementation of the plastic directive. We will also learn more about production processes, plastic pollution problems in the beverage sector and how corporations can serve public purposes.
Krzysztof Badowski, Partner, PwC Poland:
2021 was certainly a challenging year for the soft drinks industry. Last year we had to deal with an accumulation of factors that forced the industry to "put out fires" in very many places at the same time. Long-term consumer trends, new legal regulations, high inflation on the raw materials and services market and the pandemic situation overlapped. As a result, many beverage categories suffered badly, with volume declines of up to 20%.
For many years we have been observing a progressive change in consumer behaviours. Consumers are increasingly health- and environment-conscious. They increasingly make choices based on the principle 'you are what you drink'. This is hitting hard on segments that are perceived as less health-promoting, such as the carbonated beverage market, which, let's not forget, is the largest segment of the non-alcoholic beverage market. Czytaj więcej...
Piotr Chęcielewski
Chief Marketing Officer
Hortex / Jurajska
The non-alcoholic beverages market maintains a value of ca. PLN 17bn at retail prices, despite rapid turbulence related to the pandemic and legislative changes in 2021. The three largest categories are invariably bottled water, carbonated drinks and juices and fruit drinks (including smoothies). Read more
Barbara Bożek - Paczesny
Vice-President of the Management Board, Marketing Director
Ustronianka
The beverage industry has undergone a real revolution in the last few months. Shop shelves look very different than they did at the end of 2020, both in terms of products and prices. Of course, the main reason for these changes is the sugar levy, which has significantly influenced the prices of sweetened beverages - especially carbonated ones - and thus forced modifications to consumer trends. Read more
Magdalena Rohde-Krempa
General Manager of Business Unit Beverages and Council Member
Maspex
In addition to traditional recipes, the industry also has room for completely new concepts and product innovations. The key trends in the beverage business are primarily products with reduced sugar content and lower calories. We already have such products in our offer. It is worth mentioning the Kubuś brand, for which for years we have been introducing all new products without added sugar. An increasingly noticeable trend is production based on natural and plant-based ingredients, which are perceived as healthier and more innovative. Third are products that combine different categories, such as juice plus water or drink plus tea. Drinks with plant extracts are also on the horizon. Read more
