In the second quarter of 2024, Polish consumers spent a total of over PLN 97 billion on FMCG and Tech & Durables goods.
- The value of the Polish FMCG market in Q2 2024 amounted to PLN 73.4 billion, which is an increase of 5.2% compared to the same period last year. The largest increase was recorded in frozen products (+19.0%) and personal care products (+11.9%).
- As for the value of sales of Tech & Durables products, it amounted to PLN 23.7 billion and increased by 4.2% compared to the previous year.
- A significant decrease in inflation in Poland improved perception of the country’s economic situation and personal finances by Poles.
Frozen food on the rise: The ups and downs in the FMCG sector
The Fast-Moving Consumer Goods (FMCG) market showed a 5.2% increase in Q2 2024 compared to the same period in 2023. However, this growth is stabilizing when compared to the dynamics of the previous year, largely due to a significant drop in inflation. It is worth noting that a key factor influencing sales data for Q2, 2024 was the reinstatement of the 5% VAT rate on select food products as of April 1, 2024, after a temporary 0% rate that began in February 2022. The change in sales value reflects both price increases (+2.8%) and a rise in sales volume (+2.5%).
The frozen food sector saw the largest growth, with sales jumping 19%, led by ice cream, which accounts for nearly 70% of frozen food sales. Ice cream sales surged by 24% in Q2 2024, driven by both rising prices and a 15% increase in sales volume due to favorable weather conditions during the quarter.
Conversely, some categories saw declines. Sales of food stored at room temperature dropped by 1.1%, a sharp contrast to the 17.7% increase seen the previous year. Notably, the oil category experienced a significant 12% decrease in sales. This drop may be attributed to lower prices, driven by a large supply of rapeseed oil at the end of 2023 and increased imports of cheaper oils from Ukraine.
Poles invest in technology and health
The Technology & Durables sector in Poland experienced a 4.2% growth in Q2 2024 compared to the same period last year, supported by higher average wages and improved consumer sentiment. According to a GfK (an NIQ Company) survey, Poles’ Consumer Mood is on the rise, alongside an increase in the Current Consumer Confidence Index, as reported by the Central Statistical Office.
In contrast to the 0.7% decline in Tech & Durables sales in Q2 2023, this year saw notable growth, with the household appliances category leading the way. Sales in this group surged by 13%, driven particularly by electric fryers that saw an astounding 185.2% increase. This spike reflects a growing trend among Poles toward healthier lifestyles and greater attention to comfort, making hot air fryers a popular choice.
However, the IT sector showed a significant decline, marking a 7.3% drop compared to Q2 2023. This follows a period of strong demand during the COVID-19 pandemic, with categories like desktop computing (-13%), monitors (-12%), and mobile computing (-5%) leading the downturn.
“The second quarter has been positive for FMCG goods, but the slowdown in inflation has tempered the rapid growth seen in recent quarters. Despite this, Polish consumer optimism remains strong, as reflected in the 2.5% increase in average FMCG sales volume. The long-awaited value growth in the Tech & Durables sector is being driven by DIY and Home Improvement categories, especially small household appliances. Poles are clearly investing more in products aimed at enhancing their health, homes, and gardens.”
Dobrochna Lejnert, Customer Success Leader for Retail, Poland.
About NIQ
NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full ViewTM.
NIQ is an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world’s population. For more information, visit NIQ.com.
About GfK – a NielsenIQ Company
For 90 years, clients around the world have trusted us to provide data-driven answers to key questions for their decision-making processes. We support their growth through our comprehensive understanding of buying behavior and the dynamics that influence markets, brands, and media trends. In 2023, industry leaders GfK and NielsenIQ have merged to offer their clients unparalleled global reach. With a holistic view of retail and the most comprehensive consumer insights, provided by forward-looking analytics on state-of-the-art platforms, GfK is driving “Growth from Knowledge.” More information is available at www.gfk.com.
