Polish energy drink market approaching saturation point

2010-03-02

There has been a reduction in the rate of growth of the Polish energy drink market, according to the data by Nielsen quoted in Rzeczpospolita. In 2009, the market grew by 3% year on year, in terms of value, to PLN 677.4m (€169.2m), whereas in terms of volume, there was a 4% increase in comparison with 2008. By way of example, in 2008 spending on energy drinks grew by approximately 33% year on year.
The Polish market will increase by 2% in 2010, according to Wieslaw Wlodarski, the chairman of FoodCare, the producer of the Tiger brand. However, Red Bull’s management thinks that the energy drink market could decline in 2010 for the first time in its history.
In order to boost sales, the energy beverage producers intend to launch a number of new and innovative products. In 2009, Hoop broadened its R20 energy drink offer by adding lemon and cherry flavours, whereas Herbapol Lublin launched Green-Up, an energy drink based on natural ingredients. The companies also introduced “energy shots” on the market – condensed beverages available in smaller packages. These are offered by Burn, Red Bull, FoodCare, and Ustronianka (Riders).
Poland is the biggest energy drink market in Eastern Europe.