PRESENTATIONS
The Polish Soft Drinks Market 2025 – Value Growth and Consumer Changes
The Polish soft drink market in 2025 is a significant part of the FMCG basket, generating approximately one-eighth of its value. Between April 2024 and March 2025, Poles spent nearly PLN 28 billion on these beverages, representing a 7% year-on-year increase, and sales volume increased by 2%. This segment encompasses a variety of categories: carbonated drinks (cola, lemonade, tonics), with strong growth, particularly in light, diet, and zero-calorie versions; energy and sports drinks, which are gaining popularity, especially those with reduced caffeine for younger consumers; juices, nectars, and NFC (not-from-concentrate) drinks, with declining volumes (-8.5%) due to high sugar content and rising raw material costs; Bottled waters – carbonated, still, and functional – with very dynamic sales growth exceeding 4.5 billion liters (+6.5% volume, +10% value); as well as fruit, yogurt, and functional drinks (isotonic, vitamin, probiotic), along with growing segments such as ice tea, ice coffee, kvass, podpiwek, and syrups for dilution. Small-format stores remain the dominant sales channel, accounting for approximately 42% of the soft drinks market, although a 3% volume decline was recorded in the January-April 2025 period, mainly in the juice and still drinks segment (-14%). Pure waters account for 44% of the sales volume in these stores, carbonated drinks 25%, and functional and isotonic drinks approximately 2% each.
Bottled water consumption is growing, with the average Pole drinking 120 liters per year, with a significant increase in demand for functional waters (sales up 34%). Carbonated drinks remain popular despite growing health awareness – nearly 32% of people aged 15-75 consume them, with trends pointing to a preference for light and zero-sugar products. Juices and nectars are experiencing a decline in popularity, with apple replacing orange as the most popular flavor. Functional drinks (energy, isotonic, vitamin) are growing by an average of 18%, with impressive growth in lower-caffeine energy drinks (+47% in value, +42% in volume). Children’s drinks account for 14% of sales in small-format stores, with flavored waters and smaller packages being the most popular choices. Ready-to-drink coffee and tea beverages are the fastest-growing segments, with growth of 26% (ice coffee) and over 7% (tea), respectively.
The chart presents the percentage of consumers who report consuming carbonated beverages by frequency. It shows that approximately 39% of respondents consume carbonated beverages at least twice a month. Subsequent groups include those who drink carbonated beverages 1-2 times a week (approximately 30%), 3-4 times a week (approximately 15%), 5-6 times a week (approximately 6%), and daily (approximately 10%).
The chart presents the percentage of consumers who report consuming cola drinks by frequency. It shows that approximately 44% of respondents consume carbonated beverages at least twice a month. Subsequent groups include those who drink cola drinks 1-2 times a week (approximately 30%), 3-4 times a week (approximately 13%), 5-6 times a week (approximately 5%), and daily (approximately 7%).
The industry is grappling with legislative challenges, such as the deposit-refund system and the EPR reform, as well as the rising costs of raw materials and packaging. Consumers are driven by two main trends: health (functional beverages, light, organic, conscious hydration) and the search for pleasure and relaxation (taste, nostalgia). A growing group of buyers is also willing to pay more for healthier and more eco-friendly products. The NoLo trend is also visible – low-alcohol beverages and non-alcoholic cocktails are rapidly gaining value and diversity.
Key data includes: market value of nearly PLN 28 billion (2024/2025, +7%), +2% volume, over 4.5 billion liters of bottled water, average consumption of 120 liters per person per year, 34% increase in functional waters; carbonated beverages worth over PLN 8.3 billion, 3.5% volume increase; 8.5% decrease in juice and nectar volume; Energy and sports drinks increased by 380,000 hl; cold brew coffee and tea are growing at over 7% annually.
Forecasts point to further growth in the non-alcoholic beverage market, with the greatest potential for bottled and functional waters, energy and isotonic drinks, ready-made coffee and tea beverages, and functional products with short and simple ingredients. The main challenges include cost pressures, legislative changes, and growing consumer health and environmental demands. The market is characterized by dynamic development and a growing diversity of offerings, responding to new social and climate trends.
Dietary Supplements – Market and Strategies for 2025
The Polish dietary supplement market is worth over PLN 21 billion in 2024, with annual growth forecast at 5-8%, potentially reaching approximately PLN 30 billion by 2030. The industry’s dynamic growth stems from growing consumer health awareness, the popularity of preventative care, and the growing importance of online sales. Traditional and online pharmacies dominate the distribution channel structure, but drugstores, sports stores, e-commerce platforms, and multi-level marketing (MLM) systems are gaining a growing share. In 2023, online sales already accounted for over 23% of the market, and e-commerce maintains double-digit growth despite growing competition and market saturation.
The product segmentation in the supplement market is primarily comprised of vitamins and minerals (30–35% market share), herbs and adaptogens (15–20%), sports nutrition (10–12%), probiotics (8–10%), and functional supplements (around 10%). Key trends include a strong shift toward natural, vegan, and plant-based supplements, such as adaptogens, algae-derived omega-3 sources, and vegan capsules without unnecessary additives. Personalization of supplementation is also a key element – tailoring the composition of products to individual needs, predispositions, or research results. A growing number of companies are implementing subscription models, which build customer loyalty and ensure regular orders.
Therefore, a supplement brand that wants to thrive in 2025 must consider not only the growing demands for natural products and their personalization, but also the dynamic changes in distribution channels and consumer preferences for convenience and regular shopping.