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List of Contents and Tables DOG AND CAT FOOD PACKAGING IN POLAND - CATEGORY ANALYSIS ................................... 1 Headlines .......................................................................................................................................................................1 Trends ...........................................................................................................................................................................1 Prospects .......................................................................................................................................................................2 Category Data...............................................................................................................................................................2 Table 1 Dog and Cat Food Packaging by Pack Type: Retail Unit Volume 2004-2009....................2 Table 2 Dog and Cat Food Packaging by Pack Type: % Retail Unit Volume Growth 2004-2009 ..............................................................................................................................3 Table 3 Total Dog and Cat Food Packaging by Category: Retail Unit Volume 20042009 .......................................................................................................................................3 Table 4 Total Dog and Cat Food Packaging by Category: % Retail Unit Volume Growth 2004-2009 ................................................................................................................3 Table 5 Forecast Dog and Cat Food Packaging by Pack Type: Retail Unit Volume 2009-2014 ..............................................................................................................................3 Table 6 Forecast Dog and Cat Food Packaging by Pack Type: % Retail Unit Volume Growth 2009-2014 ................................................................................................................4 Table 7 Forecast Total Dog and Cat Food Packaging by Category: Retail Unit Volume 2009-2014 ................................................................................................................4 Table 8 Forecast Total Dog and Cat Food Packaging by Category: % Retail Unit Volume Growth 2009-2014 ..................................................................................................4
DOG AND CAT FOOD PACKAGING IN POLAND - COMPANY PROFILES ...................................... 5 Ardagh Glass Poland Sp Zoo - Packaging - Poland .................................................................................................5 Strategic Direction .........................................................................................................................................................5 Key Facts........................................................................................................................................................................5 Summary 1 Ardagh Glass Poland Sp zoo: Operational Indicators 2009 .................................................5 Company Background....................................................................................................................................................5 Production ......................................................................................................................................................................5 Summary 2 Major End-Use Markets for Ardagh Glass Poland Sp zoo by Pack Type 2009 ..................5 Competitive Positioning.................................................................................................................................................6 Can-pack SA - Packaging - Poland ............................................................................................................................6 Strategic Direction .........................................................................................................................................................6 Key Facts........................................................................................................................................................................6 Summary 3 Can-Pack SA: Operational Indicators 2009 ..........................................................................6 Company Background....................................................................................................................................................6 Production ......................................................................................................................................................................7 Summary 4 Major End-Use Markets for Can-Pack SA by Pack Type 2008 ...........................................7 Competitive Positioning.................................................................................................................................................7 Ds Smith Polska SA - Packaging - Poland ................................................................................................................8 Strategic Direction .........................................................................................................................................................8 Key Facts........................................................................................................................................................................8 Summary 5 DS Smith Polska SA: Operational Indicators 2009 ..............................................................8 Company Background....................................................................................................................................................8 Production ......................................................................................................................................................................8 Summary 6 Major End-use Markets for DS Smith Polska SA by Pack Type 2009 ................................9
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Competitive Positioning.................................................................................................................................................9 Grupa Kety SA - Packaging - Poland ........................................................................................................................9 Strategic Direction .........................................................................................................................................................9 Key Facts........................................................................................................................................................................9 Summary 7 Grupa Kety SA: Operational Indicators 2009 ......................................................................9 Company Background....................................................................................................................................................9 Production ....................................................................................................................................................................10 Summary 8 Major End-Use Markets for Grupa Kety SA by Pack Type 2009......................................10 Competitive Positioning...............................................................................................................................................10 Gtx Hanex Plastic Sp Zoo - Packaging - Poland ....................................................................................................10 Strategic Direction .......................................................................................................................................................10 Key Facts......................................................................................................................................................................11 Summary 9 GTX Hanex Plastic Sp zoo: Operational Indicators 2009 ..................................................11 Company Background..................................................................................................................................................11 Production ....................................................................................................................................................................11 Summary 10 Major End-use Markets for GTX Hanex Plastic Sp zoo by Pack Type 2009 ....................11 Competitive Positioning...............................................................................................................................................12 Inco-veritas SA Grupa Opakowan - Packaging - Poland......................................................................................12 Strategic Direction .......................................................................................................................................................12 Key Facts......................................................................................................................................................................12 Summary 11 Inco-Veritas SA Grupa Opakowan: Operational Indicators 2009......................................12 Company Background..................................................................................................................................................12 Production ....................................................................................................................................................................13 Summary 12 Major End-use Markets for Inco-Veritas SA Grupa Opakowan by Pack Type 2009 .....................................................................................................................................13 Competitive Positioning...............................................................................................................................................13 O-i Produkcja Polska SA - Packaging - Poland .....................................................................................................13 Strategic Direction .......................................................................................................................................................13 Key Facts......................................................................................................................................................................13 Summary 13 O-I Produkcja Polska SA: Operational Indicators 2009.....................................................13 Company Background..................................................................................................................................................14 Production ....................................................................................................................................................................14 Summary 14 Major End-use Markets for O-I Produkcja Polska SA by Pack Type 2009.......................14 Competitive Positioning...............................................................................................................................................15 Silgan White Cap Polska Sp Zoo - Packaging - Poland .......................................................................................15 Strategic Direction .......................................................................................................................................................15 Key Facts......................................................................................................................................................................15 Summary 15 Silgan White Cap Polska Sp zoo: Operational Indicators 2009 .........................................15 Company Background..................................................................................................................................................15 Production ....................................................................................................................................................................15 Summary 16 Major End-Use Markets for Silgan White Cap Polska Sp zoo by Pack Type 2008 .....................................................................................................................................16 Competitive Positioning...............................................................................................................................................16 Smurfit Kappa Polska Sp Zoo - Packaging - Poland .............................................................................................16 Strategic Direction .......................................................................................................................................................16 Key Facts......................................................................................................................................................................16 Summary 17 Smurfit Kappa Polska Sp zoo Operational Indicators 2009 ...............................................16 Company Background..................................................................................................................................................17 Production ....................................................................................................................................................................17
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Summary 18 Major End-use Markets for Smurfit Kappa Polska Sp zoo by Pack Type 2009 ................17 Competitive Positioning...............................................................................................................................................17 Tetra Pak Sp Zoo - Packaging - Poland ..................................................................................................................18 Strategic Direction .......................................................................................................................................................18 Key Facts......................................................................................................................................................................18 Summary 19 Tetra Pak Sp zoo: Operational Indicators 2009 ..................................................................18 Company Background..................................................................................................................................................18 Production ....................................................................................................................................................................18 Summary 20 Major End-use Markets for Tetra Pak Sp zoo by Pack Type 2009 ....................................19 Competitive Positioning...............................................................................................................................................19
PACKAGING IN POLAND - INDUSTRY OVERVIEW ....................................................................... 20 Executive Summary ...................................................................................................................................................20 Oxy-biodegradable Plastic Bottles Appear in Poland ................................................................................................20 “multi-sensory Experience”, A Trend in Metal Beverage Cans.................................................................................20 On-the-go Consumption Beneficial To Resealable Closures......................................................................................20 Sleeve Labels Gain Ground in Poland ........................................................................................................................20 Glass Packaging Continues To Be Associated With “premium” Products ...............................................................20 Key Trends and Developments.................................................................................................................................20 Environmental Awareness Continues To Increase in Poland.....................................................................................20 On-the-go Consumption Influences Packaging Choices ............................................................................................22 “smart” Packaging Gains Ground in Packaging .......................................................................................................23 Travel Pack Sizes Increase in Popularity....................................................................................................................24 Strength of Parapharmacies/drugstores As Distribution Channel of Non-food Products Increases ........................25 Changes in Eating Habits and Increasing Health Awareness Among Poles .............................................................26 Sleeve Labels, A Way of Differentiating Products ......................................................................................................27 Market Background ..................................................................................................................................................28 Packaging Legislation .................................................................................................................................................28 Recycling and the Environment ...................................................................................................................................29 Category Data.............................................................................................................................................................31 Table 9 Overview of Packaging Recycling and Recovery in Poland 2008/2009 and Targets for 2010 ..................................................................................................................31 Table 10 FMCG Packaging by Pack Type: Retail Unit Volume 2004-2009 ....................................31 Table 11 FMCG Packaging by Pack Type: % Retail Unit Volume Growth 2004-2009 ..................31 Table 12 Total Packaging by Industry: Retail Unit Volume 2004-2009...........................................32 Table 13 Total Packaging by Industry: % Retail Unit Volume Growth 2004-2009 .........................32 Table 14 FMCG Closures by Type: Retail Unit Volume 2005-2009................................................32 Table 15 FMCG Closures by Type: % Retail Unit Volume Growth 2005-2009 ..............................33 Table 16 Total Closures by Industry: Retail Unit Volume 2005-2009 .............................................33 Table 17 Total Closures by Industry: % Retail Unit Volume Growth 2005-2009 ...........................34 Table 18 Forecast FMCG Packaging by Pack Type: Retail Unit Volume 2009-2014 .....................34 Table 19 Forecast FMCG Packaging by Pack Type: % Retail Unit Volume Growth 2009-2014 ............................................................................................................................34 Table 21 Forecast Total Packaging by Industry: % Retail Unit Volume Growth 20042009 .....................................................................................................................................35 Table 22 Forecast FMCG Closures by Type: Retail Unit Volume 2009-2014 .................................35 Table 23 Forecast FMCG Closures by Type: % Retail Unit Volume Growth 20092014 .....................................................................................................................................36 Table 24 Forecast Total Closures by Industry: Retail Unit Volume 2009-2014...............................36
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Table 25
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Forecast Total Closures by Industry: % Retail Unit Volume Growth 20042009 .....................................................................................................................................36
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DOG AND CAT FOOD PACKAGING IN POLAND CATEGORY ANALYSIS HEADLINES
Dog and cat food packaging volumes in retail increase by 6% to reach 411 million units in 2010
New brand Butcher’s appears in Poland packaged in metal food cans
Wet dog food packaging sees the fastest unit volume growth of 8% in 2010 as pet owners were unwilling to drastically cut down on spending for their pets even in a time of tougher economic conditions
Plastic pouches is the fastest growing pack type, with unit volume sales increasing by 19% from a low base in 2010 with ease of opening and single serve pack sizes appealing to consumers
Dog and cat food packaging volume retail sales are predicted to grow at a CAGR of 6% over the 2009-2014 period, an increase of 125 million units
TRENDS
Metal food cans and flexible plastic maintained their dominant position in dog and cat food as they are the least expensive pack types, respectively for wet pet food and dry pet food. These packages are used for both branded products and private label, which (private label particularly) at the end of a review period contributed the most to the growth of consumption of the mentioned pack types. In case of private label, it is not common to apply competitive packages, such as aluminium trays or folding cartons, because their production cost is higher than metal food cans and flexible plastic.
In late 2009 the new brand Butcher’s appeared on the Polish market, offering wet dog food in metal food cans and single portion dishes in aluminium trays. The entry of the new brand, however, did not resulted in introduction of any packaging novelties. Butcher’s Pet Care Ltd – owner of Butcher’s brand – decided to introduce only products in standard packages, which are the only ones that consumers have accepted yet. Thus, Butcher’s wet dog food is available in 400g and 1200g metal food cans and 150g aluminium trays, which confirms that producers of dog and cat food do not want to experiment with new pack sizes, fearing that consumers will not accept them.
Dog and cat treats and mixers are the categories where producers risk making packaging experiments. As a result, large differentiation of pack sizes in both categories is observed. However, the most popular are small and medium pack sizes, which is attributable both to the fact that treats and mixers are served as snacks, as well as to the fact that they are ways of diversifying the diet of pets. In cat treats and mixers thin wall plastic containers applied to Whiskas brand has gradually earned popularity. That package is coloured characteristically for Whiskas brand and the closure made in the shape of a cat’s head makes the package very eye-catching.
Plastic pouches, with unit volume retail sales increasing by 19%, was the fastest growing pack type in dog and cat food in 2010. The growth rate was impressive because it started from a relatively low volume base. However, usage of plastic pouches in 2010 reached 6 million units. Plastic pouches were particularly used to pack dental sticks. Pet owners appreciated this pack type for its convenience and the fact that food was not pouring from a package. Plastic pouches are used in a limited extent also in dry cat food for the premium brand Perfect Fit.
Wet dog food saw the fastest unit volume growth of almost 8% to reach 92.2 million units in 2010. This category was resistant to economic slowdown. There are various price segments, so consumers have a possibility to switch to less expensive products, not resigning from their purchase at all. Metal food cans, being the most popular packages in wet dog food, were present in all price segments, which helped the category to achieve good performance. Moreover, the product offer in wet dog food is widening, especially for private label, which encourages customers to purchase them. Aluminium trays and aluminium/plastic
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pouches are also developing. They are available in small volumes (100g and 150g) and such a small volume size along with simultaneous market growth positively influences the growth of related packaging.
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PROSPECTS
The number of packages consumed in dog and cat food is predicted to increase, reaching a 6% CAGR in the foreseeable years. Perspectives of market development are bright because of the still low percentage of pet owners who purchase food for their dogs or cats. As in other European countries, feeding dogs and cats with home food will lose its importance at the expense of processed food. It is highly likely that the owners, who are still not buying such food, will be encouraged to purchase it. Continuing drop of average product price, because of intensifying competition amongst brand owners and widening the offer of products, will be the most significant driver of market growth and increasing usage of packages in dog and cat food as well. Market leaders will maintain a very strong position. However, the strengthening position of private label will be observed as well. The development of private label is expected to foster the growth of the most commonly used pack types, like metal food cans and flexible plastic.
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CATEGORY DATA Table 1
Dog and Cat Food Packaging by Pack Type: Retail Unit Volume 2004-2009
Million units
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2004
2005
Metal Rigid plastic Liquid cartons Paper-based containers Flexible packaging
2006
2007
2008
2009
Data removed from sample
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 2
Dog and Cat Food Packaging by Pack Type: % Retail Unit Volume Growth 2004-2009
% total unit volume growth 2008/09 Metal Rigid plastic Liquid cartons Paper-based containers Flexible packaging Source:
2004-09 CAGR
2004-09 TOTAL
Data removed from sample
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 3
Total Dog and Cat Food Packaging by Category: Retail Unit Volume 2004-2009
Million units 2004
2005
Cat Treats and Mixers Dry Cat Food Wet Cat Food Dog Treats and Mixers Dry Dog Food Wet Dog Food Source:
2006
2007
2008
2009
Data removed from sample
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 4
Total Dog and Cat Food Packaging by Category: % Retail Unit Volume Growth 2004-2009
% total unit volume growth 2008/09 Cat Treats and Mixers Dry Cat Food Wet Cat Food Dog Treats and Mixers Dry Dog Food Wet Dog Food
2004-09 CAGR
2004-09 TOTAL
Data removed from sample
7.8
12.6
38.
Source:
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 5
Forecast Dog and Cat Food Packaging by Pack Type: Retail Unit Volume 2009-2014
Million units 2009 Metal Rigid plastic Liquid cartons © Euromonitor International
2010
2011
2012
Data removed from sample
2013
2014
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Paper-based containers Flexible packaging Source:
Table 6
198.1
213.8
Data removed from sample 231.2
2 8.7
266.
28 .5
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast Dog and Cat Food Packaging by Pack Type: % Retail Unit Volume Growth 2009-2014
% total unit volume growth 2013/14 Metal Rigid plastic Liquid cartons Paper-based containers Flexible packaging Source:
Table 7
2009-14 CAGR
2009-14 TOTAL
Data removed from sample
6.8
7.5
86.
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast Total Dog and Cat Food Packaging by Category: Retail Unit Volume 2009-2014
Million units 2009 Cat Treats and Mixers Dry Cat Food Wet Cat Food Dog Treats and Mixers Dry Dog Food Wet Dog Food Source:
Table 8
2010
2011
2012
2013
2014
Data removed from sample
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast Total Dog and Cat Food Packaging by Category: % Retail Unit Volume Growth 2009-2014
% total unit volume growth 2013/14 Cat Treats and Mixers Dry Cat Food Wet Cat Food Dog Treats and Mixers Dry Dog Food Wet Dog Food Source:
2009-14 CAGR
2009-14 TOTAL
Data removed from sample
6.1
7.0
3 .7
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
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PACKAGING IN POLAND - INDUSTRY OVERVIEW EXECUTIVE SUMMARY Oxy-biodegradable Plastic Bottles Appear in Poland In 2010, Heinz Plastics Polska Sp zoo and Pakko Sp zoo started production of oxy-biodegradable packaging using the d2w additive. The bottles manufactured by Heinz Plastics Polska Sp zoo are designed for use in beauty and personal care while those of Pakko Sp zoo are designed for use in dairy products. However, consumers were unable to find such packaging in retail outlets in 2010 as it had not been taken on by the manufacturers of products in beauty and personal care and dairy products. Nevertheless, both companies are optimistic that oxybiodegradable packaging will establish its place in packaging in Poland. Companies that wish to enhance their “green” image are expected to adopt this type of packaging in order to better target environmentally-aware consumers.
“multi-sensory Experience”, A Trend in Metal Beverage Cans “Smart” packaging, which is equipped with special features that indicate the appropriate temperature at which to consume products, has been developed in packaging in Poland as consumption of products at the correct temperature provides the highest taste sensation. Over the review period, the development of “smart” packaging went a step further with the introduction of “multi-sensory experience” packaging. Such packaging was introduced in beer and it influenced the emotions of consumers. For example, products under the Lech brand in beer were packaged in metal beverage cans with special pressings, which help consumers to better hold the products when chilled. This packaging is designed not only to enhance the flavour and aroma of products but also to boost the visual and tactile impression of products. Sluchaj
On-the-go Consumption Beneficial To Resealable Closures In dairy products, the trend of on-the-go consumption has favoured demand for products in drinking yoghurt packaged in PET bottles and “other” liquid cartons and this has automatically translated into increased demand for plastic screw closures and liquid carton closures respectively. Also, in soft drinks, the trend of on-the-go consumption has boosted demand for plastic screw closures, in particular in energy drinks in which small impulse PET bottles with plastic screw closures appeared in 2010.
Sleeve Labels Gain Ground in Poland Sleeve labels have become increasingly popular in Poland, as part of the packaging of both beverages and food items. Manufacturers of these products have decided to utilise these labels due to the various advantages they offer. They have an eye-catching image and they offer an ideal solution for packaging of irregular-shaped products. Furthermore, they have more space for printed information than standard labels. Stovit Group Sp zoo uses sleeve labels in prepared baby food, despite the fact that they limit the transparency of its product packaging, a factor of high importance in baby food. The latest application of sleeve labels, which took place in October 2010, was for Red Bull in PET bottles of 330 ml.
Glass Packaging Continues To Be Associated With “premium” Products In 2010 the perception of glass packaging remained the same, as consumers were still of the opinion that the use of glass packaging denotes high-quality products. They believe that luxurious products of the highest quality should be presented in glass packaging. This is especially so with regard to products in facial care, in which facial moisturisers and anti-agers in glass jars are considered to be better than products in plastic jars.
KEY TRENDS AND DEVELOPMENTS Environmental Awareness Continues To Increase in Poland
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For many years prior to the review period, Polish consumers were widely unaware of environmental issues and of the impact of waste packaging on the environment. They did not understand the essence of waste segregation and were prone to disposing of all of their rubbish in one container. However, just prior to the review period, this situation started to change owing to the accession of Poland to the EU as a result of which there was more focus on issues of recovery and recycling through the Polish media which raised public discussion and awareness of the environment. In addition, over the review period there was intense public discussion over the discontinuation of use of disposable bags in retail outlets. Current Impact As a result of the public discussion over the discontinuation of use of disposable bags, the attitude of consumers has changed with some consumers opting to use reusable bags made of natural resources, which are entirely biodegradable. Such bags are mostly sold at points of sale in supermarket/hypermarket outlets. In addition, environmental awareness, among women in particular, has been strengthened by women’s magazines, which have included articles on environmental issues and the offer of reusable carrier bags as a free gift upon purchase. Furthermore, the operators of retail outlets have also changed their attitude by introducing fees for plastic bags, which were previously offered free of charge, and this has resulted in decreased demand for disposable plastic bags. This has also prompted the introduction of biodegradable bags, which consist of components that speed up the process of decomposition. Packaging manufacturers are trying to reduce the usage of raw materials in the production of packaging, particularly the use of raw materials that are harmful to the environment. Therefore, manufacturers of rigid plastic packaging have invested in research and development that enables them to produce thinner packaging without hampering the properties, for example durability and tear resistance, of the packaging. This trend has been supported not only by increases in the cost of raw materials but also by concern among packaging manufacturers about the replacement of their packaging with more environmentally-friendly packaging. Packaging manufacturers have also made efforts to find packaging formats with good recycling prospects in order to reduce potential damage to the environment. For instance, Heinz Plastics Polska Sp zoo has created plastic bottles made of polypropylene designed to package shampoo and conditioner. This packaging contains the component d2w, which makes the packaging biodegradable. In addition in order to use fewer materials, there has been a shift from the use of heavy HDPE bottles to the use of PET bottles, for example in liquid detergents in 2009. The raw materials used in the production of PET bottles are cheaper than those used to create HDPE bottles and PET bottles are more environmentally-friendly than HDPE bottles. Both Henkel Polska Sp zoo and Global Cosmed Group Sp zoo Sp K have used PET bottles since 2009. Outlook Environmental awareness among Polish consumers is expected to continue to increase over the forecast period but it is also expected to remain lower than in countries in Western Europe. The development of this trend will depend on the economic situation in Poland and the purchasing power of Polish consumers. Products in environmentally-friendly packaging tend to be more expensive than products in other types of packaging and production costs, to a large extent, determine the final pricing of products. For instance, products in facial care in glass jars tend to be more expensive than products in plastic jars. Furthermore, the level of selective waste collection is also expected to increase as consumers start to pay more attention to waste segregation. Future Impact Demand for environmentally-friendly packaging is expected to increase over the forecast period leading to the potential introduction of biodegradable plastic packaging for non-food products, for example products in home care, laundry care and personal care. Plastic bottles have a very strong position in these categories and it will be hard to replace them with other packaging types. Therefore, packaging manufacturers will be forced to develop packaging that has good recycling prospects. The growing ecological awareness of consumers is expected to prompt them to opt for products in packaging that can be easily recycled and for products that do not have secondary packaging. For example in toothpaste environmentally-aware consumers are expected to opt for standing squeezable tubes rather than squeezable plastic tubes with secondary folding carton packaging. These consumers are also expected to opt for refill packages wherever possible, for example in hand dishwashing and liquid soap. © Euromonitor International
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On-the-go Consumption Influences Packaging Choices Interest in food products and beverages for direct consumption without the need for storage has increased among Polish consumers. Those, who are interested in such products, are mainly economically active consumers who spend more time at work than at home. They seek products in lightweight packaging that are easy to carry and which do not take up much space in a bag. Changes in the lifestyles of consumers have promoted the development of on-the-go consumption. Hectic lifestyles have forced consumers to consume products in the workplace or even during their commute to their place of work. Furthermore, lack of time has also affected the choice of location in which to purchase products. For example, commuters often purchase products, in particular impulse products, in forecourt retail outlets, which can be consumed while driving. Current Impact The trend of on-the-go consumption has helped to revive energy drinks owing to the appearance of concentrated products packed in small PET bottles, of 50 ml or 60 ml depending on the brand. Such products were available under all of the leading brands in energy drinks, including Red Bull, Burn and XL, at the end of the review period. The pricing of such products is very similar to that of standard variants in 250 ml size format and these products provide the same effects as their larger counterparts. However, these small size formats, in contrast to the larger variants, do not require refrigeration making them ideal for on-the-go consumption. The emergence of this size format combined with the positive performance of energy drinks has led to a significant increase in consumption of PET bottles. Products suited to on-the-go consumption have also been developed for children. These products are not only of low volume but also equipped with sports caps or plastic dispensing closures, which makes them easier for children to consume. Ustronianka Sp zoo has developed a range of products for children in line with the trend of on-the-go consumption, for example it has introduced Aqua Grapcio and Herbatka Grapcio in flavoured bottled water and RTD tea respectively. Both products are offered in 450 ml PET bottles and thus have 50 ml less volume than standard PET bottles of 500 ml. These products also have coloured sleeve labels and sport caps. On-the-go consumption has also favoured ready-to-eat products, for example products in drinking yoghurt in PET bottles and “other” shaped liquid cartons. These types of packaging have gained ground in regular drinking yoghurt due to resealable closures. In particular 250 ml PET bottles and 330 ml “other” shaped liquid cartons have benefited from this trend. In turn, price-sensitive consumers drove demand for 330 ml and 500 ml “other” shaped liquid cartons in buttermilk, which are an affordable substitute for products in regular drinking yoghurt. On-the-go consumption has also favoured the development of impulse packaging in packaged food. For instance, in 2009 Aromat Snack Sp zoo introduced an impulse variant of peanuts, Aromat Orzeszki Kieszonkowe, in small 40 g flexible plastic packaging. The product is presented in small, narrow rectangular packaging similar in shape to products in countlines. Outlook The trend of on-the-go consumption is expected to develop further and to influence packaging choices over the forecast period. Its development will be determined by factors such as the increasingly hectic lifestyles of consumers, the increased purchasing power of consumers, an increased range of “on-the-go” products and expected improvements in the economic situation. Increases in the level of disposable income of consumers are expected to make them less price sensitive and to prompt them to purchase more products in small pack sizes despite their pricing. This trend is expected to result in the introduction of small pack sizes. Future Impact The trend of on-the-go consumption is expected to not only influence the development of small pack sizes but also to stimulate changes in terms of closures. For example dispensing plastic closures and sports caps, which make drinking on the move more convenient, are expected to gain in importance. The presence of these closures is expected to increase in bottled water, which is expected to be strongly affected by the trend of on-the-go consumption.
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Increased demand for products than can be consumed on the go is expected to boost demand for packaging formats that offer increased convenience. This will be particularly evident with regard to impulse products in packaged food in which manufacturers are expected to apply flexible packaging with zip closure more widely. For example, stand up pouches with zip closure are expected to be more widely used and pouches with easy opening and closure are expected to become increasingly popular among consumers of all ages. In fact such packaging is also expected to be applied in breakfast cereals, among other categories of packaged food, over the forecast period.
“smart” Packaging Gains Ground in Packaging “Smart” packaging is modern packaging with special features that help to inform consumers on the quality of products and the use of such packaging increased rapidly over the review period due to increased interest in this packaging among food and beverage manufacturers. This type of packaging guarantees the high quality of products and it is characteristic of high-end products. Increased usage of smart packaging has been the answer of manufacturers to the needs of consumers who want to be sure of the quality of the products that they purchase. “Smart” packaging has been applied to products that are susceptible to change caused by external factors such as humidity and ambient temperature. Therefore, “smart” packaging is most widely used for beverages and food products that are recommended to be consumed cold, for example products in beer and in chilled processed meats. “Smart” packaging has also begun to play an important marketing role because it offers an innovative, modern and very practical packaging solution. Current Impact Guinness Draught Beer with Widget technology is one example of the application of “smart” packaging technology. According to trade sources, the technology used in this packaging preserves the quality and structure of draught beer even after the product has been opened as indicated by the creamy foam that emerges. The technology behind this packaging consists of the application of a widget (a ball filled with nitrogen) which is inside the packaging. The widget releases nitrogen so that the effect of draught beer can be obtained even after opening. Some “smart” packaging in beer contains a special indicator, which informs consumers when the product has reached the suitable temperature for best taste. For example, thermo-chrome paint used on glass bottles enables consumers to check if beer is at the most suitable temperature for consumption. Grupa Zywiec SA was the first company to introduce such packaging in beer, which it did for products under its Zywiec brand. “Smart” packaging is becoming more popular among manufacturers of beer who want to attract the attention of consumers not only with the high quality of their products but also with eye-catching and innovative packaging. One of the most recent innovations in terms of “smart” packaging in beer was the introduction of Heineken Draught Keg in 2010. This comprises of a five litre beer keg that is equipped with a “Cold Indicator”, which enables consumers to measure and maintain the ideal temperature for the beer. This novelty has been very well received among consumers who greatly appreciate perfectly chilled beer. Outlook The trend of “smart” packaging is expected to increase further in packaging in Poland over the forecast period as it becomes the choice of an increasing number of manufacturers. In addition, an increased number of consumers are expected to lean towards “smart” packaging because it guarantees product freshness and enables suitable preparation of products prior to consumption. Future Impact The development of “smart” packaging is expected to continue in beer as such packaging affords consumers a very convenient means of checking whether the beer is chilled properly before consumption. As a result of this, the popularity of such packaging is expected to continue to increase rapidly. Other manufacturers of beer are expected to follow in the footsteps of Grupa Zywiec SA. Over the forecast period, the volume share of “smart” packaging of packaging in Poland is expected to increase as such packaging is expected to benefit from a variety of applications. Owing to the unique features of “smart” packaging, for example in terms of indicators that inform consumers of the condition of products, such
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packaging is expected to be more widely applied in packaged food, for example in chilled processed food, in order to indicate product freshness. As the presence of “smart” packaging increases, the use of non-conventional labels is expected to increase. Traditional labels will lose importance due to emerging innovation such as thermo-retractile foil and threedimensional lenticular foil. These new types of labels fit perfectly with innovative “smart” packaging as they attract the attention of consumers more than traditional labels and they also underline the “premium” design of high-end brands.
Travel Pack Sizes Increase in Popularity Beauty and personal care has experienced an increase in the presence of travel pack sizes. They have gained in popularity among people who travel a lot because such size formats occupy little space in a suitcase and thus help to decrease the weight of luggage. In addition, restrictions regarding the carriage of liquids on aircraft are strict and consumers are only allowed to carry liquid products in packaging of up to 100 ml. Travel pack sizes also meet the demands of physically active people, for example when they visit a swimming pool or gym. This size format has developed alongside large size formats in beauty and personal care. Travel pack sizes tend not to be purchased as replacements to full size products for use at home instead they are purchased as additional products for on-the-go consumption. Furthermore, consumers tend to seek travel pack sizes of products that they are already using, under the same brands, signifying that when seeking travel pack sizes they still aim to use products that they know very well and consume on a daily basis. Current Impact The outbreak of swine flu resulted in the emergence of small pack sizes of sanitisers, for example anti-bacterial gel, not exceeding 100 ml. This low volume enables easy transportation of these products in bags or pockets. In fact, anti-bacterial gel is typically packaged in travel pack sizes because of the formula of the product, which enables the washing of hands in all conditions without the use of water. Small pack sizes are also present in liquid soap, for example under the Carex brand and this has contributed to increased consumption of HDPE bottles and “other” plastic bottles in liquid soap. Travel packs of nail polish remover, packed in flexible plastic, are also available in Poland, as introduced by Delia Cosmetics Sp zoo in 2009. These products comprise of a type of moistened tissue of nail polish remover, which is ideal for use on trips as there is no risk of spilling the product and of leaving an unpleasant odour in bags. The trend of travel pack sizes has also resulted in the development of wipes in self-tanning. At the end of the review period various companies had started to focus on self-tanning wipes. These products met with interest among consumers who take beach holidays. Instead of purchasing self-tanning in plastic bottles and squeezable plastic tubes, these consumers were eager to purchase self-tanning wipes, which contain up to 6 ml of selftanning product and which are sufficient for one application. Manufacturers of products in travel pack sizes pay careful attention to the colour and design of this packaging. In 2010, travel pack sizes looked very similar to their larger product equivalents or, at the very least, they retained features that were characteristic of the image of particular brands. The packaging of small size formats is very important as it has to attract consumers and make them aware of the presence of these small size formats. Outlook The development of travel pack sizes of products in beauty and personal care is expected to continue over the forecast period especially as Polish consumers start to travel more frequently, both within Poland and abroad. According to trade sources, the number of people travelling abroad is expected to increase by a volume CAGR of 3% over the forecast period while domestic tourism (travels within the country) will grow by a CAGR of 2%. Travel pack sizes will enable consumers to continue to use the products they prefer and know well even when they are travelling. Widening the offer of travel pack sizes is also expected to help consumers to avoid having to purchase products upon arrival at another destination. Future Impact
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Consumers who are accustomed to using specific products in beauty and personal care are expected to continue to seek small size formats of these products for use when they travel or engage in activities outside of the home. Therefore, manufacturers of products in beauty and personal care are expected to widen their range of products offered in small size formats. According to trade sources, travel pack sizes are expected to make an appearance in categories such as shampoo and shower gel especially as more consumers start to frequent gyms. This trend is expected to stimulate demand for small size formats of HDPE bottles and PET bottles. Liquid sanitisers in plastic bottles not exceeding 100 ml are also expected to gain in popularity. Demand for such products will be stimulated by desire to ensure hygiene among consumers. Manufacturers of anti-bacterial gels for hand washing are expected to emphasise the “pocket” size of their products and the possibility of usage of these products in various conditions where access to water is limited. According to trade sources, the development of anti-bacterial gels in small pack sizes is not expected to affect consumption of products in large size formats in categories such as liquid soap because consumers are not expected to resign from using such products. Instead, they are expected to use anti-bacterial gel outside of their home, for example when travelling, in the gym or at work. The offer of products in pouches made of flexible aluminium/plastic is also expected to increase over the forecast period. Such product presentations tend to contain sufficient product for two applications at most. This trend will be particularly noticeable in face masks. In the case of other types of facial products, such as facial creams, there is expected to be increased presence of “trial” size formats, in order to encourage consumers to purchase large size formats of the same products in glass jars or plastic jars.
Strength of Parapharmacies/drugstores As Distribution Channel of Non-food Products Increases There has been gradual yet noticeable development of health and beauty retailers, in particular parapharmacies/drugstores, in Poland. In 2010, the number of parapharmacies/drugstores outlets continued to increase as the largest parapharmacies/drugstores retailers, namely Rossmann Supermarkety Drogeryjne Polska Sp zoo and Drogerie Natura Polbita Sp zoo continued to open new outlets. In 2010, 90 new Rossmann outlets and 20 new Drogeria Natura outlets were established. Due to saturation in the largest cities, Rossmann and Drogeria Natura established their new outlets in medium-sized and small cities in 2010 in large shopping centres. The importance of parapharmacies/drugstores in Poland has increased due to the ever-increasing range of products offered in these outlets. In 2010, the range of products available extended far beyond beauty and personal care. While Drogeria Natura (Drogerie Natura Polbita Sp zoo) offered predominantly products in beauty and personal care products, Rossmann (Rossmann Supermarkety Drogeryjne Polska Sp zoo) and Super Pharm (Super-Pharm Poland Sp zoo) offered various other products, such as confectionery, impulse beverages and pet food. The development of parapharmacies/drugstores is connected with the changing lifestyles of Polish consumers as they are spending more time at work. Thus they aim to minimise the amount of time needed for shopping. Therefore many of them have begun to opt for retail outlets such as parapharmacies/drugstores in which they can purchase not only products in beauty and personal care but also in home care and packaged food among other types of products. Current Impact The development of parapharmacies/drugstores, in particular of Rossmann outlets, has led to increased demand for private label products. These products target low-income and price-sensitive consumers. Manufacturers of private label products use standard packaging in order to limit the end pricing of their products and this has indirectly stimulated the use of packaging such as metal food cans in wet cat and dog food, HDPE bottles in shampoo and PET bottles in hand dishwashing and shower gel. Heath and beauty retail outlets, especially parapharmacies/drugstores outlets and perfumeries, are the perfect outlets in which to offer promotional packaging. Prior to Christmas, the presence of products in beauty and personal care, such as sets packaged in elegant folding cartons with transparent windows or in metal tins, increases. Sometimes manufacturers use seasonal packaging that can also be used also as a toiletries bag. Promotional sets tend to contain two products, for example shower gel and moisturiser, or three products, for example fragrance, moisturiser and small deodorant with the same scent. The colouring of promotional packaging tends to be consistent with the characteristics of each brand or the particular variant of fragrance.
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While “economy” and “mid-priced” products dominate in parapharmacies/drugstores outlets, “premium” products dominate in perfumeries. Therefore the packaging of products in perfumeries tends to be more eyecatching, attracting the attention of consumers through the use of sophisticated shapes and extraordinary graphics. On the other hand, in parapharmacies/drugstores outlets the most common types of packaging of products, which are also commonly present in other channels of distribution, are glass bottles of 30 ml and of 50 ml. Outlook The importance of health and beauty retailers as a distribution channel of non-food products is expected to increase over the forecast period. According to trade sources, leading health and beauty retailer Rossmann Supermarkety Drogeryjne Polska Sp zoo is expected to continue its strategy of expansion, opening around 80 new outlets each year in small and medium-sized cities. In addition, the company intends to enlarge the size of its warehouse in Lodz and to invest in the North and South of Poland. The affordable pricing of products in parapharmacies/drugstores is also expected to encourage consumers to purchase products in beauty and personal care as well as in home care, among other products, in these outlets. Future Impact According to trade sources, the continued development of parapharmacies/drugstores over the forecast period is expected to prove favourable to various types of packaging. Retailers such as Rossmann Supermarkety Drogeryjne Polska Sp zoo and Drogerie Natura Polbita Sp zoo are expected to drive the use of HDPE bottles in shampoo, specialty containers in colour cosmetics, and both plastic jars and glass jars in facial moisturisers and nourishers/anti-agers. Products in these categories are very popular among consumers therefore the aforementioned packaging types are expected to gain in popularity in line with the expansion of chained parapharmacies/drugstores outlets. Health and beauty retailers are expected to further widen their range of products over the forecast period. The largest chained retailers are expected to try to attract more consumers by increasing their offer of products in home care, for example offering products in automatic dishwashing, automatic detergents, powder detergents and liquid fabric softeners.
Changes in Eating Habits and Increasing Health Awareness Among Poles Health awareness among Polish consumers continued to grow in 2010 as more Poles started to pay attention to the ingredients in the food that they consume and to become more aware of the importance of a balanced diet in supporting the proper functioning of the body and maintaining good health. Therefore, the eating habits of various consumers continued to change, resulting in increased demand for certain products, for example natural yoghurt as a substitute for cream in the preparation of dishes. Another noticeable sign of change in dietary habits has been to consume pasta rather than potatoes with main meals. Health and wellness products have been developing in Poland. In 2010 in retail outlets, especially supermarket/hypermarket outlets, there were special displays on which functional food products were positioned. The manufacturers of healthy products also placed increased focus on the visibility of their products and increased emphasis on the information contained on their product packaging. The introduction of new products, especially from large and well-known manufacturers, tended to be accompanied by marketing containing clear messages about factors such as ingredients, for example vitamins, reduced fat and reduced sugar among other factors. As a result of such activities on the part of retailers and manufacturers, health awareness among Polish consumers continued to increase in 2010. Current Impact In response to growing health awareness, manufacturers have introduced new products and this has led to new developments in terms of the packaging of food products. For example new brand Chrupsy in fruit snacks is targeted at children. It is presented in 20 g flexible plastic packaging and it is expected to be consumed as a replacement for products in confectionery. Due to increased coverage of the growing trend of childhood obesity through the media, parents are expected to try to encourage their children to consume healthy products such as Chrupsy. This product is also present in school tuck shops.
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In line with the increasing trend of health and wellness, Bulionetka Knorr was introduced in liquid stocks and fonds towards the end of the review period. This product has both significantly reduced salt content and fat content compared to standard products. It has also influenced the emergence of new packaging in liquid stocks and fonds as despite its liquid consistency, the product is packaged in a folding carton with a thin wall plastic container as secondary packaging rather than in a glass bottle. Bulionetka Knorr is offered in packs of two or four units of 28 g. Glass bottles are not suitable packaging for Bulionetka Knorr as its consistency is denser than that of other products in liquid stocks and fonds and this type of packaging would hamper the product’s application. The increasing trend of health and wellness has also stimulated the development of products in 45 g plastic pouches in breakfast cereals. At the end of the review period, Lubella Sp zoo introduced products in 45 g plastic pouches. The emergence of 45 g variants is noteworthy because it signifies the continued development and increasing popularity of small “single-serving” products as snacks. For example, in 2010 various office workers chose to consume these products rather than products in snacks bars and confectionery. Outlook The trend of health and wellness is expected to grow in strength over the forecast period, boosted in part by expected improvements in the economic situation in Poland over the second half of the forecast period. This is expected to result in further development of healthy food products, for which manufacturers are expected to use eye-catching packaging. New healthy products will be targeted at both parents and children as consumers become more aware of the risks of obesity, in particular childhood obesity. As health awareness increases, there is expected to be reduced consumption of fattening products and increased substitution of these products with healthy products such as fruit and “single-serving” products in breakfast cereals. Future Impact As a consequence of increasing health awareness, consumers are expected to pay more attention to product labels. Therefore, manufacturers will seek to ensure that their product packaging and labelling plays the role of “invisible salesman”. Thus labelling is expected to include clearly visible information about the healthy features of products, such as reduced fat, reduced sugar and reduced salt content. This trend will lead to increased popularity of products inspired by healthy cuisine, such as Italian cuisine and Japanese cuisine. As a result the range of products inspired by the cuisine of these countries is expected to increase in ready meals. These products are expected to be presented in ready meal trays in folding cartons and the graphics will be in colours that reflect the flavours of the products. The trend of development of products containing probiotics, especially in functional drinking yoghurt, is expected to continue and to promote the development of HDPE bottles, “other” shaped liquid cartons and PET bottles in this category. In order to refresh the image of their packaging, manufacturers are expected to focus on changing the shape of the packaging as was done under the Activia brand in 2010.
Sleeve Labels, A Way of Differentiating Products Being able to distinguish their products from those of their competitors on retail outlet shelves remained an important issue for packaged food manufacturers in 2010. Therefore, many of them made changes to the appearance of their product labelling in order to revive their products and to attract the attention of consumers. The most common way of doing this was to adopt the usage of sleeve labels, the use of which continued to increase rapidly in 2010 due to the many advantages that such labelling offers. For example, this labelling offers complete coverage of product packaging thus manufacturers can print on the entire surface of their packaging and include clear pictures or images of their product. Also, sleeve labels can be used to cover irregularly shaped packaging, which has proven highly beneficial as many manufacturers have started to invest in the creation of sophisticated shapes of bottles and jars. Current Impact Products under the Pudliszki brand in pasta sauces and wet/cooking sauces carry sleeve labels. In relation to this brand, the product labelling has been changed along with the shape of the packaging. In 2010, the glass jar
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packaging used for these products was slimmer to facilitate holding the products by hand and the use of sleeve labels underlined its ergonomic design. Sleeve labels have been used by many manufacturers because they have a more modern image than standard paper labels. Agros Nova Sp zoo has adopted sleeve labels for products under its Lowicz Kociolek do Syta brand in canned/preserved ready meals. All products are presented in glass jars with sleeve labels. Stovit Group Sp zoo has applied sleeve labels in prepared baby food. In November 2009 the company introduced Mus Frucio in 200 g glass jars with very colourful sleeve labels. As transparency of packaging is important to parents, the company placed a transparent image of fruit on the label, enabling parents to see the contents of the product. The product packaging combines transparency and innovation in terms of the modern eye-catching label. Sleeve labels have also been applied to the packaging of beverages. The best examples of innovation in terms of sleeve labels are in energy drinks. “Energy shots”, small PET bottles, for example under the Red Bull, Tiger and XXL brands, are wrapped in shrink sleeve labels including a protective seal that covers the bottle cap. There is micro perforation at the top of the label, which allows for breaking of the seal and opening of the package. Full size sleeve labels have also been applied for a new variant of Red Bull in 330 ml PET bottles. Outlook Manufacturers will continue their efforts to differentiate their products. Competition will intensify and there is expected to be increased saturation, which will prompt manufacturers to seek new packaging solutions. Packaging is particularly important in the case of “premium” products, with regard to which it is essential to offer a sophisticated format and unusual colours. Therefore, manufacturers are expected to present such products in increasingly varied packaging in terms of shape, labelling and colour among other factors. Future Impact The use of sleeve labels is expected to develop further in Poland. The use of such labelling is expected to increase not only in packaged food but also with regard to beverages, especially in soft drinks. The advantages and functionality of these labels will be appreciated both by manufacturers and consumers. Manufacturers in particular will continue to appreciate the possibility of distinguishing their products from those of their competitors. According to trade sources, in categories in which packaging transparency is important, transparent hyaline foil with inscriptions is expected to develop. This solution gives the impression that product information is printed directly on the packaging.
MARKET BACKGROUND Packaging Legislation Changes in legal regulations governing packaging in Poland Prior to 2010, packaging legislation in Poland covered two major Acts, which came into force in January 2002, namely the Act on Obligations of Entrepreneurs in the Field of Management of Certain Waste and on Product Fee and Deposit Fee and the Act on Management of Packaging and Packaging Waste. In December 2008, the European Commission accepted a new directive regarding problems of waste management. All EU countries were obliged to adjust their national legislation to meet the new EU directive. Therefore, in June 2010, the Polish government was working on the completion of its new Act on Management of Packaging and Packaging Waste. This new act comprises of changes to the Act on Management of Packaging and Packaging Waste (of 2002) and the Act on Obligations of Entrepreneurs in the Field of Management of Certain Waste and on Product Fee and Deposit Fee. These two previously separate Acts have been combined and the new Act on Management of Packaging and Packaging Waste will govern the requirements for packaging as well as the responsibilities of entrepreneurs in the field of waste management and other duties resulting from the previous legislation. The purpose of these changes is to strengthen the system of waste management in Poland so that all companies no matter how small, are unable to avoid their responsibilities with regard to the recovery and recycling of their product packaging.
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The new Act on Management of Packaging and Packaging Waste will impose a renouncement of deposit for packaging used for dangerous substances. When the Act comes into force, business entities introducing dangerous articles in Poland will be obliged to account for the packaging of those articles according to the general principles of the legislation. The exception will be packaging used for pesticides as according to EU law, all EU member countries are obliged to establish a system of pesticide packaging management. Changes to the Act on Packaged Goods The Act on Packaged Goods came into force on 30 June 2009. This Act replaced the Act on Packaged Goods of 2001 as it was adjusted to follow an EU directive in 2007, relating to nominal amounts of products in unit packaging. The amended Act allows the packing of products into packaging of any size format depending on the preferences of manufacturers. However, regulations governing the obligatory size formats of products in spirits and wine remained in force. Bottling methods and methods of packaging products in alcoholic drinks are precisely defined in the Act. An important modification was the abolishment of obligations governing the packaging of aerosol products in packaging units of precisely definite size formats. Furthermore, the Act has introduced new terms (definitions), such as “instructing packaging”, “budding to order”, “importing” and “importer” with the purpose of assigning responsibility for the products that are introduced in Poland. Distribution of products in packaging Retailers and wholesalers that offer products sold in packaging are obliged to provide the users of those products with information about the available systems of return, collection and recovery, including the recycling of the packages and appropriate handling of packaging waste. In addition, retailers are obliged to accept returned reusable packaging, used for products that are available in their retail outlets regardless of whether the products were purchased in their outlet or in another retail outlet. Retailers must collect the returnable packaging, for example glass bottles, and if they do not do so they are obliged to pay a penalty. Some retailers have taken advantage of the lack of awareness among some consumers by displaying signs at cash points that state that returnable packaging, for example glass bottles in beer, will only be accepted if consumers can show a receipt for the purchase of that product from their particular retail outlet. The companies that introduce products in reusable packaging in Poland or which manage a wholesaling outlet through which they offer products in reusable packaging are obliged to accept the reusable packaging at their own expense from retailers who sell these products on their behalf. The issue of “plastic” bags in retail outlets During the process of drawing up the new draft of the Act on Management of Packaging and Packaging Waste, the introduction of a recycling fee on single-use flexible plastic bags that are used for carrying purchases out of retail outlets, was a highly discussed topic. Initially the new draft was to implement a fee for these bags, of maximum PLN0.4 per bag. This fee was to be paid by consumers and collected by retailers and it was suggested in order to discourage consumers from using bags made from plastic. In addition all of the money collected was to be designated to the recycling of plastic waste. However, the decision to implement a fee was abandoned owing to criticism by the Ministry of Economy. According to the ministry, the fee would not lead to a decrease in the quantity of bags being dumped rather it would simply cause problems for the manufacturers of “plastic bags”. Therefore, retailers can choose whether or not to charge a fee for “plastic bags” as it is not an obligation.
Recycling and the Environment Changes to the legislation governing recovery and recycling Prior to 2010, the system of recovery and recycling of packaging in Poland was governed by two major Acts, which came into force in January 2002, namely the Act on Obligations of Entrepreneurs in the Field of Management of Certain Waste and on Product Fee and Deposit Fee and the Act on Management of Packaging and Packaging Waste. However, in June 2010 the Polish government was in the process of amalgamating these two Acts to form one new Act, namely the new Act on Management of Packaging and Packaging Waste, which is due to come into force in early 2011. System of recovery and recycling in Poland
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Importers, manufacturers and retailers, with outlets with a surface area of more than 500 sq m, are all responsible for the recovery and recycling of packaging waste in relation to the products that they introduce in the country. They can choose to perform these duties themselves or through a recovery organisation. This kind of organisation performs the statutory duties of its clients for a specified fee and bears the cost of product fees when it does not meet the legally required level of recovery and recycling. The majority of manufacturers in Poland use the services of recovery organisations because they represent the most profitable and convenient method of waste treatment. Recovery organisations in Poland include all self-contained enterprises as well as associations of producers or companies created by producers of packaging and packaging materials. The largest packaging producers have either created their own organisations of recovery and recycling or they have become members of such organisations. For example, in 2001 Ball Packaging Europe Radomsko became a co-founder of Recal Organizacja Odzysku SA then in 2004 Ball Packaging Europe Radomsko took over all the stock of Recal Organizacja Odzysku SA and changed its name to Recan Organizacja Odzysku SA. Other examples of recovery organisations, which came into existence alongside producers of packaging, are Recykling Centrum Sp zoo, which was founded by O-I Produkcja Polska SA, and KOBA Organizacja Odzysku SA, which was created by Can-Pack SA. Requirements regarding level of recycling and waste recovery Waste recovery relates to all activities concerning the use of waste both wholly or partially in Poland. On the contrary, recycling is considered as a form of recovery in which substances or materials contained in the waste are re-processed in order to obtain substances or materials of primary purpose. According to EU directives, Poland has to achieve a level of 60% of waste recovery and 55% of recycling for all packaging up to 2014. The EU directives state that total waste recovery and recycling is calculated in relation to all packaging present in Poland without any distinction. Therefore, all types of packaging even those for which the legislation does not specify the level of recycling are counted as part of the total for waste recovery and recycling. Up to and including 31 December 2014, the required levels of recycling in relation to particular types of packaging are 22.5% for plastics, 50% for aluminium materials, 50% for metal packaging, 60% for paper and cardboard packaging, 60% for glass packaging and 15% for wood packaging. New product fee to be introduced The Act on Obligations of Entrepreneurs in the Field of Management of Certain Waste and on Product Fee and Deposit Fee and the Act on Management of Packaging and Packaging Waste, both of which came into force in 2002, defined the fee applicable in the case of failure to meet the recycling limit for the various kinds of packaging present in Poland. Concern about failure to implement the regulations required by the EU Commission regarding the required level of waste recovery and recycling of all types of packaging, of 60% and of 50% respectively, prompted legislators to introduce an additional product fee, namely a fee for all packaging introduced in Poland by any entity. The way in which to calculate this additional product fee, when a company or waste recovery organisation does not obtain the required level of recycling, is laid out in the draft of the new Act of Management of Packaging and Waste Packaging, which is due to come into force in 2011. According to the draft of the aforementioned new Act, the maximum product fee is PLN4.50 for each kilogram of package mass, which has not been recycled or recovered. In 2010 the maximum product fee was PLN4.31 while in 2009 it was PLN4.19. Detailed product fee rates for the particular kinds of packaging available are laid out in a separate document (by ordinance of the Minister of Environment). The amounts are decided by the Minister of Public Finance and the Minister of Economy and they also depend on the negative environmental impact of the waste packaging and the cost of managing the waste packaging. Changes in functions of recovery organisations The draft of the new Act on Management of Packaging and Packaging Waste contains changes regarding the functioning of recovery organisations. The first change relates to extension of the share capital of these organisations from PLN1million to PLN5million. Recovery organisations are also obliged to place their equity capital in a separate bank account, containing a sum no lower than their minimum share capital. This change is being enforced due to the common practice among recovery organisations of possessing stock only at the moment of signing the founding act. The increase in founding amount will be initiated in stages, firstly to PLN3 million and then up to PLN5 million. © Euromonitor International
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The new Act will prompt recovery organisations to conduct public education campaigns. These are expected to comprise of various activities focused on improving ecological awareness with reference to proper proceedings of dealing with packaging waste. These campaigns are expected to be promoted through the media, through the distribution of leaflets, informative brochures and posters, through conferences and through other kinds of informative and educational events. Biodegradable packaging from Heinz Plastics Polska Sp zoo In 2010, Heinz Plastics Polska Sp zoo introduced a novelty in terms of rigid plastic packaging. This packaging manufacturer introduced a polypropylene bottle targeted for use in beauty and personal care, in particular in shampoo and conditioner. This new type of packaging contains d2w, which prompts breakdown of the packaging. The time required for the packaging to break down depends on the quantity of d2w in the composition of the packaging. Following activation of the required degrading factors, the packaging introduced by Heinz Plastics Polska Sp zoo is expected to break down within five years. In late spring 2010 manufacturers of products in beauty and personal care had not yet applied this packaging. However, according to trade sources, this packaging is expected to find favour due to its modern image and environmentally-friendly features. Brands that benefit from the use of this packaging are expected to automatically be perceived as environmentally-friendly and to generate interest among environmentally-aware consumers.
CATEGORY DATA Table 9
Overview of Packaging Recycling and Recovery in Poland 2008/2009 and Targets for 2010
Recycling by material %
Glass Plastic Metal Paper Source:
Table 10
2008
2009
2010 target
39 16 41 49
41 17 43 50
43 18 45 52
Ministry of the Environment
FMCG Packaging by Pack Type: Retail Unit Volume 2004-2009
Million units
Metal Rigid plastic Glass Liquid cartons Paper-based containers Flexible packaging Source: Note:
Table 11
2004
2005
2006
2007
2008
2009
3,162.5 7,175.8 5,039.1 1,885.9 4,597.2 18,778.8
3,369.0 7,679.0 5,183.5 1,948.4 4,798.2 19,327.0
3,735.5 8,370.9 5,572.6 2,006.0 4,986.0 19,586.2
4,177.4 9,017.8 6,033.9 2,105.4 4,966.5 19,675.4
4,462.5 9,556.7 6,242.5 2,237.3 4,748.7 19,511.5
4,443.5 9,881.7 6,123.6 2,322.6 4,634.0 19,614.4
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
FMCG Packaging by Pack Type: % Retail Unit Volume Growth 2004-2009
% Total Unit Volume Growth
Metal © Euromonitor International
2008/09
2004-09 CAGR
2004-09 TOTAL
-0.4
7.0
1,281.0
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Rigid plastic Glass Liquid cartons Paper-based containers Flexible packaging Source: Note:
Table 12
3.4 -1.9 3.8 -2.4 0.5
6.6 4.0 4.3 0.2 0.9
2,705.9 1,084.5 436.7 36.8 835.6
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Total Packaging by Industry: Retail Unit Volume 2004-2009
Million units
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 13
2004
2005
2006
2007
2008
2009
1,060.7
1,083.3
1,103.6
1,142.1
1,195.3
1,239.8
4,765.4
5,061.6
5,592.6
6,236.9
6,420.3
6,164.5
1,440.9 4,570.5 242.8
1,474.0 4,752.0 264.4
1,513.5 5,311.1 298.0
1,568.3 5,920.4 333.3
1,619.2 6,430.7 368.2
1,659.0 6,613.8 389.0
17,994.0 715.8 759.9
18,847.2 688.1 764.3
19,528.8 722.5 763.3
20,132.9 733.7 778.4
20,968.1 732.7 844.6
21,737.3 706.5 887.2
9,849.3
10,134.5
10,187.4
9,909.2
9,025.0
8,510.4
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Total Packaging by Industry: % Retail Unit Volume Growth 2004-2009
% Total Unit Volume Growth
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 14
2008/09
2004-09 CAGR
2004-09 TOTAL
3.7 -4.0 2.5 2.8 5.6 3.7 -3.6 5.0 -5.7
3.2 5.3 2.9 7.7 9.9 3.9 -0.3 3.1 -2.9
179.1 1,399.1 218.1 2,043.3 146.2 3,743.3 -9.3 127.3 -1,338.9
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor
FMCG Closures by Type: Retail Unit Volume 2005-2009
Million units
Child-resistant closures Corks Easy-open can ends Glass stoppers Liquid carton closures Metal crowns Metal lug closures Metal screw closures Peel-off foil © Euromonitor International
2005
2006
2007
2008
2009
2.8 207.1 278.8 0.6 1,166.6 2,729.7 1,264.7 650.5 2,911.5
2.9 206.6 319.1 0.6 1,283.3 2,999.7 1,347.9 678.0 3,037.5
3.4 212.0 344.6 0.7 1,387.8 3,319.2 1,401.4 746.4 3,184.9
3.7 217.7 373.0 0.7 1,557.8 3,382.1 1,455.1 813.5 3,386.7
24.6 219.0 402.4 0.7 1,630.1 3,236.0 1,478.1 806.4 3,511.6
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Peel-off paper Peel-off plastic Plastic dispensing closures Plastic overcaps Plastic screw closures Pumps Sports caps Sprays Standard can ends Swingtop closures Trigger closures Other plastic closures Other closures Source: Note:
Table 15
123.3 585.0
0.5 134.7 617.9
0.6 141.4 717.5
1.2 151.4 789.9
1.5 160.0 827.2
253.3 3,396.5 49.9 44.2 215.4 346.3 0.4 25.7 1,008.9 72.9
261.1 3,847.8 52.4 62.6 222.6 334.4 0.5 29.1 1,083.1 72.9
277.4 4,189.9 55.4 69.3 236.5 322.3 1.2 32.6 1,161.5 77.2
291.9 4,383.4 59.9 80.6 248.6 314.8 1.5 36.8 1,228.7 82.2
301.4 4,466.7 63.8 88.2 256.1 302.9 1.3 41.6 1,278.7 88.1
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
FMCG Closures by Type: % Retail Unit Volume Growth 2005-2009
% Total Unit Volume Growth
Child-resistant closures Corks Easy-open can ends Glass stoppers Liquid carton closures Metal crowns Metal lug closures Metal screw closures Peel-off foil Peel-off paper Peel-off plastic Plastic dispensing closures Plastic overcaps Plastic screw closures Pumps Sports caps Sprays Standard can ends Swingtop closures Trigger closures Other plastic closures Other closures Source: Note:
Table 16
2008/09
2005-09 CAGR
2005-09 TOTAL
564.9 0.6 7.9 0.0 4.6 -4.3 1.6 -0.9 3.7 25.0 5.7 4.7 3.3 1.9 6.5 9.4 3.0 -3.8 -13.3 13.0 4.1 7.2
72.2 1.4 9.6 3.9 8.7 4.3 4.0 5.5 4.8 6.7 9.0 4.4 7.1 6.3 18.9 4.4 -3.3 34.3 12.8 6.1 4.8
21.8 11.9 123.6 0.1 463.5 506.3 213.4 155.9 600.1 36.7 242.2 48.1 1,070.2 13.9 44.0 40.7 -43.4 0.9 15.9 269.8 15.2
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Total Closures by Industry: Retail Unit Volume 2005-2009
Million units
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food
© Euromonitor International
2005
2006
2007
2008
2009
762.7
786.9
825.5
876.4
915.2
3,013.7
3,269.0
3,600.2
3,693.4
3,532.4
182.1 4,193.5 126.6
185.0 4,761.3 140.3
192.0 5,284.4 153.5
198.0 5,629.2 166.3
203.6 5,764.4 172.3
Sample Report for Illustration ONLY
www.euromonitor.com
Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 17
6,549.9 499.1 5.2
6,927.7 517.0 6.0
7,280.2 538.1 6.6
7,732.1 554.5 7.7
8,019.6 562.3 12.2
1.5
1.9
2.6
3.8
4.5
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Total Closures by Industry: % Retail Unit Volume Growth 2005-2009
% Total Unit Volume Growth
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 18
2008/09
2005-09 CAGR
2005-09 TOTAL
4.4 -4.4 2.8 2.4 3.6 3.7 1.4 58.4 18.4
4.7 4.1 2.8 8.3 8.0 5.2 3.0 23.8 31.6
152.5 518.7 21.5 1,570.9 45.7 1,469.7 63.2 7.0 3.0
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast FMCG Packaging by Pack Type: Retail Unit Volume 2009-2014
Million units
Metal Rigid plastic Glass Liquid cartons Paper-based containers Flexible packaging Source: Note:
Table 19
2009
2010
2011
2012
2013
2014
4,443.5 9,881.7 6,123.6 2,322.6 4,634.0 19,614.4
4,493.0 10,205.8 6,083.4 2,365.7 4,630.4 19,954.8
4,540.9 10,574.0 6,085.5 2,452.7 4,642.8 20,365.9
4,670.4 10,983.7 6,189.3 2,553.6 4,670.7 20,847.4
4,784.1 11,378.4 6,278.8 2,655.5 4,709.9 21,363.1
4,880.8 11,770.5 6,366.4 2,769.0 4,757.1 21,919.5
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Forecast FMCG Packaging by Pack Type: % Retail Unit Volume Growth 2009-2014
% Total Unit Volume Growth
Metal Rigid plastic Glass Liquid cartons Paper-based containers Flexible packaging Source: Note:
2013/14
2009-14 CAGR
2009-14 TOTAL
2.0 3.4 1.4 4.3 1.0 2.6
1.9 3.6 0.8 3.6 0.5 2.2
437.3 1,888.8 242.8 446.4 123.1 2,305.1
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Table 20 Forecast Total Packaging by Industry: Retail Unit Volume 2009-2014
© Euromonitor International
Sample Report for Illustration ONLY
www.euromonitor.com
Million units
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 21
2009
2010
2011
2012
2013
2014
1,239.8
1,270.3
1,305.8
1,346.1
1,385.9
1,432.7
6,164.5
6,042.5
5,983.1
6,091.4
6,177.3
6,249.3
1,659.0 6,613.8 389.0
1,691.7 6,730.7 411.1
1,719.9 6,898.5 436.0
1,743.0 7,115.0 461.8
1,761.2 7,307.2 488.0
1,776.7 7,482.1 514.0
21,737.3 706.5 887.2
22,647.0 722.9 913.7
23,615.1 728.2 934.8
24,668.4 734.0 947.0
25,748.1 742.3 957.9
26,870.3 749.1 964.7
8,510.4
8,217.1
7,975.6
7,755.9
7,560.2
7,389.5
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast Total Packaging by Industry: % Retail Unit Volume Growth 2004-2009
% Total Unit Volume Growth
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 22
2013/14
2009-14 CAGR
2009-14 TOTAL
3.4 1.2 0.9 2.4 5.3 4.4 0.9 0.7 -2.3
2.9 0.3 1.4 2.5 5.7 4.3 1.2 1.7 -2.8
192.9 84.8 117.7 868.3 125.0 5,133.0 42.6 77.5 -1,120.9
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast FMCG Closures by Type: Retail Unit Volume 2009-2014
Million units
Child-resistant closures Corks Easy-open can ends Glass stoppers Liquid carton closures Metal crowns Metal lug closures Metal screw closures Peel-off foil Peel-off plastic Plastic dispensing closures Plastic overcaps Plastic screw closures Pumps Sports caps Sprays Standard can ends Trigger closures Other plastic closures Other closures
© Euromonitor International
2009
2010
2011
2012
2013
2014
24.6 219.0 402.4 0.7 1,630.1 3,236.0 1,478.1 806.4 3,511.6 160.0 827.2
25.5 220.9 426.4 0.8 1,695.7 3,237.5 1,503.8 801.2 3,669.3 169.5 864.1
26.1 223.4 457.5 0.8 1,764.4 3,193.7 1,536.4 806.5 3,828.3 178.6 897.3
26.6 228.0 487.0 0.8 1,841.1 3,234.6 1,578.0 816.9 3,997.9 188.5 934.2
27.3 235.0 519.7 0.8 1,920.7 3,256.5 1,622.3 827.3 4,168.4 199.3 973.1
27.9 243.1 552.2 0.9 2,009.9 3,264.7 1,672.0 839.8 4,343.6 211.6 1,015.7
301.4 4,466.7 63.8 88.2 256.1 302.9 41.6 1,278.7 88.1
306.8 4,538.9 66.4 94.4 259.3 296.6 46.3 1,331.3 90.0
313.9 4,648.8 69.4 101.6 264.2 286.7 50.5 1,390.8 92.5
321.6 4,783.5 72.6 109.7 269.7 280.0 54.5 1,453.8 95.6
329.8 4,901.0 76.5 118.8 275.6 271.9 56.9 1,517.7 98.7
338.0 5,003.6 80.6 128.4 281.4 264.2 59.1 1,585.3 101.7
Sample Report for Illustration ONLY
www.euromonitor.com
Source: Note:
Table 23
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Forecast FMCG Closures by Type: % Retail Unit Volume Growth 2009-2014
% Total Unit Volume Growth
Child-resistant closures Corks Easy-open can ends Glass stoppers Liquid carton closures Metal crowns Metal lug closures Metal screw closures Peel-off foil Peel-off paper Peel-off plastic Plastic dispensing closures Plastic overcaps Plastic screw closures Pumps Sports caps Sprays Standard can ends Swingtop closures Trigger closures Other plastic closures Other closures Source: Note:
Table 24
2013/14
2009-14 CAGR
2009-14 TOTAL
2.2 3.4 6.3 12.5 4.6 0.3 3.1 1.5 4.2 8.0 6.2 4.4 2.5 2.1 5.4 8.1 2.1 -2.8 0.0 3.9 4.5 3.0
2.5 2.1 6.5 5.2 4.3 0.2 2.5 0.8 4.3 12.5 5.7 4.2 2.3 2.3 4.8 7.8 1.9 -2.7 0.0 7.3 4.4 2.9
3.3 24.1 149.8 0.2 379.8 28.7 193.9 33.4 832.0 1.2 51.6 188.5 36.6 536.9 16.8 40.2 25.3 -38.7 0.0 17.5 306.6 13.6
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates FMCG includes packaged foods, alcoholic drinks, soft drinks, hot drinks, beauty and personal care, home care, dog and cat food, tobacco, tissue and hygiene
Forecast Total Closures by Industry: Retail Unit Volume 2009-2014
Million units
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Table 25
2009
2010
2011
2012
2013
2014
915.2
942.7
974.0
1,009.3
1,047.4
1,090.3
3,532.4
3,443.5
3,396.8
3,439.6
3,473.2
3,506.0
203.6 5,764.4 172.3
209.1 5,930.1 178.4
213.7 6,064.4 185.3
217.5 6,244.8 192.8
219.9 6,404.5 200.6
221.8 6,547.4 207.6
8,019.6 562.3 12.2
8,359.3 566.4 13.2
8,708.4 572.5 13.9
9,075.6 578.3 14.4
9,449.1 585.1 14.8
9,842.5 590.2 15.1
4.5
4.9
5.4
5.9
6.3
6.8
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Forecast Total Closures by Industry: % Retail Unit Volume Growth 2004-2009
% Total Unit Volume Growth
© Euromonitor International
www.euromonitor.com
Beauty and Personal Care Packaging Alcoholic Drinks Packaging Hot Drinks Packaging Soft Drinks Packaging Dog and Cat Food Packaging Food Packaging Home Care Packaging Tissue and Hygiene Packaging Tobacco Packaging Source:
Sample Report for Illustration ONLY
2013/14
2009-14 CAGR
2009-14 TOTAL
4.1 0.9 0.9 2.2 3.5 4.2 0.9 2.0 7.9
3.6 -0.1 1.7 2.6 3.8 4.2 1.0 4.4 8.6
175.1 -26.4 18.2 783.0 35.3 1,822.9 27.9 2.9 2.3
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates
© Euromonitor International
