Poland: Beer sales drop 6.9% in 2023

In 2023, Poland’s beer sales registered a decline of 6.9%, which means the population bought 400 mln bottles and 0.5 litre cans of beer less than in 2022, Polish Brewers Association (Browary Polskie) said in a report.

The trade union also called 2023 the worst and most difficult year for the industry during the last decade. Factors as the pandemic, excise tax hike, the war in Ukraine, and inflation led to higher prices and a decrease in demand for beer, it said.

Beer prices rose by an average 15.2% in Poland last year. As compared to 2022, the highest decline was registered in top & ultra premium beer segment (14.6%) as well as the economy brands (10%).

The zero alcohol beer segment turned out to be more resilient to worsening economy. Sales of such beer only declined by 0.4 mln litres. The market share of zero alcohol beer grew from 6.3% to 6.5% in 2023, the association reported.

“Polish people are buying less beer because the inflation and the high living costs have changed their priorities in planning their family budgets. We no longer spend on such non-priority things like entertainment or treats, which, of course, are linked to consumption of beer,” a NielsenIQ analyst is quoted as saying by the association.

Despite the decline (in 2023 the nation’s market shrank by another 2 mln hl), Poland remains the EU’s third-largest beer maker. Beer still occupies the largest share of everyday goods market in Poland.

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