CGA’s exclusive REACH global report—which delivers analysis of key trends and developments in 38 countries based on responses from around 30,000 HoReCa consumers and 600 operators—includes expert analysis of the behaviours and needs of more than 1,000 Polish consumers. It reveals Poles’ great passion for the HoReCa, with well over half (57%) eating or drinking out at least weekly. But with spending under pressure, businesses will have to work hard for sales in 2025. Here are just five of the insights to help brands grow category share.
1. Top Spirits: Vodka and Whiskey dominate Out-of-Home Consumption
According to REACH, vodka is the top choice for Polish consumers when enjoying spirits outside the home (47%). Whiskey follows closely (43%), making these two spirits the clear leaders in the Polish HoReCa spirits market. The next most popular choices are brandy and tequila (19% each), and gin (18%).
2. The Appeal of Local Production
Many consumers want their spirits to be local. A third (32%) say it is more important to them than it was a year ago that their drink is Polish. This works to the advantage of vodka, which beats whiskey as the most popular Poland-made spirit.
3. Value as a Key Driver
Poles’ spending continues to be squeezed, as two thirds (65%) say their cost of living has increased in the last year. This has brought price into sharp focus in the spirits category, and nearly a quarter (24%) say good value is a more important factor in their drinks choice than it was a year ago. However, with 23% feeling that high quality is more important, supplies and venues need to strike a careful balance between quality and value.
4. Opportunities in Cocktails
Some of the best sales opportunities for spirits suppliers are to be found in cocktails. A third (33%) of consumers say they typically drink these when out—more than double the number drinking spirits neat (15%). Positioning brands as go-to ingredients in cocktails will be crucial.
5. Health Trends in Spirits Consumption
As is the case in many countries, health is an increasingly important driver of drinks choice, and moderation of alcohol intake is likely to continue in Poland in 2025. The REACH data shows more than a fifth (22%) of consumers think health is a more important consideration than 12 months ago. This trend may open up interest in suppliers’ portfolios of no and low alcohol alternatives.
Abhi Sehgal, CGA by NIQ’s client solutions manager EMEA, said: “Poland’s On Trade spirits market is evolving rapidly. Vodka remains the favorite, but whiskey is quickly catching up. Local production is gaining popularity, and value is becoming increasingly important. The market is full of opportunities but also challenges. Cocktails and no/low alcohol trends are shaping the future. Suppliers, brands, and operators need to balance quality, price, and innovation while staying attuned to consumer preferences and market trends to pave the way for success.”
CGA by NIQ’s REACH solution provides many more insights into consumers’ engagement with the HoReCa in Poland and around the world. To discover more, click here and contact Abhi Sehgal here.
