Biznes Fakty
Beer Sales in Poland 2024. The Worst Result in 20 Years
Last year, the beer sector experienced a drop of 100 million bottles and cans compared to 2023, reflecting a decrease of 1.7 percent. According to Browary Polskie, only the non-alcoholic beer category witnessed growth, surpassing 17 percent.
The Association of Brewing Industry Employers in Poland – Polish Breweries indicated that this marked the lowest performance in two decades.
Reports indicate that the steepest declines are seen in alcoholic lagers (3.1% y/y) and strong beers (3.8% y/y). „This is attributed to health-conscious trends among consumers on one side and the diminishing economic accessibility of beer on the other,” was the evaluation.
Igor Tikhonov, president of Browary Polskie, pointed out that the downturn in the overall market last year represents another challenging year for the industry, which has contracted by approximately 10 percent over the past five years. He mentioned that beer prices have been on the rise since 2019, with a cumulative increase of 43 percent; this is primarily due, as he noted, to hikes in excise duty on alcoholic beverages. The industry anticipates that by 2027, beer prices will rise by over 10 percent.
Tikhonov highlighted that challenges for the industry include declining demographics and „factors related to changing lifestyles,” especially in the aftermath of the COVID-19 pandemic. „The frequency of gatherings, opportunities for socializing, and thus chances to consume alcohol, have diminished,” he remarked. He also added that inflation adversely affects the sector.
Non-alcoholic beer is becoming more popular
He emphasized that although all segments of the beer market saw declines in 2023, sales of non-alcoholic beer surged in 2024. There was a 17.4% increase in the number of bottles and cans sold compared to 2023. This segment now represents 6.4% of the total beer market in terms of volume. Additionally, a rise in the sales value of non-alcoholic beer was recorded at 16.8% (7.5% of the market). The total sales value of non-alcoholic beer exceeded PLN 1.7 billion, marking an increase of nearly PLN 250 million year-on-year.
„Traditional trade remains the most significant channel for beer sales, accounting for 62.7% of the overall value of beer sold in the Polish market,” reported Browary Polskie.
The Association of Brewing Industry Employers – Polish Breweries unites beer manufacturers.
