Polish chocolate market growth and Wedel expansion

The Polish chocolate confectionery market has shown significant value growth, reaching approximately 13.8 billion PLN, a 5.1 percent year-on-year increase. Despite this rising value, the actual volume of products sold has decreased by 2.6%, a trend attributed to rising prices caused by volatile cocoa costs, energy prices, and geopolitical instability, alongside demographic shifts.

Reports indicate that chocolate has surpassed beer and vodka to become the largest Fast-Moving Consumer Goods (FMCG) category in Poland by sales value, driven in part by changing consumer habits among younger populations.

Lotte Wedel, which holds a 12.1 percent value share in the Polish market, is pursuing several growth strategies. These include international expansion for its ‘Ptasie Mleczko’ brand using a new global name to avoid consumer confusion, and potential infrastructure investments such as building a new factory or acquiring an existing plant. The company has set a turnover target of 3 billion PLN by 2035 and is exploring new distribution methods like chocolate vending machines.