What Did Poles Eat and Drink During the May Day Holiday?

With the May Day holiday ending, it’s worth seeing how Polish consumers behaved. What did they drink and eat during those days off? Let’s find out!

Alcohol triumphs, but alternative drinks are growing in popularity.

Beer, a long-standing favourite during the May Day celebrations, continued to dominate the market in terms of popularity and revenue. However, this year, a notable shift in consumer behaviour was observed. Non-alcoholic beers, gaining 16% of sales in the beer category, have emerged as a significant niche. This trend underscores a growing preference for health-conscious choices, even during leisure periods, suggesting that consumers are increasingly prioritizing their well-being without compromising on their enjoyment of beer and social interactions.

The strong performance of spirits

While beer maintained its position, spirits, especially the stronger ones, saw a surge in interest. Jägermeister led this growth with a staggering 294% week-on-week increase in sales. Regarding WoW growth, Bacardi-Martini was second, and Diaego’s Red Label whisky was third. Beers did not see significant WoW increases, but they were still the biggest category, both in the May and pre-May days. This indicates that beer consumption in Poland is doing well, but Poles like to reach for more expensive and stronger beverages on more significant occasions, such as May Day.

Food trends: ice cream and meats

Ice cream sales increased by 27% in terms of food, indicating the favourable weather and holiday atmosphere. Beyond sweets, meat preferences showed a surprising shift. While sausages are usually a barbecue staple, cold cuts, especially hams, dominated the market on May Day with a 35% share.

Implications for retail and brands managers

These insights are not just interesting observations; they hold significant implications for retailers and brands. By aligning their product offerings with these consumer preferences, businesses can optimize their sales strategies and enhance profitability. For instance, stocking a diverse range of beers, including non-alcoholic options, and catering to the demand for a variety of meat products can lead to increased sales and improved returns.
Stay tuned for more information as we continue to investigate consumer behaviour and market trends, providing data-driven strategies to boost sales and marketing efforts.