Poland open for British business

FFB’s recent fact-finding mission to Poland found a market growing at an extraordinary rate, with a growing taste for product sectors where Britain shines.

With the largest population in the Eu, the Polish economy, wages and consumer spending are all rising faster than in western Europe. One result of this is that the strength of the Zloty is increasing at an extraordinary rate - making British exports competitive. British producers should also rejoice at the influx of Poles into the UK. As they return home Poles who have lived in Britain are seeking out the food they enjoyed in the UK.

However, British producers interested in these opportunities should act swiftly: neighbouring Germany has already permeated mainstream Polish stores, with the French not far behind. Here is FFB’s review of how Britain might tantalise Polish tastebuds:

Flavour: Polish consumers show strong interest products that add zing to standard Polish food. Ethnic food has a lot of potential but there would be the challenge of expanding the currently limited understanding of some types of ethnic food.
Health: in common with much of Europe, healthy and functional foods have a lot of potential. British prowess in cereals and healthy snacks could go far in the right stores.
Premium: in an increasingly affluent market, high-quality premium products have potential.
British brands: big brands would do well to examine whether their products have proven popular with UK-based Poles; there may be growing opportunities in Poland.

Two staples of the Polish diet are cheese and tea, where British representation in Poland is minimal. As long as producers are prepared to go up against the French dominance of the cheese aisle, and see if their products fit the quirky Polish taste for tea, there could be a massive opportunity.

To find out more about FFB’s visit to Poland, contact Ruth O’Connor on roconnor@foodfrombritain.co.uk.

06 December 2007