ORGANIC FOOD IN POLAND - IMAS Internationalimas.pl/en/wp-content/.../08/Organic_Food_in_Poland... · The value of the organic food market in Poland in 2015 was 167 million Euros (about

2017

ORGANIC FOOD

IN POLAND

IMAS International Sp. z o.o.

05.2017

Organic Food in Poland 2017, IMAS International Sp. z o.o.

p. 1

TABLE OF CONTENTS .................................................................................................................................................................................... 1

Introduction ................................................................................................................................................................................................ 2

Secondary Sources Analysis

Definitions .............................................................................................................................................................................................. 4

Certificate – the „Euro-leaf” Logo ........................................................................................................................................................... 5

Organic Farming in Poland - Statistical Data ............................................................................................................................................. 6

Organic Food Market .............................................................................................................................................................................. 10

Organic Food Distribution ....................................................................................................................................................................... 11

Categories of Organic Products ................................................................................................................................................................ 13

Industry-Related Events .......................................................................................................................................................................... 14

Survey Research

Main Objectives of the Study................................................................................................................................................................... 16

Study Description .................................................................................................................................................................................... 17

Sample Structure .................................................................................................................................................................................... 18

Associations with Organic Food - Spontaneous ........................................................................................................................................ 19

Associations with Organic Food – Prompted ............................................................................................................................................ 22

Triggers to Buying Organic Food .............................................................................................................................................................. 24

Barriers to Buying Organic Food .............................................................................................................................................................. 25

Places to Buy Organic Food ..................................................................................................................................................................... 26

Knowledge of the Organic Certification .................................................................................................................................................... 27

Purchasing Certified Organic Food ........................................................................................................................................................... 28

Expenditure on Organic Food .................................................................................................................................................................. 29

Sources of Information about Organic Food ............................................................................................................................................. 30

Knowledge and Verification of Organic Food Certification ........................................................................................................................ 31

A few words about the author of the project ................................................................................................................................................ 32


p. 2

Dr Beata Pachnowska

Co-owner and board member of IMAS International.

Researcher of market and opinions, social

psychologist, lecturer, manager. Specializes in

researching brands, FMCG, pharmacy, finance,

strategy. Member of ESOMAR and PTBRiO.

Katarzyna Łozińska-Wróbel

Project Manager at IMAS International.

The originator of the study on organic food industry.

DEAR SIRS AND MADAMS,

We would like to invite you to get acquainted with the latest study about the organic food market in Poland.

The report contains the results of secondary sources analysis, and a survey conducted on a representative sample of Polish Internet users, n=518, in April 2017, supplemented with commentary of experts in the organic food industry in Poland.

Our analysis shows that the researched industry on the supply side, after a period of dynamic growth by 2010, is currently stabilizing, consolidating, and shifting from fresh to processed foods. The market also undergoes corporatization: eco-food has entered the range of big retail brands, which may be a chance for the manufacturers, but also a threat to smaller specialized producers. The number of business events and industrial media and information channels indicates a growing awareness of the industry's needs for image and communication.

And there is quite a lot to be done... Survey research shows that consumers are not easily tasked in this market, communication in the industry is dispersed, tips for identifying eco-food (e.g. certificates or other indications) are ambiguous, and high prices are not sufficiently justified by the value of purchased products or brands. As a result, consumption - apart from a group of those ideologically declared for nature and health - is still sporadic rather than regular, rather accidental and poorly motivated (especially by what's important for manufacturers, which are certificates). The demand is growing continuously, though, and pro-ecological attitudes are strengthening. It is necessary to follow consumer trends, including the return to plant-based and natural foods, but also to the one that helps maintain and improve health and activity.

The report can be a valuable source of information for the following entities::

• Producers, distributors and sellers of organic food • FMCG companies considering expanding their range for organic food • Healthy food stores, supermarkets, hypermarkets offering organic food or planning to introduce it • Ecological associations • Publishers, magazines, ecological web portals • Universities and research institutes that study ecological food

Sincerely,

Katarzyna Łozińska- Wróbel and Beata Pachnowska


p. 3

ANALYSIS OF SECONDARY SOURCES

OF THE ORGANIC FOOD MARKET IN POLAND


p. 4

DEFINITIONS

Organic food, in accordance with the rules of the EU regulation, is food produced at least 95% ecologically, without the use of artificial fertilizers and

chemical plant protection products, while maintaining soil fertility, biodiversity and respect for the environment.

Organic food is characterized by the following features:

no chemical plant protection agents and fertilizers are used for production, crop rotation is used to ensure fertility of the soil

animals in organic farms are provided with healthy conditions and are fed with organic feed or with an addition of approved mixture of conventional feeds.

processed organic food does not contain artificial colours, flavours, flavour improvers, preservatives, and is not genetically modified (without GMOs)

All the producers, intermediaries and processors involved in production and marketing of organic food, are subject to the same EU regulations, from manufacture of the

product to delivering it to the customer. The Ministry of Agriculture and Rural Development has prepared the Framework Action Plan for Organic Food and Farming in

Poland for the years 2014-2020. The main objective of this plan is to develop organic farming and the organic food market.

Sources:

• http://eur-lex.europa.eu/legal-content/PL/TXT/?uri=CELEX%3A32007R0834

• Ministerstwo Rolnictwa i Rozwoju Wsi

• ROZPORZĄDZENIE PARLAMENTU EUROPEJSKIEGO I RADY (WE) NR 1333/2008 z dnia 16 grudnia 2008r.


p. 5

CERTIFICATE – THE „EURO-LEAF” LOGO

On the 1st July 2010 the European Union introduced the official EU organic production logo.

The EU logo for organic products is a combination of the European Union flag and leaf, which symbolizes the nature and the idea of sustainable development.

Source: http://www.eu-organic-food.eu/pl/standardy-unijne/

Apart from the Euro-logo on organic food packaging there are also other signs and logos that have the same meaning.

The examples are summarized in the table below:

Other signs - eco

logos

Name and meaning

Ekoland - a symbol of organic food awarded by the Polish Association of Food

Producers with Ecological Methods

German certificate of ecological agriculture

Environmental seal is awarded to products originating from biological-dynamic

cultivation. These include mainly food, natural cosmetics, as well as cotton and wool

products.

Sources:

https://www.pcbc.gov.pl/; http://www.fzpp.pl/; http://www.ekolandpolska.pl/; http://www.ekologia.pl/wiedza/znaki/tag,zywnosc

http://www.ekologia.pl/wiedza/znaki/produkty/demeter,11659.html

http://www.ekologia.pl/wiedza/znaki/produkty/ecolabel,6664.html

http://www.organic-bio.com/pl/oznaczenia/

http://www.ekologia.pl/wiedza/znaki/tag,zywnosc


p. 6

ORGANIC FARMING IN POLAND - STATISTICAL DATA

Source: Ministry of Agriculture and Rural Development

0

5000

10000

15000

20000

25000

30000

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

3760

7182

9194

12121

15206

17423

20956

23847

26376 27093

25427

23015

24276

Number of organic producers in Poland in the years 2004-2016


p. 7


0 500 1000 1500 2000 2500 3000 3500 4000 4500

warmińsko-mazurskie

podlaskie

zachodniopomorskie

mazowieckie

lubelskie

podkarpackie

lubuskie

małopolskie

dolnośląskie

wielkopolskie

świętokrzyskie

pomorskie

łódzkie

kujawsko-pomorskie

śląskie

opolskie

4054

3296

3072

2339

1896

1305

1214

1195

893

889

872

772

526

385

234

73

Number of organic producers in Poland by voivodship, as of 31.12.2015


p. 8


The number of organic producers and processors in Poland tends to increase.

0

100

200

300

400

500

600

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

55

99

170

206 236

277 293

270

312

407

484

562

The number of organic food processing plants in Poland in the years 2004-2015


p. 9

Source: Agricultural and Food Quality Inspection

Polish organic food processing is mostly fruit and vegetable processing and cereal milling products (54% in total).

Fruit and vegetable processing

34%

Processing of cereal products

20%

Meat processing 7%

Tea and coffee processing 5%

Dairies and cheese manufacture

3%

Processing of vegetable and animal fats

2%

Sugar production 2%

Manufacture of other agricultural and food

products 27%

Industry share in organic processing in 2014


p. 10

ORGANIC FOOD MARKET IN POLAND - DYNAMIC DEVELOPMENT, BUT STILL IN THE PROCESS OF GROWTH

The value of the organic food market in Poland in 2015 was 167 million Euros (about 700 million PLN), and the average Polish consumer spent € 4 in 2015 on organic food. It

is predicted that in 2017 it will reach 1 billion PLN. The BIO food market accounts for only 0.5% of the Polish food market (2016). By comparison, in Western Europe, the BIO

market represents 2-8% of the food market. The market in Poland, however, is developing very dynamically, 10-20% per year.

Source: https://shop.fibl.org/fileadmin/documents/shop/3503-organic-world-2017.pdf

Prices of organic products are much higher than conventional products (generally between 50% and above, but there are categories of products that are only about 20%

more expensive). Large price differences between organic and conventional food result from high costs of production and logistics, as well as small production scale. This is

a typical situation for developing market, and the differences will be decreasing as the market expands.

Below is a comparison of prices of exemplary food products. (17.05.2017, www.frisco.pl)

Organic product Conventional product Organic product Conventional product

2,49 PLN

1,29 PLN

7,50 PLN/kg

1,20 PLN/kg

9,20 PLN

1,97 PLN

6,59 PLN/kg

4,20 PLN/kg

1 egg = 0,47 PLN

4,55 PLN

3,85 PLN

1 egg = 1,2 PLN

Price is one of the key factors determining your purchase. The awareness of Poles is changing and more and more of them are not only interested in health but

also are able to pay for a better quality product. It is fostered by the trend and fashion for health, and more and more campaigns that influence Poles

decisions in interesting and effective way. Krystyna Radkowska, President of Polish Chamber of Organic Food.


p. 11

DISTRIBUTION OF ORGANIC FOOD - EXPANDING CHANNELS OF ECO-FOOD DISTRIBUTION

The largest selection of organic food is stocked in specialty stores selling this type of food (these stores sell min. 51% of organic food). Organic food is increasingly

available in large retail networks, some of which have their own brand of organic food. Retail chains, apart from organic food, have a wide range of diet foods

(e.g. gluten free, lactose free, vegetarian). Organic food can also be purchased in some convenience-store type grocery shops (e.g. delicatessen store chain

Tradycja i Jakość Sp. z o.o.). Most organic shops are located in large urban areas, but they are beginning to appear also in cities of less than 100 000 inhabitants.

Places to buy organic food in Poland:

- Retail networks: super- and hypermarkets (it is estimated that n=4000 chain stores stock organic products within their regular range)

Aldi n=105 (end of 2015)

Auchan n=77

Carrefour approx. n=800 stores

E. Leclerc n=43

Intermarche n=233

Kaufland approx. n=200

Lidl approx. n=600 (all stock organic food)

Netto approx. n=360

Piotr i Paweł n=144

Stokrotka n=340

Tesco n=62 (that stock organic food) - franchise grocery chains (e.g. Chata Polska n=205, Freshmarket n=560) - grocery shops containing so-called "organic islands" (e.g. Społem)

- Rossmann drugstore chain, n=1169 (including organic baby foods Hipp or BabydreamBio)

- food wholesalers Selgros Cash&Carry n=17 - healthy food stores, approx. n=800 - specialized organic food retail chains (e.g. Organic Farma Zdrowa S.A. n=42

stationary stores) - online shops selling healthy food (above n= 200) - traditional bazaars and markets - eco bazaars/ eco-food local markets / organic food bazaars (e.g. BioBazar, Jarmark Toruński, Wrocławski Bazar Smakoszy, FRYMARK in Bydgoszcz). - agricultural-based shops and cooperatives e.g. Lokalny Rolnik, odRolnika, Rano

Zebrano - purchase directly from local farmers - stands with organic food can also be found at local culinary events, often

organized on weekends, in large and small towns and villages. There are events celebrating honey, wine, pumpkin, potato, pierogi, chocolate, fruit, vegetables, mushrooms, bread, but also handicrafts.


p. 12

Franchise networks and their own branded organic products

Sources: www.kaufland.pl; www.lidl.pl; www.piotripawel.pl; https://leclerc.pl; www.carrefour.pl; https://intermarche.pl www.aldi.pl; www.auchan.pl; https://www.tesco.pl/marki-i-uslugi/organic; https://netto.pl http://ekodostawcy.pl/prognozy-dla-ekobranzy-w-polsce http://finanse.wp.pl/kat,1033691,title,Francuzi-testuja-koncept-Carrefour-Bio-Moze-wkrotce-trafic-tez-do-

Polski,wid,18653421,wiadomosc.html?ticaid=118d3f https://wspieramrozwoj.pl/produkt/4323/Bio+Village Źródło: http://biokurier.pl/aktualnosci/3350-rynek-zywnosci-ekologicznej-w-polsce-w-2015-roku-najnowsze-dane-w-

pigulce http://www.dlahandlu.pl/handel-wielkopowierzchniowy/wiadomosci/food-show-2017-media-kreuja-trend-na-eko-ale-

to-wciaz-znikomy-rynek,59674.html http://www.portalspozywczy.pl/handel/wiadomosci/kaufland-z-nowymi-markami-wlasnymi-eko-dla-wegetarian-i-

wegan,135817.html http://www.portalspozywczy.pl/handel/wiadomosci/9-najwazniejszych-trendow-konsumenckich-w-

polsce,134083.html http://www.carrefour.pl/-/media/aktualizacja/2017/marzec/t11/serwis-korporacyjny/carrefour-raport-roczny-

2016.ashx http://smakkariery.pl/wp-content/uploads/2016/08/Carrefour_Raport_Roczny_2015.pdf Raport-KPMG-Na-rozdrozu-Wyzwania-i-priorytety-sieci-spozywczych-w-Polsce https://www.slideshare.net/Inspirmed/rynek-sklepw-internetowych-ze-zdrow-ywnoci-praca-podyplomowa https://ranozebrano.pl/glowna

Aldi E.Leclerc Piotr i Paweł

Auchan

Lidl Rossmann

Carrefour Intermarche Tesco Organic

Chata Polska Kaufland

http://www.kaufland.pl/

http://www.lidl.pl/

http://www.piotripawel.pl/

http://www.carrefour.pl/

https://intermarche.pl/

http://www.aldi.pl/

https://www.tesco.pl/marki-i-uslugi/organic

http://biokurier.pl/aktualnosci/3350-rynek-zywnosci-ekologicznej-w-polsce-w-2015-roku-najnowsze-dane-w-pigulce

http://biokurier.pl/aktualnosci/3350-rynek-zywnosci-ekologicznej-w-polsce-w-2015-roku-najnowsze-dane-w-pigulce

http://www.dlahandlu.pl/handel-wielkopowierzchniowy/wiadomosci/food-show-2017-media-kreuja-trend-na-eko-ale-to-wciaz-znikomy-rynek,59674.html

http://www.dlahandlu.pl/handel-wielkopowierzchniowy/wiadomosci/food-show-2017-media-kreuja-trend-na-eko-ale-to-wciaz-znikomy-rynek,59674.html

http://www.portalspozywczy.pl/handel/wiadomosci/kaufland-z-nowymi-markami-wlasnymi-eko-dla-wegetarian-i-wegan,135817.html

http://www.portalspozywczy.pl/handel/wiadomosci/kaufland-z-nowymi-markami-wlasnymi-eko-dla-wegetarian-i-wegan,135817.html

http://www.portalspozywczy.pl/handel/wiadomosci/9-najwazniejszych-trendow-konsumenckich-w-polsce,134083.html

http://www.portalspozywczy.pl/handel/wiadomosci/9-najwazniejszych-trendow-konsumenckich-w-polsce,134083.html

http://smakkariery.pl/wp-content/uploads/2016/08/Carrefour_Raport_Roczny_2015.pdf


p. 13

CATEGORIES OF ORGANIC PRODUCTS

The most organic products are found in the organic food category, but organic products include also natural cosmetics, cleaning products, organic clothes, cosmetics and

toys for children and infants, and even building materials or furnishings.

Food

Products for children and infants (cosmetics, diapers, blankets, teats, slings, plates)

Cosmetics (creams, lotions, shampoos, hair color, make-up)

Toys (made of wood, wool or cotton)

Cleaning products (soaps, laundry, cleaning, washing)

Building supplies, interior design (paints, varnishes, adhesives, carpets, furniture)

Clothes, shoes

Pet's food

Categories of organic food products

Pre-cooked meals Dairy products and ready-made food Pasta and couscous, rice, groats, legumes Fish, frutti di mare

Desserts, ice creams, puddings, jellies, gelling agents Drinks Sweeteners Sweets & snacks

Algae, seaweed, mushrooms Oils and vinegars Meat Vegetables

Spices, herbs, carob, cocoa Nuts, almonds, seeds, coconut shavings Frozen food Cold meats

Coffee & tea Flour & starch Breads Fruits

Source: Own research based on http://www.bioplanet.pl/


p. 14

INDUSTRY-RELATED EVENTS

In Poland there are many fairs for healthy food organized, but only some of them are primarily related to organic food. The most important event is the international

Natura Food & Beeco fair, which in 2016 hosted nearly 370 exhibitors and was visited by almost 12 000 people.

Logo Name Date (in 2017) and location Organizer

Natura Food & beECO - International Fair of Organic and Natural Foods & Ecological Lifestyle Fair

13th-15th October ,2017 Łódź

Międzynarodowe Targi Łódzkie Spółka Targowa Sp. z o.o.

Eko Gala - International Fair for High Quality Products and Food

8th-9th December, 2017 Jasionka

Eco Time - Fair of Ecological, Traditional and Natural Products

8th-9th April, 2017 Kielce

TARGI KIELCE S.A.

Ecostyl - International Healthy Food Fair, Lifestyle, EKOfamily

24th-26th November, 2017 Bielsko-Biała

Biuro Promocji i Wystaw "ASTRA"

Regionalia - Trade Fair of Traditional and Ecological Products

21st-23rd April, 2017 Warszawa

Międzynarodowe Targi Polska Sp. z o.o.

TAR-ECO - Fair of Organic Food and Healthy Lifestyle

11th-12th March, 2017 Wrocław

Agencja Reklamowa Wigor

WorldFood - INTERNATIONAL FOOD AND BEVERAGE FAIR, Including panel on Eco-Food

11th-13th April, 2017 Warszawa

Lentewenc Sp. z o.o. ITE GROUP PLC

Sources:

http://www.targi.lodz.pl/targi/316-x-miedzynarodowe-targi-zywnosci-ekologicznej-i-naturalnej-natura-food-vi-targi-ekologicznego-stylu-zycia-beeco/aktualnosci/

http://www.ekogala.eu/

http://targikielce.pl/pl/ecotime.htm

http://www.targibielskie.pl/ekostyl2017

http://www.regionalia.com.pl/

http://wigor-targi.com/

www.worldfood.pl


p. 15

SURVEY RESEARCH by IMAS International

Organic food in opinions and behaviours

of Polish Internet users

Quantitative report on a sample of n = 518 Polish Internet users, IMAS International Sp. z o.o.


p. 16

OBJECTIVES OF THE STUDY

Main objective of the Study

Collecting opinions of Internet users about organic food

Researched areas

• Associations with organic food

• Triggers and barriers to buying organic food

• Shopping cart of a buyer of organic food

• Places to buy organic food

• Knowledge and role of the organic food certificate

• Sources of information on organic food


p. 17

STUDY DESCRIPTION


p. 18

SAMPLE STRUCTURE


p. 19

ASSOCIATIONS WITH ORGANIC FOOD - SPONTANEOUS

Associating organic food with health is not a surprise, but it is worth to pay attention to what Polish consumers don't associate BIO products with or associate just a little. Lack of

associations with certification may imply that consumers are unaware of what the eco-label guarantees, and thus they don't see much difference between e.g. low-processed

conventional products, so-called vegetables and fruits "from a farmer" / "from a village" / "from a bazaar" or gluten free products, and certified organic food (identifying gluten-

free foods with organic food is often the case we encounter when conducting trainings with Biokurier Academy).

Karol Przybylak, editor-in-chief „Biokurier”


p. 20

TOP 10 ASSOCIATIONS WITH ORGANIC FOOD - SPONTANEOUS


p. 21

ASSOCIATIONS WITH ORGANIC FOOD – SPONTANEOUS, COMMENTARY


p. 22

ASSOCIATIONS WITH ORGANIC FOOD – PROMPTED


p. 23

TOP 5 ASSOCIATIONS WITH ORGANIC FOOD - PROMPTED

The absence of artificial ingredients is more strongly associated with organic food than the content of beneficial nutrients (44% vs 12%).

In communication about organic food, it is better to emphasize the absence of unhealthy ingredients than to list the beneficial nutrients.

Organic food = healthy, natural food without GMO, poorly associated with certified products (only 16% indicate it as one of their three main associations).

Certification is not a strong indicator of the food being organic.

Organic food is still perceived as expensive (especially in the opinion of non-consumers or rare consumers, where eco-food is most often associated with high prices - 45%).

Perceived high price can be a significant obstacle to buying organic food.


p. 24

Why do you buy certified organic food?

TotalF M

18-29 yo 30 – 39 yo 40-49 yo 50-65 yofrequent

buyer

seasonal

buyer

It i s healthier 69% 68% 70% 66% 69% 70% 74% 76% 66%

It doesn't contain any arti ficia l additives

(preservatives , flavors , dyes) or antibiotics57% 57% 56% 53% 60% 57% 60% 64% 53%

It i sn't genetica l ly modified / doesn't contain GMO 39% 38% 41% 38% 34% 47% 40% 57% 30%

It contains more nutri tional ingredients (vi tamins ,

minera ls , others )35% 35% 35% 34% 34% 39% 33% 46% 29%

It tastes better33% 30% 37% 29% 32% 37% 36% 46% 26%

I want to support ecologica l farming 19% 15% 23% 20% 23% 20% 11% 21% 17%

Out of concern about the environment 17% 18% 15% 18% 17% 21% 11% 24% 13%

It helps treating diseases / a l lergies14% 16% 13% 13% 8% 17% 21% 28% 7%

Dietary / I use i t for my diet 12% 13% 11% 16% 5% 8% 16% 15% 10%

It's fashionable3% 1% 4% 3% 3% 3% 2% 2% 3%

Q8, n=354, purchase organic food at least once every 3 months

TRIGGERS TO BUYING ORGANIC FOOD

The main reasons for buying organic food are primarily that it is healthier than conventional (69%) and contains no artificial additives (57%). For about 1/3 of the

respondents, other important reasons for the purchase are: lack of GMO, nutrient content and good taste.

Frequent consumers of organic food emphasize more of its advantages than those who rarely buy it (at least once a month or once every 3 months).

The older the people, the more benefits they point to. Men more often than women stress out the good taste of organic food.


p. 25

Why do you not buy certified organic food or buy it occasionally?

TotalF M

18-29 yo 30 – 39 yo 40-49 yo 50-65 yo

64% 66% 62% 74% 54% 65% 55%

I don't believe it is really organic 25% 27% 23% 22% 29% 26% 26%

I prefer buying rural / local products 24% 26% 22% 30% 15% 22% 23%

I don't feel the need / it doesn't matter to me 23% 12% 34% 29% 20% 22% 16%

Unavailable / I haven't seen it in stores 16% 16% 17% 23% 10% 13% 13%

I don't trust certificates 15% 10% 21% 9% 17% 26% 19%

The store with organic food is too far away 13% 13% 13% 16% 10% 13% 13%

I don't know where to buy it 11% 9% 13% 12% 10% 17% 6%

I can't tell organic food from other types of food 10% 9% 12% 13% 7% 4% 13%

It's not tasty 9% 6% 11% 12% 12% 4% 0%

I am disappointed with its quality / taste 7% 5% 9% 9% 7% 9% 0%

Q9, n=164, non-buyer and occasional buyer of organic food

Too expensive / it's not worth the price

BARRIERS TO BUYING ORGANIC FOOD

The main barrier to the purchase of eco-food is its high price (64%), especially among the youngest (74% among 18-29 year olds).

An objective obstacle is also low availability (16% unavailable in stores + 13% stores too far + 11% I don't know where to buy it).

Lack of confidence in environmental friendliness (25%) and lack of trust in certificates (15%) might be worrying. It may be influenced by the publications of Food Inspection,

exposing some non-compliances with the requirements of food law detected during the inspection of organic food.

Almost one in four respondents sees no need to buy such food (men more likely than women: 34% vs. 12%). It would be worthwhile to inquire in a qualitative study, what

the reason is, and the results obtained could provide new features worth considering in marketing communications.


p. 26

Where do you usually buy certified organic food?

TotalF M


buyer

seasonal

buyer

occasional

buyer

Supermarkets / hypermarkets 42% 42% 43% 48% 44% 34% 39% 33% 44% 48%

Traditional bazaars, markets 32% 32% 32% 30% 30% 33% 36% 42% 32% 22%

Stationary specialized stores with healthy food 28% 29% 27% 20% 33% 28% 36% 41% 26% 18%

Grocery / local stores 22% 20% 25% 26% 21% 20% 18% 28% 24% 12%

Ecological bazaars 18% 19% 18% 17% 17% 22% 19% 30% 16% 9%

Online shops with healthy food 16% 17% 14% 16% 15% 18% 14% 25% 14% 9%

Food cooperatives eg Lokalny Rolnik 11% 13% 10% 10% 11% 15% 11% 20% 11% 3%

Other, what? 1% 2% 1% 1% 2% 1% 3% 2% 1% 2%

Q10, n=470, all buyers of organic food

PLACES TO BUY ORGANIC FOOD

Organic food is most commonly bought in supermarket chains and hypermarkets, but shopping at these places is more common among irregular buyers.

Regular consumers of organic food (at least once a week) buy mostly at bazaars (42%) or at health food stores (41%).

The younger the people, the more often they buy food in super- and hypermarkets and grocery shops, and less often in specialized stores with healthy food.

Other responses included purchase from local farmers, producers, in the countryside.

It is also evident that the organic food is confused with healthy food, as in the next market study bazaars and local fairs were indicated by large

group od consumers as places to purchase organic food. Meanwhile, as is well known, organic farmers do not appear in such places so often and on

a scale that would justify 32% of indications.


The increase in the availability of organic food in the modern channel makes more and more Polish consumers buy these products in super- and

hypermarkets. It should be emphasized, however, that the most common buyers are those for which certified food does not form the basis of a daily

diet. In Western European countries such as Germany, France and Denmark, the share of retail chains in retail distribution of products in BIO quality

is much higher and reaches 80%. In Poland, consumers who are aware of the benefits of organic food, are more likely to buy it in bazaars and

specialty stores. Customers expect a broader selection of organic products available in one place and competent advice from salespeople. It can

therefore be expected that local markets and specialty shops will not lose importance as one of the main markets for eco-food.

Marcin Fajerski, editor-in-chief of nationwide trade magazine „Ekodostawcy”


p. 27

KNOWLEDGE OF THE ORGANIC CERTIFICATION

Don’t know

The Organic Certificate - little known and confused with other non-ecological certificates

Knowledge of the Organic Certificate - the green leaf - is very low (33%), even among frequent consumers of organic food (45%). Women better than men recognize the

"Euro-leaf" (36% vs 30%), the older the people, the poorer the recognition. The results also show that people mistakenly identify the organic certificate with other

certificates. This is certainly influenced by the large number of organic labelling present on the market, and also by the informal labels indicating healthy, local or natural

food (not necessarily certified). Consumers are clearly lost in the jungle of various logos. In order to increase the knowledge of the organic certificate and to distinguish it

from the other certificates, there would have to be a large nationwide promotional campaign organized.

The knowledge of the "green leaf" (organic food certificate) is low but growing. Not so long ago, according to „Europeans’ attitudes towards food security, food

quality and the countryside report”, recognition of the organic farming logo in Poland was estimated at 12%, with the EU average estimated at 24%.

Martyna Wasilewska, Head of Marketing Team


p. 28

PURCHASING CERTIFIED ORGANIC FOOD

The most commonly purchased organic food is eggs (65%), vegetables (55%) and fruits (46%). This result is consistent with other studies on green food. However, given

the poor availability of organic eggs, vegetables and fruits (especially in the spring when the study was conducted), it can be assumed that organic eggs are confused with

free-range eggs from the countryside or from green-legged Partridges, while organic vegetables and fruits can be confused with ordinary vegetables and fruits, bought at

marketplaces or from local farmers, especially since fruits and vegetables are poorly labelled with the organic certificate.

Please think about the last time, when you bought certified organic food. Which of the below products did you buy?

TotalF M


buyer

seasonal

buyer

Eggs 65% 66% 63% 63% 65% 68% 63% 70% 62%

Vegetables 55% 58% 50% 46% 53% 57% 67% 68% 47%

Fruits 46% 46% 46% 42% 47% 49% 51% 60% 39%

Cold meats 33% 32% 35% 28% 39% 39% 31% 46% 27%

Breads 31% 26% 38% 31% 39% 22% 33% 42% 26%

Meat 29% 25% 34% 30% 30% 30% 26% 45% 21%

Yoghurt / cream / milk 28% 29% 28% 36% 23% 25% 25% 35% 25%

Drink / juice 27% 23% 32% 33% 29% 24% 20% 33% 23%

Rice / cereal / nut milk or drink 25% 26% 25% 24% 25% 29% 25% 37% 19%

Cheese 24% 22% 26% 22% 22% 26% 26% 33% 19%

Fats (olive oil, butter, oil) 23% 27% 19% 16% 21% 22% 37% 28% 20%

Groats / rice 21% 22% 19% 16% 25% 21% 25% 22% 20%

Dried fruit 15% 16% 14% 11% 19% 16% 17% 20% 13%

Flour 12% 11% 14% 13% 13% 12% 12% 20% 9%

Tea / coffee / cocoa 12% 12% 12% 13% 12% 9% 14% 14% 11%

Sweets 8% 8% 8% 8% 13% 3% 7% 11% 6%

Other 1% 1% 1% 1% 1% 0% 0% 0% 1%



p. 29

EXPENDITURE ON ORGANIC FOOD

Consumers usually spend 20-100 PLN on organic food during one-off shopping (64%).

Frequent consumers of eco-food spend more money than the occasional (28% vs. 9% declaring the amount above 100 PLN for one-off purchases).

How much did you pay for certified organic food when you last bought it?

TotalF M


buyer

seasonal

buyer

Less than 20 PLN 11% 12% 9% 16% 13% 8% 5% 7% 13%

20 - 50 PLN 37% 36% 39% 40% 35% 36% 37% 34% 39%

51 – 100 PLN 27% 31% 23% 23% 31% 22% 33% 25% 28%

101 - 150 PLN 10% 8% 13% 9% 10% 16% 7% 19% 6%

Over 150 PLN 5% 5% 6% 3% 5% 8% 5% 9% 3%

I don't remember 9% 8% 10% 8% 5% 11% 12% 7% 10%



p. 30

SOURCES OF INFORMATION ABOUT ORGANIC FOOD

Word of mouth marketing (34%), Internet (33% web portals + 22% forums + 20% social platforms) and opinions from specialized shop owners (20%) are the main sources

of information on organic food.


p. 31

KNOWLEDGE AND VERIFICATION OF ORGANIC FOOD CERTIFICATION

Most of the respondents know that organic food is certified (80%), more women than men have such knowledge (84% vs 76%) and most frequent consumers (89%).

Half of consumers of organic food check before purchase whether it is actually certified, and checking is usually done by looking for a description on the packaging (60%).

The green leaf once again proved to be no indication of organic food certification (only 41% looks for it when they want to see if the food is organic), and given the poor

recognition of the green leaf logo from previous questions (33%), a conclusion might be drawn that it is being confused with other green logos.

Do you know or have heard, that organic food is certified, which means that it was produced using natural means (without chemical additives)?

TotalF M


buyer

seasonal

buyer

occas ional

buyer

Yes 80% 84% 76% 79% 80% 81% 82% 89% 83% 71%

No 20% 16% 24% 21% 20% 19% 18% 11% 17% 29%

Q3, n=518, all

Do you check prior to buying, whether the organic food is actually certified?

TotalF M


buyer

seasonal

buyer

occas ional

buyer

Yes 50% 51% 48% 43% 54% 58% 49% 72% 49% 27%

No 50% 49% 52% 57% 46% 42% 51% 28% 51% 73%

Q12, n=470, all buyers of organic food

How do you check whether the organic food is actually certified?

TotalF M


buyer

seasonal

buyer

occas ional

buyer

I look for description on the packaging 60% 63% 56% 55% 71% 57% 57% 60% 61% 58%

I look for the organic certificate 43% 42% 44% 41% 45% 45% 41% 54% 36% 35%

I look for the green leaf 41% 42% 41% 45% 33% 30% 59% 60% 31% 29%

I take products from an isle with organic products 40% 47% 31% 39% 42% 34% 45% 46% 39% 26%

I ask the store assistant 24% 24% 25% 24% 24% 20% 31% 34% 19% 16%

Q13, n=234, all buyers of organic food who check the certificate

It is also alarming that 25% of consumers do not believe in actual "organicness" of such products, and half of consumers do not check before purchasing whether the

product is certified. Raising awareness among customers about the existence of common EU rules applied to organic farming and controlling, is still a current and

increasingly pressing challenge for the industry as a whole.


KNOWLEDGE OF

CERTIFICATION

VERIFYING THE CERTIFICATION


p. 32

A FEW WORDS ABOUT US

This report was created by Instytut Badania Rynku i Opinii Społecznej IMAS International Sp. z o.o. from Wrocław, Poland.

About the Institute

We are a member of international network of public opinion and marketing research institutes, and one of the biggest market research companies in Poland. We have over 20 years

of experience in marketing research and over 10 years in online research. We offer complex implementation of studies and full range of research methods and techniques. We

specialize in the areas of FMCG, agriculture, finance and e-commerce. We are widely experienced in conducting research on difficult target groups (physicians, managers, experts)

and challenging subjects (chemical products, industrial enclosures, debtors, etc.). We offer a wide range of proprietary researching methods, such as Omnibus OnLine, AD Watch,

minibus CATI, Psychometr and many more. We regularly conduct our own market analysis, which result in multiple publications, e.g. "ROPO or SOPO? The impact of the Internet on

shopping behaviour of Poles 2011-2016". The researchers at IMAS are members of Polish Society of Opinion and Market Researchers, participate in research seminars, lectures and

publications (Internet w Badaniach, e-Handel, CyberResearch, PTBRiO etc.), and teaching at universities. We own an extensive technical background, including proprietary Internet

survey panels IMAS OnLine and Ankiety ProBono (since 2005) and studio for conducting telephone interviews - CATI (since 1999).

Quality at IMAS

While conducting our research, we want to provide the highest possible quality at each stage of the researching process. We are a member of ESOMAR, and we conduct our studies

in accordance to international quality standards; we are certified by OFBOR with Certificate of Quality Control of Interviewers’ Work Program, which confirms the quality of our

CATI and CAWI projects. We conduct our research in compliance to Inspector General for Personal Data Protection's recommendations. We use multiple procedures in order to

control and improve our quality, and we continuously work on perfecting them.

Research at IMAS

Areas of researching Research methods Research solutions IMAS Resources

Customer satisfaction Brand image Product and packaging Segmentation Advertisement Usage&Attitude

CAWI - online Face to face PAPI Face to face CAPI CATI FGI, IDI, other qualitative Desk research

Omnibus Online Minibus CATI PackSimi Package Test Ad Watch Psychometr Power Tracking

Proprietary CATI studio Proprietary online survey panel Proprietary applications, e.g. IMAS CATI Mobile devices for face to face CAPI A nationwide network of 30 coordinators and 300 interviewers

IMAS' Internet survey panel

IMAS has been conducting research on the Internet since 2005, mainly based on the IMAS Panel (common name for two respondent databases: IMAS OnLine > 30,000 active

participants and Ankiety ProBono - a second web panel based on cooperation with non-governmental organizations). The Internet panel is a base of people invited to participate in

online surveys. At our Client's request we also conduct online research based on email addresses from supplied databases, placing public links on the Client's website or purchasing

access to third party panels. By 2016, we have completed more than 300,000 online surveys and their number has been growing continuously. Internet research has many

advantages, such as the ability to program complex questionnaires, unlimited visual presentation capabilities, quick study implementation, ongoing access to results at every stage

of the study, low costs and many more. Considering the ever-growing number of Internet users, internet research has become an increasingly popular research method.


p. 33

Citing research results

The owner of the report is IMAS International Sp. z o.o.

The report is made publicly available with the author's permission.

When citing report results, please provide the author and title

(Organic Food in Poland 2017, IMAS International Sp. z o.o.).

Research agency:


Project No: 3402

Contact person: Katarzyna Łozińska-Wróbel

[email protected]


Instytut Badania Rynku i Opinii Społecznej

Al. Armii Krajowej 61

50-541 Wrocław

Tel. (71) 77 10 800

E-mail: [email protected]

www.imas.pl, www.imasonline.pl

Documents

ORGANIC FOOD IN POLAND - IMAS Internationalimas.pl/en/wp-content/.../08/Organic_Food_in_Poland... · The value of the organic food market in Poland in 2015 was 167 million Euros (about