Poland is an important trading partner for flowers and plants. Since the collapse of the Iron Curtain in 1989, the Polish economy has rapidly transformed from a centrally planned economy to a free-market economy.
FCI’S first webinar on Poland’s retail market discussed the opportunities in Eastern Europe for floral breeders, growers, exporters, and wholesalers.
In Poland, the discount stores cover approximately 70 per cent of all fast-moving consumer goods (FMCG) food sales, and the flower sales are ‘impulse buys’.
Tomasz Szacon deals with international commercial networks. He says selling your product to these merchants is tough, and he warns that you need to know your figures if you want to stand out from the competition. The expected consumer prices for flowers in these stores decrease from PLN 19.99 to PLN 9.99.
He adds: “All Polish discounters work through a central warehouse. So, when calculating cooperation costs, you must consider that the delivery will always be to the main warehouse.”
Collaborating with hypermarkets is a different matter. These are destination shops in good locations, with whole aisles for fresh flowers and gardening.
The demographic is much older, but Szacon underlines, “Hypermarkets are often franchised, too, so individual stores can buy without the consent of the head office. The downside is that they won’t need to buy a whole truckload of a product.”
Consumers do go to DIY stores and garden centres to buy ornamentals and plants specifically. Robert Radkiwiecz is co-creator of Polish Garden Centre, where he trains many family-run firms on the importance of a customer experience and how to signpost plant displays better.
He says, “The customers are ‘demanding’, looking for new products and what is fashionable in the current season.”
He adds, “Polish garden centres are going through massive development, not only due to the pandemic but also because of the wealth of the potential client’s wallet, which in the garden store is higher than other retail outlets.”
Table (below) by Tomasz Szacon for FCI webinar.
|Biedronka – 3,150 stores
The biggest discounter, this figure is from 2020
|Carrefour – 935 stores
Currently the most points of sales.
|Bricomarche – 171 stores|
|Dino – 1,880 stores
Fastest growing discounter –
360 stores opened in 2021 – that’s almost a daily opening.
|InterMarche – 220 stores||Mrówka – 307 stores
The majority of these are franchise points.
|Lidl – 810 stores||Auchan – 108 stores
Recently taken over by Real.
|Castorama – 76 stores|
|Netto – 380 stores
This chain took over the TESCO stores.
|E.Leclerc – 48 stores
A small network with some good locations.
|LeroyMerlin – 60 stores|
|Kaufland – 235 stores||OBI – 51 stores|
TRADE MISSION POLAND
FCI, in association with Fresh Market Poland, is organising B2B meetings between flower and plant professionals and buyers from supermarkets, DIY stores and garden centres at the 2022 edition of the Fresh Market B2B Meeting and Fair on 21 & 22 September in Warsaw, Poland.
Watch the webinar on-demand
This article first appeared in the September 2022 edition of FloraCulture International.