Single-serve carton wine packages have a promising future in Poland as the country’s largely under-developed wine market evolves and grows.
Independent research suggests that wine portion packs have the potential to play a key role in helping Polish consumers learn more about wines and enjoy greater convenience.
A report by international market research firm Mintel found strong demand among Polish consumers for more information about wines, creating scope for winemakers and packaging suppliers to experiment with pack types and sizes that can position wines and educate consumers.
Researchers found that almost half of adult Poles would spend more on wines if they understood more about them. Single-serve packages are seen as a useful tool for allowing people to try different types of wine without needing to spend a lot of money on full-size wine bottles.
Beyond the bottle
Because wine drinking is less established in Poland than in more developed wine markets, the tradition of drinking from 750ml bottles is also less entrenched. This creates opportunities for alternative packaging formats like carton and single-serve portion packs.
Other pack types, including liquid cartons, are easier to transport and carry and often more eco-friendly than bottles, making them ideally suited to busy consumers who value convenience.
Mintel says the role of the traditional 750ml wine bottle is questionable in an era of on-the-go consumption. Poles lead busy lives and put a premium on convenience, a trend illustrated by changing shopping habits in which people increasingly buy their groceries in convenience stores close to home.
The fact that outdoor barbecues and picnics are something of a national summer pastime in Poland creates added room for portable portion wine packs to gain in popularity.
Smaller wine portions also tap into Poland’s growing health and wellness trend as they provide a controlled intake. They also hold potential appeal for singles and couples, who may prefer a smaller serving than a whole bottle.
Single-person households will grow faster than any other household demographic globally between now and 2030, according to Euromonitor International (read full article). In urban Poland, one- and two-person households rose from 52% to 58% of the total between 2002 and 2011.
New consumers think small
Another advantage of smaller packs is that they allow consumers to experiment with new wines without risking too much if they don’t like them. A 2014 study found that almost one in three adult Poles who had bought wine in the previous six months would have been interested in smaller (375-500ml) formats instead of 750ml bottles.
Alexandre Carvalho, Tetra Pak Marketing Service Director, says that the Mintel report supports Tetra Pak’s own findings that Poland – as well as other less-established wine markets – holds considerable potential for wines in smaller portions.
“Multiple trends that we are observing right now – such as smaller households, growing concern for the environment, a desire to reduce waste, and increased health awareness, as well as others – are together creating real consumer pull in developing wine markets for environmentally sound, single-serving wine packages,” says Carvalho. “The possibilities for forward-thinking winemakers to exploit these opportunities are really exciting.”