Biscuits in Eastern Europe: Where Tradition Meets Global Trends

The Polish, Czech, Slovak, Hungarian and Romanian markets are among largest biscuit markets in Eastern Europe. Despite a strong presence of global biscuit brands, like Oreo, the Milka biscuit range and Tuc in all these countries, they also have a long tradition of biscuit making, and local biscuit brands are very popular among consumers. In this article we will look at local brands and how they have responded to the big players when it comes to design and packaging.

POLAND 

TRENDS

According to Euromonitor, the biscuit market in Poland is growing despite the economic downturn. Poles eat lots of biscuits and mostly choose the sweet ones in order to improve their mood. Thanks to the economic growth, consumers have also begun to buy more quality and premium biscuits and are prone to trying new things. By expanding their portfolios, the biscuit industry is trying to fulfill consumers’ wishes.

COMPETITIVE LANDSCAPE

The biscuit market in Poland is highly fragmented with lots of manufacturers. The leading player is the well-known Mondelez International. It holds a 23 per cent share in retail value terms thanks to a wide range of different products. One of the biggest biscuit producers in Poland is Dr Gerards, formerly known as Lider’S-KG. Dr Gerards became a part of the Bridgepoint group last October.