Honorata Jarocka
As a Senior Food & Drink Analyst, Honorata focuses on innovative product concepts within the Polish food and drink industry and in the wider Eastern European region.

Following the backlash against artificial and hard-to-pronounce ingredients, naturalness and simplicity have become key purchase motivators for a significant proportion of consumers.

Confectionery brands can seize the opportunity to improve their formulations and to educate consumers about ingredients used in their products in an effort to increase transparency and trust. Combining indulgence with a better-for-you proposition could become an area of experimentation for a growing number of sweets brands in Poland. However, delivering on taste will remain key to driving repeat purchases.

Health considerations are playing an increasingly prominent role in everyday food and drink decisions, as almost six in 10 Poles claim to limit or avoid sugary foods, but occasional treats can still be part of a balanced diet. As a matter of fact, 65% of Polish consumers admit to allowing themselves to indulge every now and then. This is explained in more detail by Mintel’s 2018 Food and Drink Trend ‘Self-Fulfilling Practices’ which analyses the role of occasional indulgences as indispensable components of physically and emotionally balanced lifestyles.

Wawel cleans up its ingredient statements

Aware of the need for better-for-you treats, Poland’s Wawel has taken steps to upgrade its confectionery product portfolio. Since September 2017, its products have been going through a reformulation process which includes improving and simplifying the recipes by removing ingredients such as artificial colours, flavours and preservatives, as well as the E476 emulsifier and palm oil. This initiative serves as a good illustration of Mintel’s 2018 Food and Drink Trend ‘Full Disclosure’ which explains that today’s consumers require greater transparency from food and drink companies.

You are what you eat

Since growing numbers of Poles want to be in the know about the food they eat, a stronger focus on earning trust through ‘cleaner’ ingredient statements and open communication is not only needed but could prove profitable for brands. Moreover, increasing permissibility with better-for-you credentials is crucial to winning over health-aware consumers who are seeking treats which beyond delivering indulgence can also support their health and wellness goals.