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20112012201320142015132339095232947364145877493868461797840795057113739365074Following its recent upward growth trend, the Polish beverage can market witnessed further expansion in 2015, with total fillings increasing by 3.1% year-on-year.Although the canned beer sector, which accounts for almost 75% of the country’s canned beverage market, remained relatively stable in 2015, it was the blossoming soft drinks sector that helped drive much of the growth in can fillings.While the can is a long established package in the beer sector, enjoying approximately 50% of the packaged beer market, it has also been making inroads into the soft drinks sector in recent years. This can mainly be attributed to the increasing popularity of energy drinks, which are filled in Poland for both local consumption and export. During 2015, there was a notable increase in energy drink fillings for the export market, helping to lift soft drinks volumes by 16.3% to 1.3 billion cans.The canned beer market, meanwhile, is already well established, meaning there is less room for such growth. Beer can fillings remained high in 2015, with a slight Poland may be one of the largest apple producers in the world, but until recently there hadn’t been much of an appetite to use the country’s vast produce to make cider. Over the last few years, however, there has been a growing appreciation of cider among Polish drinkers, with POLANDINCREASING ENERGY DRINK EXPORTS OFFSET A SLIGHT FALL IN BEER VOLUMES AS POLISH CAN FILLINGS CONTINUE TO GROW 0.7% decrease in volumes year-on-year. Recently, the canned beer sector has been hampered by high prices – compared with bottled beer – and marketing activities that focus on other pack types. Retailers, however, continue to view the can as the most convenient pack type due to its logistical benefits, while beer producers are also looking to innovative can technologies – such as variable printing – as a way to differentiate their brand from competitors on shelf.MARKET SNAPSHOT• Increase in soft drinks fillings helps offset slight fall in beer sector• Growing exports of energy drinks fuel the rise in volumes• Beer producers look to new can technologies for on-shelf differentiation5.2BNTOTAL CAN FILLINGS UP 3.1%3.9BNBEER CAN FILLINGS DOWN 0.7%1.3BNSOFT DRINKS CAN FILLINGS UP 16.3%A YEAR IN NUMBERSWHEN LIFE GIVES YOU APPLES…BEER SHARE OF MARKET BY PACK TYPE, 2015 50% Cans 40% Refillable glass 9% Non-refillable glass 1% Non-refillable PETSOFT DRINKS SHARE OF MARKET BY PACK TYPE, 2015 7% Cans 1% Refillable glass 2% Non-refillable glass 90% Non-refillable PET SOFT DRINKS BEERCAN FILLINGS FOR BEER AND SOFT DRINKS 2011-2015 (MILLIONS OF UNITS)Ambra launching Cydr Lubelski in 2013. Since then, it has become the market leader, and solidified that position in 2015 with the addition of 500ml cans to its packaging line-up, underlining the brand’s modern, refreshing image with eye-catching high-definition printing.EUROPEAN CAN MARKET REPORT 2016 61COUNTRY REPORTS