Consumption and Internationalization: Determinants for the Development of the Dairy Market in Poland

Abstract

The research covers the years 2004-2018. Data analysis techniques include dynamic indices, correlation analysis and internationalisation index. Findings: The results demonstrate that for the development of the analysed sector in recent years export sales proved more important than the level and dynamics of domestic consumption. In terms of the internationalisation structure of the dairy sector, a high position of cheeses and cottage cheese can be observed as the main, in terms of value, product group in exports. Among negative tendencies, there are high dynamics of foreign sales of unprocessed products, poor promotion of Polish brands on foreign markets, and accepting sales without own brand. This area exhibits a clear potential for further development of the sector. Practical Implications: The findings give us an interesting signal for building strategies for the internationalisation of the Polish dairy sector, both in terms of institutional support and business decisions. Originality/Value: The study provides recommendations for the dairy sector in Poland needed to boost the quality of export-oriented product groups. Dairy sector companies must attentively observe the market and boost internal demand to better compete with imported products.

International Competitive Position of the Polish Selected Food Markets

“…Moreover, the dairy industry is the only branch analyzed that recorded the SI value above 1. The reason could be the fact that export sales of products of this industry have played a more important role in the development over the recent years than the level and dynamics of domestic consumption (Wierzejski et al 2020). When assessing changes in values of the RCA indicator, it becomes obvious that exports outside the EU have lost importance since Poland's access to the European Union.…”

“…In addition, Carraresi and Banterle (2008) draw attention to specific changes in Europe. These include the expansion of the European Union, harmonization of legal regulations concerning food, and lower technical barriers (Sobczyk, 2017;Wierzejski et al, 2020;Wierzejski and Jakubowska, 2017).…”

Packaging as a Source of Information on the Product in Food Purchasing Decisions: The Case of Poland

“…Visual attention is crucial in purchase decisions. Modern distribution channels require food unit packaging to possess (in addition to ensuring product safety, modern design, interesting structural and graphic solutions, high usability for the consumer and environmental friendliness) high communication values (Grundey, 2014;Auttarapong, 2012;Barska and Wyrwa, 2017;Grzybowska-Brzezińska et al, 2020;Wierzejski et al, 2020).…”

Shaping Competitiveness Through Policy: The Case of the Organic Food Market

“…Poland was among the Member States who joined the European Union in 2004 and, at that time, had to adapt to the EU agricultural policy agenda (Łuczka-Bakuła, 2013). It consequently led to restructuring of the institutional environment in the agri-food industry (Wierzejski, Lizińska and Jakubowska, 2020).…”