Market data for a period of 12 months indicate a very good condition of the croissants segment in Poland. Achieving sales levels exceeding PLN 562.4 million goes hand in hand with a clear increase in volume, which amounted to 5.3% year on year2. Product innovations contribute to this, increasing the frequency of purchases and a growing consumer base.
Mondelez Polska, as the largest player in this segment and producer of such recognizable brands as 7Days and Milka Choco Croissant, observes stable demand and strengthens its position, despite the changing market situation.
Analyzing the habits of Poles, we see that the packaged croissant has become synonymous with an on-the-go snack that fits perfectly into the modern pace of life, and is most often chosen by people aged 25 to 44. Croissants are not only a convenient snack for the road, but also a moment of pleasure that we allow ourselves during a busy day. Our brands are constantly developing the croissants segment by introducing new products, creating distinctive campaigns and innovative promotional mechanisms – says Vira Ponomarenko, marketing director of Mondelez in Poland and the Baltic countries.
An unrivaled classic
Chocolate variants undoubtedly dominate the sales charts of brands such as 7Days. This confirms that in the baked snacks segment, attachment to traditional flavors is winning.
The evolution of Poles’ taste preferences shows that despite great openness to market novelties, the foundation of the category remains the classic. Although new proposals appear on the market regularly, the market verifies their durability. An example is the wave of popularity of pistachio fillings, which, after initial interest, quickly gave way to proven solutions – adds Beata Antos, brand manager of Pastry at Mondelez.
Austrian roots of the modern croissant
Although today the croissant is mainly associated with France, its history began in 17th-century Vienna with denser and nut-filled “kipferl” croissants. Croissants came to France at the end of the 18th century, but the breakthrough came in 1915, when Sylvain Claudius Goy published the first recipe for a version made of yeast and butter dough. Croissants have become a favorite delicacy around the world, eaten for breakfast as a snack and as a treat for relaxation. Mondelez provides this pleasure to millions of people every day, since this traditional product has been packaged in a modern form of baking that you can take with you anywhere.
