Meal-delivery services: Poles aren’t skimping! The market value exceeded 3 billion PLN in 2023.

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Meal-delivery services: Poles aren’t skimping! The market value exceeded 3 billion PLN in 2023.

In 2023, the meal kit market in Poland grew at a rate of nearly 19% year-over-year, and its value exceeded 3 billion PLN, according to data from PMR’s latest report titled “The Diet Catering Market in Poland 2024.” PMR Forecasts indicate that between 2024 and 2029, the market’s nominal growth rate will be lower throughout the forecast horizon than that observed in 2023, driven, among other factors, by a slowdown in price growth and a decline in demand stimulated by consumer behavior.

The year 2023 reinforced consumer trends in dietary catering

The year 2023 showed that, despite rising prices, Poles did not cut back on balanced meals and convenience, and the percentage of Poles using diet catering services has remained at the same level since 2021. —remaining within the range of 13–14%.

Although sales value did not increase significantly in real terms in 2023, it rose by nearly 19% year-over-year in nominal terms, surpassing the 3 billion zł mark. Inflation played a major role in this strong market growth.

Forecasts for the growth of the meal-delivery market in Poland also indicate that this segment will continue to grow rapidly in the coming years, as the number of people interested in this type of service increases and demographic trends support this growth. The increasing availability of a variety of diet catering options, even in smaller towns, will contribute to greater market penetration and the acquisition of new customers.

Poles who use meal delivery services are more likely to use HoReCa services

According to a PMR study, in 2023, users of diet catering services were more likely to use various forms of HoReCa services compared to the general HoReCa user base. They were more likely to choose various meal options offered outside the home, indicating their greater engagement with foodservice and hospitality services. The greatest differences are seen in ordering meals for delivery—15 percentage points in favor of consumers of meal-box diets.

This trend is complemented by the most popular time frame for following a diet—55% of Poles who use meal delivery services choose a diet from Monday through Friday. It’s reasonable to assume that on weekends, they use HoReCa services.

Use of HoReCa Services by Dietary Catering Customers in 2023 in Poland (%), April–May 2024

	HoReCa Users	People who use diet catering services
Eating and drinking at restaurants and other dining establishments	85%	86%
Buying takeout meals at restaurants	69%	75%
Ordering Meals for Delivery	66%	81%

Based on a PMR survey conducted in April–May 2024 among a sample of 1,009 adult Poles who use HoReCa services. The survey was conducted using the CAWI method.
Source: PMR, 2024

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