THERE are two key consumers for Polish meats, according to speciality supplier Smithfield Foods: Polish-born shoppers who want to buy familiar brands and products, and adventurous eaters who are looking for new tastes and flavours.
The company, which distributes Polish brands Morliny and Krakus, says that means the Polish meat category is booming.
IRI figures to May show it as worth £23m in the multiples, up 14% on last year.
Within the category, it says pre-packed, chilled products provide the fastest growing sector.
The leading brands in Poland are also the top Polish lines in the UK, it says.
So how can c-stores make sure they are not missing out? In areas with a substantial ethnic Polish community, Smithfield recommends having a dedicated Polish section. To appeal to other consumers, smoked meats and sausages should be displayed beside other continental, speciality cold meats such as salami, chorizo and prosciutto.
James Dixon, marketing manager for Smithfield Foods, said: “As we become more multicultural as a nation, we recognise that our tastes will expand and change and, as part of this, continental meats are growing significantly.
“We’ve identified a number of Polish meat products which are already popular with British consumers, and we expect this repertoire to expand,” he said.