Volume 7
Issue 2
Economics
JOURNAL OF
POLISH
AGRICULTURAL
UNIVERSITIES
Available Online: http://www.ejpau.media.pl/volume7/issue2/economics/art-06.html
CONDITIONS OF ALCOHOLIC BEVERAGES CONSUMPTION AMONG POLISH CONSUMERS
Iwona Kowalczuk
In the period of the last dozen or so years in Poland important changes in the level of the structure of alcoholic beverage consumption were noted. The demand for vodka has been gradually decreasing, whereas the demand for beer and wine has been steadily growing.
Key words:
alcohol, consumption, Poland, conditions..
INTRODUCTION
In the period of political, social and economic transition in Poland, vast changes in the level and structure of many food products consumption, including alcoholic beverages, were noted. The estimated annual consumption of alcoholic beverages (from legal sources) in Poland reached the level of 6, 5 – 6,9 litres of pure alcohol per capita, which places Poland in the 5th or 6th position among the European countries, after France, Portugal, Spain and Germany.
However, as far as vodka consumption is concerned, Poland still belongs to the group of leading countries in Europe, with converted into pure alcohol consumption level reaching 6,9 litres a year per person in 2002. There was a rising tendency in the consumption of strong alcoholic beverages until the end of 1980s; in mid 1990s this trend was reversed. Since then the demand for vodka has been decreasing, whereas the demand for beer and wine has been growing (table 1).
Table 1. Alcoholic beverages consumption in Poland (converted into pure alcohol) for one citizen per year |
Year |
Total consumption of alcoholic beverages |
Vodka consumption |
Wine and mead consumption |
Beer consumption |
1980 1990 1995 1996 1997 1998 1999 2000 2001 2002 |
9.0 6.4 6.4 6.5 7.2 7.1 7.1 7.1 6.6 6.9 |
6.0 3.8 3.5 2.9 2.8 2.4 2.1 2.0 1.7 1.7 |
1.5 1.1 1.0 1.5 1.9 2.0 2.0 1.8 1.6 1.7 |
1.5 1.5 1.9 2.1 2.5 2.7 3.0 3.3 3.3 3.5 |
Source: own calculations based on the data from Statistical Yearbooks 1990-2003 [3] |
According to the statistical data. in 2002 the Polish consumer drank about 4l of vodka. As far as wine consumption is concerned. it has been estimated that in 2002 the average Pole consumed 5.3 bottles (0.75l) of fruit wine and 3.1 bottles (0.75l) of grape wine (table. sparkling. sweet and vermouth wine).
Nevertheless. it was beer consumption. which has undergone the most radical change. In most European countries. decreases in beer consumption were noted. Poland stands out in this respect. due to the dynamic growth of beer consumption (about 8% per year). According to the Central Statistical Office data [3]. the average Polish citizen consumed about 70 litres of beer in 2002. and this amount is estimated to reach the level of 75 litres by 2007.
According to the household budget surveys [2]. in 2002 the average monthly spending on alcoholic beverages in Polish households stood at 6.91 PLN. The highest spending was noted in households of employees in non-manual labour positions (10.37 PLN) and the self-employed (10.18 PLN). whereas the lowest in households of pensioners (4.50PLN). employees in manual labour positions (5.43 PLN). employees-farmers (5.49 PLN) and farmers (5.80 PLN) (table 2). Taking into consideration the average monthly income of particular types of households. a high positive correlation can be observed (correlation coefficient r =0.958).
Table 2. Average monthly income per capita available income and expenditures on alcoholic beverages in Polish households in 2002 /in PLN/ |
Specification |
Total |
Households |
||||||||
of employees |
of employees farmers |
of farmers |
of the self-employed |
of retirees and pensioners |
||||||
total |
in manual labour positions |
in non-manual labour positions |
total |
of retires |
of pensioners |
|||||
alcohol beverages of which: spirits beer |
6.91 2.80 3.01 |
7.49 2.76 3.46 |
5.43 2.01 2.72 |
10.37 3.81 4.49 |
5.49 2.65 2.24 |
5.80 2.95 2.19 |
10.18 3.96 4.42 |
6.49 2.88 2.59 |
7.73 3.54 2.98 |
4.50 1.82 1.99 |
Available monthly income |
664.21 |
698.09 |
530.68 |
931.86 |
511.12 |
571.83 |
843.24 |
699.02 |
794.52 |
546.25 |
Source: Household budget surveys in 2002 [2] |
The observed changes in the level and structure of alcoholic beverage consumption may be considered as positive. regarding both the nutritional and sociological aspects. What we must recognize as a negative phenomenon. however. is the growth in alcohol consumption among young people that was observed in recent years. Hence. the author conducted research on the conditions of alcohol consumption among Polish consumers. The overall purpose of the research was to obtain detailed data on the level. structure and frequency of alcohol consumption among the participants of the survey. Secondary purposes were to assess consumers’ brand awareness. to determine changes in alcohol consumption and to identify the factors that influence the choice of a particular kind of alcohol. The most essential results are presented below.
METHODS OF THE SURVEY AND SAMPLE CHARACTERISTICS
The research investigating “The conditions of alcohol consumption among Polish adults” was based on a survey conducted in May 2003 on a random sample of 200 respondents. As a pilot study. a questionnaire had been distributed among a sample of 15 people. After reviewing the results of the pilot study. the questionnaire was distributed to the larger sample. Both women and men constituted 50% of the sample. The average age of the respondents was 36.5 years. and the average monthly family income was within the range of 1000 – 1500 PLN (250 – 375 USD) per capita.
THE CONSUMPTION FREQUENCY OF PARTICULAR KINDS OF ALCOHOL
One hundred percent of the participants admitted to consuming alcoholic beverages. Pure vodka is consumed by 86% of the study participants. Vodka consumption is more popular among men (98%) than women (76%). As far as the consumption frequency is concerned. the study participants indicated “several times a month” (32% total. 44% of male and 20% of female study participants). “several times a year” (28% total. 20% of male and 36% of female participants). Only 9% of the respondents consume pure vodka “every day” or “several times a week”.
Flavoured vodka is not a commonly consumed alcoholic beverage among the survey participants (28% of the total number of the study participants. 31% of female and 24% of male respondents). The interviewed people indicated that they consumed this kind of alcohol “several times a year” (11%) or“once a month” (7%).
Almost 60% of all respondents (66% of females. 42% of males) consume grape wine. The largest percentage of the sample group consume it “several times a year” (24%) or “once a month” (20%). Fruit wine (made from fruits other than grapes) is consumed “several times a year” (25%) or “once a month” (19%) by 44% of all respondents. including 43% of female and 46% of male interviewees. More than 60% drink sparkling wines. with a much higher percentage among females (86%) compared to males (45%). Most frequently. the respondents declared to drink this kind of alcohol “several times a year” or “once a year” (52% in each sex group).
Mead and vermouth wine are not very popular among the study participants. Every fourth respondent (18% of females and 26% of males) confirmed consuming mead. while vermouth is drunk by 20% of the respondents (31% of females and 9% of males). Respondents reported drinking mead “once a year” (9%) or “several times a year” (12%). Vermouth wine consumption “several times a year” was reported by 14%. “once a year” and “several times a month” by 3% in each group.
The most popular alcoholic beverage among study participants was beer; 96% of all respondents (93% of female and 98% of male respondents) confirmed beer consumption. Almost 40% (19% of females and 58% of males) drink beer “several times a week”. whereas 26% (45% of females and 8% of males) drink it “several times a month” (table 3).
Table 3. Consumption of different tapes of alcoholic beverages among the respondents |
Type of alcohol |
Total |
Female |
Male |
Beer |
96% |
93% |
98% |
Pure vodka |
86% |
76% |
98% |
Grape wine |
58% |
66% |
42% |
Sparkling wine |
61% |
86% |
45% |
Fruit wine |
44% |
43% |
46% |
Flavoured vodka |
28% |
31% |
24% |
Vermouth wine |
20% |
31% |
19% |
Liquid honey |
25% |
18% |
26% |
Source: the author’s own research |
When assigning numbers from 0 to 6 (0 – not at all. 1 – once a year. 2 – several times a year. 3 – once a month. 4 – several times a month. 5 – several times a week. 6 – every day) to the particular frequency ranges and analysing the average amount. it can be noted that the most frequently consumed alcohol among study participants is beer (average frequency – 4.22) and pure vodka (2.83). which is shown on Graph 1.
Graph 1. Frequency of consumption of particular alcoholic beverages among the respondents |
Source: the author’s own research |
In addition. the data show that women more often than men drink all kinds of wine and flavoured vodka. whereas men drink beer. pure vodka and mead more frequently.
The study reveals that young people more frequently than participants from other age groups drink beer. grape wine and flavoured vodka. Middle-aged respondents more often consume pure vodka and vermouth wine. whereas older people drink mead. vermouth. fruit wine and pure vodka with higher than average frequency (table 4).
An interesting issue is that income does not seem to influence the frequency of consumption of particular types of alcoholic beverages.
Table 4. Average consumption of particular types of alcohol considering age and sex groups |
Type of alcohol |
Average consumption |
Age groups |
Sex groups |
|||
18-30 |
31-50 |
more than 50 |
women |
men |
||
Bear |
4.22 |
4.51 |
4.20 |
3.83 |
3.98 |
4.56 |
Pure vodka |
2.83 |
2.51 |
2.96 |
2.92 |
1.97 |
3.41 |
Grape wine |
1.31 |
1.36 |
1.26 |
1.38 |
1.43 |
1.28 |
Sparkling wine |
1.30 |
1.42 |
1.29 |
1.11 |
1.45 |
1.13 |
Flavoured vodka |
1.01 |
1.08 |
1.05 |
0.96 |
1.08 |
0.99 |
Fruit wine |
0.88 |
0.76 |
0.89 |
0.93 |
0.91 |
0.84 |
Vermouth wine |
0.42 |
0.32 |
0.44 |
0.43 |
0.49 |
0.32 |
Liquid honey |
0.30 |
0.21 |
0.29 |
0.36 |
0.26 |
0.52 |
Source: the author’s own research |
CHANGES IN ALCOHOL CONSUMPTION
To obtain information on changes in alcohol consumption the respondents were asked the question: “Has alcohol consumption changed for the last 3 years?” An increase in vodka consumption was confirmed by 45% of the respondents (36% of females and 48% of males). Almost 40% of the study participants (41% of females and 35% of males) estimated that their vodka consumption remained at the same level. whereas 18% (11% of female and 19% of male respondents) stated that vodka consumption decreased. As far as wine is concerned. 35% percent of the respondents (38% of females and 26% of males) stated that wine consumption had remained at the same level throughout the period of time under study. 22% (18% of females and 24% of males) admitted that the consumption had risen and 43% of the respondents (36% of females and 45 % of males) declared that wine consumption had decreased. An increase in beer consumption was reported by 72% of all respondents (75% of females and 71% of males). while 22% of the stu dy participants (24% of females and 20% of males) reported that their consumption had remained at the same level. Only 6% of all interviewed (7% of female and 5% of male participants) said beer consumption had decreased during the last three years.
Another question investigating the level of alcoholic consumption concerned the respondents’ expectations of possible changes in future alcoholic consumption. The analysis of the survey reveals that 73% of the whole sample declared that their alcohol consumption would remain at the same level. whereas 25% of all respondents believed that their consumption would decrease. Only 2 participants (1% of the whole sample) stated that their alcohol consumption would rise.
According to 71% of the interviewed women alcohol consumption among Poles is “comparable to that in other countries”. while 26% determined it as “definitely too high” and “high”. Significantly more women (47%) than men (5%) represented this point of view. Only 3% of the respondents expressed the opinion that alcohol beverages consumption in Poland is relatively low.
STIMULATED BRAND AWARENESS AMONG THE RESPONDENTS
Because of the great variety of alcoholic beverages on the Polish market. obtaining information concerning the awareness of alcohol brands is very important for the purpose of this research. The best known brands of vodka are: WYBOROWA – 73% recognised the brand. LUKSUSOWA and ZUBROWKA – 70% of the respondents recognised each of the two brands. Further positions were taken by CHOPIN (67%). BOLS VODKA (66%). SMIRNOFF. PREMIUM and ABSOLWENT (62% each). ABSOLUT (61%). JOHNIE WALKER and FINLANDIA (51% each) and LODOWA (50% indicated the brand).
Among the numerous wine brands offered on the market. the respondents indicated SOPHIA as the best known (81%) and CIOCIOSAN (70%). Right behind were: MARTINI (55% of respondents). DORATO (63%). CIN&CIN (57%).
As far as the awareness of beer brands is concerned. the following were indicated in the given order: OKOCIM (86%). EB and ZYWIEC (84% each). TYSKIE. KROLEWSKIE. LECH. HEINEKEN (83% each). WARKA STRONG (82%). BROK. LEZAJSK. BOSMAN (81% each). HEWELIUSZ and 10.5 (80% each).
CIRCUMSTANCES OF THE CONSUMPTION OF PARTICULAR ALCOHOL TYPES
Consumers drink vodka at social gatherings; this was confirmed by 78% of the respondents. or at family celebrations. such as christening or wedding (73% of the sample). Important events in life (new work. buying new car) were also indicated as frequent occasions to consume vodka (46%).
The analysis of circumstances of alcohol consumption. as far as wine is concerned. reveals that respondents estimated social gatherings (75% of the answers) and family celebrations (63%) to be the most frequent occasions for wine consumption. The interviewed respondents also consume wine at business parties and dinners (55%) and with meals (48%).
As the study shows. beer almost always accompanies social meetings (94%). More than 70% of the respondents drink beer without any special occasion. Almost 50% of the study participants enjoy drinking beer while watching TV. What is more. important life event (43%). sports events (39%) and family celebrations (23%) occupy lower positions (Graph 2).
Graph 2. Circumstances of alcohol consumption |
Source: the author’s own research |
FACTORS DETERMINING THE CHOICE OF PARTICULAR ALCOHOL TYPES
Due to the large variety of alcohol types on the Polish market. it was important to define to what degree different criteria determine the consumer’s choice of a particular alcohol type. The results of the study reveal that taste is the most essential criterion determining the purchase of the particular alcohol types. As many as 88% of the study participants chose particular kinds of wine according to its taste. The decisions of 87% were governed by the taste in choosing beer and 87% in choosing a kind of vodka.
As far as vodka is concerned. the brand name is in the second choice criterion position (83%) and 82% of the respondents marked previous experience with particular vodka brands as the third in importance. Almost 70% consider the low price of the product to be an important factor determining their choice. About 2/3 of all the interviewees pointed to the high quality of the product as the most important factor.
In the case of wine choice conditions. the low price (indicated by 82% of the respondents) preceded by the taste. is in the second position. Opinions of friends are the third most important factor (76%). On the next positions are the brand (69%). habits (65%). the high quality of the product (59%) and the respondents’ own experience (56%).
As far as beer is concerned. the second most important factors. preceded by the taste. are the brand name and the habits (79% each). followed by the low price (72%). the consumers’ own experience (69%) and the high quality (67%).
The literature has noted the influence of advertising on consumers’ choice. The study results reveal that in the case of alcoholic beverages. out of the 15 criteria determining the choice of a particular type of alcohol. advertising is in the 10th position in the case of vodka (indicated by 8% of the total number). in the 11th place as far as wine (12%) and in the 8th place as far as beer consumption is concerned (34%). As the graph 3 shows. apart from beer. this promotion type does not have a great influence on the choice of alcoholic beverages. However. if one takes into consideration the legal restrictions on advertising alcohol in Poland. the influence seems to be strong.
Graph 3. Factors determining the choice of a particular type of alcohol |
Source: the author’s own research |
THE INFLUENCE OF ALCOHOL ON HUMAN HEALTH ACCORDING TO STUDY PARTICIPANTS
The study results reveal that 52% of the respondents (equal percentage of women and men) define the influence of alcohol as “positive” or “positive if drunk in small amounts”. Every fourth respondent (28% of females and 21% of males) believes that alcohol has a negative effect on the human organism. About 1/5 of the respondents (24% of females. 20% of males) estimate the effect of alcohol as “indifferent” or “indifferent if drunk in small amounts”.
The respondents were also asked to indicate a safe amount of alcohol to be consumed in a period of one week. assuming that one unit of alcohol is 0.25 ml of 40% vodka. 100 ml of wine. 200 ml of beer. The obtained answers have been ranged as can be seen below.
Safe amount of alcohol to be consumed by a man:
Up to 5 units - 44 %.
6 – 9 - 37 %.
10 – 19 - 14 %.
20 units and more - 5 % of all respondents.
Safe amount of alcohol to be consumed by a woman:
up to 5 units - 58 %.
6 – 9 - 32 %.
10 – 19 - 4 %.
20 units or more - 0 %.
According to Emsley [1]. the safe amount of alcohol suggested for a man to be consumed within a week is 21 units. whereas for a woman it is 14 units. It can be seen from the conducted study that the amount suggested by the respondents was much lower than the level of safe consumption calculated by Emsley.
SOURCES OF INFORMATION ON NEW PRODUCTS ON THE MARKET
Consumers can obtain information about new products on the market from various sources. for example marketing sources. public sources or formal and informal personal sources. As the research reveals. sources of information about new alcoholic beverages are different. depending on the type of the product.
In the case of vodka. respondents indicated mainly sources. such as: opinions of friends (34%) and salespersons (27%) as well as expositions in sale points (23%) and sale promotions (22%). As far as wine is concerned. the most important sources of information are both friends’ opinions (54%) and expositions in points of sale (43%). The respondents are mainly informed about new kinds of beer by different kinds of advertising. such as: TV and radio adverts (46%). street advertisements (39%) as well as expositions in points if sale (45%) and sale promotions (42%) (Graph 4).
Graph 4. Information sources on new products on alcohol market |
Source: the author’s own research |
As can be seen from the data presented above. different kinds of marketing communication (advertising. merchandising. sale promotion). if they are allowed at all. are very commonly used sources of information about alcohol.
The respondents were also asked to give their opinion on the legality of alcohol advertising in Poland. Almost 60% (44% of women. 72% of men) revealed a positive attitude towards alcohol advertising. whereas 8% (10% of women and 6% of men) approved only of some forms of advertising. Only 2% of all respondents (4% of women. 0% of men) do not accept some kinds of advertising. As many as 31% of all participants (42% of women and 20% of men) postulate that alcohol advertising should be totally banned.
SUMMARY
Both statistical data and the results of the survey reveal that alcohol consumption is wide spread in Poland. However. in the period of the last dozen or so years changes in the quantity and structure of consumption were observed. The most popular and the most frequently consumed alcohol is currently beer. particularly among young people. Older respondents seem to prefer wine and vodka. Apart form age. sex also influences preferences as far as the type of alcohol is concerned – women more frequently than men drink all kinds of wine and flavoured vodka. whereas beer. pure vodka and mead are drunk more often by men.
An interesting issue is that although spending on alcohol depends on income. the frequency of consumption is independent of this factor. The most frequently indicated circumstances for the consumption of alcoholic beverages are social gatherings and family celebrations. Nevertheless. a high percentage of the respondents admit to drinking alcohol without a special occasion. The most important factor determining the choice of a particular kind of alcohol is taste. One’s own experience. price. brand and high quality occupy the next five positions – depending on the type of alcohol.
According to the opinion of the majority of the respondents. alcohol consumption in Poland is comparable to that in other European countries. Also very common is the opinion that alcohol. if consumed in small amounts. has a beneficial effect on the human health. Nevertheless. in comparison with the sources in literature discussing this subject. the interviewed respondents accept smaller amounts of alcohol as safe. It is worth noting that in spite of high consumption. only a small number of the respondents declare the intention to limit their alcohol consumption in the future.
REFERENCES
Emsley J.: The Consumer’s Good Chemical Guide. Editor: Prószyñski i S-ka. Warsaw 1996. Household Budget Surveys in 2002. Central Statistical Office (GUS). Warsaw 2003. Statistical Yearbooks of the Republic of Poland 1990 – 2003. Central Statistical Office (GUS). Warsaw 1990-2003
Iwona Kowalczuk
Department of Economics and Organization of Consumption
Warsaw Agricultural University
ul. Nowoursynowska 159C, 02-787 Warszawa
e-mail: kowalczuk@alpha.sggw.waw.pl
Responses to this article, comments are invited and should be submitted within three months of the publication of the article. If accepted for publication, they will be published in the chapter headed ‘Discussions’ in each series and hyperlinked to the article.