What actions are key in Colian’s export development strategy and which markets are currently the most important for you?
The Colian Group’s export development strategy is based on long-term brand value building and consistent expansion into markets with high growth potential. Our objective is not only to increase sales volumes, but above all to scale the business by focusing on quality, strong brand recognition, and the development of powerful brands.
A key element of this strategy is strengthening brands with international potential, including both Polish brands and those acquired abroad. At the same time, we focus on acquisitions and leverage local expertise, which allows us to better understand consumer needs and develop distribution more effectively.
Another important aspect is adapting the product portfolio to the specific characteristics of each market – in terms of flavour profiles as well as consumer trends such as premiumisation, growing emphasis on ingredient quality, and responsible production. Export growth is further supported by investments in operational efficiency, modern production facilities, and synergies across the Group.
Currently, Colian’s most important foreign markets are Western European countries, particularly the United Kingdom and Ireland, the DACH region (Germany, Austria, and Switzerland), France, and other mature European markets, where we are steadily building our brand presence. At the same time, we are diversifying our sales and expanding operations beyond Poland.
Which consumer trends in the confectionery category currently have the strongest impact on the development of Colian’s portfolio – changes in ingredients, product formats, or ways of consumption?
The development of the confectionery portfolio today is influenced by multiple, parallel consumer trends, ranging from long-term shifts in purchasing habits to short-lived fads. It is increasingly clear that consumers expect confectionery not only to provide enjoyment, but also to offer additional, practical benefits. There is growing interest in products fortified with functional ingredients, such as magnesium, fibre, prebiotics, protein, and components that enhance energy and mood. An example of our response to this trend was the limited edition of Grześki wafers with guarana and lemon balm, combining energising and calming effects.
Another important trend is multisensoriality, meaning the combination of different textures, structures, flavours, and aromas within a single product. Consumers are increasingly seeking surprising experiences that engage more than one sense, which explains the popularity of confectionery with crunchy elements, popping candy, or beverages with intense carbonation. These solutions help products stand out on the shelf and create a more emotional, engaging consumption experience.
The trend of “modern nostalgia” also plays a significant role. Older generations eagerly return to the flavours of their youth, while younger consumers see them as a novel experience and part of a broader cultural story. The key is a modern approach – familiar recipes and formats are reinterpreted to meet today’s expectations regarding quality, aesthetics, and functionality, combining sentiment with contemporary standards. For older consumers, it evokes memories; for younger generations, it offers the chance to try what their parents once enjoyed.
Consumers’ purchasing decisions are increasingly influenced by brand collaborations, also known as cross-branding or co-branding. Combining brands from different worlds allows companies to expand target groups and engage consumers in new contexts. Colian leverages this potential, as illustrated by the collaboration between Śliwka Nałęczowska and the fashion brand Medicine, or the launch of Hellena jellies inspired by the iconic Hellena Orangeade flavour.
Another fast-growing trend is the collaboration of brands with pop culture icons as well as digital creators. Influencers, YouTubers, and TikTokers have a real impact on purchasing decisions, although market experience shows that such activities require careful management and authenticity. At Colian, we recognise the potential of this approach and analyse it responsibly, always prioritising brand credibility.
Equally important is the trend of transparency, often referred to as the “triumph of transparency”. Consumers want to know where their food comes from, how it is produced, and what values stand behind a brand. Such issues as clean labels, traceability of raw materials, shorter supply chains, regional sourcing, and ethical business practices are gaining significance. This trend is also supported by the growing phenomenon of consumer patriotism, which favours brands that build trust and long-term relationships with their audiences.
The premium confectionery segment is gaining importance – how does Colian build brand value in this area, and how does it plan to differentiate itself from global competitors?
The premium confectionery segment plays an important role in Colian’s strategy, and building value in this area is based, among other things, on conscious portfolio decisions. A key element is the acquisition of brands with an established reputation and strong heritage, such as Elizabeth Shaw and Lily O’Brien’s. Both are renowned in their local markets for high-quality premium chocolates – pralines and boxed chocolate products – targeted at consumers seeking exceptional taste experiences and quality beyond the mass segment.
At the same time, Colian consistently invests in marketing, product innovation, and operational development, with particular focus on international markets. These efforts are aimed at strengthening brand positions in the most valuable FMCG categories and increasing their recognition in the premium segment, where purchasing decisions are strongly linked to quality, aesthetics, and brand image.
An important source of competitive advantage is also the use of synergies resulting from international structures and consistent market expansion. This enables brands within the Group’s portfolio to compete more effectively with large global players while maintaining their own identity and character.
As a result, Colian stands out through a combination of brand authenticity, heritage, and a coherent, long-term growth strategy. These values are particularly appreciated by premium consumers, who expect not only a high-quality product but also a credible and recognizable brand.
What are the biggest challenges and opportunities for confectionery manufacturers in Europe in the coming years, considering cost pressure, regulations, and changing consumer attitudes?
The competitiveness of the European economy, particularly given the increasing regulatory burden imposed by the European Union, is a complex and multi-faceted issue. In recent years, confectionery manufacturers have been operating in an environment shaped by an increasing number of directives and industry regulations – ranging from deposit return systems, the sugar tax, Extended Producer Responsibility (EPR), regulations on single-use plastic packaging (SUP), Front-of-Pack Nutrition Labelling (FOPNL), and packaging design requirements for recyclability (PPWR), to obligations arising from the EU Deforestation Regulation (EUDR). On top of that, there is the risk of introducing a fat tax (similar to the sugar tax), possible increases in VAT rates, and trade-related conditions such as international agreements (e.g., Mercosur).
The scale and pace of these changes significantly affect the competitiveness of EU-based manufacturers compared to economies with less restrictive regulatory environments, such as China or the United States. In the confectionery category, it also translates into growing competitive pressure from producers based in Turkey and Ukraine.
At the same time, Poland, as one of the leading confectionery producers in Europe and worldwide, still holds significant competitive advantages. Relatively lower production costs, the high quality of Polish food products, and modern, flexible manufacturing capacities form a strong foundation for continued growth and international expansion.
An additional opportunity lies in consolidation and scale building. The combination of Colian and Gubor Schokoladen significantly strengthens our position in both the European and global markets, not only by effectively doubling the scale of the business, but also by balancing the portfolio between branded products and private label (50/50). Worldwide sales, portfolio synergies, and a strong seasonal product offering increase the resilience of the business to cost pressure and market volatility.
The acquisition of premium brands and international mergers form an integral part of Colian’s long-term strategy, aimed at strengthening the operational base, gaining access to new markets, better leveraging R&D capabilities, and achieving economies of scale. In the context of the European confectionery market, such actions are becoming one of the key responses to growing regulatory challenges and evolving consumer expectations.
The Colian Group’s export development strategy is based on long-term brand value building and consistent expansion into markets with high growth potential. Our objective is not only to increase sales volumes, but above all to scale the business by focusing on quality, strong brand recognition, and the development of powerful brands.
A key element of this strategy is strengthening brands with international potential, including both Polish brands and those acquired abroad. At the same time, we focus on acquisitions and leverage local expertise, which allows us to better understand consumer needs and develop distribution more effectively.
Another important aspect is adapting the product portfolio to the specific characteristics of each market – in terms of flavour profiles as well as consumer trends such as premiumisation, growing emphasis on ingredient quality, and responsible production. Export growth is further supported by investments in operational efficiency, modern production facilities, and synergies across the Group.
Currently, Colian’s most important foreign markets are Western European countries, particularly the United Kingdom and Ireland, the DACH region (Germany, Austria, and Switzerland), France, and other mature European markets, where we are steadily building our brand presence. At the same time, we are diversifying our sales and expanding operations beyond Poland.
Which consumer trends in the confectionery category currently have the strongest impact on the development of Colian’s portfolio – changes in ingredients, product formats, or ways of consumption?
The development of the confectionery portfolio today is influenced by multiple, parallel consumer trends, ranging from long-term shifts in purchasing habits to short-lived fads. It is increasingly clear that consumers expect confectionery not only to provide enjoyment, but also to offer additional, practical benefits. There is growing interest in products fortified with functional ingredients, such as magnesium, fibre, prebiotics, protein, and components that enhance energy and mood. An example of our response to this trend was the limited edition of Grześki wafers with guarana and lemon balm, combining energising and calming effects.
Another important trend is multisensoriality, meaning the combination of different textures, structures, flavours, and aromas within a single product. Consumers are increasingly seeking surprising experiences that engage more than one sense, which explains the popularity of confectionery with crunchy elements, popping candy, or beverages with intense carbonation. These solutions help products stand out on the shelf and create a more emotional, engaging consumption experience.
The trend of “modern nostalgia” also plays a significant role. Older generations eagerly return to the flavours of their youth, while younger consumers see them as a novel experience and part of a broader cultural story. The key is a modern approach – familiar recipes and formats are reinterpreted to meet today’s expectations regarding quality, aesthetics, and functionality, combining sentiment with contemporary standards. For older consumers, it evokes memories; for younger generations, it offers the chance to try what their parents once enjoyed.
Consumers’ purchasing decisions are increasingly influenced by brand collaborations, also known as cross-branding or co-branding. Combining brands from different worlds allows companies to expand target groups and engage consumers in new contexts. Colian leverages this potential, as illustrated by the collaboration between Śliwka Nałęczowska and the fashion brand Medicine, or the launch of Hellena jellies inspired by the iconic Hellena Orangeade flavour.
Another fast-growing trend is the collaboration of brands with pop culture icons as well as digital creators. Influencers, YouTubers, and TikTokers have a real impact on purchasing decisions, although market experience shows that such activities require careful management and authenticity. At Colian, we recognise the potential of this approach and analyse it responsibly, always prioritising brand credibility.
Equally important is the trend of transparency, often referred to as the “triumph of transparency”. Consumers want to know where their food comes from, how it is produced, and what values stand behind a brand. Such issues as clean labels, traceability of raw materials, shorter supply chains, regional sourcing, and ethical business practices are gaining significance. This trend is also supported by the growing phenomenon of consumer patriotism, which favours brands that build trust and long-term relationships with their audiences.
The premium confectionery segment is gaining importance – how does Colian build brand value in this area, and how does it plan to differentiate itself from global competitors?
The premium confectionery segment plays an important role in Colian’s strategy, and building value in this area is based, among other things, on conscious portfolio decisions. A key element is the acquisition of brands with an established reputation and strong heritage, such as Elizabeth Shaw and Lily O’Brien’s. Both are renowned in their local markets for high-quality premium chocolates – pralines and boxed chocolate products – targeted at consumers seeking exceptional taste experiences and quality beyond the mass segment.
At the same time, Colian consistently invests in marketing, product innovation, and operational development, with particular focus on international markets. These efforts are aimed at strengthening brand positions in the most valuable FMCG categories and increasing their recognition in the premium segment, where purchasing decisions are strongly linked to quality, aesthetics, and brand image.
An important source of competitive advantage is also the use of synergies resulting from international structures and consistent market expansion. This enables brands within the Group’s portfolio to compete more effectively with large global players while maintaining their own identity and character.
As a result, Colian stands out through a combination of brand authenticity, heritage, and a coherent, long-term growth strategy. These values are particularly appreciated by premium consumers, who expect not only a high-quality product but also a credible and recognizable brand.
What are the biggest challenges and opportunities for confectionery manufacturers in Europe in the coming years, considering cost pressure, regulations, and changing consumer attitudes?
The competitiveness of the European economy, particularly given the increasing regulatory burden imposed by the European Union, is a complex and multi-faceted issue. In recent years, confectionery manufacturers have been operating in an environment shaped by an increasing number of directives and industry regulations – ranging from deposit return systems, the sugar tax, Extended Producer Responsibility (EPR), regulations on single-use plastic packaging (SUP), Front-of-Pack Nutrition Labelling (FOPNL), and packaging design requirements for recyclability (PPWR), to obligations arising from the EU Deforestation Regulation (EUDR). On top of that, there is the risk of introducing a fat tax (similar to the sugar tax), possible increases in VAT rates, and trade-related conditions such as international agreements (e.g., Mercosur).
The scale and pace of these changes significantly affect the competitiveness of EU-based manufacturers compared to economies with less restrictive regulatory environments, such as China or the United States. In the confectionery category, it also translates into growing competitive pressure from producers based in Turkey and Ukraine.
At the same time, Poland, as one of the leading confectionery producers in Europe and worldwide, still holds significant competitive advantages. Relatively lower production costs, the high quality of Polish food products, and modern, flexible manufacturing capacities form a strong foundation for continued growth and international expansion.
An additional opportunity lies in consolidation and scale building. The combination of Colian and Gubor Schokoladen significantly strengthens our position in both the European and global markets, not only by effectively doubling the scale of the business, but also by balancing the portfolio between branded products and private label (50/50). Worldwide sales, portfolio synergies, and a strong seasonal product offering increase the resilience of the business to cost pressure and market volatility.
The acquisition of premium brands and international mergers form an integral part of Colian’s long-term strategy, aimed at strengthening the operational base, gaining access to new markets, better leveraging R&D capabilities, and achieving economies of scale. In the context of the European confectionery market, such actions are becoming one of the key responses to growing regulatory challenges and evolving consumer expectations.
