In recent months, many retailers have taken measures to adapt to the new situation and to make shopping easier for their customers. Supermarket groups Auchan, Carrefour and Kaufland, have all introduced bundled packages containing the most essential products such as flour, rice, milk, tea, and sugar. Biedronka, the largest retail network in Poland, has established cooperation with the Glovo mobile application for ordering food for delivery to an address indicated.
The pandemic also confirmed and accelerated previously observed trends in the CPG industry, such as paying more attention to sustainable development and the need to build closer customer relations and collaborative product development. The importance of balancing sales in e-commerce and stationary channels has also been reinforced. Some retailers that had not yet developed e-commerce capabilities have been forced by extraordinary circumstances to take immediate action in this area.
Overall, the need to take a more flexible approach to business is becoming more and more relevant. Some of the largest chains in Poland have decided to temporarily switch to a 24-hour system in the largest cities, to minimize the risk of stores overflowing during peak hours and reduce the risk of virus transmission between customers.
Temporary difficulties with supply chain deliveries, caused mainly by the closure of a large portion of border crossings, drew attention to too much dependence on foreign production. This has given rise to topics related to economic patriotism and the need to transfer more production into Poland to avoid similar situations in the future.
In recent months, a growing number of CSR actions were observed within the Polish market. Biedronka donated PLN 10 million to support centers taking care of the elderly. Żabka, a convenience chain, donated PLN 4.5 million to the Ministry of Health and decided to sell masks below market price. Maspex, a beverages and food producer, has donated over a million products to infectious disease hospitals.