Polish Consumer Outlook – New Trends in Poland 2023

Starting a business in Poland requires a deep understanding of the Polish consumer to effectively tailor and localize your brand for successful market entry. Here, we offer insights, facts, and key trends in Poland shaping shopping habits.

With a population of 38 million, Poland not only offers a substantial domestic market but, as part of the European Union, also provides access to an expansive market of 450 million customers. The Polish economy is notably resilient, having swiftly recovered from the European debt crisis in 2009 and, more recently, the COVID-19 pandemic. Poland maintains a low debt level relative to other European countries and witnessed a stable 7.8% growth in Foreign Direct Investment (FDI) stock from 2021 to 2022.

In 2023, a thorough survey provided valuable insights into the lifestyle and demands of Polish consumers. It showed that post-pandemic, there's a significant shift towards working from home and hybrid work models, influencing purchasing behaviors. In response, sellers are implementing strategies focusing on apps and online platforms to meet these evolving needs. It reflects savings in time and effort for consumers, which aligns with trends observed across the EU. 

Insight for Doing Business in Poland. E-commerce or Traditional Shopping Trends?

In 2024, understanding the trends in Poland is crucial, especially in e-commerce. Platforms like eBay and its popular equivalents in Poland (Allegro, OLX,  MediaExpert, Zalando) have transformed how trade is done, making shopping easier for everyone. 

If you plan to launch an online business or e-commerce in Poland, you must consider how digital transformation changes consumer behavior. The Polish government has invested heavily in technology infrastructure, creating digital potential for foreign investors. 

Shoes, clothing, entertainment, and books are the most common items bought online by Polish consumers. Mobile devices and electronics are seeing an increased level of online spending. According to the Euromonitor International Voice of the Consumer Lifestyles Survey in 2022, more than 51% of respondents in Poland stated that it is important to spend money on experiences.
What's more, Poles are more likely to buy online during the working day between 9 a.m. and 11 a.m. CET.

If you are a brand looking to create a physical presence in Poland, your store design is crucial. Industry insights reveal that 55% of Polish consumers prioritize stores accommodating mothers with children and those with disabilities. An important factor influencing spending habits is location convenience; 26% of Poles are willing to pay more if the store is conveniently located. Additionally, 57% are open to spending more for exclusive store ranges not found elsewhere. Regarding Polish societal attitudes, 16% are inclined to pay more for stores offering home shopping options.

Additionally, social factors such as the influx of refugees due to the Russian invasion of Ukraine are reshaping market demands. This has implications for retail and services sectors, offering both challenges and opportunities for businesses. Export-oriented companies are finding new ways to engage with these changes, tapping into the evolving needs and preferences of a diverse consumer base.

What are the Preferences of Polish Consumers and Trends in Poland?

• Quality Oriented
  “45% of Polish respondents pay more in-store for high-quality products”
  Poles prioritize the quality of products and services, which also includes the quality of customer service. In the retail industry, manufacturers and distributors have observed that Polish allocate a significant portion of their monthly expenses to clothing, accessories, and shoes, especially when shopping online. This trend has been mounting since 2020.
• Price Conscious 
  “25% of Poles are saving more than before the pandemic”
  The Polish consumer is focused on getting value for money. As we have shown, they place quality as a deciding factor, but they also consider value.
• Brand Trust
  “3.5% of Polish people find traditional advertising meaningful”
  Research shows that Polish women are generally less loyal to a particular brand, which does not depend on industry, with other factors taking greater priority. Traditional marketing and advertising methods might not make big waves in a Polish marketplace. Companies need to build relationships and share insight with consumers if they want to encourage brand trust and loyalty
• Online Shopping Trends 
  “84% of Poles shop online at least once a month”
  Recent surveys clearly indicate the evolving shopping habits at the centre of Polish society. Half of the consumers from Poland indicated that they use the internet to shop online. Since the COVID-19 pandemic,  there has been a significant shift in the perspective of Polish society towards online shopping. A third more Poles are buying online, and consumer digital engagement is growing.
• Eco-Conscious
  “92% of Poles believe that it is important to care for the environment” 
  Corporate social responsibility, sustainability, and eco-friendliness are important buying factors for Poles. Consider how you manufacture and package your products and review your supply chain. There is a growing trend of consumers making more eco-friendly and sustainable purchasing choices. It is part of a broader ecosystem that's becoming increasingly interconnected.

First Steps to Operating Effectively in the Polish Market

Entering the Polish market, foreign entrepreneurs need to understand the specifics of local consumers and tailor their offerings to their needs. Here are some key recommendations:

1. Be Authentic
   Polish consumers value authenticity and quality. Many Poles admit in surveys that brands that are genuine in their messaging and deliver top-notch products or services are more likely to succeed. 
2. Adapt your Communication
   While many Poles speak English, they will appreciate it if a brand communicates with them in their native language. Marketing translations that localize advertisements, websites, and promotional materials are key to gaining trust and increasing your brand's appeal.
3. Understand Local Customs
   Poland has its unique traditions and holidays. Leveraging them in marketing campaigns signals respect and understanding, helping to establish a deeper connection with consumers.
4. Stay Active on Social Media
   Poles are very active on social media. Maintaining a presence on platforms like Facebook, Instagram, or Twitter can assist in building relationships with customers and increase your brand visibility.
5. Collaborate with Local Influencers
   Partnering with local content creators familiar with trends in Poland can help reach a broader audience and enhance brand recognition.
6. Prioritize Polish Market SEO
   It's essential to remember that search engine optimization (SEO) strategies that work in other countries might not be as effective in Poland. To ensure visibility and high rankings on Polish search engines, tailor your SEO efforts to cater to the local audience. This includes using relevant Polish keywords, understanding the search behavior of Polish consumers, and optimizing your website for local search engines and directories.

Adapting to the Poles and Consumer Preference

To better understand the Polish market, trends in Poland, and successfully navigate its changing consumer landscape, it's essential to invest in cultural understanding within your marketing and customer service strategies. Learn and factor in the preferences and considerations of Poles when you are running promotional campaigns.

Adapting to consumer preferences, keeping abreast of economic trends like commodity prices, and acknowledging the impact of events like Russia's invasion of Ukraine is essential. In terms of economic growth, Poland is showing positive signs. LinkedIn and other professional networks are full of discussions about Poland's robust economic performance. Despite challenges such as rising energy prices and food prices, the Polish economy is becoming increasingly resilient. Euromonitor International provides insight into this, noting that while private consumption is affected by commodity and food prices, domestic demand remains strong. Growth is projected to continue.