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Understanding the Polish Consumer – New Trends in Poland

When you are looking to start a business in Poland, it is essential to have a good understanding of the Polish consumer. This will enable you to effectively translate and localize your proposition, so you can successfully launch your brand in this new marketplace. We share some insight, facts, and stats about Poles’ shopping habits.
Maja Walczak
Maja Walczak
17 November 2023
Langbay: tłumaczenia polsko-angielskie EN - Understanding the Polish Consumer – New Trends in Poland

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Understanding the Polish Consumer: Insight for E-commerce and Traditional Shopping Trends What is the Polish Consumer Guided by? First Steps to Operating Effectively in the Polish Market Adapting to the Poles and Consumer Preference

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 statistics about Poles' shopping trends.

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 2020 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. Retailers observed an increased demand for products and services catering to this new lifestyle. These findings indicate that the perspective of Polish consumers, including respondents of various ages, is actively shaping the market.  In response, sellers are implementing strategies that focus 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. 

Understanding the Polish Consumer: Insight for E-commerce and Traditional Shopping Trends

If you are a brand looking to create a physical presence in Poland, your store design needs to be considered. 57% of Poles, for example, consider whether a store is suitable for mothers with children and those with disabilities. Regarding paying more for products, 26% use this as a factor if the shop is in a convenient location. 57% will pay more if the store range is not available elsewhere. Furthermore, in the perspective of Polish society, 16% of Poles consider paying more if the store offers home shopping.

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 opportunities 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.

What is the Polish Consumer Guided by?

  • 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.

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 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 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.

Investing in professional translation services and embracing localization helps overcome cultural barriers. This approach not only makes your business more appealing in the Polish market but also contributes to its financial stability. An adept English-to-Polish translator is crucial, aiding in market entry strategies and providing communications that are both linguistically precise and culturally tailored to Poland.

Ready to make a lasting impact in the Polish market? Don’t miss out on our expert translation and localization services tailored just for you. Fill out the form now and take the first step towards success. And for ongoing insights and updates on the Polish market, make sure to follow me on LinkedIn. Let's connect and grow your business together!

List of contents

Understanding the Polish Consumer: Insight for E-commerce and Traditional Shopping Trends What is the Polish Consumer Guided by? First Steps to Operating Effectively in the Polish Market Adapting to the Poles and Consumer Preference

summary

To better understand the Polish market 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.

Investing in professional translation services and embracing localization helps overcome cultural barriers. This approach not only makes your business more appealing in the Polish market but also contributes to its financial stability. An adept English-to-Polish translator is crucial, aiding in market entry strategies and providing communications that are both linguistically precise and culturally tailored to Poland.

Fill out the form now and take the first step towards success

Ready to make a lasting impact in the Polish market? Don’t miss out on our expert translation and localization services tailored just for you. Fill out the form now and take the first step towards success. And for ongoing insights and updates on the Polish market, make sure to follow me on LinkedIn. Let’s connect and grow your business together!

Fill out the form now and take the first step towards success

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