New Trends in Poland in 2024

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 growth in Foreign Direct Investment (FDI) stock.

Insight for Doing Business in Poland

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 new trends observed across the EU.?

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.

Preferences of Polish Consumers and New Trends in Poland

If you plan to launch your business in Poland, it is crucial to understand the latest Polish market trends.

• 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. 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 center 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.

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