Polish consumer in 2024: aware, frugal and price-sensitive

What are the current shopping attitudes of Poles? Is price really the most important factor when making purchasing decisions? On the basis of the report Optimism only where the price is low prepared by Strateg&, it is possible to trace how the habits and preferences of Polish consumers are changing in the era of economic and technological challenges.

Today’s Polish consumer faces many challenges. The rising cost of living, economic uncertainty and global climate change are  forcing people to make well-thought-out purchasing decisions. Poles, although more and more environmentally aware, are still primarily guided by the price of products.

Price above all else

It is not surprising that the main factor influencing the purchasing decisions of Poles is price. The report shows that for 66 percent of respondents, inflation is the biggest threat, and its impact on everyday life is felt in almost every shopping category. In the face of rising prices, Poles particularly value promotions and discounts – as many as 47 percent of consumers shopping online admit that promotional offers are the most important factor for them.

Ecology in the background

Although Poles are increasingly environmentally conscious – 83 percent notice climate change in their everyday lives – however, in practice, ecology often gives way to financial criteria. Only 10 percent of respondents are willing to pay more for environmentally friendly products. This is important because as many as 51 percent of consumers  declared that they are changing their shopping habits to more ecological ones, but in reality price often turns out to be more important than ecological aspects.

Modern technologies and trust

Polish consumers are open to technological innovations, but their trust in artificial intelligence is limited. More than half of them (51 percent) expect direct contact with a human in case the chatbot is unable to answer their questions. At the same time, while consumers are eager to use AI-based recommendations, they do not entrust it with more complex tasks, such as legal or investment advice.

An increase in spending on food and health

The report shows that Poles expect an increase in spending in all categories of retail trade, with an emphasis on groceries, health and beauty. As many as 67 percent of respondents predict that their spending on food will increase in the next six months. This trend is being driven not only by inflation, but also by growing  health awareness, which is driving consumers to choose fresh produce and dietary supplements.

Social media as a key sales channel

In the world of dynamically developing technologies, Polish consumers are increasingly shopping online, and social media are becoming an important channel in reaching them. Personalized ads on platforms such as Facebook, Instagram or TikTok are considered to be the most effective, but they still meet with a certain amount of scepticism. Consumers, although they value convenience and accessibility, are concerned about their privacy and data security.

The report “Optimism only where the price is low” shows that the future of the Polish consumer market depends on the ability of companies to adapt to changing consumer preferences while respecting the growing need for data protection and ensuring attractive prices.

Source: Strategy& – „Optymizm tylko tam, gdzie niska cena”