Consumers in Poland Seek Quality – How 2025 Is Changing the Rules of Retail
Consumers in Poland seek quality – and that shift is transforming the entire retail landscape. After years of price wars and economic uncertainty, Polish shoppers are turning toward healthier, fresher, and more trustworthy products. They are willing to pay more for value they can see and feel — for durability, local origin, and transparent production. This growing awareness marks a cultural change: Polish consumers are no longer chasing the lowest price but are choosing quality, responsibility, and authenticity as the new standards of everyday shopping.
Consumers in Poland Seek Quality – The End of the Price War Era?
A few years ago, the Polish retail market resembled a never-ending price battle. Discount chains competed in promotions, and consumers looked suspiciously at every extra penny spent. Today, however, the situation is changing — consumers in Poland seek quality rather than just the lowest price. And although they still count every zloty, they are increasingly willing to pay more — especially for products that are healthier, fresher, and more trustworthy.
According to the latest PwC report “Taste, Price, Awareness: A Map of Polish Consumer Choices,” price sensitivity remains high but is no longer the only criterion. As Mieczysław Gonta, Partner at PwC Poland, notes, “After a period of very high inflation and volatility in recent years, 2025 may be a breakthrough year.”
This is a turning point not only economically but culturally. Poles are moving away from impulsive shopping and making decisions more consciously — with health, composition, and product durability in mind. Ultimately, this confirms that consumers in Poland seek quality as a reflection of trust and market maturity. This shift reflects more than just an improvement in financial conditions; it’s a sign of a maturing market and consumer.
Stabilization of Consumer Sentiment and New Priorities in Poland
Inflation Loses Significance, Confidence in the Economy Grows
After years of high prices and economic uncertainty, Polish consumers are beginning to breathe easier. According to PwC, 58% of respondents still cite inflation concerns — a drop of 8 percentage points compared to 2024. This indicates that economic anxiety is fading, and consumers in Poland are seeking quality, even if it means slightly higher spending.
“In Poland, concerns about macroeconomic volatility have declined much more significantly than in other Central and Eastern European countries,” observes Mieczysław Gonta of PwC Poland. GUS data confirms this trend: consumer sentiment in mid-2025 is at its highest level in two years.
Poles Worry Less About the Future, but Still Watch Their Budgets
Optimism does not mean carelessness. Most households still monitor their budgets closely, but the motivation for saving is shifting. Increasingly, consumers prioritize quality, consciously choosing products that support their health and have a longer life cycle. Poles are investing more often in higher-quality goods, preferring durability, local origin, and natural ingredients over the lowest price. Spending on fresh and unprocessed foods is growing, while categories such as alcohol and snacks are declining. Meanwhile, plant-based, organic, and regional products are gaining popularity, confirmed by PwC and the Provident Barometer.
This change stems not only from rising incomes but also from increasing consumer awareness and a desire to care for the planet. Poles are learning that quality is an investment — both in health and in reducing food waste while supporting sustainable production.
Taste, Health, and Accessibility – The Three Pillars of Purchasing Decisions
Price Still Matters, but It’s No Longer Everything
PwC’s report shows that 59% of Poles still cite price as the main factor when choosing food. However, health benefits, taste, and freshness are gaining importance. Consumers who once bought only what was cheapest now seek products that deliver real value — especially in big cities and among younger professionals.
Provident Barometer studies show that for 54.9% of respondents, the product’s composition matters most — followed by price. This is a significant signal that consumers in Poland are seeking quality, not just bargains. As PwC highlights, Poles “want a better product for a better price” — not necessarily the cheapest one.
Healthy and Fresh Products Replace Snacks and Alcohol
Year by year, the sales of fruits, vegetables, and fresh dairy products increase, while the consumption of alcohol, sweets, and highly processed foods declines. Poles are cutting back on snacks and sugary drinks, choosing water, natural juices, and plant-based alternatives instead.
“The consumer prioritizes health, eliminates alcohol and snacks, and wants to buy more fresh products,” says Mieczysław Gonta of PwC Poland. This trend aligns with global shifts where health and well-being have become key purchasing motivators.
A Conscious Consumer, but Not Always Brand-Loyal
Growing awareness doesn’t always translate into loyalty. Poles are experimenting with new brands and increasingly trust private labels that match the quality of well-known manufacturers. For retail chains, this is a chance to build new customer relationships.
In this context, packaging quality is becoming more influential in purchase decisions. Research shows that the appearance, durability, and functionality of packaging shape product perception. Industrial packaging can impact buying choices — the aesthetics and material quality may ultimately determine brand preference.