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.
The Rise of Private Labels and Local Producers
Private Brands Gain Trust – No Longer Just “Cheaper Alternatives”
Until recently, private labels were associated mainly with low prices and mediocre quality. That perception is changing. Retailers are increasingly investing in private brands that offer quality comparable to premium manufacturers. Consumers no longer see them as compromises but as legitimate alternatives.
PwC’s research reveals that 40% of Poles regularly buy private-label products and claim they see no significant quality differences compared to premium brands. This sends a clear message to the market — customers can recognize good quality, regardless of the logo on the packaging.
Local Production and Short Supply Chains as Emerging Trends
The growing interest in local products is no temporary fad. It’s a conscious choice by consumers who want to support the domestic economy and be sure of food origin. PwC reports that over half of Poles prefer products made in Poland, and 60% say they are more likely to buy seasonal food.
This phenomenon fits the global “buy local” trend, combining quality with social responsibility. Local products are seen as fresher, more reliable, and often healthier. As a result, even large retail chains are introducing regional product lines or partnering directly with local suppliers.
For producers, this presents a tremendous opportunity to build strong brands and long-term customer relationships. In the era of conscious consumption, local production has become a symbol of quality — something consumers in Poland are increasingly seeking.
What Drives Change? Technology, AI, and Convenience
Poles Increasingly Use Apps for Diet Planning
Technological progress is transforming not only production but also how we shop. Poles are increasingly using mobile apps and AI-powered tools to plan purchases and monitor health. PwC data shows that consumers are embracing solutions that help them check ingredients, compare prices, and track nutritional values.
This is not just about convenience — it reflects a growing awareness and a desire for control over everyday choices. Thanks to technology, shopping becomes more deliberate, and consumers better understand what ends up on their plates.
Convenience and Accessibility Matter More Than Marketing
Modern consumers no longer want to analyze endless ads and promotions. They seek simple, transparent solutions that make life easier. The growing popularity of shopping apps, instant payments, and same-day deliveries shows that convenience is now one of the main purchasing drivers.
“The consumer expects easy access to quality products,” emphasizes PwC in its 2025 consumer trends report. Accessibility — not advertising — increasingly determines store or brand choice.
Technology and artificial intelligence help companies better understand customers and adapt offers to real needs. Examples include personalized communication, smart recommendations, and automated delivery planning. These solutions are no longer limited to e-commerce — they’re entering traditional retail too.
AI is becoming standard across industries, with machine-learning algorithms supporting not only production but also sales and customer service. Thanks to these tools, Polish companies can better meet buyer expectations and strengthen their market position.
Challenges for Manufacturers and Retailers
The End of the Price War – Time to Compete with Quality
For years, the Polish retail market operated under the logic of constant price competition. Promotions drove sales but also eroded margins and weakened companies. Now, it’s increasingly clear that this model has reached its limit. Consumers in Poland are seeking quality, and businesses must adapt.
“We can’t abandon pricing strategies, but we must compete on more than price,” stresses Mieczysław Gonta of PwC Poland. For producers, this means investing in quality, transparency, and innovation. Product value must come not only from price but from how it meets consumer needs.
ESG, Taxes, and CBAM – How Regulations Impact the Market
Another challenge involves evolving EU and national regulations. The deposit-return system, extended producer responsibility (EPR), and the upcoming CBAM carbon tax are changing business conditions. These frameworks demand greater transparency, reporting, and sustainable production compliance.
For many companies, it’s a costly transition — but also an opportunity to build competitive advantage. Implementing ESG principles and low-emission technologies is becoming a requirement, not an option. As a result, quality now means more than durability — it encompasses ethics and environmental responsibility.
Digitalization and AI as Lifelines for Margins
With rising energy and labor costs, technology is becoming an ally for manufacturers. Process automation helps reduce waste, boost efficiency, and maintain high quality at lower costs.
PwC reports that companies investing in automation achieve 15–20% higher productivity than competitors. It’s no coincidence that more firms are turning to digital integration and robotics.
Industry automation trends in 2025 clearly show that investments in robotics and AI not only sustain quality but also enhance production flexibility. In a world where consumer expectations shift monthly, automation is the key to survival.
Poland Closer to the West Than Ever
Consumers Become More European in Their Choices
A few years ago, differences between Polish and Western consumers were stark. Today, that gap is steadily closing. Poles are becoming more demanding, aware, and open to innovation. The PwC report shows that macroeconomic uncertainty in Poland has declined faster than in Central, Eastern, or Western Europe. This proves Polish consumers feel more confident and think long-term.
Shopping choices are increasingly value-driven — not just price-based. Poles want to know where products come from, how they’re made, and their impact on health and the environment. This aligns them with Western consumer models that prioritize quality, responsibility, and transparency.
What This Means for the Food and Retail Industries
For manufacturers and retailers, this signals a maturing market approaching European standards. Companies must not only deliver quality but also build trust-based relationships with customers. Brand reputation is now as crucial as the product itself.
According to PwC, businesses focusing on quality, transparency, and local sourcing gain a competitive edge. This is particularly evident in the food sector, where conscious consumers increasingly choose Polish premium brands.
The growing competitiveness of Polish industrial firms shows that quality is becoming as important as price. Investments in technology, automation, and workforce skills are now the foundation of long-term growth and market strength.
A New Era for the Polish Consumer
The Polish consumer in 2025 is a completely different person from just a few years ago. While they still keep an eye on expenses, their decisions are now increasingly guided by values such as health, quality, durability, and responsibility. In fact, consumers in Poland seek quality because they understand it represents far more than just price — it stands for trust, reliability, and long-term value.
For companies, this represents a pivotal moment of change. Competing solely through promotions is no longer enough, as customers are starting to expect deeper value and consistency. Therefore, success now belongs to brands that offer durable, local, healthy, and ethical products. Moreover, consumers expect quality to be visible not only in taste or appearance but also in production methods, packaging, and honesty in communication.
At the same time, these changes in purchasing preferences create an enormous opportunity for Polish industry. Local manufacturers that invest in technology, automation, and sustainable development now hold a genuine competitive advantage over global corporations. As a result, Poland is becoming increasingly competitive — not because of low costs, but rather because of the quality that attracts and builds long-term trust.
In conclusion, the era of the price war is clearly coming to an end, and the Polish market is entering a new stage of maturity. Today, the 21st-century consumer is a conscious participant in the economy — someone who chooses wisely, demands more, and values authenticity. Ultimately, this is the perfect moment for quality to become the cornerstone of Polish trade and industry.
In Brief…
- Why are Polish consumers seeking quality?
After years of uncertainty and high inflation, Poles are focusing on durability and health. They no longer want the cheapest products — they expect value, authenticity, and honest ingredients. This reflects both market maturity and growing consumer awareness. - How have consumer priorities changed?
Price still matters, but quality, freshness, health, and local sourcing are becoming more important. Consumers prefer fewer, better products — and want to know their ingredients and origin. - Which industries are most affected?
Primarily the food and retail sectors. The rise of private labels and local brands is reshaping pricing, marketing, and quality strategies. - How do technology and AI support these trends?
New tools help consumers plan shopping, check ingredients, and make informed choices. For producers, AI and automation mean higher efficiency, lower costs, and better quality control. - Why does local production matter?
Poles increasingly buy domestic food. Locality stands for quality, freshness, and trust — as well as solidarity with the national economy. - Is the price war truly over?
Yes. Companies must move beyond competing solely on price. Consumers now expect added value — health, sustainability, and ethics. Low price alone can’t buy loyalty. - What shapes buying decisions in 2025?
Three pillars: taste, health, and accessibility. Consumers want quality combined with convenience. - What’s the takeaway for business and industry?
Brands that focus on transparency, local sourcing, and innovation will gain lasting advantage. The Polish economy is shifting toward a quality-driven model — with conscious consumers as its driving force.
