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Consumer Types: Poland

January 2019

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender, or income. To overcome this issue, Euromonitor International’s Survey team look beyond standard demographics to create distinct, personality-driven consumer types. These consumer types incorporate many of the diverse attitudes and habits that separate one person from another, even distinguishing among those in the same demographic group.

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Conservative Homebody (29%)

  • Prefers to follow
  • Focuses on personal issues such as family and spirituality
  • Not very image-conscious
Empowered Activist (24%)
  • Feels they can make a difference
  • Concerned with global issues
  • Seeks products with green or eco-conscious labelling
Undaunted Striver (7%)
  • Image-conscious
  • Likes to try new things
  • Tech-savvy
Inspired Adventurer (27%)
  • Likes trying new products and services
  • Interested in living abroad or being self-employed
  • Anticipates an increase in general spending
Secure Traditionalist (13%)
  • Avoids shopping
  • Avoids strong or premium branded products
  • Prefers to save rather than spend

Introduction to Consumer Types in Poland

Background on Euromonitor International’s consumer types analysis
Uncovering key consumer types in 21 global markets
Key traits of the five Polish consumer types
More on Polish consumer types
Conservative Homebody
Inspired Adventurer
Empowered Activist
Secure Traditionalist
Undaunted Striver

Lifestyle Habits and Preferences

Exploring the lifestyle habits and preferences of Polish consumers
Attitudes towards status and consumerism
Trade-offs between spending, time, and ways to simplify life
Exploration of nutrition and exercise across consumer types
Outlook on green labelling and environmental concerns
Dependence on and perceptions of the internet
Reliance on mobile phones

Following Polish Consumers Through the Path to Purchase

Exploring the habits of shoppers in Poland
Path to purchase: conservative homebody
Path to purchase: inspired adventurer
Path to purchase: empowered activist
Path to purchase: secure traditionalist
Path to purchase: undaunted striver
Understanding online shopping behaviour

Demographic Breakdowns of Polish Consumer Types

Age and gender
City size and parental status
Education and employment

Research Overview

Euromonitor International’s consumer segmentation series
Other 2017 Consumer Types reports
Overview of Lifestyles Survey
Cluster analysis methodology in detail
Cluster analysis survey questions (1)
Cluster analysis survey questions (2)
Cluster analysis survey questions (3)
Cluster analysis survey questions (4)
Cluster analysis survey questions (5)


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