Poland

Direct selling companies continued to invest in strengthening their digital capabilities in 2022. In particular, players sought to reach a wider audience and boost sales via the increased use of mobile apps, online advertisements and live broadcasts…

The shift to remote working during the COVID-19 crisis has had a lasting impact on working patterns, with many companies and employees having come to appreciate the benefits of working from home and adopted hybrid work practices. The high frequency…

Poland registered an increase in retail volume sales in soft drinks in 2022, after a decline in 2021. The decline in 2021 was due to the introduction of a sugar tax of most soft drinks with less than 20% juice content or over 5g of sugar per 100ml.…

Retail sales of home furnishing were much lower in 2022 compared with pre-pandemic levels (in constant 2022 prices). This can be attributed to Poland's larger macroeconomic scenario, with high inflationary pressures negatively impacting consumers'…

Retail sales of gardening grew in 2022, but at a slower pace compared to the previous year. Polish consumers developed a liking for gardening during the pandemic, where entertainment outside of the household was limited due to home seclusion and the…

Pet care in Poland continued to grow in 2023, both in volume and constant value terms. Besides an increase in the county’s pet population, value sales were boosted by the humanisation trend, which saw consumers treat their pets as family members. In…

Deodorant sprays is the leading format and one that experienced modest growth in 2022 in volume terms. Deodorant sprays is characterised by a wide range of offerings. Fresh fragrances remain the most popular, being associated with a long-lasting…

Before the COVID-19 pandemic, consumer foodservice was driven by a change in the lifestyle of Poles to whom convenience, free time and exploring new cuisines were increasingly important. The demand for catering services, including delivery, was…

In spite of a sugar tax introduced in 2021 and spiralling inflation in 2022, due to the energy crisis triggered by the war in Ukraine, energy drinks registered healthy volume growth in 2022. Energy drinks have a loyal fan base. Polish people lead…

Poland registered an increase in volume sales in carbonates in 2022, after a decline in 2021, when the introduction of a sugar tax of most soft drinks with less than 20% juice content or over 5g of sugar per 100ml, led to a double-digit decline in…

Compared to pre-pandemic levels, the demand (in constant 2022 prices) for bathroom and sanitaryware declined in 2022. This can be attributed to various reasons, including rising inflation and economic downturn. As a consequence, consumers became more…

Toilet paper was the fastest growing product category in retail tissue in 2022 in terms of both volume and value. The fast growth in volume sales was underpinned by multiple factors, amongst which two of the most prominent were higher demand due to…

Polishes enjoyed exceptionally strong growth in current value terms in 2022. Inflationary pressures are a key contributor to this strong value increase, while volume sales saw more modest growth during the year. Overall, increases in the cost of raw…

In 2022, global inflation and rising energy prices caused consumers to review their budgets and adapt their spending. The cost of coffee started to climb in 2021, reaching its height in 2022. This resulted from a bad harvest, which lowered supply…

Poland is a strategically important cannabis market. On the one hand, it is one of the leading markets by population in Eastern Europe, which makes it a large consumer market for cannabis products. On the other hand, its good strategic location,…

RTD coffee is a nascent product area and continued to grow at pace in 2022, with volume sales growing by more than a half. RTD coffee has also escaped to a large extent the impact of the sugar tax that was introduced in 2021, as drinks with over 50%…

Bottled water is a sizeable product area in Poland and registered volume growth in 2022, after a fall in volume sales in 2021. In 2022, with society fully opened up post pandemic lockdowns and some consumers shifting from carbonates, due the very…

The awareness of the harmful effects of sunlight among Poles is extremely high. Understanding of the need to use filters is already strong and has been built by producers, social media and influencers. This reflects in the usage of sun care products.…

Whitening remains the most popular positioning in toothpaste benefiting from consumer desire to have a beautiful smile and white teeth. Among them, pastes with activated carbon, characterised by strong whitening and antibacterial properties, have…

The premiumisation trend was strongly visible in fragrances in 2022. Both, men’s and women’s variants of premium fragrances grew faster than their mass equivalents. Polish consumers choose expressive fragrances that emphasise their personalities. The…