Poland: Consumer Profile

May 2023

Ageing, urbanisation, migration, and the generational shift continue to shape Poland's demographic landscape. The number of seniors in Poland will notably increase through to 2040. The influence of Millennials on consumer preferences will solidify, and the rising importance of Generation Z as they enter mid-life will have substantial implications for businesses. The significance of households with children is expected to decline as singletons become more prominent in the household composition.

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Overview:

Consumer Profiles  reports  provide key insights into the country's consumer landscape and uncover related business opportunities in 40 countries.

The Consumer Profiles offer valuable statistics and insights into key consumer indicators, linking household size, age, income, and spending patterns to behavioral trends and consumption habits. Utilizing a wide range of socioeconomic data, these reports quantify behaviors, preferences, and motivations both presently and forecasted across 40 markets. Analysis also encompasses Euromonitor’s lifestyles survey results, alongside the examination of longer-term shifts in consumer attitudes and behavior, analyzing their impact within each of the 40 countries. Consumer profiles are constantly changing, influenced by both socioeconomic factors and behavioral changes. Understanding these shifts is imperative for businesses to maintain competitiveness and adapt in order to capitalize on emerging opportunities.

The Consumer Profiles in Poland report includes:

A high-level analysis of socioeconomic data, including insights on demographics, income and expenditure, households, and consumer lifestyles backed by both in-house statistics and survey data. It also provides a concise compilation of socioeconomic data, offering a snapshot of the consumer landscape today (2022) and in the future (2040). The report is also illustrated with relevant and actionable case studies

The Consumer Profiles in Poland report answers:

  • How consumers in Poland are changing? 
  • What are key changes in Poland population, society and generational structure and how it is affecting businesses?
  • What is the household structure in Poland and how it is changing consumer landscape?
  • What are key income groups in Poland? What is the outlook for the future?
  • Where consumers are  spending the money in Poland? 
  • How is the consumer mindset in Poland changing?
  • In Poland, what are consumer attitudes towards “green” and sustainable products?
  • Where and how do consumers shop in Poland?
Download Table of Contents
Scope
Key drivers affecting consumers in Poland in 2022
How developments today shape consumers of tomorrow
Key findings
Today 2022: Mid-Lifers are getting too large to ignore
Today: Poland’s population composition is increasingly diverse
Polish Millennials opt for new products and branded goods
Tomorrow 2040: Longer life expectancy and low birth rates boost older cohort
Tomorrow : Millennials remain the largest cohort in 2040, Gen X will be 61-75
Tomorrow : The population in Poland's largest cities is set to decline
Areas of opportunity
Case study: Ukraine’s postal service Nova Post expands to Poland
Today 2022: Single persons and couples with children constitute the majority of households
Poles prefer ownership of spacious, mortgage-free homes
Energy efficiency is a top priority for homes, especially for Baby Boomers
Tomorrow 2040: Single person households to grow at the fastest pace in Poland
Women are forecast to remain key household decision makers
Younger families remain connected to the digital world
Areas of opportunity
Case Study: Daikin Europe builds a heat pump production facility in Poland
Today 2022: Social class D and C dominates among the Polish population
Poland ‘s middle classes hit by the cost-of-living crisis
Budgeteers will only increase their spending on essential items
Tomorrow 2040: Social classes D and E to be prevalent by 2040
Tomorrow 2040: Middle-aged population predominantly in the top-income band
Tomorrow 2040: Warsaw to remain Poland’s largest consumer market
Areas of opportunity
Case study: German discount retailer Woolworth enters the Polish market
Key findings: Consumer survey
Younger Polish generations have a more positive outlook about their future
Poles, especially Baby Boomers, worry about their financial situation
Poles prioritise jobs with high salaries and security
Poles like to repair items and buy second-hand products
Concern surrounding climate change encourages higher engagement in green activities
Case study: Poles can now access Apple parts to self repair products
Areas of opportunity
Key findings
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