The population peaked at 38.5 million in 2025 and it is expected to fall to 35.1 million by 2040, an 8.7% decline. The defining tension is between a shrinking, rapidly ageing population and one of Europe's fastest-growing economies, as rising incomes meet record-low fertility, a housing boom and cautious, value-focused consumers.
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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?
Scope
Key findings
Key drivers affecting consumers in Poland in 2025
How developments today shape consumer of tomorrow
Today 2025: Population shrinks as birth rates fall and migration stalls
Poland’s population is shrinking as the median age continues to rise
High cholesterol a serious health risk as obesity rates climb
Tomorrow 2040: Population crisis looming as old-age dependency climbs upwards
Market players will need to adapt to the changing needs of an ageing population
Warsaw will remain the central hub of Poland despite a declining population
Opportunities for growth
Case study: Pepco leads childrenswear as birth rates fall
Today 2025: Share of households without children rising as birth rates fall
Extended households remain the cultural norm as age-related dependency grows
Housing market growth stabilises
Tomorrow 2040: Household numbers set to fall with fewer children being born
Women expected to have a growing influence within the home
Polish consumers are embracing an increasingly digital world
Opportunities for growth
Case study: Medik8 offers online quiz to deliver personalised skin care routines
Today 2025: Poland has a healthy economy with rising incomes and low unemployment
Consumers remain concerned about rising costs despite an improving economic outlook
Health and wellness set to be the focus of consumer spending
Tomorrow 2040: Middle-aged consumers set to be the key wealth generators
Older, wealthier consumers set to shape luxury consumption patterns
Warsaw set to remain the central force in Poland’s economy
Opportunities for growth
Case study: Biedronka expands affordable menstrual care with Femina Pure tampons
Key findings consumer survey
Baby boomers keen to enjoy a healthier and more natural diet
Polish consumers continue to adopt value-seeking shopping behaviour
Baby boomers driving the shift towards more sustainable lifestyles
Despite low confidence many consumers are still able to save
A high salary remains the top priority for consumers in Poland
Opportunities for growth
Case study: Allegro anchors a digital, value-led market
Key takeaways
Buy Consumer Profiles reports to:
Gain a thorough knowledge of shifting consumer landscape and attitudes s and fill in information gaps to inform product/service development, market positioning and channel strategy.
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