Poland

Premium and luxury cars has been the most dynamic area of luxury goods in Poland in 2024, recording double-digit growth in retail value and volume terms. Despite efforts from the government to encourage consumers to switch to electric and hybrid…

Sales of designer apparel and footwear (ready-to-wear) have seen steady growth in current value and retail volume terms in Poland in 2024. Women’s designer apparel has been one of the best performing categories in both value and volume terms in 2024…

Sales of luxury goods have seen strong growth in current value terms in 2024, with most categories reporting positive growth. While bookings at luxury hotels have still not fully recovered to pre-pandemic levels the category has still seen strong in…

Fine champagne has been the most dynamic category within fine wines/champagne and spirits in current value terms in 2024, with sales benefiting from the return of weddings and other important celebrations in the wake of the pandemic. However, this…

Experiential luxury has seen strong growth in 2024 having already seen a recovery to pre-pandemic sales levels in current value terms. This strong growth has been mainly driven by the strong growth and recovery of international tourism, mainly from…

Light vehicle sales show signs of recovery with fading effect of supply chain disruptions and more optimistic consumer expectations. Electric vehicles are increasingly embraced by consumers, though questions regarding charging infrastructure remain.…

The Warsaw in Poland report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

Constant value growth for wound care in Poland is expected to be muted and volume sales are expected to fall. Wound care is seen as a staid product are with little innovation. As such, consumers are not brand loyal and value sales are generally based…

It is a bleak picture for weight management and wellbeing in Poland in 2024. It is expected to register only marginal constant value growth, with volume sales falling, expect for a slight increase in supplement nutrition drinks. Consumers are…

Vitamins is expected to register moderate constant value growth in Poland in 2024 and a muted increase in volume sales. Now that concerns over the pandemic have abated, sales have returned to a more stable level. Multivitamins account for slightly…

Sports nutrition is expected to be the best performing consumer health product in 2024, with healthy value and volume growth. One factor leading to increasing sales is the expanding consumer group. While sports nutrition is mainly targeted at serious…

While sleep aids in Poland is expected to register healthy current value growth, constant value growth is expected to be much more moderate and with only marginal volume growth. That being said, there is an increasing range of offerings available –…

Paediatric consumer health is expected to register moderate value growth in 2024. Vitamins and dietary supplements continue to be the largest product areas in terms of value sales, with vitamin D being one of the bestsellers, as it is recommended by…

NRT smoking cessation aids is expected to register volume decline in 2024. While smoking rates continue to be high in Poland, they are falling year-on-year and therefore the potential consumer base for NRT smoking cessation aids is also declining…

Herbal/traditional products is expected to register moderate current value growth in Poland in 2024. As consumers continue to prioritise health and wellness and look to adopt a more natural and holistic approach to their overall health, there is…

While eye care is expected to register an increase in current value sales in Poland in 2024, volume sales are expected to fall marginally. Standard eye care accounts for most value sales and fares slightly better than allergy eye care, with volume…

Digestive remedies in Poland is expected to register minimal constant value growth in 2024, with volume sales also falling across most product areas. Digestive remedies are a mature, staid product area and this dampens volume sales to an extent.…

Dietary supplements continue to be the most popular consumer health product in Poland in terms of value sales. That being said, constant value growth is expected to be muted in 2024, as the product area reaches a degree of maturity. Also, now that…

Dermatologicals in Poland are expected to register minimal constant value growth in 2024, with volume sales also falling across many product areas. Topical antifungals, as well as nappy (diaper) rash treatments, continue to account for most value…

There is expected to be muted constant value growth for cough, cold and allergy (hay fever) remedies in Poland in 2024, with volume growth muted or negative across most product areas. The flu season is not expected to be as bad as in 2023 and this is…

With the economy improving and inflation also easing in 2024, the picture is expected to be more positive for consumer health in Poland, with moderate constant value growth expected. However, while in recent years, the influx of Ukrainians escaping…

Analgesics in Poland is expected to register healthy constant value growth. With the economy improving, there is expected to be less of a degree of trading down and this is expected to boost value growth. That being said, analgesics is a mature…

Beer accounted for the most significant total packaging retail volumes in Poland in 2023. Within beer, glass bottles continued to hold the highest share of packaging volumes, and although it saw a decline in actual packaging volumes in 2023, it saw a…

Post-COVID-19, and supported by an increase in monthly child benefit payments and the minimum wage, Polish consumers have placed more focus on experiences. They have increased their spending on leisure activities and are eager to travel to warm and…

The Polish Tourist Organisation (POT) takes advantage of large events and anniversaries that can disseminate information about Poland to other countries. In 2024, such events include the 80th anniversary of the Warsaw Uprising, the 20th anniversary…

The hotel industry in Poland is gradually recovering after the pandemic, and the number of facilities operated by both international and local operators is increasing in response to strengthening demand from both domestic and international tourists.…

Polish consumers are shifting their spending away from durable goods to experiences, and booking is a beneficiary of this trend. An increase in the national minimum wage and average salary has boosted disposable incomes. The indexation of Family 500…

An increased desire to travel post-pandemic has driven demand for offers and package holidays through tour operators in Poland in 2024. Despite high inflation, Poles are reluctant to give up their holidays to warm overseas destinations, and…

The majority of Polish consumers recycle and reduce food waste, with over 60% feeling they can make a difference in the world through their actions. This belief leads a third of Poles to identify as Zero Waste consumers, with most willing to spend…

This report provides valuable insights into product innovation in Poland, analysing data from Euromonitor’s Innovation platform. The report covers the beauty, health and home categories, showing the level of new brand and sub-brand launch activity.

Plain yoghurt and sour milk products are performing well in Poland in 2024, due to several key factors. First, these products are more affordable, making them accessible to a wide range of consumers. Second, their natural composition, often with…

Plant-based dairy is seeing healthy retail value and volume growth in Poland in 2024, supported by overarching health and wellness trends, alongside trends relating to environmental sustainability. While plant-based cheese is the best performing…

Other dairy is seeing positive retail gains in Poland in 2024, in both value and volume terms, and with value stronger due to high unit prices. While chilled and shelf stable desserts is the best performing category in value terms, chilled snacks are…

Drinking milk products is achieving small positive retail volume gains in 2024, while value is better supported by high unit prices. Indeed, we have seen high production costs for milk in Poland, which has placed pressure on manufacturers. That said,…

Dairy products and alternatives is seeing positive volume and value growth in Poland in 2024. While prices remain high, inflationary pressures are easing, which is helping to support stronger sales. That said, consumers remain price-sensitive due to…

Cheese in Poland is seeing positive retail value and volume growth in 2024. Soft cheese is the best performing subcategory, as spreadable options offer great convenience to consumers – such as being able to make sandwiches quickly and easily. This…

Butter and spreads is achieving value and volume growth in Poland in 2024, with this performance supported by players’ strategies to maintain sales midst the inflationary environment. Notably, in response to rising costs and consumer demand for…

Baby food in Poland is seeing value sales supported by high prices and government incentives in 2024, while volume sales remain in a slump. In light of overall inflationary pressures, the government in the country has increased financial support for…

Warsaw remains the most economically vibrant city in Poland, as it leads in terms of population size, consumer expenditure and disposable incomes. Meanwhile, Poznan holds the highest potential for future economic growth. Challenges for the country’s…

Flexible paper, the leading pack type in bar soap in Poland, is able to boast environmental benefits and align with growing consumer preference for sustainable products. As awareness about environmental issues increases, Polish consumers are seeking…

In 2023, consumers in Poland sought ways to increase the nutritional benefits of their staple foods, reaching for functional items and goods fortified with fibre, protein, omega-3 and vitamins and minerals. In addition to consuming products that are…

Health and wellness is increasingly shaping purchasing decisions in Poland, with consumers keen to maintain good health while preventing future health conditions. Consequently, consumers are looking to reduce sugar, salt, and fat while increasing…

Following the COVID-19 pandemic, consumers in Poland have been increasingly focused on improving their overall health and wellness, supporting everyday living and working towards preventing long-term illnesses. This has led many to migrate towards…

Health and wellness is a growing trend within hot drinks in Poland, with consumers aligning their food and drink choices with healthier lifestyles. Consumers are increasingly looking for low-fat, sugar and salt options while reducing elements they…

In 2023, health and wellness dairy products and alternatives benefited from a rising focus on foods that maximise health benefits and reduce the risk of longer-term health conditions. Consequently, consumers in 2023 increasingly looked to avoid high…

An increasing number of Polish consumers are embracing a healthy and active lifestyle, looking for cooking ingredients and meals with claims and benefits that align with these goals. Many consumers are looking to reduce salt, fat and sugar while…

The health and wellness industry continues to gain greater significance overall, particularly in the wake of the pandemic, as consumers have become more cognisant of the negative impact of processed food and a range of drinks on their health and…

A new government’s transition to power is creating political instability and state finances have worsened, but economic freedom continues to be robust. The economy is forecast to recover and inflation is under control, but openness in the external…

Volume sales for wearable electronics are expected to soar in Poland in 2024. Since the pandemic, consumers have become more mindful of their health and this is supporting volume sales of wearables, as consumers look to be more active and also to…

Portable players are one of the few consumer electronics that are expected to see an increase in volume sales in Romania in 2024. This is due to the healthy performance of wireless speakers. There is an increasing range of brands available in the…