TOP 5 consumer trends in Poland, 2023

Customer-centricity and community-building

It is a very popular trend in communication with many target groups. This trend is particularly visible in the case of building communities with Generation Z, as well as very specific groups gathered around a problem or necessity, e.g. caretakers of the elderly, disabled people, and those on a diet.

Climate issues

More and more companies are trying to speak up on climate issues in communication. They operate in the areas they influence e.g. circular fashion, water conservation, protection of endangered species etc. International concerns are in the lead. Unfortunately, there are greenwashing campaigns persist.

The renaissance of the subscription model

In the time of the pandemic, free content flooded the Polish internet. Maybe that is why we realized the value of good and selected quality content. We are finally able to pay for it. In subscription models, we even do home shopping. We buy contact lenses (Vision Express), razors (Estrid), dog food (Piesotto) or intimate hygiene products and sanitary napkins (Your KAYA). For our own comfort, we subscribe to everything we need cyclically, so that our only concern is picking up the parcel every month.

Family is about feelings and not about having children after the wedding anymore

For many years, Poles believed that what makes a family the children they have after getting married. The latest research (presented by Axel Springer) about family shows that the definition of “the family” is determined by the feelings among people. It can be a patchwork family, a relationship of people of the same sex, and even (for 11% of Poles) a person who is not in a relationship with another human being but owns and loves a pet.

Country houses and hotels - flower power, nature therapy

The pandemic has changed our expectations towards life and work, and the way we want to spend time in our lives. Poles from large cities (working in offices) very often have returned to their parents or grandparents in the countryside or rented or bought a house there. More and more Poles have a need for a daily connection with nature. There is also a significant increase in the sales of interior furnishings and plants.