Table of Content

Scope
Consumer landscape in Poland 2022
Life priorities
Prioritising time for partners remains more important than finding “time for myself”
Time for favourite activities is a high priority for Gen Z and Baby Boomers
Poles value curated experiences that are tailored to their tastes
Younger generations feel under pressure to be seen as successful
Consumers in Poland like trying new products and services
Millennials prefer buying from trusted companies or brands
Home life
Poles study or work at home less often compared to the global average
Video gaming is among the top home-based activities for Gen Z
Energy efficiency in the home is a key feature for Baby Boomers
Eating habits
All cohorts prefer home-cooked meals
Consumers in Poland seek out superior tasting and low-priced foods
Younger generations leading the way to a more flexitarian diet
Gen Z have the most varied mealtimes and snack most during the day
Working life
Poles value jobs with high salaries and security
Gen Z and Gen X focus more on work-life balance
High earnings are more important for Gen Z than other cohorts
Over a third of Poles expect to work from home and have flexible hours
Nearly 40% of Gen Z expect to be self-employed in future
Leisure habits
All generations want to socialise in person, especially Gen Z
More than 40% of consumers go shopping for leisure at least once a month
Millennials enjoy shopping during their leisure time more than other cohorts do
More than 30% went on at least one international trip in the previous 12 months
Poles like to relax and engage in outdoor activities at rates far above global average
Baby Boomers put greater value on nature and outdoor activities
Health and wellness
Nearly half of consumers take vitamins or supplements every day
Poles have high interest in cycling and intensive physical activities
Riding a bicycle more popular among Generation X than among other cohorts
Herbal remedies used far more for stress-reduction than global average
Gen Z more likely to adopt sleep aids for reducing stress
Sustainable living
Consumers mostly trust recyclable labels and environmentally-friendly products
Gen X/Baby Boomers are more worried about climate change than other cohorts are
Baby Boomers most actively working towards greener practices
Consumers more actively use energy-efficient products than their global counterparts do
Poles like to share opinions on social and political issues on social media
Gen Z is more community-orientated than other cohorts
Shopping habits
Consumers in Poland prefer buying fewer, but higher-quality things
Older cohorts more inclined to buy locally-sourced products
Friends and family recommendations are the most influential
Independent consumer reviews are more important to older generations
Convenience is by far the biggest motivator to use a subscription service
Gen Z interested in subscription services recommended by family and friends
Poles are motivated to shop in-store for immediate purchases
Baby Boomers like to see and try products when shopping in-store
Consumers shop online for best prices and free shipping
Better prices online appeal most to Baby Boomers
Spending habits
Poles have higher expectations of increasing their spending on health and wellness
Gen Z are highly focused on increasing their savings
Technology
Consumers are less active in managing their data sharing and privacy
Cultivating a personal brand online is more important to Millennials
Poles have higher ownership of computers and smartphones than average
A quarter of respondents say they own a smartwatch
Poles more regularly visit health-related or medical sites than global average
Over 60% of Gen Z participate in online video gaming every week