It’s nothing new that current trends shape the demand and supply curve. If you want to reach Polish customers with your food products, you need to know what they like and what food they buy. It’s much easier to adapt a product to ongoing trends than to create new ones. So, what food trends you should consider when promoting foreign food products? Here is the list for 2023 – feel free to use them in your engaging PR campaigns in Poland!
Flexitarianism, vegetarianism and veganism
Plant-based food is now one of the fastest-growing food trends in Poland. ⅔ of Poles regularly eat meat-free dishes. The popularity of vegetarian and vegan products is dictated not only by ethical and health reasons but also by caring for the environment. Polish consumers – especially younger generations – are becoming more and more open to new taste experiences and unknown products. In the last year only, flexitarianism was one of the dominant food trends. Many Polish food companies – including meat producers – started to offer meat-free products. In line with this trend, plant-based milk is also gaining popularity in Poland as a healthier and more sustainable alternative to traditional dairy milk.
According to the EFL report ‘Trends in food production’, Poland's most frequently purchased food category is delicatessen products and frozen meals. They are purchasable in almost every Polish grocery store and supermarket. What is more important, it’s not the ease of cooking and time saving that are the most critical buying determinants! The attractive price is the number 1 factor that encourages Poles to buy ready-to-cook and ready-to-eat meals. The report predicts an increase in the value of this market by 7% annually. If you’re still considering the promoting a food product in Poland – and you offer ready-to-eat meals – you should stop considering and start doing it.
Organic farming & Food PR in Poland
Implementing the concept of sustainable agriculture can bring many benefits – from increasing food safety and quality to reducing greenhouse gas emissions and optimizing costs. This trend will only grow. As will the interest of Polish consumers in healthy, high-quality, organic food. Currently, almost ⅓ of Poles declare to buy organic products at least once a month! Local manufacturers are particularly popular, although the ‘eco’ or ‘bio’ label itself is an important purchasing factor. But that’s not all! Poles are willing to pay a higher price for bioproducts. Use this knowledge in your PR in the food sector in Poland.
Food with health-promoting properties
The popularity of this trend was influenced by the Covid-19 pandemic. Coronavirus caused Poles to fear for their health and immunity. As a result, their awareness of food nutrition started growing. People know that food not only satisfies hunger but also provides nutrients, builds immunity, and brings positive effects on well-being. Over 6 out of 10 Poles declare they read the composition and labels of products! Poles eagerly reach for superfoods (e.g., acai berries), adaptogens (such as ashwagandha), hemp-based foods, and healthy beverages, including kombucha or coconut water.
We owe this trend to social media and the fitness/gym lifestyle movement. High-protein products have long ceased to be functional food dedicated to professional athletes only. Protein bars, shakes or cocktails are trendy snacks between meals, even for non-professionals who spend time at the gym and want to increase protein intake in their daily diet. So, if any of the products in your offer have a high protein content, use this fact in the brand’s communication strategy.
Although this aroused much controversy in Poland, in 2023, the European Union extended the list of insects allowed for consumption, e.g., with house cricket powder. Meals containing flour from insects will appear more often, especially in the ready-to-eat food category. Most Poles are sceptical about this topic, so if your products contain edible insects, we suggest not emphasizing this information in promotional materials. However, it’s worth being aware of this trend. We’re convinced it’ll eventually return to Poland's public discussion and PR campaigns.
Zero-calorie and sugar-free products
Ketogenic and low-carbohydrate diets are still the most popular diets among Poles. Many well-known companies have created their iconic products in sugar-free and flour-free versions. Interestingly, labels and advertising materials or PR brand promotion in Poland do not necessarily suggest that those products are ‘healthy’. A simple ‘no sugar’ label is usually enough to interest the customer who avoids carbs.
The market for non-alcoholic beverages in Poland is growing. Conscious consumers realize that alcohol is not that good for their health. An encouraging alternative to classic alcoholic beverages is provided by, for example, various non-alcoholic wines and even non-alcoholic champagnes or liqueurs. The actual sensation, however, is the 0% beer, which almost every beer producer in Poland offers. In the summer, 0% flavoured beers or 0% shandy drinks (mixed drinks of beer and lemonade) have their peak sales season.
This trend has been present in the Polish market for many years – but it’s definitely not going to disappear. It’s all about informing consumers about the carbon footprint that products generate or how the company reduces it. These can be packaging that is either 100% natural, recyclable or made from recycled materials. Every year, we observe more pro-ecological activities of brands that include this topic in their marketing communication or PR campaigns in Poland. This year, the ecological and sustainable development trend is extended to focus on saving energy.
Inflation and the uncertain economic situation in Poland tremendously impact consumers’ buying decisions. People who were guided only by price will continue to do so. Customers looking for high-quality products will buy less. We are seeing strong growth in the premium food brand sector. If Poles are going to spend money – they want to buy high-quality products. This also translates into an increase in the popularity of own supermarket brands. Interestingly, these cheaper substitutes sometimes have better ingredients than the more expensive ‘originals’.
These are just some trends that have dominated the Polish food market. However, you should remember that consumer preferences are constantly changing. If you want to create a consistent and effective PR communication strategy for the Polish market, follow our blog for more tips or contact our Awesome PR Girls now!