Polish society is changing very quickly, which also affects the purchasing behavior of consumers. Recent research has highlighted several new consumer trends that will shape trade in Poland in the near future.
First of all, the purchasing power of Polish consumers is growing. Recently introduced social programs or the minimum wage are not insignificant. It should be emphasized that the rate of income growth exceeds the inflation rate for at least several years. The greater income of Polish buyers means changes in the structure of expenses: we spend a smaller part of our income on food, and at the same time we spend more and more money on products related to lifestyle and self-presentation.
1. Greater influence of seniors
It is worth noting that seniors are people who want to stay active and enjoy their free time. Contrary to stereotypes, this is a group that often has a good and stable income, not burdened with expenses related to starting a family or educating children. Handel tries to face this challenge, but the vast majority of market players observe this trend and possible promotions and special actions addressed to the 65+ group
2. Experience over shopping
The broadly understood quality of life is of increasing importance for today’s consumers. It consists of free time, harmony, family, friendship and relationships, self-realization, opportunities to develop passions that are above the possession of material goods. Today’s consumer can buy almost anything online, and price is gradually losing its role as the primary selection criterion. As a result, expectations towards commercial facilities are changing and they are no longer playing a purely commercial role. What matters is the type of experience and emotions associated with the brand. Commercial buildings are becoming a place where additional services, entertainment and recreation become more and more important. More and more commercial facilities are becoming animators of local community life.
3. Speed and Convenience
The fast pace of life, especially noticeable in large cities, means that the modern consumer expects to be able to meet all his needs and requirements at an equally fast pace. The growing thirst for the experience described above puts the time spent on basic everyday shopping or using essential services compressed. Hence the growing popularity of grocery supermarkets and small shopping facilities (the so-called convenience). The network and the offer of discounters are also developing, with their nature becoming more and more similar to supermarkets. Simultaneously with the development of these networks, sales in their formats are growing dynamically.