Polish society is changing very fast, which also affects changes in consumer purchasing behavior. The last survey distinguished seven consumer trends that will shape trade in Poland in the near future.
Above all, the purchasing power of Polish consumers is growing. The recently introduced social programs or the minimum wage rate are not without significance. It should be emphasized that the rate of income growth exceeds the inflation rate for at least several years. Greater income of Polish buyers means changes in the structure of expenses: we dedicate a smaller part of our income to food, and at the same time we spend more and more money on products related to lifestyle and self-presentation.
1. Silver generation is increasingly important in the strategies of traders and FMCG producers
It is worth noting that seniors are people who want to stay active and enjoy free time. Contrary to stereotypes, it is a group that often has a good and stable income, not burdened with expenses related to starting a family or education of children. Trade is trying to face this challenge, but the vast majority of players on the market are just observing this trend, and possible promotions and special actions addressed to the 65+ group
2. Experience over shopping
The broadly understood quality of life is increasingly important for current consumers. It consists of free time, harmony, family, friendship and relationships, self-realization, the possibility of developing passions that are placed above possessing material goods. Today’s consumer can almost buy everything via the internet, and the price gradually ceases to be the basic criterion of choice. As a result, expectations towards commercial facilities are changing, which cease to play a purely commercial role. The type of experience and emotions associated with the brand begin to count. Commercial buildings are becoming a place where additional services, entertainment and recreation are becoming more and more important. More and more commercial facilities are becoming animators of the life of local communities.
3. Speed and convenience
The fast pace of life, especially noticeable in large cities, means that the modern consumer expects that he will be able to satisfy all his needs and requirements at an equally fast pace. The growing desire to experience described above makes the time spent on basic everyday shopping or using the necessary services compressed. Hence the growing popularity of food supermarkets and small commercial facilities (so-called convenience). The network and the discount offer are also expanding, which with their character are becoming more and more similar to supermarkets. Simultaneously with the development of these networks, sales in these formats are dynamically growing.