Toys and games in Poland recorded further growth in 2024, largely due to the increasing demand for video games and technology-integrated toys that offer educational benefits. The kidult trend was another strong growth driver, particularly boosting sales of construction and collectibles. Additionally, there was a greater rise in AI personalisation, with interactive toys adapting to children's preferences and needs.

In 2024, traditional toys and games experienced further value sales growth, driven by a shift towards family activities, kidult engagement, and tech-integrated toys. Sustainability emerged as a key trend, with brands utilising eco-friendly materials to meet consumer demand. The competitive landscape remained relatively stable, with major players maintaining their positions through innovation and a strong brand presence. Retail e-commerce remained the leading distribution channel.

Video games in Poland experienced further growth in 2024, largely due to increased popularity of digital downloads, subscription services, and cloud gaming. Notable trends included the use of AI for personalised gaming experiences and the growing involvement of adults, leading to demand for nostalgic content. E-commerce, offering convenience, continued to lead distribution, impacting physical retailers. Meanwhile, major companies maintained their positions through content updates.

Baby food in Poland witnessed a steady increase in value sales over 2025, while volume sales continued to decline. According to Statistics Poland (GUS), the annual number of births reached a record low of approximately 252,000 live births in 2024, down from 272,000 in 2023, and this trend is expected to continue over the forecast period. Despite the negative birth rate, growth in value sales is being driven by rising prices amid an increased focus on quality nutrition. Higher priced products emp

Other dairy in Poland felt the impact of higher prices in 2025, with consumption weakening slightly as a result. Higher unit prices stemmed from higher production costs, energy prices, and the cost of raw materials, as inflation in Poland remained persistent. Cream and fromage frais are traditional elements in Polish cuisine and remain important products in this category. Chilled snacks and desserts meet the demands for convenience by offering portable, high-protein, and healthy meal replacement

Cheese in Poland enjoyed a buoyant performance in 2025, with both volume and value growth improving on the previous year. Value growth can be linked to persistent inflation, which has elevated production and raw material costs and pushed up retail prices of cheese. Poles have access to a diverse range of cheese products catering to various consumer needs. Larger blocks of cheese offer affordability for large families, while unpackaged cheese can be sold in various sizes to suit smaller household

Drinking milk products in Poland saw a notable rise in value growth over 2025, with the rising cost of production and the decrease in the number of milk cows triggering an increase in the price per litre. Milk remains an essential and common household item in Poland, widely used in both cooking and direct consumption. Milk is valued for its health benefits and there are numerous options available to suit different preferences, including various fat contents and price ranges. Well-known local pro

Yoghurt and sour milk products in Poland witnessed a steady increase in retail volume and value growth over 2025, although the pace of growth has moderated. Kefir, a staple in Polish cuisine, remains highly popular due to its cultural significance and versatility for use in traditional dishes. Additionally, yoghurt and sour milk products are well-known for their digestive health benefits, such as improving gut health through probiotics, which aid in lactose digestion and enhance overall digestiv

Butter and spreads witnessed an upbeat performance in Poland during 2025. Volume sales experienced a slight increase, reflecting steady consumer demand for butter and spreads. Rising unit prices is one of the primary factors driving value sales in Poland, primarily due to persistent inflation, which has driven up energy prices and production costs. In response to the rising consumer demand for affordable products, industry leaders are offering various discounts to make their products more access

Dairy products and alternatives witnessed a steady rise in value sales over 2025 amid persistent inflation. Rising production costs, including higher energy prices and raw material costs, have pushed up retail prices. In baby food, value sales grew despite reduced consumption as declining birth rates led to lower demand. Nonetheless, dairy remains important in Polish cuisine, with trusted local producers offering high-quality products made from Polish milk. These producers continue to expand the

Plant-based dairy witnessed strong volume and value growth in 2025, reflecting the rising consumer interest in healthier foods that are also sustainable and support animal welfare. As Polish consumers have become more conscious of these issues, plant-based products have gained popularity. Furthermore, producers of plant-based dairy continue to expand the range of products available to consumers, thus encouraging trial. Brands such as Alpro and the private label Biedronka offer a variety of plant

Retail volume sales of home audio and cinema are set to record a double-digit decline in Poland in 2025. The market continues its gradual downturn as consumers prioritise mobile and personal audio devices, while the widespread use of streaming services has reduced demand for dedicated home cinema systems.

Retail volume sales of in-car entertainment are expected to decline in Poland in 2025. The category faces ongoing pressure as consumers prioritise spending on higher-demand technology areas that add convenience to their lives, including smartphones and home entertainment, with reduced interest in in-car entertainment.

Volume sales of consumer electronics are set to rise modestly in 2025, supported by Poland’s recovering economy and rising household spending. Real GDP is projected to grow by 3.3%, fuelled by private consumption, reflecting higher real disposable income and low unemployment. This positive economic environment is helping to sustain demand for products such as wearable electronics and wireless headphones. Consumers are continuing to invest in personal devices, motivated by interests in health mon

Retail volume sales of computers and peripherals is set to increase in Poland in 2025. The category is facing difficulties as consumers cut back on discretionary spending due to economic uncertainty. This issue has been compounded by a sustained high base, following device upgrades during the COVID-19 pandemic. However, the planned discontinuation of Windows 10 support in 2025 has begun influencing purchase decisions, as many older PCs in Polish households and SMEs lack the hardware required for

Volume sales of mobile phones are set to record a modest increase in 2025, driven entirely by the continued expansion of smartphone, while feature phones decline sharply. Polish consumers increasingly view smartphones as essential tools for communication, entertainment, and access to digital services.

Volume sales of imaging devices are set to increase in Poland in 2025. Imaging devices is experiencing a mild rebound as Polish consumers renew their interest in dedicated cameras for vlogging, hobbies, travel, and content creation. While total volumes remain well below historic peaks, demand persists among hobbyists and semi-professional users who value optical zoom and superior image sensors.

Volume sales of portable players are set to increase in Poland in 2025, though this modest growth masks a clear divergence within the category. Traditional portable media players continue to decline sharply, as consumers increasingly use smartphones for on-the-go music and video playback. In contrast, wireless speakers, particularly smart models, are seeing steady growth, fuelled by demand for flexible audio solutions and integration with smart-home ecosystems. These devices appeal to consumers

Retail volume sales of home video in Poland are set to increase in 2025. The category experienced a sluggish year as many consumers delayed purchases, prioritising other technology or household expenses amid ongoing economic pressures. In addition, some consumers under 40 years-of-age are opting for more versatile devices like smartphones, tablets, and laptops for their media consumption. However, premium segments demonstrated resilience, with some consumers in 2025 upgrading to larger or higher

Volume sales of wearable electronics in Poland are expected to increase slightly in 2025. Growth remains modest, reflecting a market transitioning towards maturity. Polish consumers continue to value wearable devices for health tracking, notifications, and fitness motivation; however, many have already purchased basic models in previous years. As improvements in functionality slow, replacement cycles are lengthening, with many users satisfied with their current devices.

Wireless headphone volume sales in Poland are expected to grow steadily in 2025, with much of the momentum coming from the surging popularity of TWS earbuds. These devices continue to resonate with consumers due to their compact form factor, convenience, and increasingly advanced features, such as active noise cancellation and improved battery life. As the average selling price of TWS models declines and product quality rises, more Polish consumers are making the switch from wired or older wirel

Economic freedom is good within a regional context for Poland, but the recent presidential election has focused attention on a more polarised political landscape. Economic development has resumed an upward trajectory, resulting in low unemployment levels, although exports exhibit weakness. Despite being Eastern Europe’s second biggest consumer market, social progress is stagnating, and Poland is less urbanised than peers. Mobile adoption is strong, but digital skills need improvement.

Sales of gum have seen stronger growth in 2025 compared to the previous year as impulse and functional consumption has rebounded alongside increased mobility and urban footfall. Functional positioning around dental hygiene and freshness remained strong, supported by on-the-go snacking occasions. The impact of inflation on other areas of the market has also reinforced gum's appeal as a low-cost discretionary treat.

Sales of chocolate confectionery have seen strong growth in current value terms in 2025 with this being supported by a combination of elevated unit prices and resilient demand for indulgent treats. Despite consumers exercising caution in their spending, chocolate has retained its emotional and cultural appeal, especially as a small reward, indulgence or gift. Seasonal and impulse occasions remain key drivers. Nonetheless, sales of chocolate confectionery have declined in retail volume terms in 2