Carbonates is seeing volume sales rise as manufacturers make significant investments in new product development, marketing support and promotional activity. Tailoring the product offer to evolving demand trends, particularly the growing consumer interest in health and wellness, is a key factor in manufacturers’ strategies.

Concentrates is experiencing stagnation, with liquid concentrates struggling to attract new consumers, while powder concentrates is seeing volume sales continue to fall. The category has seen little innovation to stimulate consumer interest and is losing ground to soft drinks categories that are considered more convenient and healthier.

RTD tea is seeing volume sales rise, supported by an expanding range of products, including new flavours, and packaging, including upmarket options such as glass bottles. The health and wellness trend is also playing a part in driving growth, spurring the development of functional products in the category.

Soft drinks volume sales are rising in Poland, but the character of consumption continues to evolve, affected by rising consumer health consciousness and the growing demand for convenience in the midst of hectic modern lifestyles. Changes in legislation are also having an ongoing impact on the development of the market, including the sugar tax and the ban on the sale of energy drinks to minors.

RTD coffee is seeing growth driven by increasing demand amongst an expanding young urban population. Leaading hectic urban lifestyles, these consumers are looking for convenient ready-to-drink beverages that provide flavour and an energy boost. Innovation in flavour and functionality particularly appeals to this core consumer base. However, as consumer purchasing power improves, the category will face growing competition from specialist coffee shops.

Bottled water is thriving on the back of the rise in health consciousness, with many consumers turning away from soft drinks with a high sugar content. The category also benefits from the growing interest in products with a natural positioning. However, manufacturers are being forced to address concerns about the environmental impact of packaging.

Sports drinks is seeing strong growth driven by increasing participation in sporting activity and regular exercise amongst local consumers. As well as increasingly opting for reduced sugar sports drinks, consumers are looking beyond hydration to products that offer additional, functional benefits.

Energy drinks is seeing growth driven by the demand for a quick and convenient energy boost amongst ever busier modern urban consumers. However, the category continues to adjust to the impact of a new law introduced in 2024, which banned sales of energy drinks to minors.

Juice is seeing volume sales decline as rising raw material and production costs drive up unit prices in the context of already heightened consumer budget consciousness. In addition, many health-conscious consumers are looking to alternative products, partly as a result of the perceived high sugar content of juice.

Value sales of baked goods in Poland increased in 2025, supported by a mix of inflationary price rises, enduring consumption habits and the expanding appeal of convenient formats. Poland remains one of Europe’s leading wheat producers, and baked products continue to occupy a central place in local diets, both for their cultural significance and daily practicality. Bread – particularly leavened varieties – retains a symbolic and functional importance across Polish households, while pastries and s

In 2025, breakfast cereals continued to gain ground in Poland, with value growth driven by a combination of rising unit prices, shifting health expectations and an ongoing preference for convenient breakfast solutions. Consumers increasingly view breakfast cereals as a practical way to secure a quick, structured start to the day, while also paying closer attention to ingredient lists, sugar content and added nutritional benefits. Oat-based products and hot cereals benefited strongly from these s

In 2025, demand for rice, pasta and noodles in Poland continued to be shaped by their status as everyday essentials and by consumers’ ongoing focus on value. These shelf-stable carbohydrates remain central to weekly meal planning, offering an affordable way to feed households under continued cost-of-living pressure. A broad assortment of well-known domestic and international brands is available across all modern formats, while discounters and supermarkets have expanded their private label portfo

Value sales of processed fruit and vegetables increased in Poland in 2025, underpinned by consumer demand for convenient, nutritious and affordable food solutions. Health-conscious Polish consumers increasingly recognise processed fruits and vegetables – particularly frozen and shelf-stable options – as practical ways to ensure daily intake of essential vitamins, fibre and minerals. The category’s strong performance was further supported by the perception that frozen products retain most of thei

Value sales of staple foods in Poland rose in 2025, supported by steady demand for essential items and a broadening focus on health and convenience. Core staples such as bread, rice, pasta, processed meat and frozen vegetables continued to anchor household consumption, reflecting their role as indispensable components of everyday meals. Despite persistent price pressures, consumers remained loyal to familiar categories, balancing spending constraints with a desire for quality and freshness. Grow

Value sales of processed meat, seafood and alternatives in Poland increased in 2025, reflecting a combination of inflationary effects, higher input costs and evolving consumer preferences. Price increases were driven by persistent cost pressures across energy, transport and raw materials, all of which contributed to upward adjustments in unit prices. Despite these challenges, Polish consumers continued to prioritise meat and seafood as essential components of their diet, ensuring stable demand a

Retail value sales of sauces, dips and condiments in Poland rose strongly in 2025, fuelled by the continued popularity of home cooking and a desire among consumers to enhance everyday meals with diverse and flavourful ingredients. As rising living costs encouraged people to dine out less frequently, cooking at home became even more common, boosting demand for essential items such as ketchup, mayonnaise, mustard, pickled products and various herbs and spices. These staples hold an established pla

Retail value sales of edible oils in Poland increased in 2025, reflecting both rising prices and sustained demand for this essential category. Edible oils remain a cornerstone of Polish cooking and are used daily in a wide variety of dishes. Despite pressure from higher production costs – notably energy and raw materials – demand remained resilient, ensuring another year of growth. Private label offerings continued to strengthen their role, appealing to price-sensitive consumers with affordable

Retail value sales of sweet spreads increased significantly in 2025, supported by the category’s versatility and enduring popularity in Polish households. Honey, jams and chocolate spreads remain essential components of daily diets – enjoyed at breakfast, as snacks or in baking – while the category’s expanding offer continues to attract new consumers. The overall growth reflects both higher prices and steady demand, as sweet spreads are perceived as simple, comforting indulgences that fit into e

Retail value sales of cooking ingredients and meals rose solidly in 2025, reflecting the continued resilience of home cooking culture and the essential nature of products such as edible oils, sauces and condiments in Polish households. Growth was largely driven by rising production costs – particularly for energy and raw materials – which pushed up retail prices across categories. Despite this inflationary pressure, demand remained firm as consumers continued to cook at home frequently, valuing

Retail value sales of meals and soups increased in 2025, supported by the growing need for convenient meal solutions among busy Polish consumers. Time-pressed lifestyles, combined with urbanisation and changing household structures, have made ready meals, pizzas, soups and prepared salads increasingly popular options. Consumers appreciate these products for their ease of preparation and consistent quality, while the broad assortment available across retail channels ensures strong accessibility.

This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Poland’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.

Luxury goods in Poland experienced a mixed performance in 2025, reflecting broader socioeconomic and macroeconomic shifts that influenced consumer behaviour. Despite these headwinds, the industry saw moderate growth in current value terms, supported by sustained demand across several categories. The strengthening of domestic consumption, combined with a resilient inbound tourism sector, continued to underpin sales of luxury goods. Inbound arrivals from Germany remained significant contributors t

In 2025, the performance of fine wines/champagne and spirits in Poland was significantly influenced by the ongoing trend of premiumisation, coupled with the emergence of health-conscious drinking habits. The category experienced sustained growth in value sales, driven by consumers' willingness to pay premium prices for products that offer exceptional quality and unique characteristics. Fine wines/champagne and spirits benefited from this trend, with consumers showing a particular affinity for pr

In 2025, sales of designer apparel and footwear (ready-to-wear) in Poland remained fairly stable, supported by both domestic demand and sustained inbound tourism. Although overall demand remained below pre-pandemic levels, retail volume sales continued to rise, reflecting a stabilised economy and gradual improvement in consumer confidence. Additionally, the flourishing tourism sector, particularly in cities such as Warsaw and Krakow, provided support as international visitors sought out high-end