Poland: Discounters are now dominating the market, Poles spent PLN 14.5 billion
- DRC Discount Retail Consulting GmbH
- 4 hours ago
- 3 min read
Discount Retail Chains role is also gradually increasing. Their market share exceeded 44 percent; The small format of the retail chain such as convenience stores and drugstores, also record a significant growth rate and remain in good shape.
The year 2025 brought a stabilization of consumer sentiment and an increase in the value of the FMCG market by 5.3 percent, despite a slight decrease in volume. Buyers are increasingly taking advantage of promotions and choosing higher quality products that support health and well-being. Forecasts from research firm YouGov show that in 2026 this direction will strengthen, driving the growth of segments related to health, comfort and innovation.
YouGov: In 2025, the Polish FMCG market fell by 1.8 percent in volume, but grew by 5.3 percent in value, which resulted in an additional PLN 14.5 billion.
Promotions accounted for over 33 percent of FMCG purchases, and the share of discounters exceeded 44 percent, with the good condition of drugstores and a small network format.
In 2026, the health and comfort segments are expected to grow: functional food, bio/eco/vege, gluten-free, high-protein and reduced-sugar food.
Polish consumers entered 2026 with greater financial optimism than the average European, but their purchasing decisions still remain cautious. According to YouGov, in 2025, the Polish FMCG market shrank in volume by 1.8 percent yoy, while the value increased by 5.3 percent, which translated into an additional PLN 14.5 billion.
"The improvement in consumer sentiment does not translate into larger shopping baskets. Poles make decisions more consciously and reach for products that suit their lifestyle and health needs," says Szymon Mordasiewicz, Managing Director at YouGov.
YouGov data show that Poland remains a moderately promotion-driven market. In 2025, more than 33 percent of FMCG purchases were made in promotional offers, and their importance continues to grow. Although this may seem like a high result, in terms of the share of promotional purchases, Poland ranks only 10th among 16 European countries covered by the YouGov survey. The Czech Republic is at the top of the list with a share of 56 percent, while the ranking is closed by Belgium, where promotions are responsible for 19 percent of purchases.
New growth drivers
In 2025, the positive market dynamics were built primarily by categories related to freshness and comfort. Among the segments that contributed to the additional volume in the carts are, among e.g. fresh meat, fruit and natural yoghurts, kefir, ready meals, functional drinks, ice tea and fresh fruit.
"On the other hand, volume decreases were recorded, for example, by detergents, alcohols, dog food and cut meats. This may suggest that in some segments the market has already reached a satisfactory level of consumption, and in some categories there are trends limiting the frequency of purchases, as is the case, for example, with alcohol. To encourage buyers to increase their purchases, manufacturers need to offer a better composition, or a complete change in the approach to the entire category," adds the
Less chance, more control when shopping
The Behaviour Change report shows that in the coming months, quality, promotions and price, as well as health and well-being, will have the greatest impact on consumers' purchasing decisions. In turn, according to the Trend Galaxy report, the key need that will support trends will be security and control. Already today, 97 percent of households declare that it has a medium or high impact on their purchasing decisions (including 57 percent – high).
"The need for carelessness and control is manifested, through a greater care for health and well-being, weight control and a more conscious approach to food. This need is backed by trends such as clean eating or limiting alcohol. An umbrella approach to health is also becoming increasingly important, and the shelves with products perceived as healthier are constantly growing. New solutions are already appearing on the market, such as liquid egg whites or protein water, as well as new versions of well-known products with reduced calorie content or enriched with protein", points out Szymon Mordasiewicz.
In 2026, further growth can be expected in segments such as functional food and beverages, bio, eco, vege and organic products, gluten-free food, reduced-sugar products and high protein products.
This is not a temporary trend, but a clear change in the way we think about food and health. Consumers are becoming more and more aware of what goes into their basket, and the FMCG market will have to keep up with it, sums up the YouGov expert.
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