The bio products market is constantly growing in Poland. 62% of respondents would like to buy more and more products of this type. The obstacle is the lack of understanding of what bio is, as well as the lack of certainty as to whether a product labeled as bio, actually is. Such are the results of the author’s report “Bio – market opportunity” prepared by the IQS research agency.
Poles buy bio products sporadically – 67% of respondents say so, and 19% of respondents do it regularly. Price is a barrier – 68% of respondents claim that bio products are too expensive for them.
The categories in which we most often make bio purchases are:vegetables and fruits (59% of respondents),
• vegetables and fruits (59% of respondents),
• eggs (54%),
• dairy products, dairy products (49%),
• seeds, grains, nuts and dried fruit (38%).
The report identified four factors that are currently very strong and break through many different categories.
Safety comes first, because food in Poland is slowly becoming a source of fear. The second is authenticity, as consumers are increasingly consciously looking for simple and natural products.
The democratisation of health is next. Social inequalities are growing in Poland, and products such as bio have become part of food segregation. It divides people into those who can afford bio and those who must bypass the shelves in stores with a wide arc.
And finally, lifestyle. Our everyday consumer choices more often than before reflect the values and attitudes we present.
75% of Polish respondents notice that reaching for bio products is now more trendy and more and more Poles are doing it. 3/4 of Poles associate bio products with high quality and high-end products.
In addition, Poles believe that bio products:
• are healthy (70% of respondents),
• are completely natural – include no chemicals or toxins (67%),
• have a simple, short composition (62%),
• contain more vitamins and minerals than other products (61%).
In addition, their taste is real and authentic – says 65% of respondents.
For a large proportion of Polish consumers, bio products are a scam for higher money, in which the point is to sell the same product at a higher price. They claim that this is a typical marketing fake on the part of big producers that label themselves as “eco, bio”.
43% of Polish consumers say that producers often write bio, but they are not intended to be such. Every fourth Pole admits that he sees no difference in quality, composition and taste between bio and non-bio products.
The feeling of skepticism is deepened by the packaging. Polish consumers are sensitive to the contradiction of selling bio products in plastic packaging. 77% agree that such articles should be packaged in such a way that do not harm the environment.
The study revealed significant differences in the very understanding of bio. In the youngest group of respondents (18 – 24 years), bio is understood as change, goodness, ingenuity and creativity in products. In today’s 40 and 50 year old group, bio products are associated with safety, trust, return to normality and pride. 55% of respondents from this group believe that bio products manufactured in Poland are much better than foreign ones.
Regardless of the semantic differences, 56% surveyed Poles admit that they are not sure if something is really bio. The main determinant remains the certificate, but only 36% of respondents met with any labeling of bio products. The most recognisable certificate in Poland is the “100% natural” designation. It is far ahead of the EU green leaf. The problem is that certificates are mainly trusted by the youngest. With the age of the respondents, trust in various types of markings, weakens. In addition to the certificate, the tested composition also counts (“no chemicals”) – 22% answered, and content of “only natural ingredients” – 21%.
Food chains can do a lot in the field of democratisation and bio education. Currently, Lidl is considered the network most associated with bio products (29% of respondents, mainly in the age groups 18 – 24 and 25-34), Biedronka (11%), followed by Carrefour (8%).
Consumer expectations towards grocery stores in the bio area concern:
• attractive prices for this type of product,
• regulating bio articles to ensure they do not contain harmful ingredients,
• introducing biodegradable packaging.
The idea of creating separate departments with bio products that exist in all these networks is very positively assessed by Polish customers.
About the study
The study was carried out using the Netdive content analysis research platform. Strength of phenomena, motivations and barriers – CAWI study, N = 527.
Source of the article: Marketingprzykawie.
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