Poland. If you look at a map of Europe, you see the country at the heart of it. But when you look closer, you discover much more. It is one of the fastest-growing markets in Europe, full of amazing potential. And while it may not always be on the front pages of global trend reports, it is a place every business should consider as a place for investment. Why is it worth entering the Polish market – from the perspective of public relations and marketing specialists?

Table of contents:

• Poland in impressive figures
• What sets Poland apart from other markets?
• How to operate a business and invest in Poland?
• Which industries have considerable potential?
• Media landscape in Poland – a wide range of possibilities
• Events – Poland as a networking centre
• PR and marketing in Poland – what to focus on?

Poland in impressive figures

Let us start with the basics. Poland is home to 37.6 million people. It ranks as the fifth largest market in the EU in terms of population. But what really makes this country stand out is its steady economic growth. Despite global challenges, the country’s GDP grew by 2.9% in 2024, and forecasts predict an even stronger 3.9% growth in 2025 (according to Reuters).

Wages have been rising steadily, with average gross salaries reaching 8,477.21 PLN per month in the last quarter of 2024. What does that mean for businesses in Poland? More and more market opportunities. But there is another side of the coin. Polish consumers have higher expectations when it comes to the quality of products and services. 

Just a few years ago, the country was seen as a cheap manufacturing hub. Today, Poland boasts a growing middle class that is more than willing to spend on premium brands and high-end services. They also expect excellent customer service.

What sets Poland apart from other markets?

Poland has a huge customer base that has seen many social changes over the past few years. It is quickly embracing modernity while staying true to its rich cultural roots. This mix of tradition and progress has shaped a unique and dynamic group of customers.

Polish clients have quite high expectations. They care about quality and authenticity, but they are also cautious. According to the “New Image of the Polish Consumer” report by PwC, 92% of them say that protecting the environment is important to them – even during tough times. But at the same time, only 10% are willing to pay more for eco-friendly products, showing just how practical their purchases are.

Poles also seek honesty. Trust is a big thing when it comes to winning over their hearts. A 2024 survey from PwC found that 66% of Poles see inflation as the biggest threat right now, and that is making them more careful with their spending.

If you want to earn their trust, you need to be transparent, get involved locally, and keep your communication comprehensive and strategic.

Even though online shopping is on the rise, traditional factors like store location still matter. The “Attitudes and Shopping Behaviors of Polish Customers” report by Strategy& (part of PwC) points out that Polish shoppers pay more attention to a company’s working conditions than most global clients. It reflects their strong connection to local values and care for business ethics.

Poles, more than other nations, love discounts and promotions. 62% of them are willing to share their personal data in exchange for personalized offers from brands. According to the “2024 EY Future Consumer Index”, almost half of Polish clients have a store or brand app installed, and one in four has subscribed to a newsletter to receive a discount. They actively seek promotions and lower their expenses this way.

Transparency, local involvement, and authentic communication – these should be a large part of the business model of foreign brands.

How to operate a business and invest in Poland?

Above all – do not be afraid of it, but also do not approach customers with ready-made models. Poland is diverse and specific. What works in one country may not work here.

Pay attention to the following aspects:

• Geographical location – Poland is the gateway to Central and Eastern Europe. If you are thinking about distribution to neighboring markets, this country is a natural starting point. It has also a well-developed logistics network – from motorways to airports.
• Diversity of consumers – Major Polish cities, such as Warsaw, Cracow, or Wroclaw, are business centers where you will find an open-minded middle and upper class. For smaller towns and cities, a commitment to locality and tradition still prevails.
• Dynamic e-commerce growth – Online shopping is growing in strength in Poland. This means that your brand can easily reach customers without the need to immediately open stationery shops. Of course, it works only if you take care of language localization and a strategy tailored to this market.

Which industries have considerable potential?

Certain sectors are developing particularly dynamically here. If your company operates in one of these sectors, the market may be particularly attractive to foreign investments:

Fashion industry

The Polish clothing market is dominated by major players such as LPP (Reserved, Cropp, and Sinsay), but new brands still have many opportunities. 68% of Polish clients make at least four clothing purchases per year, with the most active group being those aged 16–24. According to the Kondo & Partners Consulting report “Fashion & Brands: Polish Perspective”, they value brands that offer high-quality products, follow current trends, and demonstrate social and environmental responsibility. Price, quality, and durability are the key decision factors.

Nearly one-quarter of young Poles admit to buying clothes on ultra-fast-fashion platforms such as Shein or Temu, despite their negative environmental influence. Big Chinese suppliers see a lot of business opportunities here and grow their expansion into Poland, obtaining a strong presence in this market.

Beauty industry

Poland is also a significant exporter of beauty products, ranking 9th globally with a 3.8% share of the world’s cosmetic exports. The large number of local brands and clients’ loyalty to brands with origins in Poland might seem discouraging – but it should not be.

More and more Poles are choosing to buy cosmetics online, also from international stores. According to the “E-commerce in Poland” report, they spend an average of 130 PLN per month on online cosmetic purchases. They are also open to trends such as Korean skincare and premium brands. They value high-quality products as well as brands that demonstrate social and environmental responsibility.

Technology and gaming brands

Smart homes, mobile devices, apps, games – these are segments that are rapidly gaining popularity. According to the PwC “Global Entertainment and Media Industry Outlook 2024–2028” report, Polish clients bought 9.4 million games for PCs and consoles in 2024, marking a 10.6% increase compared to the previous year. The gaming community is becoming increasingly diverse, with women accounting for 54% of gamers (primarily playing mobile games), and the largest age group being those 25–34 years old.

Gamers expect high-quality products, innovation, and social responsibility from brands. They value brand trust and a wide product range. What is more, around 12% of gamers already use cloud gaming services, and another 31% are interested in giving it a try. That opens up a lot of opportunities for business that offer innovative gaming services.

Food industry

According to data from BNP Paribas Bank, the food sector – despite challenges related to inflation – shows signs of stabilization. Nevertheless, 80% of customers are concerned about increasing living costs, prompting them to look for more affordable alternatives. However, they still have clear preferences: 77% avoid highly processed foods, and 75% say that sustainability is a key factor in their shopping decisions.

A potential challenge for foreign brands could be the tendency of 30% of Poles to support local producers. On the other hand, there is significant investment potential for online stores offering foreign, niche, or exotic products, which are currently underrepresented in this market.

Transport and tourism

More and more Poles travel abroad for their summer vacations. Young people usually organize trips on their own, while older travelers and families with children prefer using travel agencies. In the summer season of 2024, travel agencies saw a 21.8% increase in customers compared to the previous year, according to a report by turystyka.rp.pl. Around 47% of respondents planned to spend their vacation abroad. The most popular destinations include Turkey, Greece, Egypt, Tunisia, and Bulgaria. 

What are they looking for in a vacation? 67% of tourists are drawn to local landmarks and historical sites, while 61% seek proximity to nature. They are also interested in participating in local traditions, festivals, and visiting museums and cultural sites. Service quality matters to them, but they do not expect hotel staff to speak Polish. Many enjoy returning to places they are already familiar with. They tend to be loyal – not only to specific destinations but also to particular hotels and travel agencies. If you win their trust, you have clients for life.

Online retail

According to the “2024 E-commerce in Poland” report by Gemius, 78% of Polish internet bought something online in 2024. This highlights the significant potential of this market. Clients are also becoming more open to international brands, with the percentage of people using foreign e-commerce platforms rising to 36%. The most popular shopping categories are: clothing & accessories (74%), footwear (65%), and perfumes & cosmetics (62%).

88% of Poles choose delivery via InPost parcel lockers. Price remains the key decision-making factor, along with promotions and discounts offered by stores. Equally important are trust in the seller and safe payment methods. Many people also pay attention to sustainable practices, such as eco-friendly packaging and carbon neutrality. From our perspective, foreign brands have great potential for success in this market, but their success will depend on their ability to adapt to local expectations, remain price-competitive, and establish an efficient logistics network.

Media landscape in Poland – a wide range of possibilities

Poland is one of the largest media markets in Central and Eastern Europe and offers a huge variety of communication channels.

Printed press

More than 1,700 press titles are published in Poland, of which more than 300 are national, regional, and local newspapers. Among the leaders are dailies, including Gazeta Wyborcza or Rzeczpospolita, which reach key decision-making groups, and popular tabloids, e.g., Fakt and Super Express, guaranteeing broad coverage among the public.

Media online

According to “Digital 2024” report, there are 35.28 million active internet users in 2024, which is around 86.9% of the total population. News sites such as Onet, WP, or Interia, attract millions of users a day, and their social media reach further strengthens the impact.

Television

Polish television still has a huge impact on society. Around 65% of Poles watch it every day, making it one of the most effective advertising channels. The main stations – TVN, Polsat, or TVP – offer both mass content and specialised thematic programmes.

Radio

Poland is also one of the leaders in Europe in terms of radio listening, with more than 70% of Poles listening to the radio every day, and the total time spent with the radio averaging 4 hours a day. Consider the following stations: RMF FM, Radio Zet, or TOK FM.

Events – Poland as a networking centre

If your brand is looking to build business relationships, Poland offers a rich calendar of industry and networking events. In 2024, more than 10,000 conferences and business events took place here, including international trade fairs, congresses, and seminars.

The most important business events in Poland:

• Karpacz Economic Forum – The largest economic conference in Central and Eastern Europe, compared to Davos, gathers more than 4,000 participants from all over the world, including business and political leaders.
• Impact in Poznań – One of the most important technology events in Europe, attracting more than 6,000 participants, including startups, corporates, and investors.
• Trade fairs – Poland organizes the largest trade fairs in the region, including the Poznań Fashion Fair, Warsaw Home or PLASTPOL. Each of these events attracts between 15,000 and 50,000 visitors.

Event venues in Poland:

• There are more than 300 event locations in Warsaw, including the largest conference centre, PGE Narodowy, which can accommodate 70,000 people. 
• Kraków, Wrocław, and Gdańsk are other cities offering modern congress centres, such as ICE Kraków and AmberExpo.

PR and marketing in Poland – what to focus on?

Statistics and trends in Polish PR:

• The value of the Polish advertising market in 2023 was more than 11 billion PLN, of which 35% went to digital media.
• There are approximately 20,000 influencers, including micro-influencers (1–50,000 followers), with a particular impact on consumer trust. Influencer marketing works in almost every industry.
• According to a Press Service study, as many as 65% of consumers in Poland make purchasing decisions based on recommendations in social media.
• According to a CBOS report from 2024, 77% of adult Poles use the internet at least once a week. In your PR activities, include a strong digital strategy, particularly optimized for mobile devices.
• As of early 2024, YouTube is the most popular social platform, with around 28 million users (Digital Poland 2024). TikTok is also gaining traction, particularly among younger demographics. Include video content in your marketing strategy for better engagement.
• Certain types of advertising (e.g., alcohol, pharmaceuticals) are strictly regulated here. Ensure compliance with local laws and regulations to avoid fines as well as reputational risks.

Poland as a creative market:

• Warsaw is referred to as the “creative hub of Central Europe.” The capital is home to more than 200 production houses and creative companies serving both local and global brands. 
• Polish advertising professionals are recognized at international festivals. At Cannes Lions, for example, Polish agencies have won a total of 25 awards over the past decade.

We do not promise that it will be easy. Poland is a market that requires thoughtful strategy, commitment, and an understanding of local realities. But if you approach it the right way, you can achieve a lot with your investment. And maybe now is the moment for your brand to act? If you have any questions or concerns, we are here to help! Contact us today!