Poland’s social media scene is one of the liveliest in the CEE region. According to the 2024 DataReportal report, 26 million Poles – that’s around 70% of the population – use social media regularly. Facebook, Instagram and TikTok are the main players here, especially for brands in the FMCG sector. More than half of all digital ad budgets go straight to these platforms. So, what trends are shaping the Polish market? Which tactics are worth investing in if you’re a food brand?
SWOT analysis – what to know before entering the Polish market
When preparing a food brand to launch in Poland, we always start with a solid SWOT analysis focused specifically on social media. Here are the key factors worth paying attention to from our perspective:
Potential strengths
- Strong global brand – Recognition and reputation that can be carried over to the Polish market (think iconic products or brand image rooted in pop culture).
- Unique selling proposition – For example, a snack flavour that doesn’t yet exist in Poland, or an innovative recipe that stands out.
- Experience – Proven content formats from other markets, strong creative assets, and solid know-how – especially if the brand has had success in neighbouring CEE countries.
Potential weaknesses
- Lack of local brand awareness – If Poles don’t know the brand at all, you’ll need build reach and recognition from scratch.
- Cultural misalignment – All your marketing messages may need to be adapted. What works in US or UK won’t always land the same way in Poland. Especially humour can be tricky. Invest in Polish-language communication tailored to local realities. All the content should be localised – that could mean changing visuals for something that resonates more with Poles or tapping into relevant themes like memes, holidays or national events.
- Limited knowledge of the local market – Without an understanding of local algorithms or consumer habits (like peak times for social media use or the most effective ad formats), campaigns risk falling flat. It’s a smart move to partner with a Polish marketing agency experts early on. We’ll bring inside knowledge and help bridge the gap.
Opportunities – what external factors can your brand use?
- High social media engagement – Poles are active and eager to interact with brands, which creates great conditions for viral campaigns.
- Gaps in the competition – Many food brands still aren’t making the most of newer platforms like TikTok. Some foreign brands in the Polish market aren’t even bothering to tailor their messaging to local audiences. That’s a big opportunity to stand out where others are barely present.
- Consumer trends – Poles are paying more attention to health and sustainability. If your brand ticks those boxes (organic, low sugar, vegan, etc.), don’t be shy – make it a core part of your messaging.
- Relatively lower ad costs – Reaching audiences in Poland tends to be cheaper than in many Western markets, giving you more bang for your marketing buck.
Threats – what external factors could get in your way?
- Tough competition – The market’s already packed with both local FMCG brands and global giants. Without a strong product and a standout campaign, breaking through the noise is tough.
- Consumer patriotism – Around 75% of Poles say they prefer locally made food. Some consumers will reject a foreign newcomer outright, just on principle.
- Price sensitivity – Polish consumers are very price-conscious, especially with inflation in the mix. While many claim quality matters more than price, in practice a high price tag often puts them off. Be ready to offer promos, or smaller packs for entry, or position your product as a premium choice from the start.
- Legal regulations – Polish authorities, including the UOKiK (Office of Competition and Consumer Protection), are cracking down on social media marketing. Fines for unlabelled influencer content or misleading ads are making headlines. Beer brands in particular face a unique problem. They’re not as heavily regulated as vodka or whisky, but there are still strict rules around advertising on social media.
Main trends in Polish social media
What’s been working best in Poland’s social media landscape lately? As an agency that’s spent years helping international food brands connect with Polish audiences, here are a few trends worth keeping on your radar.
Short-form video content
TikTok, YouTube Shorts and Instagram Reels have become the go-to formats for food products. Polish consumers value authenticity, creativity and humour far more than the polished, ‘perfect’ ads they were fed on TV for years.
Food brands are increasingly sharing short, dynamic videos – think snappy recipes, behind-the-scenes clips, or viral challenges – that are easy to digest (pun intended) and perfect for sharing.
Social media is no longer just a brand awareness tool. It’s a direct driver of purchasing decisions. According to TikTok’s research, one in two Polish users has discovered a new product or service through their For You Page. Even more impressively, 58% went on to buy something they found on TikTok. The “TikTok made me buy it” effect is very real – and it’s moving the needle on actual sales.
Influencers and authenticity
In recent years, there’s been a shift towards smaller creators and more genuine storytelling. Instead of big-name celebrities, food brands are increasingly working with micro- and nano-influencers who’ve built loyal niche communities. Their recommendations simply come across as more honest and relatable.
Influencer marketing campaigns have also levelled up in terms of quality – creators are putting more effort into producing polished content while keeping the tone relaxed and down-to-earth. Co-creating content with brands is becoming more common too – for instance, having an influencer take over a brand’s Instagram for a day.
Instagram remains the key platform for influencer marketing in Poland, with product testing, reviews and classic sponsored posts still performing well. Over on TikTok, influencers are more likely to get involved in brand-related trends and challenges.
Pro tip from the experts:
The golden rule is matching the right influencer to both your brand and your audience. The more natural the fit, the better – think of a fitness influencer promoting high-protein snacks, or a gamer featuring an energy drink. These pairings give your brand a human touch. Parenting influencers also carry serious weight in Poland, so don’t overlook that space.
Interactive content
In our experience, Polish audiences are surprisingly keen to engage with brands – as long as they’re given the chance. Interactive campaigns have become a big trend. That means contests, polls, and UGC-style challenges. More and more food brands are inviting users to co-create content – whether it’s suggesting new product flavours or sharing recipes. It’s a brilliant way to build a community around your brand.
Real-time marketing hasn’t lost its popularity either. Responding to trending topics or internet memes – especially with a dash of humour – helps brands become part of the online conversation. In Poland, posts that react to viral moments or major sports events often go far and wide, getting thousands of shares when done right.
Pro tip from the experts
A brilliant tactic that works especially well for food brands? Launching challenges on Instagram or TikTok, with prizes for the best user-generated content – like the most creative video featuring the product. These campaigns spark a wave of user-created posts that brands can reshare, boosting organic reach. People tag friends, nominate others to join, and use branded hashtags – the kind of engagement money can’t buy.
Social commerce
The global trend of shopping via social media is gaining ground in Poland too. Instagram has rolled out features like Instagram Shopping and product tagging, giving snack and drink brands a direct route from post to purchase – often just one click to the online store.
Facebook is still a go-to place for promoting offers and seasonal sales. During holidays or ahead of weekends, brands flood feeds with news about promos or limited-edition flavours. Organic efforts are increasingly backed by paid ads – and according to Lemon Media’s analysis, performance ad budgets are on the rise. The integration of social media and e-commerce is no longer optional – it’s standard practice.
Tapping into food trends
Many social media campaigns are tying into broader movements like sustainability, healthy living and planet-friendly choices. Food brands are promoting eco-friendly packaging or locally sourced ingredients to align with the global eco-conscious shift – especially since Gen Z in Poland increasingly expects brands to speak up on issues that matter to them.
The momentum around niche food categories isn’t slowing either. Vegetarian, vegan, high-protein or keto-friendly products are everywhere. And brands are turning these offerings into social campaigns.
The tone of brand communication has also shifted from sales talk to storytelling. And it makes perfect sense. Telling stories about a product – like introducing the farmers behind the ingredients or sharing the heritage of a recipe – helps build emotional connections. And when it comes to Polish consumers, those emotional ties are well worth chasing.
Omnichannel integration
Poles are active across multiple platforms at once. Brands need to think holistically. Consistency is key – but so is adapting your message to each platform. The format should change, but the campaign theme should hold steady across Facebook, Instagram and TikTok.
Take a confectionery brand, for example: it could run a giveaway on Facebook aimed at older fans, share beautifully styled dessert shots with branded hashtags on Instagram, and hop on trending formats over on TikTok – all under the same campaign.
Local inspiration
More and more food brands in Poland are blending online and offline efforts. One brilliant example is the Lech Free 0.0% campaign, “Catch the moment, not overtime.” A digital billboard in central Warsaw displayed a countdown clock – and rewarded people who left work on time at 5 pm with a free alcohol-free beer. The message? Encourage work-life balance. Influencers helped spread the word online using the hashtag #WorkLifeBalance, and the campaign quickly went viral.
Audience interaction
For many Poles, a brand’s Facebook or Instagram profile is their first point of contact. Yet many brands still underestimate it. In our experience, nothing builds positive sentiment quite like fast, friendly replies in Polish language. Consumers really do notice when a brand responds within minutes and actually tries to help.
We also recommend creating a social media communication manual. In the FMCG sector, questions tend to follow a pattern – things like product availability, ingredients, calories, allergens, or even basic advice. A quick, friendly answer (ideally with a sprinkle of emojis or light humour) can go a long way in building loyalty. Some local teams go the extra mile by running Q&As on Instagram Stories or hosting live sessions with experts such as nutritionists or food technologists. It’s a clever way to build authority while also engaging more demanding audiences.
Looking for a partner to help your brand make an impact on Polish social media? Get in touch – our experts have years of experience supporting food brands in building effective, locally-tailored communication in Poland.