2025 clearly showed that consumers began to approach their daily purchases more consciously and expect more than just an attractive price. Their focus has shifted to products that offer real value: good quality, simple composition and convenience of use. This was particularly evident in the premium and natural goods segments, and in the growing popularity of formats that fit the pace of modern life – from family packs to quick, handy “on the go” offerings. Brands that were able to combine quality with functionality and at the same time respond to consumer needs were gaining.
Health and well-being in the spotlight
An important driving force of the year turned out to be trends related to health and well-being, which no longer affect not only the products themselves, but also the entire lifestyle of Poles. Consumers are drinking less alcohol and increasingly turning to low-alcohol and non-alcoholic versions, and they attach great importance to clear labels and natural ingredients. The market for functional foods – supporting immunity, gut function or general well-being – is growing rapidly. At the same time, ethical and environmental issues are becoming increasingly important, as well as products that support the mental sphere.
Portfolio development
In the past year, many companies also set their sights on portfolio development, introducing new flavors or formats or entire product lines responding to specific, fast-growing trends. Consumers responded positively to innovations – not only technological ones, but also sensory or functional ones. The shelves saw more premium offerings, convenience formats, as well as items inspired by world cuisines.
In this context, it is impossible not to mention Dubai chocolate, which stood out in 2025 as a consumer phenomenon. Initially a niche curiosity, it became a viral hit and over time penetrated other segments of the FMCG market. Sweets, ice cream or “Dubai” drinks were created, and the popularity translated into real demand.
Poles’ shopping in 2025
What else stands out about the past year? The growing role of discounters, which dominate sales, and thus the growth of private labels, which are gaining an increasing market share. It is also worth mentioning convenience, which consumers are looking for not only in the packaging of food products, but also in the shopping process itself. Therefore, the importance of e-commerce and the convenience format was growing.
The year 2025 also proved to be a time of intense change and significant challenges for many industries. Retail and logistics were dominated by activities related to the implementation of the deposit system. Companies had to adapt their processes to new regulatory requirements, investing in technologies and solutions to improve packaging handling.
What will 2026 be like?
The beginning of the year is not only a time for summaries, but also a moment for forecasts. According to the predictions of analytical firm Euromonitor International, the FMCG market will be shaped by four major developments:
– comfort zone: consumers will look even harder for simplicity, balance and a sense of security. Natural, short-formulated products that support health and daily well-being will become increasingly important. This sends a clear signal to brands to build communications based on comfort and tranquility.
– uncompromising honesty: more than half of the world’s consumers say they choose products that reflect their individuality. This trend is forecast to accelerate further in 2026. Brands will have to enter an era of hypersegmentation – tailoring offerings to very specific needs and lifestyles, rather than targeting broad, averaged groups.
– A new approach to wellness: wellness will become less and less associated with fashion and more and more with science. Consumers will be more willing to pay for premium products with proven performance and research-based formulations. Brands should seize the moment to educate – to explain why a product works and what real benefits it provides.
– The new Asian wave: the growing influence of East Asian brands will become one of the most important phenomena of the global market. Their strength is based on a combination of innovation, affordability and a superior digital experience. To stay competitive, companies will need to streamline mobile shopping paths, create more engaging content and design purchases that are seamless, fast and nearly effortless.
Katarzyna Jurkitewicz
Editor
Fot: Adobe Stock
Health and well-being in the spotlight
An important driving force of the year turned out to be trends related to health and well-being, which no longer affect not only the products themselves, but also the entire lifestyle of Poles. Consumers are drinking less alcohol and increasingly turning to low-alcohol and non-alcoholic versions, and they attach great importance to clear labels and natural ingredients. The market for functional foods – supporting immunity, gut function or general well-being – is growing rapidly. At the same time, ethical and environmental issues are becoming increasingly important, as well as products that support the mental sphere.
Portfolio development
In the past year, many companies also set their sights on portfolio development, introducing new flavors or formats or entire product lines responding to specific, fast-growing trends. Consumers responded positively to innovations – not only technological ones, but also sensory or functional ones. The shelves saw more premium offerings, convenience formats, as well as items inspired by world cuisines.
In this context, it is impossible not to mention Dubai chocolate, which stood out in 2025 as a consumer phenomenon. Initially a niche curiosity, it became a viral hit and over time penetrated other segments of the FMCG market. Sweets, ice cream or “Dubai” drinks were created, and the popularity translated into real demand.
Poles’ shopping in 2025
What else stands out about the past year? The growing role of discounters, which dominate sales, and thus the growth of private labels, which are gaining an increasing market share. It is also worth mentioning convenience, which consumers are looking for not only in the packaging of food products, but also in the shopping process itself. Therefore, the importance of e-commerce and the convenience format was growing.
The year 2025 also proved to be a time of intense change and significant challenges for many industries. Retail and logistics were dominated by activities related to the implementation of the deposit system. Companies had to adapt their processes to new regulatory requirements, investing in technologies and solutions to improve packaging handling.
What will 2026 be like?
The beginning of the year is not only a time for summaries, but also a moment for forecasts. According to the predictions of analytical firm Euromonitor International, the FMCG market will be shaped by four major developments:
– comfort zone: consumers will look even harder for simplicity, balance and a sense of security. Natural, short-formulated products that support health and daily well-being will become increasingly important. This sends a clear signal to brands to build communications based on comfort and tranquility.
– uncompromising honesty: more than half of the world’s consumers say they choose products that reflect their individuality. This trend is forecast to accelerate further in 2026. Brands will have to enter an era of hypersegmentation – tailoring offerings to very specific needs and lifestyles, rather than targeting broad, averaged groups.
– A new approach to wellness: wellness will become less and less associated with fashion and more and more with science. Consumers will be more willing to pay for premium products with proven performance and research-based formulations. Brands should seize the moment to educate – to explain why a product works and what real benefits it provides.
– The new Asian wave: the growing influence of East Asian brands will become one of the most important phenomena of the global market. Their strength is based on a combination of innovation, affordability and a superior digital experience. To stay competitive, companies will need to streamline mobile shopping paths, create more engaging content and design purchases that are seamless, fast and nearly effortless.
Katarzyna Jurkitewicz
Editor
Fot: Adobe Stock
