This means that already every fourth złoty spent on FMCG products goes to this category. This growth is associated with the increasing role of the discount channel, in which 44% of FMCG expenditures were realized, as well as with changes in the offering itself – today covering not only basic products, but also premium, functional, local, and ecological segments, developed as standalone brands.
The growth of the private brands segment is also driven by changes in consumer behavior. According to the YouGov report “Shopping Monitor 2026”, as many as 83% of Poles are so-called smart shoppers – people who compare unit prices, analyze store offers, and use applications and promotional tools. In response to these needs, an offering is being developed that combines a wide selection, availability, and a favorable value-to-price ratio.
At the same time, branded product manufacturers are not giving way – they remain a source of innovation, strong emotional relationships with consumers, and a wide product offering. In the coming years, competition will include not only price levels, but also quality, image, functionality, and the value perceived by the consumer.
Michał Maksymiec
Retail Clients Director YouGov
The growth of the private brands segment is also driven by changes in consumer behavior. According to the YouGov report “Shopping Monitor 2026”, as many as 83% of Poles are so-called smart shoppers – people who compare unit prices, analyze store offers, and use applications and promotional tools. In response to these needs, an offering is being developed that combines a wide selection, availability, and a favorable value-to-price ratio.
At the same time, branded product manufacturers are not giving way – they remain a source of innovation, strong emotional relationships with consumers, and a wide product offering. In the coming years, competition will include not only price levels, but also quality, image, functionality, and the value perceived by the consumer.
Michał Maksymiec
Retail Clients Director YouGov
