Ingredients, new culinary experiences and online trends are shaping Polish consumers’ purchases in different ways. PRCN’s “Poles and Megatrends in the Food Market” study finds that 43% identify clean labels as a key influence, while 71% always or often check whether food is ultra-processed. New culinary experiences matter to 21%. Among people under 24, 16.8% say viral online trends influence their purchases, compared with 5% of those aged 50 and over.
The figures show there is no single dominant trend affecting all consumers equally. Age and individual needs influence decisions, requiring producers to target both products and communication more precisely.
Younger consumers bring online trends into their baskets
The generational gap is particularly clear on social media: 16.8% of under-24s report an influence from viral trends, versus 5% in the 50-plus group. For younger people, the internet is both a source of product information and inspiration for everyday choices.
Examples include FoodTok trends such as matcha, cottage cheese and “fibermaxxing”, which focuses on increasing dietary fibre. TikTok says it has 13.5 million users in Poland, while culinary trends increasingly move from online platforms into daily behaviour.
Not every viral hit produces lasting change, however. Brands need to distinguish temporary popularity from trends that meet an enduring consumer need.
Food as an experience
Another theme in the PRCN study is “food as experience”. New culinary experiences, unusual combinations and the visual appeal of meals influence purchases for 21% of Poles.
Food can offer more than relief from hunger: it may be a way to try something new, part of a social occasion, a small pleasure or an expression of lifestyle.
The global State of Snacking 2025 study provides related evidence. Around half of consumers say they at least sometimes replace a meal with a snack, while 81% pay attention to sensory qualities such as flavour, aroma and texture.
“The product is increasingly the starting point for an entire experience. Consumers want to know what they are eating, but also expect pleasure, novelty and a fit with their lifestyle. Communication can therefore go beyond the recipe and show the situations, needs or occasions in which a product genuinely belongs,” said Iwona Kubicz, Managing Director of PRCN.
Consumers examine ingredients more closely
A clear finding is the growing importance of what a product contains and how easily consumers can understand it. Clean labels—short, natural and understandable ingredient lists—are a major influence for 43%. A larger share, 71%, say they always or often check whether the food they buy is ultra-processed.
Consumers increasingly want to understand quickly what they are buying, rather than relying solely on a producer’s claims. Transparency and plain language therefore help build trust.
This fits a broader functional approach to food: products are expected to meet specific needs such as hydration, energy or additional nutrients. Functional drinks provide an example. Ariadna data show 51% of Polish 18–24-year-olds bought isotonic or hydration drinks in the preceding 12 months, and 44% bought vitamin or vitamin-enriched drinks.
Identifying a trend is only the starting point
PRCN’s findings show that clean labels, interest in processing levels, new experiences and susceptibility to viral content are not universal purchasing criteria. Their importance varies between consumer groups.
For brands, the challenge goes beyond finding the next popular phenomenon. They need to identify whom a trend matters to, which need it expresses and how it can credibly connect with a product.
That requires combining consumer data with observation of cultural change and social-media behaviour. Together, these help determine which trends are relevant and how to translate them into a topic, audience, channel and way of presenting the product.
Source: ManagerPlus; PRCN, “Poles and Megatrends in the Food Market”. Supporting research: TikTok, Year on TikTok 2025; Mondelēz, State of Snacking; Ariadna functional drinks survey.
