In Eastern Europe, the market for ecological and organic products has just started to grow, from a tiny base. According to various estimates, the market in Poland is currently worth c. € 100-150 m, and that is just a small fraction of overall food sales (c. € 60 billion). The main purchase driver seems to be food quality (not ecology), as consumers are looking for the 'real' taste which they feel is lost in the industrial food production. With their strong rural connections, most Poles know the taste of home-grown vegetables, dairy and meat from their own experience (yummy!).
At the same time, they hold many misconceptions about what constitutes healthy food and what it takes to make ecological products. It is a widely spread opinion that just about anything that comes from the countryside is fine, fried pork fat included.
After two decades of economic growth, most people can now afford to buy ecological products, at least from time to time. Still, the only modern retailer selling organic food, Organic Farma Zdrowia, is still in the red despite 10% growth last year. All in all, health-conscious consumption cannot be neglected and is becoming a significant segment; rapid growth in this niche shows that there is potential for new product development and new ways of communication.
 |
In Eastern Europe, the market for ecological and organic products has just started to grow, from a tiny base. According to various estimates, the market in Poland is currently worth c. € 100-150 m, and that is just a small fraction of overall food sales (c. € 60 billion). The main purchase driver seems to be...
