Polish consumers shop in supermarkets an average of 11 times a month, spending around PLN 48 per visit, according to the ‘Super Markets Equity’ report by analytics and research firm Braincandy. At the top of the list of most frequently chosen shops is Biedronka, which is chosen by 9 out of 10 shoppers, while its main competitor remains the Lidl chain.

The results of the survey mentioned above show that the largest group of consumers among Poles (54%) are promotion lovers, who hunt for bargains and price cuts. Another group (17%) consists of best-price hunters, who compare offers in various shops in search of the cheapest products. The remaining group, the advocates of fast and simple shopping (12%), value time and an easy shopping process. Quality seekers (10%) are consumers focused on high quality and durability of products, even at the expense of a higher price. The last group and the least numerous (7%) includes people who like to experiment, are open to novelty, and are keen on a variety of products and brands. Regardless of their profile, Poles visit supermarkets an average of 11 times a month, spending an average of 48 PLN per visit.

Biedronka and Lidl confirm their dominance in the retail market among quality seekers, reaching 28% and 33% indications respectively as favourite shops. Consumers who value novelty and variety choose Dino and Auchan, reaching 10% of indications each and ranking together in third place.

In this year’s survey, Biedronka and Dino are the retail chains that recorded increases in four key stages of the consumer decision-making process compared to 2021. They include the degree of brand recognition, the number of customers who have ever visited a shop, the frequency of visits in the last six months and the effectiveness of the brand in being the first choice for consumers.

Adrian Andrzejewski