The latest Inquiry report ‘Ukrainian brands on the Polish market’ juxtaposes the results of research carried out in 2 waves: in July 2022 and in October 2023. It shows that although one in five Polish consumers is able to identify Ukrainian brands such as Nemiroff, Roshen or Korona, for example, the majority of us (almost 60%) are not familiar with them.

The report also points out that the level of openness of Poles to products from our eastern neighbours has decreased. The percentage of consumers expressing the opinion that Ukrainian brands should not be supported on the Polish market, as they may pose a threat to domestic producers has increased. Only one in three Poles believes that the development of Ukrainian brands on the domestic market should be supported, while a year ago this figure was over 50 %.

Last year, 58 % of respondents showed a willingness to buy Ukrainian goods, now 41 % do, which is almost a third less. Interest in goods from Ukraine has clearly declined and this applies to every purchasing category. For example – in 2022 more than half of respondents were interested in Ukrainian food, today only 30 % of consumers are.

“Our survey this year clearly shows that last year’s enthusiasm for the presence of Ukrainian products on the shelves of Polish shops has significantly waned. Poles have become less open to the Ukrainian offer”, said Agnieszka Górnicka, president of Inquiry.

She pointed out that there are more concerns about the competitiveness of products coming from Ukraine. “More often than a year ago we see this as a threat to Polish producers. We are also not so eager to reach for Ukrainian products. This phenomenon may be due to the general uncertain economic situation that Poles have been facing for a year. High prices, inflation, troubled companies are all likely to have an impact on our openness to support products imported from Ukraine”, added the president of Inquiry.

Adrian Andrzejewski