Polish consumers more likely to trust products made in Poland

Consumer trust is an integral factor for every food and drink brand worldwide, and it seems that for the majority of Polish consumers products manufactured in Poland are the most trustworthy. Indeed, new research from market intelligence agency Mintel reveals that over half (55%) of Polish consumers are more likely to trust a company if it manufactures products in Poland. This positive attitude towards locally manufactured food and drink products is especially high among women, with 57% of women are more likely to trust a brand that produces in Poland, compared to 52% of man, who say the same.

When looking to gain further trust of Polish consumers, it appears that providing more information about food and drink products is essential. Almost two thirds (63%) of Polish consumers agree that they are more likely to trust a food or drink product if the packaging explains where the ingredients are sourced. Women and younger consumers are particularly likely to agree with this statement, with two thirds (67%) of Polish women and those aged between 16 to 24 (66%) saying they are more likely to trust a product if the packaging provides more information on the sourcing of the ingredients.

Speaking at Mintel’s Big Conversation in Warsaw today (Thursday 11th May), Honorata Jarocka, Food and Drink Analyst at Mintel, said:

“Polish origin is a particularly important purchase consideration for a significant proportion of consumers in Poland, serving as a synonym for high quality and great taste. Polish origin is a particularly important purchase consideration for a significant proportion of consumers in Poland, serving as a synonym for high quality and great taste.”

Additionally, Mintel research indicates that Polish consumers are more likely to trust small businesses than large corporations. Half (48%) of adult consumers agree they have more trust in smaller businesses, with just 9% stating that they do not trust smaller businesses more than large corporations.. A significant portion of the support for smaller corporations seems to stem from older generations, with over half (54%) of consumers aged over 55 saying they that smaller-sized businesses appear to be more trustworthy.

When a company does make an error, however, it seems that the majority of Polish consumers are able to forgive and forget. As many as 39% of Polish consumers say that as long as the company owns up to their mistakes and responds quickly then they can be forgiven. This is particularly true for consumers aged between 16 and 24, with 45% of this group saying they are willing to forgive a company for past mistakes, as long as the company addresses them quickly.

While Mintel research highlights the implications of trust for consumers, it seems that for many it is taste that is the more important factor. Two in five (41%) Polish consumers agree that as long as a food or drink product tastes good it does not matter if they trust the brand or not. Taste appears to be most important to the younger demographic, as 46% of consumers aged between 16 and 24 rank taste as more important than trust. This sets Polish consumers apart from consumers in other major European markets, where a considerably lower percentage of consumers agreed with this statement: only 17% of Italian consumers, 27% of French consumers, 28% of Spanish consumers and 29% of German consumers agree that good tastes makes up for not trusting a brand.

Finally, Mintel research reveals that younger consumers in Poland are generally more likely to trust the food and drink industry to provide safe products to its customers, with 43% of young people aged between 16 and 24 trusting the industry compared to an average of 37% of all consumers. Consumers aged between 16 and 24 are also the most likely (35%) to trust the opinions of their friends and family as much as they trust experts.

“Driving trust via transparency and traceability provides a key marketing opportunity for brands in Poland. With consumers now relying more on word-of-mouth than expert testimonials, brands who communicate more honestly and directly will gain greater trust from consumers.” Honorata concludes.

Press review copies of the presentation and interviews with Honorata Jarocka, Food and Drink Analyst at Mintel, are available on request from the press office.