Poles choose products by price: 88.5% of shoppers named it the main criterion

The survey “Czy dobra jakość nadal się opłaca?” (Is Good Quality Still Worth It?) was conducted on 16–19 September 2026 using the CAWI method on a sample of 1,010 adult Poles. Price was named as the main criterion when choosing a product by 88.5% of respondents, and quality by 76.1%. In 2024, 87.3% put quality first and 76.4% put price first. The gap of 12.4 percentage points means that price has overtaken quality for the first time.

Willingness to pay extra for quality has fallen: 59.2% in 2026 versus 82.9% two years earlier. People with an income of up to 2 thousand zł are the least willing to pay, at 37.7%, while among those with an income above 10 thousand zł the figure is 73.1%. Among the poorest respondents, 90.2% named price as the main criterion.

At the same time, 82.8% of respondents believe that it is worth choosing Polish products where possible. Only 24.4% named the country of origin, which makes it the third criterion.