Accenture and the Polish Association of Sustainable Agriculture ASAP conducted research on the Polish food market and jointly prepared the report ‘Sustainable food in Poland – the birth of the mass market as an opportunity for the food industry’. According to the results of the study, 76 percent of Poles believe that food producers should use raw materials from sustainable agriculture and that the market for such products has the potential to reach PLN 64.6 billion in the medium term. For comparison, Poles spent PLN 142.3 billion on all grocery shopping in 2020. The aim of the report was to indicate the conditions in which the share of agricultural production conducted in an environmentally and climate-friendly manner will increase.
According to Polish consumers, products from sustainable agriculture are 20 percent cheaper than products from organic farming and 40 percent more expensive than products from conventional agriculture. According to the report, three-quarters of Poles are interested in buying sustainable agriculture products, and 73 percent of respondents are ready to pay even 20 percent more for them.
High quality, environmentally friendly production, and affordable price are the hallmarks of sustainable agriculture and, at the same time, the most sought-after features of food by Polish consumers.
Market development is supported not only by consumer demand but also by legal solutions, financial instruments, or the objectives of the European Green Deal, which promote sustainable food production.