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Preferences of Polish consumers in fruit consumption as a factor in the organization of the market for these products

Juszczak-Szelągowska Ksenia, Czerwińska Weronika, Olewnicki Dawid, Zmarlicki Krzysztof, Nosecka Bożena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2025

z. 215

129--147

Purpose: The purpose of the survey was to assess consumer demand for fruit, as well as to evaluate the factors influencing that demand. Methodology: In the study, as a background for the study of consumer preferences, the results of macroeconomic analyses were presented on changes in the consumption of fresh as well as processed fruits, broken down by their individual categories, in Poland over the years 20152022, by Central Statistical Office.The main part of the paper consists of analyses of primary data from surveys conducted using the CAWI method, on a group of 255 respondents, throughout Poland, in 2023. Analyses were performed using Statgraphics plus 4.1. Due to the lack of normal distribution and unequal groups, the significance of differences was tested using non-parametric Mann-Whitney U statistical tests for two grouping variables and KruskalWallis ANOVA test for questions where there were more than three grouping variables. A significance level of α = 0.05 was used in the analyses. Findings: In the last years, Poles began to appreciate fruits health-promoting properties more. In addition, as a result of changes in consumer preferences and tastes, looking for more and more new flavors and preferring healthy lifestyles, it is difficult to expect a significant decline in the consumption of fruits in general, even with an increase in their prices, which, in the context of the current organization of the market, is a positive development. Originality/value: The article shows current trends in fruit consumption in Poland. It also presents guidelines for further organization of the fruit market, as well as policies for shaping correct attitudes about fruit consumption.