YouGov Trend Reality reveals how consumer behaviours are changing – and what really lies behind these shifts. For over 30 years, we’ve been studying how Poles shop, cook, choose and evolve their daily habits. Today, with modern technology and continuous measurement, we see even more: not only what is changing, but most importantly why.

At YouGov, we identify seven core consumer needs, and three of them have the strongest impact on shopping motivations in Poland:

🔹 Safety & control

🔹Convenience & comfort

🔹Responsibility & purpose

These needs shape the framework within which contemporary consumer trends emerge.

Around them develops a wide spectrum of trends – from shifts in nutrition and health-focused behaviours, to new technologies and solutions that support everyday routines, to practices rooted in responsibility and conscious consumption. In total, we monitor over 200 trends, showing how they influence daily choices and shape future demand.

YouGov Trend Reality – the data that explains the consumer world

We help brands understand what happened in the past, why consumers behave the way they do today, and how to win future demand before competitors do. We see the connections, patterns and directions that define the market of tomorrow.

Watch the video to see how YouGov Trend Reality brings together behaviours, motivations and future shifts.

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