The way in which Polish consumers perceive private labels is steadily improving in almost every aspect. Consumers have fewer concerns about their quality. This is likely a consequence of Poles being more exposed to private labels, and of more information available about the products.

The last few years have seen changes in consumer preferences, slowly shifting to the benefit of private labels. What is important in this change it is consumers’ growing knowledge about private labels: from year to year fewer Poles have been claiming they are not sufficiently knowledgeable about private label products. According to research conducted by Nielsen, a significant number of buyers (close to 70% in 2010), while shopping, compares prices of private labels of retails chains with the price tags of branded products.