What are the purchasing needs of the Polish people, and how should they be addressed?

The ever growing awareness of the Polish consumers forces not only food manufacturers, but also food distributors to make changes. What are the purchasing needs of the Polish people, and how should they be addressed? How does the increase of the consumers’ awareness translate into the preference changes on the food market? The person we have asked for some comments is Sabina Brączek – the commercial director of Limpol Sp. z o. o. – an importer and distributor of food articles from all over the world.

While answering these questions we would like to focus exclusively on our category of processed fruit and vegetables. As an importer and distributor of products from all over the world we make sure that, regardless of the growing interest in fresh products, out assortment continues to be attractive for the recipients. On a current basis we observe the newly emerging trends, and we quickly react to them.

In the first place, we expand the offer of the world cuisine products in response to the growing openness of the consumers to novelties and diverse tastes. Polish people tend to travel more and more, they more and more often experiment in their kitchens, and they look for products which they have come in contact with somewhere in the world. We do our best to import exotic articles, however with a clean label.

In compliance with the current convenience / ready-to-eat trend we work on the proposals of products which are ready to eat, and require only heating up or adding 1 or 2 extra ingredients to produce a fully-fledged meal.

Several of our proposals have attracted a high level of interest on the market. The pace of life, and the changing family structure, especially among the younger generations, make us willing to use ready-made products, or semi-products, but even those have to be healthy.

We develop our range of pro-health products – the bio, eco, and organic ones.

At the moment the bio products constitute just several items in our offer, but we systematically work towards developing and expanding this category.
Nowadays, just working on the expansion of the product portfolio does not suffice. Our response to the more and more sophisticated needs of our customers is really far-reaching, and it involves the growing responsibility for the product which we introduce onto the market. The change of the consumers’ awareness, and of their dietary habits finds its reflection in the elimination of food additives, which the scientific research has proved to be potentially harmful to the health of the consumer. We work on the reformulation of the products. The movement towards the “clean label” of the products which are already marketed consists in eliminating the unhealthy substances, such as flavor enhancers, artificial colorants and preservatives. We are also concerned with reducing the salt content and limiting the content of the glucose-fructose syrup. We aim as well at complete elimination of sugar from the products which we import.

We are open to the issues related to environmental concerns.

Our choice of partners for cooperation is a very conscious one. Usually, they are manufacturers holding quality certificates, and often also social certificates. Also the zero waste trend, namely resigning from external packaging, is important to us. We are concerned with the selection of manufacturing materials, for instance for manufacturing trays with FSC certificates. Whenever it is possible, we replace metal cans with glass jars, and we systematically eliminate the use of plastics.

Thus, our activity involves constant responding to the emerging market trends and needs. Informed consumers expect that we responsibly choose the product which we want to offer to them.