POLISH CONSUMERS' PREFERENCES IN VEGETABLE CONSUMPTION

Purpose: This study aimed to analyze changes in the consumption of vegetables in Poland and assess consumer preferences for their consumption.Methodology: In the article, the results of macroeconomic analyses of changes in the consumption of fresh and processed vegetables in Poland in 2015-2022, by category, developed based on CSO data, are presented.The main part of the paper is based on the analysis of data from surveys conducted among 255 respondents from all over Poland.Statistical analyses used the Mann-Whitney U test and the Kruskal-Wallis ANOVA test.Findings: From 2015 to 2022, the consumption of vegetables and processed foods in general showed a slight decreasing trend.The highest growth rate was recorded for processed and frozen vegetables and the group of other vegetables, indicating that consumers are increasingly opting for processed or pre-processed foods, which reduce meal preparation time.In turn, the positive growth rate in the consumption of fresh vegetables from the group of other vegetables indicates that consumers are seeking more and more new flavors, expanding the range of vegetables they consume.The survey showed that despite the increase in the price of vegetables, caused by high inflation in Poland, more than half of the respondents did not reduce their consumption of vegetables, which proves that the amount of vegetables consumed is due to certain eating habits of consumers and that the price increase contributed to their search for substitute products that are more favorable in terms of price.Among the most consumed vegetables were tomatoes, as well as cucumbers and carrots, while the key factor in deciding whether to buy vegetables was their freshness, and quality, and only in third place was price.Noteworthy is the fact that just over half of the respondents consume vegetables daily, which is what the nutritional standards indicate.This proves that there is still a lot of work to be done in terms of nutrition education for the public, especially since the average consumption of vegetables in Poland is far from the European average. Originality/value:The significance of the research conducted lies in a better understanding of consumers' vegetable consumption behaviour, their response to changing market conditions (e.g., price increases or inflation) and the impact of eating habits on consumer choices.This is important information for both the agricultural sector and vegetable trading companies, which can better adjust sales and marketing strategies based on this information.The research can also help formulate health and education policies to promote healthy eating habits in society.