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Poles Are Curious Shoppers: How QR Codes Are Revolutionizing Cosmetic and Grocery Buying

  • Writer: Marcin Gta
    Marcin Gta
  • Jan 17
  • 2 min read


Polish Consumers Demand Transparency

Poles are becoming more conscious about what they buy, with a growing curiosity about product ingredients in cosmetics and food. According to a Kantar survey, 66% of Poles identify as informed consumers, actively seeking details about products before making a purchase. Over half of them regularly examine packaging information, aided by the convenience of smartphones and QR codes.

The Role of Smartphones in Shopping

Smartphones have become essential shopping companions, with 90% of respondents using them in stores. Shoppers primarily rely on their devices to:

  • Check promotions (71%)

  • Consult purchases with family (62%)

  • Take product photos (59%)

  • Manage shopping lists (48%)

More than one-third of respondents have scanned QR codes on product packaging, and 56% express interest in using this feature to access additional product details.

QR Codes: The Future of Shopping

With 64% of Poles familiar with QR codes, this technology is reshaping the shopping experience. Among respondents:

  • 77% scan QR codes to check product ingredients

  • 76% look for current promotions

  • 74% seek information about harmful substances

Other sought-after details include usage instructions (69%), manufacturer information (68%), and return/refund policies (64%).

Why Consumers Love QR Codes

Key benefits of QR codes include:

  • Quick access to product details (55%)

  • Centralized information in one place (49%)

  • Detailed insights about the product (47%)

Additionally, 43% of consumers appreciate the independence from store staff that QR codes offer.

The Transition to 2D Codes: A Global Revolution

The retail world is moving from traditional barcodes to 2D codes like GS1 QR, with a complete transition planned by 2027. Companies like L’Oréal, PepsiCo, and Procter & Gamble are already integrating this technology in 48 countries. Polish retailers, including Żabka, Biedronka, DOZ, and Auchan, are also preparing to adopt this standard.

What’s Next?

The future of shopping lies in the seamless integration of QR codes into everyday purchases. This interactive tool connects consumers to comprehensive product data, transforming the buying journey into an informed, convenient, and transparent experience.

Kantar's research, conducted in November 2024 among 1,000 Poles aged 18-70, highlights the growing reliance on QR codes as a bridge between consumers and product information. With both global and local support, this shift promises to revolutionize how we shop.

 
 
 

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