The advertising and market research output in Poland has shown a fluctuating trend over the past decade. After experiencing a decline between 2013 and 2014, the market rebounded with a notable increase from 2016 onwards, reaching 10.84 billion Euros in 2023. This represents a year-on-year growth rate of 4.97%. However, the market witnessed significant variability with sharp drops in certain years, such as a 10.24% decrease in 2020, likely due to the impact of the global pandemic. The average annual growth rate (CAGR) over the last five years stood at a modest 0.65%, evidencing a rather stable but slow growth trajectory.
The forecast suggests a gradual increase in the market value, projecting a 11.72 billion Euros by 2026 and 12.28 billion Euros by 2028. Looking forward, the market is anticipated to grow at an average rate of 1.98% annually over the next five years, cumulating in a total growth of 10.32% by 2028.
Future trends to watch for include the digital transformation of advertising strategies, the increasing importance of data analytics in market research, and the potential impacts of economic uncertainties on market expenditures.
