In the Polish advertising and market research sector, employment exhibited both growth and contraction phases from 2013 to 2023. As of 2023, employment stood at 48.44 thousand full-time equivalents. The sector experienced a significant upswing in 2018 (18.44%) before a dip in 2019 and 2020. Recovery began in 2021 with steady growth through 2023, suggesting a stabilizing trend.
Key trends over the last two years:
- 2022: 2.07% increase
- 2023: 2.01% increase
The Compound Annual Growth Rate (CAGR) from 2018 to 2023 averaged -0.21%, reflecting the sector's volatility. Looking forward, the forecast through 2028 anticipates a 1.45% CAGR, representing a moderate yet sustained growth trajectory.
Future trends to watch for include the increasing impact of digital transformation, the rising importance of data analytics, and evolving consumer behaviors, all of which could drive further specialization and demand in the sector.
