Objectives:
The aim of this article is to analyze contemporary trends in consumer behavior as a foundation for building competitive advantage. The text discusses changes occurring in the consumption sector, modern consumer trends in the markets, their determinants, and characteristic features and manifestations. The first part will be a characterization of the current consumer, followed by an overview of global trends among buyers. The next section will present the profile of the Polish consumer, including their expectations and needs.

Material and methods:
The primary research method is the comparative method, based on comparing global consumer trends with those prevailing in the Polish market. To describe the financial situation of buyers, statistical data analysis was used.

Results:
The shopping trends observed worldwide are in line with the purchasing decisions of Poles.

Conclusions:
The trend analysis clearly indicates the need to adjust business strategies to the dynamically changing expectations of consumers. Key factors such as savings, health, sustainability, and technology will determine future purchasing decisions, and companies that quickly adapt to them will have a chance for long-term success in the new market reality.