Skip to main navigation menu Skip to main content Skip to site footer
ASPHC Baner

ONLINE FIRST

Research paper

Consumption patterns and influencing factors of potted herbs: a study on the Polish market

DOI: https://doi.org/10.24326/asphc.2026.5685
Submitted: 27 March 2026
Published: 21.08.2026

Abstract

The objective of this study is to identify consumption patterns and the factors influencing the selection of potted herbs in Poland. The research was conducted on a sample of n = 1000 using the survey method with the CAWI technique. The da-ta underwent quantitative analysis, including descriptive statistics (percentages of responses), Pearson correlation analysis, and factor analysis using the principal component method. To assess the significance of relationships between socio-demographic variables and the study variables, the non-parametric Kruskal-Wallis test, as well as the Mann-Whitney U, Wilcoxon W, and Z tests, were used. Over 80% of Poles buy fresh potted herbs, most often in discount supermarkets and less often in health food shops, small grocery stores, greengrocers, and market stalls. The most frequently purchased species are parsley, mint, marjoram, coriander, and lovage. The primary reasons for purchasing potted herbs are flavor and seasoning qualities, health considerations, and nutritional value. The most important factors in the purchasing decision are aroma and taste, attractive appearance and freshness, health benefits, and nutritional value. Factors cited as encouraging consumers to consume fresh potted herbs more frequently included chemical-free cultiva-tion and the use of organic methods, a wider range of products, lower prices, and better flavor. The socio-demographic characteristics of consumers had a significant impact on their purchasing behavior. These characteristics also differentiated the importance of factors influencing purchasing decisions, encouraged more frequent consumption of potted herbs, explained the reasons for a lack of interest in potted herbs among those who do not buy them, and identified factors that could encourage these people to consume fresh herbs. This study focuses specifically on consumption patterns of potted herbs in Poland, a segment influenced by sustain-ability trends and health-conscious behaviors. The study’s findings may be relevant to producers and distributors of potted herbs, particularly for planning production and distribution to meet actual consumer requirements and preferences.

References

  1. Abdullah, N., Salleh, S. (2010). Factors related to the use of herbal products and derivatives from consumers’ perspective in Kota, Kinabalu, Sabah: an initial study. Sosiohumanika, 3(1), 143–154.
  2. Awulachew, M.T. (2024). The possible use of herbs and spices in the food processing and food safety. In: E., Ivanišová (ed.), Herbs and spices – new perspectives in human health and food industry. IntechOpen. https://doi.org/10.5772/intechopen.1001733
  3. Behe, B.K., Campbell, B.L., Hall, C.R. et al. (2013). Consumer preferences for local and sustainable plant production characteristics. Hortscience, 48(2), 200–208. https://doi.org/10.21273/hortsci.48.2.200
  4. Brijesh, S., Soni, V. (2019). Generation Y consumer perception of Patanjali products in Kerala. Int. J. Innov. Technol. Exp. Engineer., 8(11), 266–270. https://doi.org/10.35940/ijitee.K1318.0981119
  5. Chaudhari, R., Dhole, V., More, S. et al. (2021). Health benefits of herbs and spices – review. World J. Pharm. Res., 10(3), 1050–1061. https://doi.org/10.17605/OSF.IO/YN93F
  6. Durmaz, Y., Durmaz B.N. (2014). The impact of social factors on consumer buying behaviour and an empirical application in Turkey. J. Soc. Sci. Res., 3(2), 256–263.
  7. Fresh Herbs Market 2025–2030. Available: https://www.grandviewresearch.com/industry-analysis/fresh-herbs-market-report [date of access: 23.03.2026]
  8. Fresh Herbs Market size, share, and industry analysis, by type (basil, parsley, chives, oregano, coriander, mint, and others), by application (foodservice, food processing, and household), and regional forecast 2026–2034. Available: https://www.fortunebusinessinsights.com/fresh-herbs-market-110281 [date of access: 23.03.2026]
  9. Goss, J., Karlsson, M., Long, K. et al. (2007). Producing fresh herbs for Fairbanks restaurants a market survey. Available: https://scholarworks.alaska.edu/bitstream/handle/11122/2813/ST_07_01.pdf;jsessionid = F22CE9603EE5304AE5C7731728E47C3C?sequence = 1 [date of access: 16.03.2026]
  10. Grigore-Gurgu, L., Dumitrascu, L., Aprodu, I. (2025). Aromatic herbs as a source of bioactive compounds: an overview of their antioxidant capacity, antimicrobial activity, and major applications. Molecules, 30, 1304. https://doi.org/10.3390/molecules30061304
  11. Ismail, S., Mokhtar, S. (2015). The antecedents of herbal product actual purchase in Malaysia. Manag. Sci. Lett., 5(8), 771–780. http://dx.doi.org/10.5267/j.msl.2015.5.011
  12. Jiang, T.A. (2019). Health benefits of culinary herbs and spices. J. AOAC Int., 102(2), 395–411. https://doi.org/10.5740/jaoacint.18-0418
  13. Joshi, A., Kale, S., Chandel, S. et al. (2015). Likert scale: explored and explained. Brit. J. Appl. Sci. Technol., 7(4), 396-403. https://doi.org/10.9734/BJAST/2015/14975
  14. Kalra, B.S., Dharni, K., Rathore, R. et al. (2023). Antecedents of purchase intention towards herbal products: an emerging market study. Asian J. Agric. Ext. Econ. Soc., 41(9), 594–605. https://doi.org/10.9734/AJAEES/2023/v41i92081
  15. Knuth, M.J., Behe, B.K., Rihn, A. et al. (2023). Effects of benefits messaging on consumer purchasing of plants. HortScience, 58(5), 481–487. https://doi.org/10.21273/hortsci16993-22
  16. Kotler, P., Keller, K.L. (2015). Marketing management, vol. 2, 14th ed. Erlangga, Jakarta.
  17. Kucharski, W.A., Mordalski, R., Praczyk, M. (2022). Rozwój gospodarstw w oparciu o rodzime surowce zielarskie – przygotowanie materiałów dla beneficjenta interwencji na potrzeby PS WPR 2023–2027 [Development of farms based on native herbal raw materials – preparation of materials for the intervention beneficiary as needed PS WPR 2023-2027]. Instytut Włókien Naturalnych i Roślin Zielarskich – Państwowy Instytut Badawczy.
  18. Malaysia Culinary Herbs and Spices Market Size 2026-2033. (2026) https://www.verifiedmarketreports.com/downloadsample/?rid=678790&utm_source=Pulse-NSB-Sept1-MY&utm_medium=361&utm_country=Malaysia [date of access: 18.03.2026]
  19. Mphafi, K., Oyekale, A. S., Ndou, P. (2023). Consumers’ preferences for local and imported culinary herbs in Gauteng province, South Africa. Res. Agric. Livest. Fish., 10(1), 61–71. https://doi.org/10.3329/ralf.v10i1.66221
  20. National Market Analysis for Southwestern Herbs (1996). Agricultural Experiment Station Research Report 704 College of Agriculture and Home Economics.
  21. Newerli-Guz, J. (2017). Analiza rynku przypraw w Polsce [Analysis of the spice market in Poland]. Market. Zarządz., 2(48), 167–175. https://doi.org/10.18276/miz.2017.48-15
  22. Nurzyńska-Wierdak, R. (2012). Ocimum basilicum L. – wartościowa roślina przyprawowa, lecznicza i olejkodajna [Ocimum basilicum L. – a valuable spice, medicinal, and essential oil plant]. Ann. UMCS, sec. EEE Horticultura, 22(1), 113–122.
  23. Phillips, M., Kapitan, S., Rush, E. (2024). From the store to the kitchen: herbal scents drive wholesome food choice. J. Ret. Cons. Serv., 81, 103959. https://doi.org/10.1016/j.jretconser.2024.103959
  24. Ramli, N., Arumugam, N. (2021). Customers’ awareness and attitude in purchasing herbal products in Kuala Terengganu. J. Agrobiotechnol., 12(1S), 14–20. https://doi.org/10.37231/jab.2021.12.1S.266
  25. Spence, C.H. (2024). Sweet basil: an increasingly popular culinary herb. Int. J. Gastr. Food Sci., 36, 100927. https://doi.org/10.1016/j.ijgfs.2024.100927
  26. Suryaningrum, D.A.S, D., Dewanti, R.P., Indreswari, R., & Marwantina, I. (2024). Consumer Preferences on Processed Herbs and Spices Products of SMEs in Sukoharjo. Jurnal Informasi dan Teknologi. https://doi.org/10.60083/jidt.v6i2.537
  27. Syafrizal, So, I.G., Vafaei-Zadeh, A. (2024). Customers’ purchase intentions on herbal products and supplements during the COVID-19 pandemic. Binus Business Review, 15(1), 79−91. https://doi.org/10.21512/bbr.v15i1.10447
  28. Wee, C.S., Ariff, M.S. Bin, Zakuan, N. et al. (2014). Key factors affecting consumer purchase intention a study of safe vegetable in Ho Chi Minh City, Vietnam. Rev. Integr. Business Econ. Res., 3(2), 378–397. https://doi.org/10.1016/0022-4898(65)90039-X
  29. Widyaningtyas, D., Untoro, W., Ikhwan Setiawan, A. et al. (2023). Health awareness determines the consumer purchase intention towards herbal products and risk as moderator. Cont. Admin., 68(3), e396. https://doi.org/10.22201/fca.24488410e.2023.3426
  30. Wilson, N.A., Mantzioris, E., Villani, A. (2025). Sensory preferences are important motivators for using herbs and spices: a cross-sectional analysis of Australian adults. J. Hum. Nutr. Diet., 38(1). https://doi.org/10.1111/jhn.13406
  31. Wiluk, M. (2024). Łańcuchy dostaw i dochodowość produkcji ziół [Supply chains and profitability of herb production]. IERiGŻ-PIB, Warszawa.

Downloads

Download data is not yet available.

Similar Articles

1 2 3 4 5 > >> 

You may also start an advanced similarity search for this article.