The Role of Retailers in Developing a Healthy Lifestyle in Poland

Abstract Purpose This chapter focuses on the healthy lifestyle desideratum stretching out of the public policy realm to become a business interest in established and emerging economies. It is argued that retailers, through their marketing and social responsibility strategies, evolve into promoters of a healthy lifestyle at both social and individual levels. The selected examples from Poland illustrate how food retailers, particularly fast-moving consumer goods (FMCG) retailers, respond to the healthy lifestyle desideratum within an emerging economy. Methodology/approach A qualitative approach is taken. The role and potential activities of retailers to promote a healthy lifestyle are identified by theoretical studies. Then, retailers’ involvement in developing the ‘health and wellness’ market segment as a market opportunity is justified by analyses of competitive trends in Polish retailing. The marketing and corporate social responsibility (CSR) practices of leading Polish retailers (representatives of different organisational forms) contributing to the development of a healthy lifestyle are presented. Data are drawn from companies’ web pages, interviews, magazines and research agencies. Findings Recent experience in Poland confirms the finding from previous research that the retail sector in emerging economies is rapidly progressing towards catching up with well-established practices in developed countries. On the demand side, this process is fostered by the rise of middle-class consumers, while on the supply side, the key driver is the fierce competition among international chains and domestic distributors. Practical implications Examples drawn from Polish retailing represent good business practices, the relevance of which stretches beyond their local context and renders these business practices shareable. Social implications Awareness is raised of the importance of progressing towards a healthy lifestyle; pragmatic advice is provided on how retailers from an emerging economy can enable changes in consumers’ behaviour. Originality/value The business focus on healthy lifestyle development fills a knowledge gap since health science perspectives still prevail in mainstream research on the topic.