Konsument hybrydowy na rynku produktów spożywczych
A Hybrid Consumer in the Food Market

Summary/Abstract: The COVID-19 pandemic turned the attention of researchers towards the term ‘hybrid’. The notion is used to describe enterprises, labour market, services or trade. The paper provides a definition of a hybrid consumer and examines her/his behaviour in the food market. As shown by the survey car- ried out by GEMIUS and the Chamber of Electronic Economy in 2021, over 30% of Internet users started buying more and more frequently in the times of the pandemic and explained it primarily by reasons of security, 24/7 access to the store, and competitive prices. The pandemic developed new hab- its in consumers and changed their attitude to shopping. Polish consumers spend PLN 188 a month on food purchased online. We can see that online purchases are getting grounds vis-a-vis traditional offline purchases which is why we can speak of a hybrid consumer. A study conducted on a group of 1008 Poles aged between 18 and 80 demonstrated that the dominant profile is that of a traditional con- sumer (N=707), i.e., someone who buys food products in a brick and mortar store and shops online only from time to time but a thesis can be put forward that the profile will evolve towards a hybrid consumer buying online and offline in similar proportions whose behaviour is shaped by competence not just the pandemic.

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