Globalization leads to modernizing food habits and the substitution of the traditional foods by industrialized foods in the diets of Europeans is constantly growing. The main factor shaping the demand for traditional, regional and ecological food is its availability, price and ecological awareness of the society. Polish consumers are increasingly turning to traditional and organic food, perceiving it as healthier, safer and tastier than commercial industrialized food. In the European Union Protected Designation of Origin, Protected Geographical Indication, Traditional Specialities Guaranteed promote and protect the names of agricultural products and foodstuffs since 1992. The main factor limiting demand for traditional, regional and organic food is its high price, hence the market for these products should be shaped, inter alia, by protecting and promoting products and highlighting their high health and taste values.