Abstract
Health can be viewed as a fundamental factor determining the quality of a country’s human resources. Therefore developing the health market through creation of favourable conditions for the production of healthy food products and promotion of healthy life‐style should be a priority of the state’s policy. Investigates: the state of the Polish market promoting good health; the condition of Polish producers of food products recommended in the healthy eating model; eating habits of Polish households. To illustrate these elements, gives examples of the initiatives and trends observed in Poland. Also presents the approaches practised in the Western countries’ markets. Having tailored them to the particular culture of the Polish market, they can be used as examples of health orientation.
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