The study included two survey objectives: (1) to define the socio-demographic profile of consumers interested in food perceived as domestic; (2) to determine the consumers’ understanding of the concept ‚food of Polish origin’ and to indicate, which attributes, and to what extent, are attributed to this type of food. A Poland-wide pool of 1000 persons was surveyed in October 2013. The character of the survey research was quantitative; the survey was conducted with the use of a personal CAPI technique (Computer Assisted Personal Interviews). A frequency analysis was carried out; mean values and standard deviations were calculated. A χ² statistic was applied to determine statistically significant differences among the variables. A one way analysis of variance (ANOVA) and a Tukey’s post hoc test were adopted to compare whether or not the differences among the means were statistically significant. It was proved that the ‚food of Polish origin’ was mostly perceived as a food produced in Poland and from the Polish raw materials. The respondents who highlighted the place of production as a key criterion to indicate the Polish origin of food were over 61 years of age; they had higher education and declared to frequently travel abroad. The women surveyed more frequently appreciated the Polish origin of raw materials as did the oldest respondents and the persons with a higher level of education. The results obtained show that the consumers have confidence in the food they believed to be of the Polish origin and they positively assess it. Also, the results achieved provide some insights into communications targeted at elderly consumers, whose market share increases owing to the aging of the society.