PurposeThe purpose of this paper is to examine challenges and opportunities that occurred in the Polish ultra‐high temperature (UHT) milk market after Poland entered the European Union.Design/methodology/approachThrough an in‐depth analysis of the Polish UHT market and by interpreting statistical data, this paper analyzes the retailing, production, and distribution channels, branding, and potential changes in the marketing perspective of the UHT market in Poland. To understand the nature of the market, this paper employs a marketing science method, marketing persistence analysis, to explore the relationship of short‐term marketing efforts and long‐term market response in Polish UHT milk market.FindingsBased on empirical testing of ten Polish brands, results show that the UHT milk market in Poland presents marketing persistence, which means that short‐term marketing efforts can generate long‐term revenue effects.Research limitations/implicationsIf marketing spending data are available, causality tests can be performed to see what are most effective marketing means (e.g. TV advertising or sale promotion) in Polish dairy markets.Practical implicationsCombining the empirical findings with the facts that previous marketing activities in Poland are relatively low, and it is now a historic transition for Poland after joining the homogenous market of Europe, the authors suggest that existing marketers increase the marketing investment to strengthen brands, gain market share, and build long‐term customer relationships. International marketers also have good opportunities now to enter Polish UHT markets through intensive marketing campaigns.Originality/valueThis study is the first attempt to apply marketing science techniques to examine the Polish market and the findings enable both academic researchers and industrial practitioners to understand this market better and explore its potential business opportunities.