The article analyzes consumer attitudes towards regional products, which may be an important link in building the strategy on regional markets and in usage of intensified strengthening of local traditions and identities. In the paper there has been shown the results of studies on ethnocentric attitudes among Polish consumers reflecting a desire to buy Polish products. There has been also analyzed the regulations of the European Union on regional products. In the article it has been discussed the possible use of ethnocentric tendencies of certain groups of consumers in order to strengthen the position of regions and their development by creating or restoring the forgotten regional products.