Beauty and Personal Care in Poland

Report
139 Pages
May 2023
Region: Poland
Euromonitor International
ID: 2544884

Beauty and personal care in Poland was heavily impacted by Russian aggression on Ukraine mainly by stopping exports to Russia and Belarus. The outbreak of war also had a negative impact on production costs. Some of the raw materials and packaging imported from Ukraine had to be replaced with more expensive semifinished products from other sources. Domestic producers were also challenged by significant increases in electricity and gas costs. Russia's aggression against Ukraine forced producers to...

The Beauty and Personal Care in Poland report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

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BEAUTY AND PERSONAL CARE IN POLAND

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Mass beauty and personal care products retains outright lead over premium, especially in skin care
Growing popularity of mass fragrances thanks to their widespread availability, accessible prices and regular daily usage
Mass beauty and personal care is led by multinationals, although the category remains fragmented

PROSPECTS AND OPPORTUNITIES

Mass skin care remains the largest category in mass beauty and personal care products over the forecast period
Mass hair care remains an important category in mass beauty and personal care though consumers increasingly opt for premium products
Mass sun care continues to dominate, with high quality private label gaining ground

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium beauty and personal care outgrows the mass segment in 2022, with growth from a smaller base
Growing appreciation of the benefits of one quality premium product compared to several lower-priced mass alternatives
Multinationals characterise the category with L’Oréal maintaining its outright lead

PROSPECTS AND OPPORTUNITIES

Despite inflation and declining purchasing power, demand for premium products remains strong
Growing popularity of premium dermocosmetics from pharmacies thanks to rising awareness on social media
Expanding consumer base for premium beauty and personal care to include less wealthy demographics

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Growing eco trend in baby and child-specific products
Licensing and interesting new developments around product format in baby and child-specific toiletries are designed to capture the attention of young children
Continued popularity of retail e-commerce especially for products that parents like to keep in stock

PROSPECTS AND OPPORTUNITIES

Negative demographic trends impact category sales over the forecast period
Baby and child-specific toiletries benefits from licensing, while baby and child-specific sun care sales grow thanks to rising awareness of protecting young skin from the sun
Stable competitive landscape as consumers continue to opt for brands that are well known and which inspire trust

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Steep drop in sales of hand sanitisers as consumers use bar and liquid soap at home and hand sanitisers that are provided for them in public spaces
Strong popularity seen for body wash/shower gel while intimate hygiene benefits from a wide range of product formats
Highly fragmented category led by PZ Cussons and other multinationals

PROSPECTS AND OPPORTUNITIES

Steady performance for bath and shower thanks to its cleaning and caring properties while demand also grows for natural and simpler product formulas
Health and personal care stores remains the leading channel while discounters and retail e-commerce maintain their development
Strong growth of intimate hygiene thanks to new product development and the entry of new players

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales of colour cosmetics rebound in 2022 thanks to the lifting of COVID-19 restrictions
Foundation/concealer benefits from natural make-up trend, while nail products boosted by hybrid nail polish and lip products from the lifting of mask-wearing restrictions
Health and personal care stores remains the leading distribution channel while leading direct sellers increasingly offer online sales

PROSPECTS AND OPPORTUNITIES

Ongoing development of the “no make-up” trend maintains the popularity of foundation/concealer and BB/CC cream
Generation Z stimulates sales of colour cosmetics as the industry caters to their preferences and demands
Colour cosmetics sets/kits remains unpopular as women prefer to buy colour cosmetics on a product-by-product basis to suit their individual preferences

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Deodorant sprays suffers from maturity and for being less environmentally friendly as well as a focus on fragrance rather than sweat protection
Unilever retains the lead though it loses share to “others” and the development of deodorants with natural ingredients
Discounters remains the leading channel and benefits from its development of private label

PROSPECTS AND OPPORTUNITIES

Positive growth for deodorants as consumers resume pre-pandemic habits and industry players develop natural and cruelty-free products
Deodorants benefits from impulse purchases via discounters but remains less important than other categories in the market
Sales structure remains little altered over the forecast period as consumers increasingly focus on sustainability

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Women’s razors and blades remains the most popular products in this small but increasingly popular depilatories category
Procter & Gamble maintains its outright lead thanks to the popularity of its Gillette brand and its presence in women’s razors and blades
Health and personal care stores and discounters remain popular channels for depilatories

PROSPECTS AND OPPORTUNITIES

Slow forecast period growth due to category maturity
The high cost of permanent hair removal technology continues to favour depilatories over the forecast period
Little change in the competitive landscape though smaller players benefit from launch of eco products

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Strong premiumisation trend in 2022 as both men’s and women’s premium fragrances experience stronger growth than their mass counterparts
L’Oréal Polska retains the lead thanks to its renowned brands
Mass fragrances employs a number of strategies to compete with the premiumisation trend

PROSPECTS AND OPPORTUNITIES

Unisex fragrances becomes an increasingly attractive option, while sets/kits remains a seasonal product
Premium men’s fragrances records the fastest forecast period growth
Retail e-commerce gathers momentum over the forecast period thanks to lower prices and wide product range

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Strong growth for hair care as the category rebounds after the pandemic with consumers eager to buy specific products to suit their hair type
Salon professional hair care and standard shampoos benefit from strong growth thanks to the lifting of COVID-19 restrictions
Discounters and health and personal care stores remain popular for hair care though retail e-commerce becomes a growing threat

PROSPECTS AND OPPORTUNITIES

Positive forecast period growth for hair care thanks to eco-friendly, natural and vegan trends
Women return to the salons in a bid to achieve professional results while the more natural trend and celebration of grey hair counters this trend
L'Oréal retains the lead in hair care thanks to the popularity of its brands across multiple categories

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Despite growing acceptance of men’s grooming some men continue to use these products to a minimum while others prefer multiple-use products
Trend towards naturalness and avoidance of chemicals also seen in men’s grooming with growth of premium products outpacing that of their mass alternatives
Procter & Gamble retains the lead while health and personal care stores are popular in the distribution of men’s shaving

PROSPECTS AND OPPORTUNITIES

Despite the ongoing trend towards minimalism, men gradually introduce more products into their personal care regimes, such as products for sensitive skin while retail e-commerce becomes increasingly important
Product packaging for men’s grooming focuses on masculinity and ease of usage
Growing presence of products for beard care in men’s grooming over the forecast period

CATEGORY DATA

Table 115 Sales of Men’s Grooming by Category: Value 2017-2022
Table 116 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 117 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 118 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 119 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 120 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 121 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 122 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 123 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
In terms of positioning, whitening remains the most popular in toothpaste though sensitive achieves stronger growth
Growing natural trend also present in oral care as exemplified by toothpaste with probiotics
Colgate-Palmolive sustains the lead in oral care thanks to the popularity of its Colgate and Elmex brands in toothpaste

PROSPECTS AND OPPORTUNITIES

Growth in more advanced products as consumers increasingly incorporate mouthwashes/dental rinses and dental floss into their oral care routines
The fairly saturated category of toothpaste benefits from consumer demand for more premium products
Oral care with only natural ingredients gather momentum and appeal to health-conscious consumers while environmentally-friendly product packaging is in vogue

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2017-2022
Table 92 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 93 Sales of Toothbrushes by Category: Value 2017-2022
Table 94 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 96 NBO Company Shares of Oral Care: % Value 2018-2022
Table 97 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 99 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 100 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 102 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Despite its large size, facial care has scope for further innovation
Body care experiences strong growth as consumers appreciate the moisturising properties of these products
Direct selling develops since the pandemic to combine sales via consulting and consumer contact via social media

PROSPECTS AND OPPORTUNITIES

Facial care remains a key driver of skin care with considerable scope for further development
Skin care resistant to inflationary price rises over the forecast period, especially in dermocosmetics
Minimalism trend in packaging prevails in skin care, while dermocosmetics opts for medicinal-looking packaging

CATEGORY DATA

Table 104 Sales of Skin Care by Category: Value 2017-2022
Table 105 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 106 NBO Company Shares of Skin Care: % Value 2018-2022
Table 107 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 108 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 109 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 110 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 111 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 112 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 113 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 114 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN POLAND

KEY DATA FINDINGS

2022 DEVELOPMENTS
Growing awareness of the importance of sun care boosts category sales, especially in high SPF products
L'Oréal Polska Sp zoo and Beiersdorf AG retain the lead with their well-known and widely available brands
Health and personal care stores proves popular for sun care while retail e-commerce continues to gather momentum, even in the wake of the pandemic

PROSPECTS AND OPPORTUNITIES

Sun care on a growth trend thanks to the increasing importance of skin care over the forecast period, though consumers opt for products with chemical rather than natural formulas for reasons of efficacy
Demand for self-tanning remains limited due to problems with application
Aftersun remains a small category due to low consumer awareness and the availability of substitutes, such as body care

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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