After a difficult year in 2020 which was marked by the COVID-19 pandemic, 2021 saw a significant rebound in sales of beauty and personal care and increased consumer optimism in Poland. This was primarily influenced by a significant loosening of restrictions on the ability of shopping centres and physical stores to operate. Although the pandemic continued in 2021, the advent of vaccines and the government's lenient lockdown policy meant that sales in the offline channel increased significantly.
This 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.
This 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.
Why buy this report?
- 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.
Table of Contents
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for beauty and personal care?
- CHART 1 auty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 auty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Mass beauty and personal care sees growth along with the overall market
- Price promotions become even more important than before
- The importance of private label is growing
- Ecology is also a trend that will drive sales in mass beauty and personal care
- Loyalty is becoming increasingly important
- E-commerce will continue to grow for mass beauty and personal care
- Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for premium cosmetics is back
- Consumer awareness of quality drives growth in the premium segment
- The online channel is increasingly important for premium beauty and personal care
- Ecology will continue to be important in premium beauty and personal care in the forecast period
- The personalisation trend is expected to continue
- Dermocosmetics beauty and personal care is more in vogue
- Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Baby and child-specific products sees a visible rebound in sales in 2021
- Baby and child-specific products must be safe and eco-friendly
- Older children seek emotional experiences
- Sales of baby and child-specific products are expected to continue to grow
- Negative demographic forecasts will hold back the growth of baby and child-specific products
- E-commerce expected to see gains in baby and child-specific products
- Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
- Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Bath and shower continues to grow in 2021, although more slowly than at the start of the pandemic
- Home spa trend remains strong
- Sales of hand sanitisers fall drastically
- Ecology will remain a major trend in bath and shower
- The product range is expected to grow constantly
- The role of the online channel will grow, but not rapidly
- Table 34 Sales of Bath and Shower by Category: Value 2016-2021
- Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
- Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Continued obligation to wear masks hinders rebound rate for colour cosmetics
- Convenience and practicality are sought-after attributes in colour cosmetics
- Functionality first: Consumers demand colour cosmetics that both beautify and take care of their skin and nails
- At-home treatments will support growth of colour cosmetics
- Ecology increasingly important for colour cosmetics
- After gaining during the pandemic the online channel will continue to grow
- Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- A reduction in restrictions leads to a visible rebound in the deodorants market
- Scent is still an important attribute in deodorants
- Safety of use of deodorants is considered crucial
- Distribution of deodorants to remain mainly based on the offline channel
- The role of private label is expected to grow in deodorants
- Packaging and method of application to become increasingly important in deodorants
- Table 54 Sales of Deodorants by Category: Value 2016-2021
- Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
- Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sales of depilatories return to growth in 2021 after temporary slowdown
- Home depilation is becoming more and more popular
- Store-based retailing sales still dominate in depilatories in Poland
- Greening set to be a major trend in depilatories, supporting prices and value sales
- Abandonment of hair removal is a growing threat to depilatories sales
- Safety and comfort are key aspects of demand for depilatories
- Table 63 Sales of Depilatories by Category: Value 2016-2021
- Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Fragrances are back in favour with customers
- Light fragrances and mists are still popular
- Sales of fragrances through the online channel continue to grow
- Premium fragrances will be in demand again
- The return of stronger fragrances is anticipated while scent durability and clarity will also be sought
- E-commerce likely to remain the major channel for fragrances
- Table 70 Sales of Fragrances by Category: Value 2016-2021
- Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Increased socialising as restrictions ease leads to a strong rebound for hair care
- Colourants remains popular in 2021 despite the reopening of hair salons
- Brands offer products for hair loss that is a symptom of the long COVID effect
- Ecology set to remain in vogue in hair care
- Grey hair fashion might be a threat to the performance of colourants
- Offline sales expected to continue to dominate in hair care
- Table 78 Sales of Hair Care by Category: Value 2016-2021
- Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Men are loyal customers of beauty and personal care
- Face creams for men are still a hit
- Silver generation also picking up as an important consumer base
- The popularity of facial hair is still evident suppressing the forecast period growth of men’s shaving
- Minimalism and product quality at a price are expected to characterise men’s grooming in the forecast period
- Men’s hair care is increasingly important
- Table 91 Sales of Men's Grooming by Category: Value 2016-2021
- Table 92 Sales of Men's Grooming by Category: % Value Growth 2016-2021
- Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 95 NBO Company Shares of Men's Grooming: % Value 2017-2021
- Table 96 LBN Brand Shares of Men's Grooming: % Value 2018-2021
- Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 98 Forecast Sales of Men's Grooming by Category: Value 2021-2026
- Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- The oral care market is clearly accelerating
- The internet sets trends in oral care
- Awareness of good oral hygiene is still low
- The green trend will remain strong in oral care
- Oral care to see increasing innovation in packaging
- Premiumisation will proceed in oral care as a result of advertising campaigns
- Table 100 Sales of Oral Care by Category: Value 2016-2021
- Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 102 Sales of Toothbrushes by Category: Value 2016-2021
- Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Skin care sales record a visible rebound in 2021 with green, wellness, artisanal trends and increased socialisation supporting this
- Innovations visible in skin care brands despite COVID-19
- Dermocosmetics gains further in 2021 as consumers seek safe products with tested formulas
- Clients are looking for multi-tasking and effective cosmetics
- “Skinimalism” expected to go from strength to strength
- “Slugging”: A new trend inspired by Korean beauty
- Table 113 Sales of Skin Care by Category: Value 2016-2021
- Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Sun care records a very strong rebound in 2021 with fewer pandemic restrictions and hot summer weather
- Customers are looking for (multi)functional products
- Sales of sun care are increasingly less dependent on the season
- Eco and clean formulations to be increasingly visible in sun care
- Sun care for children and babies expected to see strong growth
- Tattoo protection is an additional incentive to drive sales
- Table 124 Sales of Sun Care by Category: Value 2016-2021
- Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026