Beauty and Personal Care in Poland
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
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
Summary 1 Research Sources
Baby and Child-Specific Products in Poland
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
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
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Poland
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
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
Table 22 Sales of Bath and Shower by Category: Value 2017-2022
Table 23 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 26 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 28 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Poland
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
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
Table 31 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 36 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 37 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 38 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Poland
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
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
Table 42 Sales of Deodorants by Category: Value 2017-2022
Table 43 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 45 NBO Company Shares of Deodorants: % Value 2018-2022
Table 46 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 48 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Poland
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
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
Table 51 Sales of Depilatories by Category: Value 2017-2022
Table 52 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 54 NBO Company Shares of Depilatories: % Value 2018-2022
Table 55 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 56 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Poland
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
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
Table 58 Sales of Fragrances by Category: Value 2017-2022
Table 59 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Fragrances: % Value 2018-2022
Table 61 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 64 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Poland
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
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
Table 66 Sales of Hair Care by Category: Value 2017-2022
Table 67 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 69 NBO Company Shares of Hair Care: % Value 2018-2022
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 71 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Colourants: % Value 2019-2022
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 74 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 76 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Poland
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
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
Table 79 Sales of Men’s Grooming by Category: Value 2017-2022
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 83 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Poland
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
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
Table 88 Sales of Oral Care by Category: Value 2017-2022
Table 89 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 90 Sales of Toothbrushes by Category: Value 2017-2022
Table 91 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 93 NBO Company Shares of Oral Care: % Value 2018-2022
Table 94 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 96 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Poland
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
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
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 106 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Poland
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
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
Table 112 Sales of Sun Care by Category: Value 2017-2022
Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Sun Care: % Value 2018-2022
Table 115 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 117 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Poland
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
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
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Poland
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
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
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027