Competitive Landscape
Nivea Polska Sp Zoo and Unilever Polska Sa Reinforce Leading Positions through Brand Familiarity and Distribution
Deodorants in Poland remained moderately concentrated, with the top two manufacturers, Nivea Polska Sp zoo and Unilever Polska SA, collectively commanding approximately 36% of the retail value share in 2025. Nivea held the leading position with a growing share of 19%.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Deodorants industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Deodorants in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Deodorants in Poland?
- Which are the leading brands in Poland?
- How are products distributed in Poland?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Deodorants in Poland - Category analysis
Key Data Insights
Polish Consumers Embrace Premiumisation Amid Steady Market Growth
Polish Consumers Embrace Premiumisation Amid Steady Market Growth
Cream and Roll-On Formats Gain Traction
Polish Brands Drive Premiumisation through Skin-Friendly Innovations
Increasing Disposable Incomes Set to Drive Consumer Demand for Premium Deodorants
Spray Deodorants Remain Dominant While Deodorant Sticks Experience Dynamic Growth
Functional Innovation and Premium Fragrances Set to Redefine Consumer Expectations
Nivea Polska Sp Zoo and Unilever Polska Sa Reinforce Leading Positions through Brand Familiarity and Distribution
Offline Retail Remains Dominant, While Hybrid Retail Models Gain Traction
E-Commerce Growth Fuels Accessibility and Niche Product Success among Polish Consumers
Beauty and Personal Care in Poland - Industry Overview
Rising Incomes and Informed Consumers Drive Value Growth and Premiumisation
Key Data Insights
Rising Incomes and Informed Consumers Drive Value Growth and Premiumisation
Skin Intellectualism Gains Traction as Consumers Become More Ingredient-Literate
Polish Brands Leverage Lifestyle Trends to Engage Consumers and Boost Growth
Consumers Expected to Adopt Ai and Selective Premiumisation to Drive Growth
Skin Care Set to Continue Leading in Value While Premium and Korean Brands Reshape Competition
Brands Anticipated to Expand Advisory Roles and Hybrid Formulations to Enhance Consumer Loyalty in Polarised Market
Leading Manufacturers Maintain Position Amid Intensifying Competition
Health and Beauty Specialists Lead Physical Retail as Discounters Maintain Share
Innovative Retail Concepts Enhance Consumer Engagement through Personalised Experiences
Retail E-Commerce Expands Rapidly, Driving Discovery and Niche Brand Access
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Deodorants research and analysis database.
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