Fragrances in Poland

PROSPECTS

Fragrances sees further growth

Fragrances in Poland continued to record growth in 2018 thanks to the country’s very good economic situation, which has positively impacted consumer incomes. Thanks to an increase in disposable income more customers can afford to buy goods that they were not previously able to, such as premium fragrances.

Premium fragrances perform well but ban on Sunday trading poses a challenge

Despite the strong price pressure, more and more people chose premium fragrances and brands at the end of the review period which helped drive value growth. However, one problem for the category may be the ban on trading on every second Sunday, which was introduced in Poland in 2018.

Customers look for well-known brands but like novelties as well

Customers generally prefer well-known brands – often originating from the world of fashion and luxury goods – and are willing to pay more for them. At the same time, many of these brands have become much more affordable due to fierce competition between drugstores/parapharmacies and online stores.

COMPETITIVE LANDSCAPE

Coty Polska Sp zoo remains the leader of the category

Coty Polska Sp zoo remained the clear leader in fragrances in 2018 thanks to its wide portfolio of mass brands which includes Adidas and Playboy and premium brands such as Burberry and Calvin Klein etc. Second place was held by Avon Cosmetics Polska Sp zoo, which is a leading player within direct selling in Poland.

Internet retailing is changing the dynamic of the market

In fragrances, three channels account for most sales in Poland. First is drugstores/parapharmacies with fragrances being among the most important products for these stores.

The importance of luxury fragrances is growing

In Poland, the demand for truly luxury fragrances is still limited, but it is steadily growing. This is due to a growing number of product offers and an increase in the number of affluent consumers in Poland who can afford such products.

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