Fragrances in Poland

PRE-COVID-19 PERFORMANCE

Rising fashion awareness and disposable incomes boost sales

Fragrances in Poland continues to record strong growth due to the country’s improving economy. Thanks to rising disposable incomes, more customers can afford to buy goods that were not previously affordable, such as premium fragrances.

Growing interest in luxury goods fuels demand for premium fragrances

Despite strong price pressure, more and more people are opting for premium fragrances and brands, thus helping to drive value growth. This trend is highlighted by the growing popularity of semi-premium brands that offer a favourable price-quality ratio.

Local players struggle to compete with luxury image of global brands

Coty Polska continues to lead sales within fragrances thanks to its wide portfolio of mass brands, which includes Adidas and Playboy, and premium brands such as Burberry and Calvin Klein. In second place is Avon Cosmetics Polska, which is the leading direct selling player in Poland.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to plummet by 18% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a major decline from the 2% growth projected at the end of 2019 before the spread of the virus.

Affected products within fragrances

All product areas across fragrances are expected to see sharp double-digit retail volume and value declines at constant 2019 prices in 2020 as a result of the COVID-19 pandemic. The hardest-hit product areas will be unisex fragrances, which were increasingly fashionable towards the end of the review period but have few loyal customers.

Recovery and opportunities

Following the sharp decline in retail volume and constant 2019 price value sales in 2020 due to the impact of the COVID-19 lockdown and increased economic uncertainty, there will be a degree of recovery in 2021. However, growth will remain muted for the remaining years of the forecast period and all product areas are expected to see an overall value decline at constant 2019 prices.

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