Executive Summary

Jun 2019
PROSPECTS
The growing frequency of hair washing strengthens sales

According to studies, around a quarter of Polish consumers wash their hair every other day, with almost 30% doing it every three days. Meanwhile, less than a quarter do so every day, with this more often being men than women, while the younger generation generally care more about hair hygiene than the older generations (source: TNS OBOP).

Shampoos the most dynamic category

Shampoos saw dynamic growth in 2018, with consumers preferring specialist products that are dedicated to specific conditions such as oily or dry hair, dandruff, hair falling out, etc. Regenerative shampoos have also become popular with these intended for hair weakened by external factors such as air-conditioning in offices and pollution.

The outlook for the category is optimistic, especially for premium products

Hair care is expected to see moderate growth over the forecast period, especially in current value terms. This is because disposable income is rising and, as a result, consumers are increasingly adopting the habits of Western consumers.

COMPETITIVE LANDSCAPE
L'Oréal Polska maintains its leading position

L'Oréal Polska Sp zoo maintained the lead in hair care in 2018 with brands such as L'Oréal Casting and Elsève. It was followed by Henkel Polska Sp zoo (Syoss, Schwarzkopf, Taft) and Procter & Gamble DS Polska Sp zoo (Pantene, Head & Shoulders).

The market still uses the trends of naturalness for marketing purposes

Ecology and naturalness are still the dominant trends in hair care in Poland. Both small and large players introduce product lines that claim to show greater care for the skin/hair and/or the environment.

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Hair Care in Poland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hair Care industry in Poland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hair Care industry in Poland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hair Care in Poland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hair Care in Poland?
  • What are the major brands in Poland?
  • Which types of styling agents are most common?
  • How are shampoos versus 2-in-1 products performing?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Hair Care in Poland - Category analysis

HEADLINES

PROSPECTS

The growing frequency of hair washing strengthens sales
Shampoos the most dynamic category
The outlook for the category is optimistic, especially for premium products

COMPETITIVE LANDSCAPE

L'Oréal Polska maintains its leading position
The market still uses the trends of naturalness for marketing purposes

CATEGORY DATA

Table 1 Sales of Hair Care by Category: Value 2013-2018
Table 2 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 3 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Hair Care: % Value 2014-2018
Table 5 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 6 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 7 LBN Brand Shares of Colourants: % Value 2015-2018
Table 8 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 9 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 10 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 11 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 12 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 13 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Poland - Industry Overview

EXECUTIVE SUMMARY

Economic growth drives demand for beauty and personal care
Natural products in the spotlight
Beauty and personal care sees strong competition with a flood of new companies
Existing trends continue to develop with no significant new innovation
The future looks bright, but some threats are visible

MARKET DATA

Table 14 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 15 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 16 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 17 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 18 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 19 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 20 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 21 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 22 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 23 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources