The pandemic has had a limited impact on value sales of hair care in Poland in 2020, reflecting the essential nature of these products for many people. Sales have been hit by the reduced need for grooming as a result of self isolation and a decline in social interaction, as well as consumers working or studying from home.
The first lockdown in spring saw hairdressing salons being shuttered, and despite the relaxation of some of these measures, social distancing remains in place. As a result, consumers attempted recreate the salon experience at home, which has seen many people trade up to more professionally aligned brands across the category, or try things at home that they might not otherwise normally do.
Although average unit prices across the category have not moved significantly over 2020, in the second half of the year there has been a strengthening trend for consumers to trade down, especially in more commodity-style products like shampoo. Poland is set to see a sharp economic contraction in 2020, with rising unemployment, and consumer confidence is weakening.
Hair care is set to return to positive growth in 2021, although spending levels in real value terms will not return to pre-pandemic levels until 2022. Poland will see a better-than-anticipated economic recovery in 2021, but the country is still seeing restrictions on movement and socialising in 2021 as a result of third wave of infection, and this will continue to suppress demand.
E-commerce has grown its share of value sales in 2020, largely as a result of restrictions on movement and social distancing, the temporary shuttering of some non-essential retail and consumer reluctance to expose themselves to infection in store. This has brought many new consumers to the channel during the pandemic, and hair care sales via e-commerce lifted as a result.
Hair care has seen a surge in consumer demand for naturalness and green products over the review period, a trend that accelerated during the pandemic as more consumers made a link between these trends and health and wellbeing. Even in 2020, hair care saw products development in pursuit of this, such as the new line of vegan cosmetics from Laboratorium Kosmetyczne Joanna Sp J, Yope Sp zoo’s rapidly growing ecological brand Yope and Unilever Polska SA’s Dove Powered by Plants product line.
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Understand the latest market trends and future growth opportunities for the Hair Care industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Hair Care research and analysis database.
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