Home care in Poland continued to record steady growth in 2018. New product development generally drove sales in most categories.
Poles are becoming more aware of the importance of environmentally-friendly products, with these also considered better for human health. As part of the wider ecological trend, more natural home care products are enjoying stronger demand, for example those containing plant extracts or natural oils.
Large multinationals continued to dominate home care sales in Poland in 2018. With extensive product portfolios and the resources to invest in new product development, these manufacturers are able to offer innovative products at competitive prices.
New launches in 2018 largely entailed improvements to product formulas, with there being a shift towards more natural ingredients as well as new scents. New scents included fragrances associated with specific experiences, for example a walk on a Caribbean beach.
Home care is expected to record further positive growth over the forecast period. Polish consumers are becoming increasingly interested in cleaner surroundings and are paying more attention to the care of various surfaces.
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This industry report originates from Passport, our Home Care market research database.