The onset of the pandemic has shaped consumer demand for mass beauty and personal care in differing ways. Concerns about the risks of infection have made consumers more mindful about personal hygiene and risk reduction, driving demand for preventative products, notably in mass bath and shower.
Mass products have also benefited from the sharp economic contraction experienced by Poland as a result of the pandemic. Unemployment spiked in the first half of the year and the country entered its first recession in 20 years.
Health and wellness trends have strengthened in Poland as a result of the crisis, and mass beauty and personal care continues to see innovation in terms of sustainability and other green trends. Mass skin care, hair care and bath and shower have seen the biggest developments in this position in 2020, with the use of more natural ingredients.
Mass beauty and personal care is set to return to growth in 2021, although in real terms, spending will not reach pre-pandemic levels until 2022. Despite a better-than-expected economic forecast, the effects of the crisis on most household incomes will be very visible, preventing a more positive recovery, with consumers spending more conservatively, and price becoming a stronger than ever purchase trigger.
Mass beauty and personal care in Poland will see ongoing convergence between health and beauty positions over the forecast period, with strong opportunity for producers and brands that can straddle both. Unsurprisingly, the pandemic has accelerated consumer preoccupation with their health, and more consumers will seek to adopt healthier consumption trends.
COVID-19 has accelerated underlying digitalisation trends in Poland. Consumers were shunted onto e-commerce in the initial stages of lockdown as stores were shuttered, and have remained loyal to the channel despite the gradual relaxation of restrictions on movement over the year.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal 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 Mass Beauty and Personal Care research and analysis database.
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