The beauty and personal care market in Poland experienced a visible rebound in 2021. Mass beauty and personal care, as by far the largest part of it, also grew.
Polish customers are used to price promotions. Pandemic conditions have made this aspect of attracting price-sensitive customers even more important.
The COVID-19 pandemic and greater consumer price sensitivity have translated into increased interest in private label mass beauty and personal care, especially among those who were already buying them. Despite some stabilisation and a relatively good situation in the labour market, this trend is strengthening further.
The trend towards naturalness and eco-friendliness, although particularly visible in the case of premium beauty and personal care, is also evident in the mass market. Large manufacturers have realised that price-sensitive customers are also becoming more aware and pay more attention than ever to the environmental friendliness of a product's composition, type of packaging or safety of use.
The Polish mass beauty and personal care market is very fragmented. Every year, hundreds of new producers make their debuts, competing for customers' attention and trying to stand out in the market.
The COVID-19 pandemic has only accelerated the long-established trend towards the online channel consolidating its value share of the total beauty and personal care market, including mass beauty and personal care. Companies that have implemented e-commerce overwhelmingly intend to develop it further, as this is the expectation of consumers.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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