Competitive Landscape
Leading Multinational Brands Strengthen Positions Amid Moderate Market Fragmentation
Men’s grooming in Poland exhibited a moderately concentrated competitive landscape, with the top two manufacturers holding a significant combined share yet experiencing a gradual decline over the past five years. L’Oréal Polska Sp Zoo emerged as the market leader with an 11% share in 2025, showing consistent growth from 8% in 2020, which underlines its effective brand recognition and robust consumer loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Poland?
- Which are the leading brands in Poland?
- How are products distributed in Poland?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Poland - Category analysis
Key Data Insights
Rising Income and Evolving Habits Boost Polish Men’S Grooming Spend
Rising Income and Evolving Habits Boost Polish Men’S Grooming Spend
Men’S Shaving Leads in Value While Toiletries Show Dynamic Volume Growth
Aa Laab Men and Phlov Mencare Drive Preventive Grooming Adoption
Young Men Expected to Shift Towards Skin Care, Driving Category Growth and Diversification
Increased Ingredient Awareness and Unisex Acceptance Anticipated to Reshape Consumer Preferences
Product Innovation and Premiumisation Set to Drive Competitive Advantage and Growth
Leading Multinational Brands Strengthen Positions Amid Moderate Market Fragmentation
Grocery Retailers Retain Dominance, Driven by Convenience
Online Shopping Thrives on Price Transparency and Broad Assortment for Fragrances
Beauty and Personal Care in Poland - Industry Overview
Rising Incomes and Informed Consumers Drive Value Growth and Premiumisation
Key Data Insights
Rising Incomes and Informed Consumers Drive Value Growth and Premiumisation
Skin Intellectualism Gains Traction as Consumers Become More Ingredient-Literate
Polish Brands Leverage Lifestyle Trends to Engage Consumers and Boost Growth
Consumers Expected to Adopt Ai and Selective Premiumisation to Drive Growth
Skin Care Set to Continue Leading in Value While Premium and Korean Brands Reshape Competition
Brands Anticipated to Expand Advisory Roles and Hybrid Formulations to Enhance Consumer Loyalty in Polarised Market
Leading Manufacturers Maintain Position Amid Intensifying Competition
Health and Beauty Specialists Lead Physical Retail as Discounters Maintain Share
Innovative Retail Concepts Enhance Consumer Engagement through Personalised Experiences
Retail E-Commerce Expands Rapidly, Driving Discovery and Niche Brand Access
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy 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 report originates from Passport, our Men's Grooming research and analysis database.
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