Sales of premium-positioned beauty and personal care products have seen steeper decline in value sales in 2020 than mass aligned products as a result of the crisis. There are a variety of reasons for this.
The aspirational part of the category has been hit especially hard, with Poland’s emerging middle class consumer base suffering as a result of the country’s first recession in 20 years. These consumers have driven sales of entry level premium beauty and personal care brands over the review period, in particular products like colour cosmetics that are seen as affordable luxury.
The closure of premium retail outlets in Poland’s first lockdown, and the subsequent restriction on movement and social distancing has helped accelerate underlying digitalisation trends in Poland. This has had a positive effect on sales of premium beauty and personal care through e-commerce.
Sales of premium beauty and personal care are set to return to positive growth in 2021, although in real terms, spending will not return to pre-pandemic spending levels until 2023. This is a slower recovery than mass beauty and personal care, and will largely be a result of the lingering economic impact of the virus.
In the short term, products with a more essential positioning, or at least a stronger health/hygiene than beauty alignment, should see faster recovery. This includes categories such as premium skin care or premium bath and shower.
Premium producers are increasingly seeking to differentiate themselves with stronger green and sustainable positing. This trend in premium beauty and personal care will deepen over in the forecast period, partly as consumers becoming more interested natural and sustainable trends, but also because of the focus on naturally functioning ingredients that go beyond beauty and focus on health and longevity.
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Understand the latest market trends and future growth opportunities for the Premium 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 Premium Beauty and Personal Care research and analysis database.
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