Premium Beauty and Personal Care in Poland

PRE-COVID-19 PERFORMANCE

Improving economy and disposable incomes boost demand for premium products

The market for premium products in Poland grew rapidly towards the end of the review period thanks to a significant increase in disposable income, especially in large cities where demand for luxury goods is booming. Rising wages and falling unemployment has expended the consumer base for premium beauty and personal care products.

Strong competition fuels growing focus on quality and innovation

Premium brands are becoming increasingly affordable. This is due to strong competition and the growing range of products on offer for customers to choose from.

Leading brands extending premium ranges in response to rising luxury demand

Premium beauty and personal care in Poland is very diverse and fragmented. L’Oréal Polska remains the leading player, followed by Estée Lauder Poland and Coty Polska.

2020 AND BEYOND

COVID-19 impact

Sales of premium beauty and personal care are now expected to decline by 13% in 2020 in 2019 constant value terms in light of the impact of COVID-19. In the first half of 2020, the COVID-19 pandemic has brought an end to the strong sales growth seen for these products during the review period and triggered widespread economic uncertainty, thus encouraging mid- and high-income consumers to cut back on spending.

Affected products within premium beauty and personal care

With most workplaces closed and social distancing measures in place during the COVID-19 lockdown, usage of many products in premium beauty and personal care declined in 2020, with a large number of areas set to see a major fall in constant 2019 value sales. Premium colour cosmetics, fragrances, hair care and adult sun care are expected to be hit hardest as consumers spend more time at home.

Recovery and opportunities

The sharp value decline at constant 2019 prices expected in 2020 as a result of the COVID-19 lockdown and economic uncertainty will result in premium beauty and personal care seeing only slight value growth over the forecast period in constant 2019 value terms, although performance should recover from 2021 onwards. Many consumers will remain highly price-sensitive and continue to prioritise essential purchases, while seeking the lowest available prices.

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