Premium Beauty and Personal Care in Poland

PROSPECTS

Fast-growing incomes increase target group for premium products

According to the Central Statistical Office, the average salary in Poland in December 2017 reached almost PLN5,000 (EUR1,200), which is historically the highest figure. Unemployment is low and dropped below 7%.

For premium products, price remains important but not a priority

Apart from a small group of millionaires for whom price is not a barrier, the main consumers of premium beauty and personal care are relatively wealthy but still look at price as part of their purchasing decision. This group is looking for branded products, but not in the super premium segment.

Premium products offer guaranty of high quality and social prestige

Additionally, there are aspiring consumers who reach for more expensive brands to experience the luxury world - they may not be able to afford a super-luxury car or property, but they can spend more on expensive facial care lipstick or perfume. They are looking for high quality, recognisable brands which have connotations with a high social position.

COMPETITIVE LANDSCAPE

L'Oréal Polska continues to lead; number of novelties present

Polish premium beauty and personal care is dominated by global players with their wide portfolios of well- recognised brands. L'Oréal Polska continued to lead, together with Estée Lauder Poland and Coty Polska.

Domestic start-up brands are blooming

The review period witnessed a period of formation for small start-up companies that offer specific products. They target premium consumers, offering high-quality products based on natural, eco-friendly ingredients and usually are oriented on exports.

E-commerce is booming, traditional perfumeries need to adapt

Premium beauty and personal care’s distribution is based on traditional channels such as perfumery chains (Sephora, Douglas) and specialised boutiques with luxury products. E-commerce has become a very important channel and is growing at a double-digit pace – both big chains and independent concept stores are selling their products online.

Files are delivered directly into your account within a few minutes of purchase.