Premium Beauty and Personal Care in Poland

PROSPECTS

Demand for premium products increases alongside economic growth

The market for premium products in Poland grew rapidly towards the end of the review period thanks to a significant increase in disposable income. An increase in wages and falling unemployment increased the consumer base for premium beauty and personal care products.

The positioning of premium brands is changing

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

Premium beauty and personal care projected to see further growth

Projections for Poland’s economy are optimistic for the forecast period. This should provide a further boost to the disposable income of the average customer.

COMPETITIVE LANDSCAPE

L’Oréal Polska maintains its leading position in the premium segment

Premium beauty and personal care in Poland is very diverse and fragmented. L’Oréal Polska Sp zoo retained the lead in 2018, while Coty Polska Sp zoo and Estée Lauder Poland Sp zoo were ranked second and third respectively.

Local producers have a small presence but see gains with targeted ranges

Local producers have a limited presence. The only big player is Dr Irena Eris SA Cosmetics Laboratory, which has successfully consolidated its position in premium skin care.

Moving to premium segment is a response to low margins on the mass market

Producers of premium beauty and personal care see the opportunity for higher margins compared to the mass market, where competition is fierce and constant promotions are normal. This is particularly true in the case of products such as dermocosmetics and anti-agers which have a visible effect on health and wellbeing.

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