Skin Care in Poland

PROSPECTS

The category is constantly growing thanks to innovations and strong competition

Skin care saw dynamic growth towards the end of the review period. This was mainly due to a significant rise in consumer income which fuelled demand for high-quality products for which customers were willing to pay more.

Face masks still booming on the wave of popularity of Asian cosmetics

As in the previous year, face masks witnessed the most dynamic growth in 2018. The success of these products is associated an unusual fashion for Asian cosmetics (Korean, Japanese).

Skin care still has very good prospects

Skin care in Poland still has very good prospects for the forecast period. The category is expected to continue growing alongside the increasing purchasing power of consumers in Poland, with premium products expected to benefit particularly.

COMPETITIVE LANDSCAPE

L'Oréal Polska is still the leader in a fragmented category

Skin care is very fragmented and extremely competitive in Poland, with L'Oréal Polska Sp zoo maintaining the leading position in 2018 with brands including L'Oréal Paris, Vichy and Garnier Naturals. It was followed by Nivea Polska Sp.

Distribution very fragmented, but drugstores/parapharmacies holds a clear lead

The distribution of skin care is fragmented although drugstores/parapharmacies holds a clear lead due to the wide range, attractive discounts and expert advice of staff offered in these stores. These chains have seen intense price competition with internet retailing and discounters, with the latter expanding their offer of skin care.

Consumer awareness is growing

The global megatrend of naturalness is particularly evident in skin care in Poland. Its influence was visible over the review period, but it is still in the initial phase of development and it is gaining momentum.

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