Skin Care in Poland

PRE-COVID-19 PERFORMANCE

Rising disposable incomes and new innovative products attract consumers

Skin care saw dynamic growth towards the end of the review period, mainly due to a significant rise in consumer incomes, which fuelled demand for high-quality products. At the same time, consumers are increasingly demanding a wider product choice of skin care products dedicated to specific needs and tastes.

Growing interest in Asian cosmetics boosts demand for face masks

Face masks continue to see strong growth in Poland due to a general rise in interest in Asian fashion and cosmetics, especially those of Korean and Japanese origin. Asian skin care puts an extraordinary emphasis on facials that are applied in various ways that were previously unknown in Poland (eg face sheet masks).

Responsiveness to emerging trends key in highly competitive category

Skin care remains highly fragmented and extremely competitive in Poland, with L’Oréal Polska maintaining the leading position due to the popularity of brands such as L’Oréal Paris, Vichy and Garnier Naturals. Nivea Polska ranked second in 2019 (Nivea umbrella brand) followed by Orkla Care (Soraya umbrella brand).

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 5% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This represents a major decline from the expected 4% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

By the end of 2020, the majority of product areas within skin care are expected to see retail volume and constant 2019 value declines. However, facial cleansing wipes has been less impacted and even benefited from initial stockpiling and a rise in awareness among consumers wary of spreading the virus, particularly while away-from-home.

Recovery and opportunities

As consumers begin to spend more time away-from-home once more as the lockdown eases, sales growth for skin care will begin to normalise. 2021 is expected to see fairly muted value growth at constant 2019 prices due to ongoing economic uncertainty, although annual growth will increase gradually.

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