Skin care is set to see a marked decline in 2002 as a result of the COVID-19 crisis, following a period of solid growth. The disruption to normal grooming routines as a result of restrictions on movement and socialisation, as well as consumers working from where possible, was the main reason for this, although values were also impacted by consumers trading down to cheaper brands as the recession bit has also been a factor.
The downward pressure on value sales caused by lockdown has been offset to a degree by restrictions on beauty salons. These outlets were shuttered in the first of Poland’s lockdowns in spring 2020.
Health and wellness trends in skin care have strengthened in Poland over the review period, but the pandemic has seen them accelerate. There is widespread consumer perception that the use of chemicals or other ‘unnatural’ additives in skin care can be damaging to the health, and as a result there is rising demand for natural solutions in both mass and premium categories.
Sales of skin care are set to return to growth in 2021, although pending levels in real value terms will not return to pre-pandemic levels until 2023. The reopening of the economy and most importantly the relaxation of restrictions on movement and distancing will drive sales growth, although the resurgence of the virus in spring 2021 will slow this.
E-commerce increased its share of skin care sales in 2020 as a result of lockdown measures, with restrictions on movement and distancing shunting many consumers online. 2021 will see a drop in these gains as consumers return to traditional channels, but in the long term the channel offers significant opportunity for both producers and retailers.
Social media has become a key purchase trigger for many skin care consumers in Poland, especially in the Gen Z and millennial consumer bases. Influencers, celebrity endorsements and product placements have increased in importance, and there has been an uptick in online conversation in beauty and personal care forums, consumer review and the sharing of feedback and opinion of skin care products.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Skin Care research and analysis database.
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