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Cosmetics market in Poland - statistics & facts

Cosmetic industry in Poland has strengthened its position both on the domestic market, through sales growth, and abroad through exports. International companies compete with numerous small Polish manufacturers. The value of the Polish cosmetics market amounted to nearly 25 billion zloty in 2019. This was reached due to constant development in recent years. Since 2017, the value of the market has been growing on average by more than three percent a year. Past years have seen a positive balance of Poland in the cosmetics trade. The most exported cosmetic items in 2019 were make-up and skin care products, which accounted for 44 percent of all exported cosmetic goods. The main cosmetics export markets for Poland are Germany, Russia, and Great Britain.

Popular cosmetic products

The Polish cosmetics market is diverse in terms of capital. Companies belonging to global manufacturers, such as L'Oréal, Procter&Gamble, Beiersdorf, Colgate Palmolive, operate here. The market also includes influential local manufacturers. The largest domestic companies are Ziaja, Eveline, Bielenda, or Inglot. In the ranking of the most popular cosmetic brands, those Polish producers also hold leading positions.

The beauty industry offers a wide range of products, including items for skin, hair, mouth, perfume, and color cosmetics. The most popular cosmetics in 2020 were toilet soaps. Mascara was the favorite color cosmetic. Shampoos dominated among hair care goods, and the most popular products in women's washbags were nail polish, lipstick, and eye shadows.

Consumer preferences

Essential factors in choosing a store, both brick-and-mortar and online, were prices and attractive promotions. Consumers make relatively frequent purchases of cosmetics. Every third person purchases cosmetics every two weeks, and almost 40 percent at least once a month. The average Polish woman owns 28 cosmetics, out of which she uses ten on a regular basis, whereas a man regularly uses six out of his ten cosmetics.
It is worth to mention that natural cosmetics are also becoming increasingly popular. Consumer awareness is also improving in Poland. Issues of local production, social and environmental responsibility of the producer and business ethics are mentioned as essential factors in the choice of cosmetics.

In the coming years, the Polish economy should continue to grow, and with it, the cosmetics industry. According to Statista's Consumer Market Outlook, revenues in the beauty and personal care market in Poland are expected to increase to 5.35 billion U.S. dollars by the end of 2025.

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Cosmetics market in Poland

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