Cosmetics retail market in Poland 2017 Market analysis and development forecasts for 2017-2022

Cosmetics retail market in Poland 2017

Market analysis and development forecasts for 2017-2022

The report provides a comprehensive overview of the situation in cosmetics retail in Poland, taking into account the impact of macroeconomic factors and legislative changes. It discusses market value and structure from 2013 through 2022, analyzing the market in terms of distribution channels, price segments and product categories, and looks at the financial condition and expansion plans of leading and second-tier players. The report also describes the profile of the Polish consumer, drawing on the findings of a unique survey carried out by PMR specially for the report on a purposive sample of 500 adult Poles. Some of the topics covered by the survey include: the average shopping basket of female and male shoppers; propensity to spend on specific cosmetic products and the most popular places for buying them; and loyalty to brands in selected product categories.The report includes an Excel file with key underlying data, allowing you to sort and manage the data according to your needs – a useful tool particularly for analysts.The report update is an Excel file containing updated figures plus a ‘Key Conclusions’ sheet with expert commentary about observed changes.

 

What is the content of the report?

 

  • Market value, including a unique five-year forecast developed by PMR econometricians based on well-tested econometric models
  • Sales value of cosmetics in Poland in 2013-2022 broken down into distribution channels
  • Value of the selective cosmetics segment in Poland 2013-2022
  • Value of individual product segments
  • Expert commentary that explains the data: causes, consequences, other development scenarios for the Polish cosmetics market.
  • Profile of the Polish consumer, developed on the basis of a unique survey conducted by PMR in early 2017 on a purposive sample of 500 adults, focusing on the cosmetics basket purchased by Poles
  • Impact of recently implemented or proposed legislation on cosmetics retail in Poland (Rodzina 500+ programme, ban on Sunday retailing, changes in the Pharmaceutical Law)
  • Description of the consolidation processes taking place in cosmetics retail in Poland
  • Ranking list of the largest cosmetics retailers in Poland by sales revenues and store numbers, together with brief company profiles that highlight expansion plans and changes in product assortment policy (e.g. development of own-brand offer, the non-cosmetic offer of cosmetics stores and drugstores)
  • Analysis of the cosmetics offer of grocery chains (both own-brand products and manufacturers’ brands), together with an estimate of the level of cosmetics sales at selected grocers (e.g. Biedronka, Lidl, Tesco, Carrefour, Auchan)
  • Description of the latest and most important market trends
  • Alternative market development scenarios until 2022 that estimate the impact of individual factors on projected market value, developed in collaboration with a team of econometricians
  • Unique survey of Poles’ cosmetics basket carried out in January 2017
  • Analysis of the cosmetics purchase process of female and male consumers in Poland
  • Value and analysis of the premium cosmetics segment
  • Sales revenues for the top 20 players (compared to 10 in earlier editions of the report)

 

Who benefits from the analysis?

  • Cosmetics and drugstore chains,
  • Direct-selling companies,
  • Large-format grocery stores,
  • FMCG wholesalers,
  • Cosmetics manufacturers,
  • Packaging manufacturers,
  • Manufacturers of body care and hair care accessories,
  • Component manufacturers,
  • Companies looking to complement their product range with cosmetics (e.g. clothing chains),
  • Companies interested in learning about the Polish consumer (market research firms, consultancy firms, advertising agencies)

 

Why to buy the report?

  • Comprehensive picture of cosmetics retail in Poland and all distribution channels
  • Unique forecasts until 2022 for the market as a whole and for individual distribution channels, based on advanced econometric methods 
  • Possibility to analyse historical data and to trace trends over time
  • Detailed analysis of current trends, together with an estimate of their influence on market value and alternative market development forecasts until 2022
  • Analysis of the largest players in respective distribution channels, together with an estimate of their cosmetics sales
  • Unique survey of Poles’ cosmetics basket and the cosmetics purchase process of female and male consumers
  • Analysis of the premium segment and all major product groups

 

 

PMR reports are a serious contribution to the market overview picture, focusing our attention on key events in the industry as well as highlighting both general and specific market indicators. Together, these components are the base for our future forecasts of construction market development and help us to plan our sales. Market Analyst, Alpha Cement
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PMR provides a good service and is always open to discussion. All reports are well structured & are always on time. Member of the Managment Board, SCA Hygiene Products
It's a great pleasure to cooperate with PMR because of its analysts' wealth of experience in understanding the local market. We consider PMR a competent and professional company which helps us conduct our business. I would also like to state that PMR's team is always ready to respond to emerging customer needs. We can recommend it as a reliable partner. Business Analyst, Hilti Distribution, Russia
PMR's retail publications give me detailed insight into retail developments in Poland, even concerning 'minor' developments. It is the most informative English-language resource that I have found. General Manager, Royal Ahold, The Netherlands
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  • Methodology
  • Executive summary
  • General economic situation in Poland
    • Overview of the situation in 2016
    • Forecast for 2017
    • Medium-term outlook: 2017-2022
  • Findings of a survey conducted among consumers purchasing cosmetics
    • Location (places) for purchasing cosmetics
    • Criteria for place to shop and product selection
    • Retailers on the cosmetics market
      • Purchases in perfumeries
    • Purchases and perception of private-label cosmetics
    • Types of cosmetics purchased and brand recognition
    • Monthly spending and prices of most frequently purchased cosmetics
  • Overview of the cosmetics market
    • Market value and development in 2013-2022
    • Market trends
  • Major cosmetics retailers
    • Profiles of key health and beauty chains
  • Distribution channels
    • Health and beauty stores
      • Modern vs traditional health and beauty stores
      • Large health and beauty chains
      • Small health and beauty chains
      • Franchise health and beauty chains
      • Perfumery chains
      • Chains with organic cosmetics
      • Chains with make-up cosmetics
    • Large-area stores
    • Direct selling
    • Online sales
      • Online stores
      • E-commerce platforms
    • Pharmacies
    • Small grocery and general stores
  • Overview of selected product segments
    • Face care cosmetics
    • Hair care cosmetics
    • Body wash cosmetics
    • Dental and oral care cosmetics
    • Make-up cosmetics
    • Luxury cosmetics
    • Private-label cosmetics
  • Advertising spending in the cosmetics industry
    • Spending in total and divided into product groups
    • Top 10 advertisers and top 10 advertised brands
    • Advertising spending of retailers in the cosmetics industry

Graphs

  • Value (PLN m) and change (%) of the cosmetics market in Poland, 2013-2022
  • Projected growth in value of the cosmetics retail market in Poland in the optimistic and pessimistic scenarios (%), 2017-2022
  • Declaration of purchasing in the last three months a new, innovative product that has been recently placed on the market in Poland (%), 2017
  • Novelties on the cosmetics market in Poland purchased by the respondents in the last three months (%), 2017
  • Declaration of buying in Poland in the last three months a new, not previously used cosmetic product, by salary level (%), 2017
  • Categories of cosmetics purchased for the first time by respondents in the last three months in Poland (%), 2017
  • Proportion of respondents who were given cosmetics as a gift in the last 12 months in Poland, by per capita net income (%), 2017
  • Categories of cosmetics received as a gift in Poland (%), 2017
  • Proportion of respondents who gave cosmetics as a gift in the last 12 months in Poland, by per capita net income (%), 2017
  • Categories of cosmetics given as a gift in Poland (%), 2017
  • Structure of population of Poland, by date of birth (%), June 2016
  • Share of females in the population of Poland, by date of birth (%), June 2016
  • Monthly per capita spending on personal hygiene in Poland (PLN) and change (%), 2013-2015
  • Total spending on advertising in the cosmetics segment in Poland (PLN bn) and change (%), 2013-2016
  • Advertising spending of top 10 advertisers in total (PLN m) and their share (%) in total spending in the cosmetics industry in Poland, 2013-2016
  • Total advertising spending of key cosmetics retailers in Poland (PLN m) and change (%), 2013-2016
  • Cosmetics purchased in Poland over 30 days preceding the survey (%), 2017
  • Cosmetics purchased in Poland over 30 days preceding the survey, by gender (%), 2017
  • Cosmetics purchased in Poland over 30 days preceding the survey, by age (%), 2017
  • Cosmetics purchased in Poland over 30 days preceding the survey, by per capita net household income (%), 2017
  • Price acceptance for a 100 ml face cream in Poland (%), 2017
  • Number of hand creams purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing hand cream in Poland (%), 2017
  • Beauty supply stores and perfumeries where hand cream was purchased in Poland (%), 2017
  • Brands of hand cream purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 100 ml hand cream in Poland (%), 2017
  • Number of body lotions purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing body lotion in Poland (%), 2017
  • Beauty supply stores and perfumeries where body lotion was purchased in Poland (%), 2017
  • Brands of body lotion purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 400 ml body lotion in Poland (%), 2017
  • Beauty supply stores and perfumeries where shower gel was purchased in Poland (%), 2017
  • Price acceptance for a 400 ml shower gel in Poland (%), 2017
  • Price acceptance for a 150 ml deodorant in Poland (%), 2017
  • Beauty supply stores and perfumeries where shampoo was purchased in Poland (%), 2017
  • Price acceptance for a 400 ml shampoo in Poland (%), 2017
  • Number of perfumes purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing perfumes in Poland (%), 2017
  • Beauty supply stores and perfumeries where perfumes were purchased in Poland (%), 2017
  • Brands of perfumes purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for 50 ml of perfume in Poland (%), 2017
  • Number of mascaras purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing mascaras in Poland (%), 2017
  • Beauty supply stores and perfumeries where mascaras were purchased in Poland (%), 2017
  • Brands of mascaras purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 10 ml mascara in Poland (%), 2017
  • Number of foundations purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing foundations in Poland (%), 2017
  • Beauty supply stores and perfumeries where foundations were purchased in Poland (%), 2017
  • Brands of foundations purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 10 ml foundation in Poland (%), 2017
  • Number of lipsticks purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing lipsticks in Poland (%), 2017
  • Beauty supply stores and perfumeries where lipsticks were purchased in Poland (%), 2017
  • Brands of lipsticks purchased in the last 30 days in Poland (%), 2017
  • Acceptance of lipstick prices in Poland (%), 2017
  • Number of shaving foams/gels purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing shaving foams/gels in Poland (%), 2017
  • Beauty supply stores and perfumeries where shaving foams/gels were purchased in Poland (%), 2017
  • Brands of shaving foams/gels purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 100 ml shaving foam/gel in Poland (%), 2017
  • Number of aftershave balms/lotions purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing aftershave balms and lotions in Poland (%), 2017
  • Beauty supply stores and perfumeries where aftershave balms and lotions were purchased in Poland (%), 2017
  • Brands of aftershave balms and lotions purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 100 ml aftershave balm/lotion in Poland (%), 2017
  • Price acceptance for a 250 ml hair gel/gum in Poland (%), 2017
  • Comparison of growth rates for fastest-growing cosmetics distribution channels in Poland (%), 2013-2022
  • Most frequently selected locations to shop for cosmetics in Poland (%), 2017
  • Sales (PLN m) and change (%) of cosmetic products in health and beauty stores in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in health and beauty stores in Poland (%), 2017
  • Popularity of purchases of individual cosmetic groups in perfumeries in Poland (%), 2017
  • Sales (PLN m) and change (%) of cosmetic products in large-format grocery stores in Poland, 2013-2022
  • Share of cosmetics sales in large-format grocery stores in Poland, by format (%), 2013-2022
  • Number of large-format stores in Poland, by format, 2013-2017
  • Sales (PLN m) and change (%) of cosmetic products in discount stores in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in discount stores in Poland (%), 2017
  • Sales (PLN m) and change (%) of cosmetic products in hypermarkets in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in hypermarkets in Poland (%), 2017
  • Sales (PLN m) and change (%) of cosmetic products in supermarkets in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in supermarkets in Poland (%), 2017
  • Value (PLN m) and change (%) of direct selling of cosmetic products in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in direct selling in Poland (%), 2017
  • Value (PLN m) and change (%) of cosmetics online sales in Poland, 2013-2022
  • Change of retail cosmetics sales in online stores and on trading platforms in Poland (%), 2013-2022
  • Share of retail cosmetics sales in online stores and on trading platforms in Poland (%), 2013-2022
  • Popularity of online purchases of individual cosmetic groups in Poland (%), 2017
  • Number of online stores specialising in cosmetics sales in Poland, 2013-2016
  • Sales (PLN m) and change (%) of cosmetic products in pharmacies in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in pharmacies in Poland (%), 2017
  • Number of general and limited service pharmacies in Poland, 2015-2016
  • Sales (PLN m) and change (%) of cosmetic products in small grocery stores and general stores in Poland, 2013-2022
  • Popularity of purchases of individual cosmetic groups in local stores in Poland (%), 2017
  • Beauty supply stores and perfumeries where purchases were made in Poland (%), 2017

Tables

  • Demographic profile of respondents (%), 2017
  • Selected statistical data regarding the cosmetics market in Poland, 2014-2018
  • Selected macroeconomic indicators for Poland: data and forecasts for 2013-2022
  • Overview of the cosmetics market in Poland, 2013-2022
  • Growth factors for the cosmetics market in Poland, 2016-2022
  • Competitive analysis of the cosmetics market in Poland
  • Impact of individual trends on the cosmetics market value in Poland, 2013-2022
  • Impact of individual factors on the cosmetics market value in Poland, 2013-2022
  • Advertising spending in the hygiene and care segment in Poland (%), by product group, 2015 and 2016
  • Advertising spending in the hygiene and care segment in Poland (PLN m), by product group, 2013-2016
  • Top 10 advertisers in the cosmetics industry in Poland, by advertising spending (PLN m), 2015 vs 2016
  • Top 10 brands in the cosmetics industry in Poland, by advertising spending (PLN m), 2015 vs 2016
  • Advertising spending of cosmetics industry retailers in Poland (PLN m), 2013-2016
  • Cosmetic categories purchased in Poland in 2016 (%), 2017
  • Cosmetic categories purchased in Poland in 2016, by gender (%), 2017
  • Cosmetic categories purchased in Poland in 2016, by age (%), 2017
  • Cosmetic categories purchased in Poland in 2016, by per capita net household income (%), 2017
  • Segmentation summary – consumer profiles (%), 2017
  • Psychographic profiles of consumers buying cosmetics in Poland, 2017
  • Demographic profiles of consumers buying cosmetics in Poland (%), 2017
  • Frequency of buying individual categories of cosmetics in Poland (%), 2017
  • Profile of respondents buying individual cosmetic categories at least once a month in Poland (%), 2017
  • Shopping basket analysis – most frequently purchased cosmetic categories among women in Poland, 2017
  • Shopping basket analysis – most frequently purchased cosmetic categories among men in Poland, 2017
  • Selection criteria for individual categories of cosmetics in Poland (%), 2017
  • Selection criteria for face and body care cosmetics in Poland, by demographic features (%), 2017
  • Number of face creams purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing face cream in Poland (%), 2017
  • Beauty supply stores and perfumeries where face cream was purchased in Poland (%), 2017
  • Brands of face cream purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 100 ml face cream in Poland, by demographic variables (%), 2017
  • Price acceptance for a 100 ml hand cream in Poland, by demographic variables (%), 2017
  • Price acceptance for a 400 ml body lotion in Poland, by demographic variables (%), 2017
  • Number of shower gels purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing shower gel in Poland (%), 2017
  • Brands of shower gel purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 400 ml shower gel in Poland, by demographic variables (%), 2017
  • Selection criteria for a 400 ml shower gel in Poland, by demographic features (%), 2017
  • Number of deodorants purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing deodorants in Poland (%), 2017
  • Beauty supply stores and perfumeries where deodorants were purchased in Poland (%), 2017
  • Brands of deodorants purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 150 ml deodorant in Poland, by demographic variables (%), 2017
  • Number of shampoos purchased in Poland over 30 days preceding the survey (%), 2017
  • Location for purchasing shampoo in Poland (%), 2017
  • Brands of shampoo purchased in the last 30 days in Poland (%), 2017
  • Price acceptance for a 400 ml shampoo in Poland, by demographic variables (%), 2017
  • Selection criteria for hair care cosmetics in Poland, by demographic features (%), 2017
  • Price acceptance for 50 ml of perfume in Poland, by demographic variables (%), 2017
  • Perfume selection criteria in Poland, by demographic features (%), 2017
  • Selected distributors of premium and luxury cosmetics in Poland, by sales value (PLN m), 2013-2015
  • Selection criteria for make-up cosmetics in Poland, by demographic features (%), 2017
  • Price acceptance for a 10 ml mascara in Poland, by demographic variables (%), 2017
  • Price acceptance for a 10 ml foundation in Poland, by demographic variables (%), 2017
  • Acceptance of lipstick prices in Poland, by demographic variables (%), 2017
  • Value and volume shares of private-label brands in individual categories of cosmetics and hygiene articles in Poland, and change, 2014-2015
  • Selection criteria for a place to shop for cosmetics in Poland (%), 2017
  • Selection criteria for a place to shop for cosmetics in Poland, by demographic variables, 2017
  • Value of the cosmetics market in Poland, by distribution channel (PLN m), 2013-2022
  • Growth rate of cosmetics distribution channels in Poland (%), 2013-2022
  • Share of distribution channels in the cosmetics market in Poland (%), 2013-2022
  • Competitive analysis of cosmetics sales in health and beauty stores in Poland
  • Comparison of modern health and beauty channel and traditional health and beauty channel: sales value (PLN m) and number of stores, 2013-2017
  • Overview of large health and beauty chains in Poland, 2015-2017
  • Estimated sales value of cosmetic products (PLN m) and number of stores within large health and beauty chains in Poland, 2013-2017
  • Overview of small health and beauty chains in Poland, 2015-2017
  • Estimated sales value (PLN m) and number of stores within small health and beauty chains in Poland, 2013-2017
  • Overview of franchise health and beauty chains in Poland, 2015-2017
  • Estimated sales value (PLN m) and number of stores within franchise health and beauty chains in Poland, 2013-2017
  • Overview of large perfumery chains in Poland, 2015-2017
  • Sales value (PLN m) and number of stores within large perfumery chains in Poland, 2013-2017
  • Overview of organic cosmetics chains in Poland, 2015-2017
  • Estimated sales value (PLN m) and number of stores within organic cosmetics chains in Poland, 2013-2017
  • Overview of colour cosmetics chains in Poland, 2015-2017
  • Estimated sales value (PLN m) and number of stores within colour cosmetics chains in Poland, 2013-2017
  • Competitive analysis of cosmetics sales in large-format grocery stores in Poland
  • Estimated revenue from sales of cosmetic products in discount stores in Poland (PLN m), 2013-2016
  • Estimated revenue from sales of cosmetic products in hypermarkets in Poland (PLN m), 2013-2016
  • Estimated revenue from sales of cosmetic products in selected supermarkets in Poland (PLN m), 2013-2016
  • Competitive analysis of cosmetics direct selling in Poland
  • Revenues of key companies involved in direct selling of cosmetics in Poland (PLN m), 2013-2016
  • Competitive analysis of cosmetics online sales in Poland
  • Sales of selected online stores trading in cosmetics in Poland (PLN m), 2013-2016
  • Sales value of new products and change of individual Allegro product groups in the cosmetics segment in Poland, 2012-2015 and January-July 2016
  • Competitive analysis of cosmetics sales in pharmacies in Poland
  • Competitive analysis of cosmetics sales in small grocery stores and general stores in Poland
  • General information about top 20 cosmetics retailers in Poland, 2016
  • Estimated market share of top 20 cosmetics retailers in Poland (%), 2013-2017
  • Estimated revenue from sales of cosmetic products of top 20 cosmetics retailers in Poland (PLN m), 2013-2017
  • Change for sales of cosmetic products of top 20 cosmetics retailers in Poland (%), 2013-2017
  • Store count of largest cosmetics retailers in Poland, 2013-2017
  • Estimated per store sales of cosmetic products in largest cosmetics retailers in Poland (PLN m), 2013-2017
  • Rossmann in Poland: sales and store number, 2013-2017
  • Biedronka in Poland: sales and store number, 2013-2017
  • Hebe in Poland: sales and store number, 2013-2017
  • Avon in Poland: sales and store number, 2013-2017
  • Kaufland in Poland: sales and store number, 2013-2017
  • Lidl in Poland: sales and store number, 2013-2017
  • Super-Pharm in Poland: sales and store number, 2013-2017
  • Auchan Group in Poland: sales and store number, 2013-2017
  • Sephora in Poland: sales and store number, 2013-2017
  • Douglas in Poland: sales and store number, 2013-2017
  • Tesco in Poland: sales and store number, 2013-2017
  • Drogerie Natura in Poland: sales and store number, 2013-2017