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Retail market of cosmetics in Poland 2012

Market analysis and development forecasts for 2012-2014
Retail market of cosmetics in Poland 2012 Market analysis and development forecasts for 2012-2014

March 2012
Pages: 117
Delivery: PDF


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The report contains a comprehensive analysis of the market of cosmetics in Poland in 2007–2011 and forecasts for 2012-2014, including:

  • the current and forecasted economy in Poland
  • value of the market of cosmetics and its breakdown into channels of distribution
  • main product categories.

It also describes the key trends on the market and factors with influence on its development.

The report also presents profiles of the biggest market players.

The report is completed with findings of a consumer survey carried out among customers who buy cosmetics.

Key report topics:

Did you know... 
“The fastest growing segment was shower gels, where sales in 2011 expanded faster than in most segments.”
“For one in three respondents the most important factors when choosing a place in which to buy cosmetics are convenient locations and price levels.”
“As a result of a fast increase in their revenues and number of stores, the leading chains are rapidly consolidating the Polish market and already jointly account for 35% of its value.”
“In terms of size, large bottles are the most popular: 501-999 ml and 301-500 ml.”
“Half of respondents who buy private labels indicate their lower prices as they key advantage of this product category. One in three (37%) believe that the products offer high quality.”
“Most chains, including nearly all the foreign ones (except for Yves Rocher and a new British chain Stop & Shop), develop through own stores.”
“The category of beauty care online stores is also expanding. They now account for 15% of all online stores.”
“Hypermarkets focus mainly on mass products for families, like shampoos or shower gels, while make-up and perfume lines only complement their portfolios.”
“Most chains operating on the cosmetics market are Polish, however although the top of the ranking is dominated by international players.”
“In 2010, Super-Pharm - the only player in Poland to combine pharmacy, beauty care and perfume sales within one store - moved into the second position in the ranking.”
  • value of the cosmetics market by segments and channels of distribution
  • development forecasts until 2014
  • an analysis of the key distribution channels (health and beauty stores, hypermarkets, supermarkets, discount stores, direct sales, pharmacies, online sales and other)
  • description of market segments
  • profiles of largest health and beauty chains in terms of sales, number of stores, strategies and plans for development
  • trends on the market and factors impacting its growth
  • consumer on the cosmetics market – findings of a consumer survey carried out among customers who buy cosmetics
  • current and forecasted economy in Poland.

Discover with the report

  • What is the value of the Polish cosmetics market and its segments?
  • What are the development forecasts for the coming years?
  • What has the biggest impact on its growth or decrease?
  • What are the key channels of distribution of cosmetics?
  • What are the largest players on the market?
  • What is the competition on the market?
  • What trends can we observe on the market?
  • What are the preferences and behaviour of Polish consumers in the area of cosmetics purchases?

Report's strengths:

  • new trends on the cosmetics market
  • current forecasts for market development
  • a consumer survey of customers who buy cosmetics, including a new category of products, the online market, direct sales, promotional activity of stores, development of new product categories (including private labels) and other.

Companies mentioned in this report:

Avon, Douglas, Drogerie Aster, Drogerie Jasmin, Drogerie Koliber, Drogerie Laboo, Drogerie Natura, Drogerie Polskie, Drogerie Sekret Urody, Drogerie, Stars, Hebe, Inglot, Interchem, Kama, Kosmeteria – Eksperci Urody, L’Occitane, Marionnaud, Mydlarnia u Franciszka, Organique, Oriflame, Polska Grupa Drogeryjna (PGD), Rossmann, Schlecker, Sephora, Stara Mydlarnia, Stenders, Stop & Shop, Super-Pharm, The Body Shop, Yves Rocher.

In what business situations will the report be a valuable source of market information?

  • when planning to enter the market of cosmetics
  • analyzing competition on the market
  • examining market potential
  • estimating demand for offered products
  • analyzing market saturation
  • developing company's strategy.

We recommend this report to:

  • executive staff, managers, marketing departments of firms operating on the cosmetics market or planning to enter it
  • producers and distributors of cosmetics and paper products
  • consulting, research and analysis agencies
  • government institutions
  • chambers of commerce and industry organisations
  • financial institutions.

Extract from this report

  • Sales via consultants of cosmetic companies is an effective way to reach female customers, particularly in terms of make-up, skin care and perfume.
  • Hypermarkets, the second largest channel of cosmetics distribution, are painfully aware of the growing competition from beauty care and cosmetics chains, and their diminishing role on the market. Hypermarkets' market share has dropped from over 15% to nearly 13% in 2007-2011.
  • Consumers also pay attention to price and look for discounts or promotions that would allow them to buy brand products at relatively low prices. They have also started choosing more affordable products (including private labels). 

Market commentary by expert

2010 was a more difficult one for retail, including the cosmetics market. The first half was particularly hard, as several unfavourable factors were in operation. 2011 was expected to see an improvement.  Hhowever, many players believe it was not the best, and perhaps even slightly worse than the previous year. Nevertheless, although negative opinions predominate, some firms have had cause for satisfaction. Manufacturers introduced many well-received new products that year, improved their revenues, as well as carried out investments and acquisitions. Retailers express optimistic views on the development of chains, which incorporate strong and until recently independent stores. 

Katarzyna Twardzik, Retail market Analyst

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  1. Methodology p. 9

  2. Executive summary p. 13

  3. General economic situation of Poland p. 21

    • Basic macroeconomic indices of Poland p. 21
    • Gross domestic product p. 21
    • Labour market p. 24
    • Wages p. 25
    • Inflation p. 26
    • Household income and spending p. 27
      • Income p. 28
      • Spending p. 28
    • Demographics p. 30

  4. Findings of a consumer survey among consumers purchasing cosmetics p. 35

    • Introduction p. 35
    • Overview of the sample p. 36
    • Summary p. 36
    • Shopping structure – place of purchase p. 37
      • Online sale vs direct sale p. 39
    • Place of purchase: selection criteria p. 42
    • Health and beauty stores p. 44
      • Product categories p. 44
      • Private labels p. 45
    • Criteria of choice for cosmetics p. 47
    • Shopping habits p. 48
    • Preferred forms of promotion p. 49
    • Purchase structure – categories of cosmetics p. 49
      • Most frequently purchased cosmetics, by gender p. 50
      • Dermocosmetics p. 51
    • Level of spending and price acceptance p. 52

  5. Value of the cosmetics market p. 55

  6. Top cosmetics store chains p. 57

  7. Distribution channels p. 61

    • Health and beauty and cosmetics stores p. 65
    • Profiles of selected cosmetics store chains p. 73
      • Rossmann p. 73
      • Super-Pharm p. 75
      • Drogerie Natura p. 75
      • Douglas p. 76
      • Sephora p. 77
      • Yves Rocher p. 78
      • Schlecker p. 79
      • Drogerie Aster (Gdynia) p. 80
      • Marionnaud p. 81
      • Drogerie Jasmin p. 82
    • Large-area stores p. 82
    • Small grocery and general stores p. 85
    • Pharmacies p. 86
    • Direct sale p. 90
    • Online sale p. 92

  8. Overview of selected product segments p. 95

    • Value of sales p. 95
    • General trends p. 96
    • Face and body care p. 98
      • Face skin care p. 99
      • Body care p. 102
    • Hair care p. 103
    • Personal hygiene p. 105
    • Intimate hygiene p. 107

  9. List of graphs p. 109

  10. List of tables p. 113

  11. About PMR p. 115

  12. Contact PMR p. 116

List of graphs

  1. Value (PLN m) and growth (%) for the cosmetics market in Poland, 2007-2014       15
  2. Value of the cosmetics market in Poland by channel of distribution (%), 2011       16
  3. Value of product categories for cosmetics and hygiene articles in Poland (PLN m), 2010-2011       18
  4. Real growth of GDP in Poland (%, y-o-y), 2007-2014       22
  5. GDP per capita by purchasing power parity (100=EU27 average), 2009-2010       23
  6. Unemployment rate in Poland (%, end of period), 2007-2014       24
  7. Average employment in retail trade enterprises in Poland (‘000), Q1 2008-Q4 2011       25
  8. Average gross monthly wages in the Polish economy (PLN), 2007-2014       25
  9. Yearly consumer price indices for consumer goods and services in Poland (%), 2007-2014       26
  10. Average monthly household income and spending per capita in Poland (PLN), 2007-2010       27
  11. Average monthly disposable income per capita in households in Poland (PLN), by source, and real growth (%, y-o-y), 2010       28
  12. Average monthly spending on consumer goods and services per capita in households in Poland (PLN), by source, and real growth (%, y-o-y), 2010       29
  13. Nominal growth of spending on consumer goods and services per capita in households in Poland, by main source of income (%), 2009-2010       29
  14. Structure of monthly per capita expenses of a household in Poland (%), 2010       30
  15. Population of Poland (‘000) in 2007-2011 and forecasts until 2020       30
  16. Population of Poland by place of residence (%), 2010        31
  17. Cities and towns in Poland by population (number of cities, %), 2010       32
  18. Percentage of urban population in Poland by voivodship (%), 2010        33
  19. Current and forecasted structure of the population of Poland by age group, 2009-2020       33
  20. Most frequent shopping locations for cosmetics in Poland, January 2012       38
  21. Did you buy cosmetics online in 2011?        39
  22. Why do you prefer not to buy cosmetics online?        40
  23. Did you buy any cosmetics from consultants of cosmetics companies in 2011?       40
  24. Why do you buy cosmetics from consultants of cosmetic companies?        41
  25. Why do you prefer not to buy cosmetics from consultants of cosmetic companies?        41
  26. Criteria of choice for shopping locations in Poland, January 2012       42
  27. Criteria of choice for shopping locations in Poland, by importance of the criteria, January 2012       43
  28. Most frequent locations for cosmetic purchases in Poland, by product category, January 2012       44
  29. Non-cosmetic products most frequently purchased in health and beauty stores in Poland, January 2012       45
  30. Would you buy private label cosmetics?        45
  31. Criteria of choice for private label cosmetics in Poland, January 2012       46
  32. Why do you prefer not to buy private label cosmetics?        46
  33. Criteria of choice for cosmetics in Poland, January 2012       47
  34. Basic consumer behaviour concerning cosmetic purchases in Poland, January 2012       48
  35. Forms of promotion favoured by Polish consumers, January 2012       49
  36. Categories of cosmetics purchased in Poland, by gender, January 2012       50
  37. Most popular cosmetics among women in Poland, January 2012       50
  38. Most popular cosmetics among men in Poland, January 2012       51
  39. Most frequently chosen categories of dermocosmetics in Poland, January 2012       51
  40. Value (PLN m) and growth (%) for the cosmetics market in Poland, 2007-2014       56
  41. Market shares of top cosmetics store chains in Poland (%), 2011       58
  42. Market shares of top cosmetics store chains in Poland (%), 2010       58
  43. Number of stores for top cosmetics store chains in Poland, 2010-2012       60
  44. Top cosmetics store chains in Poland: total number of stores, sales (PLN m) and market share (%), 2007-2012       60
  45. Value of the cosmetics market in Poland by channel of distribution (%), 2011       62
  46. Shares of selected distribution channels in the cosmetics market in Poland (%), 2007-2012       63
  47. Growth of selected distribution channels for cosmetics in Poland (%, y-o-y), 2010-2012       64
  48. Sales of cosmetic articles in health and beauty and cosmetics stores in Poland, by chains and independent stores (PLN m), 2007-2012        65
  49. Growth of cosmetics sales in health and beauty and cosmetics stores in Poland, by chains and independent stores (%), 2007-2012       66
  50. Market share of health and beauty and cosmetics stores in Poland, by chains and independent stores (%), 2007-2012       66
  51. Total number of stores and sales value (PLN m) for top health and beauty and cosmetics chains in Poland, 2007-2012       67
  52. Shares of top chains in the sales of health and beauty and cosmetics stores in Poland (%), 2011       67
  53. Number of health and beauty and cosmetics stores in Poland, by chains and independent stores, 2007-2012        68
  54. Sales of perfume and cosmetics store chains in Poland (PLN m), 2009-2011       71
  55. Number of stores for perfume and cosmetics store chains in Poland, 2009-2012        71
  56. Value share of product groups in beauty and cosmetics stores in Poland (%), July 2010-June 2011       72
  57. Sales (PLN m) and growth (%) for cosmetic products in hypermarkets in Poland, 2007-2012       83
  58. Sales (PLN m) and growth (%) for cosmetic products in supermarkets in Poland, 2007-2012       83
  59. Number of hypermarkets, supermarkets and discount stores in Poland, 2007-2012       84
  60. Sales (PLN m) and growth (%) for cosmetic products in discount stores in Poland, 2007-2012       84
  61. Sales (PLN m) and growth (%) for cosmetic products in grocery and general stores in Poland, 2007-2012       85
  62. Sales (PLN m) and growth (%) for cosmetic products in pharmacies in Poland, 2007-2012       87
  63. Why do you buy dermocosmetics?       88
  64. Market shares of dermocosmetic brands in Poland, by value, 2009       89
  65. Value (PLN m) and growth (%) for direct sale of cosmetics in Poland, 2007-2012       90
  66. Sales of Avon and Oriflame in Poland (PLN m), 2007-2010         91
  67. Sales (PLN m) and growth (%) for online sale of cosmetics in Poland, 2007-2012       92
  68. Value of product categories for cosmetics and hygiene articles in Poland (PLN m), 2010-2011       96
  69. Top producers of skin care cosmetics in Poland, in terms of volume and value (%), November 2009-October 2010       99
  70. Shares of top producers of personal hygiene products for women in Poland,in terms of value and volume of sales, July 2009-June 2010       108

List of tables

  1. Basic macroeconomic indices of Poland, 2007-2012      13, 21
  2. Largest urban agglomerations in Poland by number of inhabitants, June 2010      31
  3. Average monthly spending on cosmetics in Poland (PLN), January 2012      52
  4. Average spending per item/package of cosmetics for women in Poland (PLN), January 2012      52
  5. Average spending per item of cosmetics for men in Poland (PLN), January 2012      53
  6. Top cosmetics store chains in Poland: sales 2009-2011 (PLN m), number of stores 2009-2011      59
  7. Shares of distribution channels in the cosmetics market in Poland (%), 2007-2012      63
  8. Growth of distribution channels for cosmetics in Poland (%), 2007-2012       65
  9. Top health and beauty and cosmetics stores in Poland: number of stores 2010-2012, number of products, average store area, form of organisation      69
  10. Selected distributors of premium and exclusive cosmetics in Poland, 2011      72
  11. The Rossmann chain in Poland: sales and number of stores, 2007-2011      73
  12. The Super-Pharm chain in Poland: sales and number of stores, 2007-2011      75
  13. The Drogerie Natura chain in Poland: sales and number of stores, 2007-2011      75
  14. The Douglas chain in Poland: sales and number of stores, 2007-2011     76
  15. The Sephora chain in Poland: sales and number of stores, 2007-2011     77
  16. The Yves Rocher chain in Poland: sales and number of stores, 2007-2011     78
  17. The Schlecker chain in Poland: sales and number of stores, 2007-2011     79
  18. The Drogerie Aster (Gdynia) chain in Poland: sales and number of stores, 2007-2011     80
  19. The Marionnaud chain in Poland: sales and number of stores, 2007-2011     81
  20. Ranking of online stores offering cosmetics and perfumes in Poland, 2009      94
  21. Segmentation of the market of face skin care in Poland, 2010-2011      99
  22. Segmentation of the market of body care cosmetics in Poland, 2010-2011      102
  23. Segmentation of the market of hair care cosmetics in Poland, 2010-2011      103
  24. Segmentation of the market of personal hygiene cosmetics in Poland, 2010-2011      106
  25. Segmentation of the market of intimate hygiene in Poland, 2011      107
Retail market of cosmetics in Poland 2012
Market analysis and development forecasts for 2012-2014

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