Cosmetics market in Poland grew by 5.7% in 2016More information on this topic is presented in the PMR report:
The cosmetics retail market in Poland, which was worth just shy of PLN 22bn last year, is something of a phenomenon – it has grown consistently for years despite undergoing structural changes. And the outlook for the future looks bright too, according to a new report from PMR, “Cosmetics retail in Poland 2017. Market analysis and development forecasts 2017-2022”.
Cosmetics retail in Poland is a mature market, with multiple foreign and domestic players and a variety of formats. Despite steady (if slow) consolidation and a high level of saturation especially in the large cities, the market still has good growth prospects, supported by improving consumer finances and favourable changes in consumer habits, i.e. more frequent cosmetics use and growing preference for natural cosmetics, especially from the mid- and upper price segments.
It is not just the market that has changed over the years (in terms of structure, competitive landscape, etc.) – consumer attitudes towards cosmetics have evolved too. Poles have become much more conscious consumers, more aware of their needs and knowledgeable about products. They see cosmetics are one of life’s little pleasures that they are not prepared to forego, and are ever willing to try out new things.
Price has ceased to be the overriding factor in product choice. Instead, more consumers are paying attention to quality or effectiveness. That is not to say price has become irrelevant, though, and Poles are always happy to take advantage of promotions.
The changes that have taken place in distribution channels are noteworthy too. After a period of rapid expansion in 2011-2014, the last two years saw a slowdown in the opening of new cosmetics stores. The large chains have re-focused their store development on smaller cities and towns, an indication that the biggest cities are close to saturation point. Also, several symbol groups or smaller chains have got into major trouble or disappeared from the market altogether in the last few years.
At the same time, discount chains such as Lidl or Biedronka have emerged as hugely important players. In fact, they can already be described as the second largest force in cosmetics retail in Poland only behind Rossmann. Both Biedronka and Lidl have invested heavily in cosmetics in the last years, both by creating own-label cosmetics ranges and by increasing the shelf space given to branded cosmetics. And with their expansive store estates, the discounters are able to easily reach large numbers of customers with the offer.
The market is dominated by foreign cosmetics store chains, led by Rossmann, which has more than 20% of cosmetics retail in Poland. The combined market share of the top 10 retailers is 50%. Despite this, the outlook for the market is positive because Polish consumers still spend less on cosmetics than their Western European counterparts.
Thus the market will grow thanks to two factors – rising consumer spending and the elimination of the weakest chains from the market. It is also worth noting that representatives of the large chains are increasingly mentioning acquisitions as a possible avenue for growth.
More information on this topic is presented in the PMR report:
Cosmetics retail market in Poland 2017. Market analysis and development forecasts for 2017-2022