Mass beauty and personal care is expected to maintain strong but slowing rates of current value growth in Poland over the course of the forecast period, with growth anticipated across all categories. Consumer interest in products containing natural ingredients has been noticeable even in the mass segment, with producers therefore eager to emphasise the natural or vegan ingredients in their products The majority of mass brands are expected to continue to launch formulae that avoid harmful or controversial ingredients, aiming for more natural and organic products.
In 2023 it was evident that e-commerce has its limits, and growth stabilised somewhat, although remained high. Some consumers who adopted online shopping habits during the pandemic have returned to stores, while some have adopted a hybrid shopping approach, making some purchases in stores and some online.
Recent years have demonstrated that neither bricks-and-mortar nor e-commerce can thrive in isolation, or eliminate the other. As a result, the majority of active manufacturers and retailers have adopted an omnichannel strategy, combining online and offline channels to sell their products.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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