Polish cosmetics market. Millions in hair shampoos
Source：wiadomoscikosmetyczne
From：Taiwan Trade Center, Warsaw
Update Time：2020/07/04
During the year, sales of hair cosmetics increased by 5.4 percent, which corresponds to over PLN 125 million [USD 30 million]. In terms of value, Polish hair cosmetics market is developing dynamically, which is caused by the growing price of products from all its segments - comments Filip Stankiewicz, a specialist at Nielsen Connect Polska in an interview for “Wiadomości Kosmetyczne”.
Among the seven main categories of the cosmetics market, hair care products have been the third largest in terms of value sales for years. In 2019, hair care products’ category reached 18.4 percent market share in value on Polish market, i.e. 4.5 percentage points more from the makeup product category behind them. The first category in 2019 was the face skincare category (21.3 percent), followed by body care products (20.7 percent).
The hair care category, like the other categories of the cosmetics market, with the exception of shaving products, is developing dynamically. Comparing 2019 and 2018, hair cosmetics sales increased by PLN 125.4 million [USD 29,9 million] (+ 5.4%).
Hair care segment market shares
Shampoos generate the highest sales in the hair product group (43.7%). Next three segments reached a similar share: hair dyes – 20.3%, hair conditioners – 18.9%, hair styling products – 17.1%
It is important to mention seasonality of the hair care products: in example, sales of conditioners are significantly increasing in March and August; shampoos’ sales peak in March and December. Peaks in March are a sign of the upcoming spring: Poles take off their hats and try to refresh their hair. For the same reason, there is a drop in sales in January and February – coldest months in Poland. Generally, the importance of cosmetics and chemical stores for the sales of hair care products (all the segments) is steadily growing: drugstores are the dominant sales channel.
Trends
Key trends observed on the Polish skin and hair care market are “natural ", "pro-health", "therapeutic "and the " experiencing pleasure” trends. “Natural” stands for the cosmetics made of ecological ingredients, often vegan. “Pro-health” stands for active prevention and combating signs of hair aging. “Therapeutics” stands for serious approach to the condition and needs of the hair, cosmetics made to restore hair's youthful vitality and appearance. And “experiencing pleasure” stands for looking for not only innovative ingredients, but also surprising forms of products (in example recently popular conditioners bars).
Inspired by the aforementioned trends, customers also express higher expectations of the shampoos and conditioners segment offer.
Source：https://www.wiadomoscikosmetyczne.pl/