Adriana Sas
Research expert covering the Polish market
Cosmetics market in Poland - statistics & facts
The cosmetic industry in Poland has strengthened its position both on the domestic market through sales growth and abroad through exports. International companies compete with numerous small Polish manufacturers. The value of the Polish cosmetics market amounted to approximately 26.2 billion zloty in 2024. This was reached due to constant development in recent years. Since 2020, the market's revenue has grown and is forecasted to reach nearly 806 million U.S. dollars in 2030. Past years have seen a positive balance of Poland in the cosmetics trade. The most exported cosmetic items in 2023 were beauty and make-up products, which accounted for 49 percent of all exported cosmetic goods. Germany, Czechia, and the United Kingdom are Poland's leading cosmetics export markets.
Specialized stores dominate the Polish cosmetics market
Specialized stores have emerged as the dominant force in Poland's cosmetics market, with drugstores and pharmacies holding the largest share of sales in 2023 [1560938]. This trend extends across most product categories within the cosmetics sector. Traditional brick-and-mortar stores remain the most popular channels for purchasing cosmetics, perfumes, and hygiene products in 2024, although online platforms like Allegro have gained traction for e-commerce sales. Among the specialized retailers, Rossmann has established itself as the market leader, with 59 percent of respondents reporting recent purchases of cosmetics, perfumes, or hygiene items from the chain in 2024.Price drives cosmetic purchases in Poland
Price plays a crucial role in cosmetic purchases in Poland, influencing in-store and online shopping behaviors. In 2024, 54 percent of respondents cited price as the most important factor when buying cosmetics, perfumes, or hygiene products in physical stores. Similarly, price was the primary consideration for online shoppers in the same product categories. This price sensitivity is further evidenced by consumer habits, with most surveyed consumers checking prices across various online stores before purchasing. Nearly half of these price-conscious shoppers turned to Google for price comparisons. The importance of cost is also reflected in annual spending patterns, with most of those surveyed in Poland in 2024 spending between 1,000 and 2,000 zloty on cosmetics annually. While price dominates decision-making, other factors, such as a wide product range and attractive promotions, also play significant roles in physical stores. For online shoppers, free shipping and promotional offers are additional considerations, though less important than price. These findings underscore the central role of pricing strategies in Poland's cosmetics market, suggesting that retailers and brands should prioritize competitive pricing and value-driven promotions to attract and retain customers.
