Colour cosmetics is the second largest segment of the beauty goods market after personal care and bath, and this channel has also experienced some of the highest growth rates in recent years. By 2026, this channel will reach almost one-fifth of the cosmetics market share.
The high forecasted growth of colour cosmetics is also not surprising in light of the fact that, compared to Europe, Polish women spend relatively little on this type of product. The improving economic situation and rising disposable income will result in increased spending in this category. Female consumers will be willing to spend more and buy products of more expensive, more prestigious brands. Another factor is the labour market entry of current teenage girls who follow vlogs and influencers, and will be willing to spend their earnings on make-up products, among other things.
This trend is confirmed by a PMR study conducted in January 2021, according to which low price is not a popular factor when buying make-up products – only one in five respondents indicated this factor as decisive. On the other hand, almost half of the respondents indicated a good price/quality ratio of the product and fit-for-purpose. We are also keen to pay attention to natural ingredients and high quality of cosmetics. These factors are similar to those for cosmetic products in general. We can see a slightly higher importance of factors such as fit-for-purpose and quality.
Despite the fact that in 2020, this is one of the segments most hurt by the COVID-19 pandemic. This is caused, among others, by consumers giving up impulse purchases, going out less often or covering their faces when going out, as well as the temporary closure of some cosmetic shops. Although this situation will continue to a similar extent in the early months of 2021, the segment will see a clear rebound, growing by almost 7% year-on-year. This will mainly be influenced by the slow lifting of restrictions in the country and greater consumer activity outside home, including the return of some people to offices and a return to pre-pandemic behaviour, i.e. visiting shops more often or organising social gatherings and parties.
On the other hand, in the long term, sales in the segment will be negatively affected by the growing importance of services (e.g. manicure, pedicure or hair dyeing). Service providers most often buy directly from distributors or specialised wholesalers.
More information about cosmetics market in Poland in PMR report: Cosmetics retail market in Poland 2021.