In 2026, internet and discount stores will account for 35% of cosmetics trade in Poland

buteleczka wśród płatków róż

Wpis dostępny jest także w języku: polski

Despite the coronavirus pandemic, the cosmetics market in Poland recorded positive growth in 2020. The market grew by around 1.6% to some PLN 25bn. Moreover, in 2021, as a result of the slow relaxation of restrictions and the return of consumers to their old behaviour (i.e. greater activity outdoors, more frequent visits to shops or a slow return to offices), the market growth dynamics will return to the pre-pandemic trend. The market will record a year-on-year growth of 4.2%, according to the latest PMR report under the title “Cosmetics retail trade in Poland 2021. Market analysis and growth forecasts for 2021-2026”.

In 2020, sales of cosmetics in the online and discount stores reached PLN 7.1bn, accounting for more than 28% share in the entire cosmetics retail market.

These channels have for several years maintained the highest growth rates among all channels of the cosmetics market. This is the result of their growing popularity among consumers and, in the case of discounters, the expansion of the product range and the change in consumer behaviour in 2020. The change in consumer behaviour in 2020 (i.e. cosmetics shopping alongside grocery shopping or moving to the internet) has only boosted the growth rates.

What is more, this trend will not change in the coming years; these channels will grow more than two times faster than the cosmetics market as a whole, averaging 6.4% annual growth between 2021 and 2026. According to PMR forecasts, the share of the internet and discount stores in the cosmetics market will increase to more than 35% in 2026.

Growth rates for the cosmetics market and its fastest-growing distribution channels

dynamika rynku kosmetycznego

More information about cosmetics market in Poland in PMR report: Cosmetics retail market in Poland 2021.

And we will talk about the non-cosmetics assortment in cosmetics chains during the webinar: PMR In-Sector Insight: Asortyment pozakosmetyczny w drogeriach, which will take place on 25 February 2021.


About the author


Karolina Szałas

Retail Market Analyst

Analyst with over four years of experience in retail market. Areas of specialization: clothing and footwear market, cosmetics market and e-commerce.


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