波兰化妆品市场前景及投资研究报告-培训课件外文版2024.4

INDUSTRIES

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MARKETSCosmeticsmarketinPolandCHAPTER

01OverviewValueofthecosmeticsmarketinPolandfrom2016to2023(inbillionzloty)MarketvalueofcosmeticsinPoland2016-20233531.229.43025201510526.824.92523.82322020162017201820192020202120222023*5Description:In2023,itforecastedthatthecosmeticsmarketinPolandtogrowby6.2percentyear-on-yeartoabout31.2billionzloty.ReadmoreNote(s):Poland;2016to2023;*EstimateDateofreleaseisdateofaccessReadmoreSource(s):inwestycje.pl;PMR;WiadomościKosmetyczneRevenueofthecosmeticsmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthecosmeticsindustryinPoland2018-2028900800796.67782.75735.32697.07700661.11626.86584.366005004003002001000567.94532.96511.12467.92201820192020202120222023202420252026202720286Description:Therevenueinthe'Cosmetics'segmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal135.6millionU.S.dollars(+20.51percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach796.67millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenueofthebeauty&personalcaremarketinPolandfrom2015to2028(inmillionU.S.dollars)Revenueofthebeauty&personalcareindustryinPoland2015-202876543210201520162017201820192020202120222023202420252026202720287Description:Therevenueinthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2023and2028byintotal1.2billionU.S.dollars(+23.67percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach6.23billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2015to2028Source(s):ConsumerInsightsRevenueofthecosmeticsfortheeyesmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthecosmeticsfortheeyesindustryinPoland2018-2028200180160187.17185.19176.59168.74161.25154.02147.79143.01142.43136.67137.53140120100806040200201820192020202120222023202420252026202720288Description:Therevenueinthecosmeticsfortheeyessegmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal25.9millionU.S.dollars(+16.06percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach187.17millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenueofthecosmeticsforthefacemarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthecosmeticsforthefaceindustryinPoland2018-2028250209.61206.87195.28200186.3177.73169.49161.6156.49145.0415010050131.56113.340201820192020202120222023202420252026202720289Description:Therevenueinthecosmeticsforthefacesegmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal31.9millionU.S.dollars(+17.95percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach209.61millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenueofthecosmeticsforthelipsmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthecosmeticsforthelipsindustryinPoland2018-2028180160140156.38153.85142.1135.19128.45121.75113.86120100806040200111.0290.0570.7960.132020201820192021202220232024202520262027202810Description:Therevenueinthecosmeticsforthelipssegmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal27.9millionU.S.dollars(+21.72percent).Aftertheeighthconsecutiveincreasingyear,theindicatorisestimatedtoreach156.38millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenueofthecosmeticsforthenailsmarketinPolandfrom2018to2028(inmillionU.S.dollars)RevenueofthecosmeticsforthenailsindustryinPoland2018-2028140122.53121.22115.57120110.45105.53100.7696.2910080604020093.2593.0389.289.92018201920202021202220232024202520262027202811Description:Therevenueinthecosmeticsforthenailssegmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2024and2028byintotal17millionU.S.dollars(+16.11percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach122.53millionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2018to2028Source(s):ConsumerMarketInsightsRevenueofthepersonalcaremarketinPolandfrom2015to2028(inmillionU.S.dollars)RevenueofthepersonalcareindustryinPoland2015-20283.53.02.52.01.51.00.50.02015201620172018201920202021202220232024202520262027202812Description:Therevenueinthe'PersonalCare'segmentofthebeauty&personalcaremarketinPolandwasforecasttocontinuouslyincreasebetween2023and2028byintotal0.5billionU.S.dollars(+20.49percent).Afterthesixthconsecutiveincreasingyear,theindicatorisestimatedtoreach2.9billionU.S.dollarsandthereforeanewpeakin2028.ReadmoreNote(s):Poland;2015to2028Source(s):ConsumerMarketInsightsValueoftheluxurycosmeticsandperfumemarketinPolandfrom2014to2027(inmillionzloty)ValueoftheluxurycosmeticsandperfumemarketinPoland2014-2027PerfumeBodycarecosmeticsColorcosmeticsOther1,4001,2001,00080060040020002014201520162017201820192020202120222023*2024*2025*2026*2027*13Description:ThevalueofluxurycosmeticsandperfumesinPolandamountedto1.2billionzlotyin2022.In2027,thevalueofthesegmentwillexceed1.3billionzloty.ReadmoreNote(s):Poland;2014to2027;*ForecastReadmoreSource(s):Euromonitor;KPMGPolandMostpopularstoresforcosmetics,perfumesorhygieneitemspurchaseinPoland2023,bygenderPopularstoresforpurchasingcosmeticsinPoland2023,bygenderShareofrespondentsMen

Women30%0%10%20%40%50%60%70%RossmanHebeBiedronkaLidlOtherAllegroAvonDouglasDrogerieNaturaSuper-PharmSephoraNotino14Description:In2023,theshareofpurchasesofcosmetics,perfumes,orhygieneitemsinPolandbywomenwashigherthanbymen.AmongwomenRossmann,Hebe,andBiedronkawerethemostpopular.MendidtheirshoppingmostlyinRossmannorAllegro,ordidnotpurchasesuchproductsatall.ReadmoreNote(s):Poland;AugusttoSeptember2023;10748*;*Women=7985;Men=2763Dateofaccessisdateofrelease

ReadmoreSource(s):YourCXCHAPTER

02TradeValueofexportandimportofmake-upandbeautyproductsinPolandfrom2015to2022(inmillionU.S.dollars)Exportandimportvalueofmake-upandbeautyproductsinPoland2015-2022ExportImport2,5002,0001,5001,0005002,197.112,160.231,954.341,703.31,684.151,391.441,283.841,220.061,171.671,118.951,020.51927.6894.78868.4721.53565.102015201620172018201920202021202216Description:Intheobservedperiod,theexportsofbeauty,make-up,skincare,andmanicureorpedicurepreparationproductsinPolandincreasedbymorethanonebillionU.S.dollars,reachingnearly2.2billionU.S.dollarsin2022.Theimportsgrewfrom565.1millionU.S.dollarsin2015to1.22billionU.S.dollarsin2022.ReadmoreNote(s):Poland;2015to2022;*Beauty,make-up,skincare,andmanicureorpedicurepreparationReadmoreSource(s):UNComtradeExportvalueofcosmeticsfromPolandfrom2014to2022(inbillioneuros)ExportvalueofcosmeticsfromPoland2014-20225.04.54.03.53.02.52.01.51.00.50.04.323.863.693.493.272.882.682.392.2220142015201620172018201920202021202217Description:Intheobservedperiod,theexportofcosmeticproductsfromPolandincreasednearlybyhalfandamountedtonearly4.3billioneurosin2022.ReadmoreNote(s):Poland;2014to2022Source(s):InternationalTradeCentreImportvalueofcosmeticstoPolandto2014to2022(inbillioneuros)ImportvalueofcosmeticstoPoland2014-20223.53.23.02.52.01.51.00.50.02.842.632.532.382.211.961.721.5920142015201620172018201920202021202218Description:Intheobservedperiod,theimportofcosmeticproductstoPolandincreasednearlybyhalfandamountedto3.2billioneurosin2022.Exportofcosmeticproductsalsoincreasedin2022.

ReadmoreNote(s):Poland;2014to2022Source(s):InternationalTradeCentreExportvalueofcosmeticsfromPolandfrom2021to2022,bycountryofdestination(inmillioneuros)ExportvalueofcosmeticsfromPoland2021-2022,bycountryCosmeticsexportinmillioneuros2022

2021400

50001002003006007008009001,000874.07GermanyCzechia724.38340.93335.38268.61UnitedKingdomBelgium295.98303.19277.13267.73Russia328.62203.73France168.43161.13NetherlandsItaly128.76156.24138.93140.94153.05Ukraine137.68Spain117.4119/statistics/1088052/poland-export-value-of-cosmetics-by-countryIn2022,thetotalvalueofcosmeticsexportedfromPolandamountedtoover4.3billioneuros.ThelargestexporterwasGermany,withanexportvalueofover874millioneuros,whichaccountsfor20percentofthetotalmarketofexportedcosmetics.ReadmoreNote(s):Poland;2021to2022Source(s):InternationalTradeCentreImportvalueofcosmeticstoPolandfrom2021to2022,bycountryofdestination(inmillioneuros)ImportvalueofcosmeticstoPoland2021-2022,bycountryCosmeticsexportinmillioneuros2022

20213000100200400500600700800710.64696.14GermanyFrance531.01428.61315.8Belgium260.11212.39208.71Italy165.32167.62UnitedStatesofAmericaNetherlandsSpain193.25185.43183.64153.79132.93107.5Ireland130.61UnitedKingdomChina127.2995.8581.320Description:In2022,thetotalvalueofcosmeticsimportedtoPolandamountedto3.2billioneuros.ThelargestimporterwasGermany,withanimportvalueofapproximately711millioneuros.

ReadmoreNote(s):Poland;2021to2022Source(s):InternationalTradeCentreExportofcosmeticsfromPolandfrom2021to2022,bycategoryofproductExportofcosmeticsfromPoland2021-2022,byproductcategoryShareofcosmeticsinexports2022

202115%0%5%10%20%25%30%35%40%45%50%49%55%Beautyormake-up47%13%Shavingpreparations,deodorants,andbathproductsHairproducts13%13%13%12%13%Perfumesandtoiletwaters*11%11%Preparationsfororalordentalhygiene2%Mixturesofodoriferoussubstancesandmixtures2%1%0%Essentialoils21Description:In2022,thelargestshareofexportedcosmeticsfromPolandbelongedtoproductsforbeautifying,make-up,andskincare.Theexportofshavingandhairproductsaccountedfor13percentofallcosmeticsexportsin2022.

ReadmoreNote(s):Poland;2021to2022;*Excludingaftershavelotions,personaldeodorantsandhairlotions)ReadmoreSource(s):InternationalTradeCentreExportandimportworthofshowercosmeticsinPolandfrom2015to2022,(inmillionU.S.dollars)ExportandimportworthofshowercosmeticsinPoland2015-2022ExportImport700600500588.8589.52583.7577.4533.4456410.2388.74003002001000362.31336.41319.7320.87305.5261.2239.9235.82015201620172018201920202021202222Description:ExportsofshowercosmeticsinPolandincreasedfrom388.7millionto577.4millionU.S.dollarsintheobservedperiod.Between2015and2017,importswererelativelystableandaveraged245millionU.S.dollarsbeforeincreasingin2020.In2022,importswerevaluedat336.4billionU.S.dollars.ReadmoreNote(s):Poland;2015to2022Source(s):UNComtradeExportandimportworthofbathcosmeticsinPolandfrom2015to2022(inmillionU.S.dollars)ExportandimportworthofbathcosmeticsinPoland2015-2022ExportImport70605060.160.0860.15649.3345.137.840302010034.728.328.422.222.3521.2320.116.6516.12015201620172018201920202021202223/statistics/1094745/bath-cosmetics-trade-volume-in-polandIntheobservedperiod,theexportsofbathcosmeticsinPolandincreased,reachingover49millionU.S.dollarsin2022.Theimportsfluctuatedandpeakedin2018at28.4millionU.S.dollars.Importswerethelowestin2016,with16.1millionU.S.dollars.ReadmoreNote(s):Poland;2015to2022Source(s):UNComtradeImportandexportofessentialoils,perfumery,cosmeticsandtoiletpreparationsatcurrentpricesinPolandfrom2018to2022(inbillionzloty)ImportandexportofproductsofthechemicalindustryinPoland2018-2022ImportExport25201510520.3117.6116.8215.4815.0414.0113.0712.1111.0410.3102018201920202021202224Description:In2022,Polandimportedproductssuchasessentialoils,perfumes,cosmetics,andtoiletriesintheamountof15billionzloty.Theexportsamountedtoover20.3billionzloty.ReadmoreNote(s):Poland;2018to2022Source(s):CentralStatisticalOfficeofPolandCHAPTER

03ProductsMostpopularproductse-shoppersbuyonlineinPolandfrom2021to2023MostpopularonlineshoppingcategoriesinPoland2021-2023Shareofrespondents*202320%202230%20210%10%40%50%60%70%80%90%80%79%ClothingandaccessoriesFootwearCosmeticsandbeautycarePharmaceuticalproductsBooks,movies,music73%67%66%61%65%65%57%57%55%48%57%57%56%53%Sportswear50%47%50%52%50%Homeappliances&consumerelectronicsFoodondelivery(Ubereats,pyszne.pl,etc.)Movie&theaterticketsFoodproducts49%47%46%25%44%45%35%44%Travel,bookingsKidsproducts&toys43%43%28%44%4

%26/statistics/959206/poland-most-popular-online-shopping-categoriesIn2023,80percentofrespondentsinPolandstatedthattheyboughtclothingandaccessoriesviainternetretailers.Thesecondmostpopularonlineshoppingcategorywas"Footwear";67percentofrespondentsboughtproductsfromthiscategory.

ReadmoreNote(s):Poland;2021to2023;15yearsandolder;Internetusers;*Theoriginalquestionwaswordedasfollows:(Polish)"Dlakażdejkategoriiproduktówwymienionychnaponiższejliście,wskażczykiedykolwiekjekupiłaś/eśprzezinternet,czy[...]

ReadmoreSource(s):Gemius;IzbaGospodarkiElektronicznej;PolskieBadaniaInternetuMostpopulartypesofcosmeticspurchasedonlineinPolandin2023MostpopulartypesofcosmeticspurchasedonlineinPoland2023Shareofrespondents0%5%10%15%20%25%30%29%35%34%40%PerfumeSpecialtycosmetics32%CosmeticsonpromotionCosmeticsformen23%Ecological/naturalcosmeticsNewcosmeticsfortestingGiftcosmetics20%18%17%17%Make-upcosmeticsChildren'scosmetics11%27Description:ThemostpopularcosmeticspurchasedinonlinestoresinPolandin2023wereperfumesandspecialtycosmeticsnotavailableinotherstores.

ReadmoreNote(s):Poland;October19,2023;1000respondents;InternetusersSource(s):MobileInstitute;WiadomościKosmetyczneMostcommonlyusedcolorcosmeticsinPolandin2022MostcommonlyusedcolorcosmeticsinPoland2022Shareofrespondents0%10%20%30%40%50%60%70%MascaraPrimer66%50%Powder40%Lipstick36%EyeshadowGloss28%23%Blush18%18%BronzerEye-linerHardtosay14%9%28Description:MascarawasthemostcommonlyusedcolorcosmeticaccordingtowomeninPolandin2023.Primerandpowderfollowedit.ReadmoreNote(s):Poland;August12toOctober5,2022;553respondents;15yearsandolder;WomenSource(s):WirtualnaPolskaMostcommonlyusedmencosmeticsinPolandin2022MostcommonlyusedmencosmeticsinPoland2022Shareofrespondents0%10%20%30%40%50%60%70%69%80%EaudeToilette/PerfumeHairshampooDeodorants65%55%Facecream34%FacewashgelsBeardoils/creamsTonics26%12%3%4%Hardtosay29Description:EaudeToilette,orperfume,wasthemostcommonlyusedcosmeticbymeninPolandin2023.Hairshampooanddeodorantsfollowedit.ReadmoreNote(s):Poland;August12toOctober5,2022;252respondents;15yearsandolder;MenSource(s):WirtualnaPolskaMostpopularcosmeticscategoriesinPolandasOctober2022,bychangeinsalesvalueTop5cosmeticscategoriesinPoland2022,bysalesvaluechange16%15.1%14.2%14%12%10%8%13.3%11.7%8.7%6%4%2%0%FacecareDeodorantsShampooShowerGelsBodyCare30Description:FacecarecosmeticsheldaleadingpositioninPoland'scosmeticsindustryasofOctober2022,followedbydeodorants.ReadmoreNote(s):Poland;MATOctober(W43)2022Source(s):Nielsen;WiadomościKosmetyczneProductionofsoap,organicsurface-activeproductsandpreparationsforuseassoapinPolandfrom2018to2023(inmetrictons)ProductionofsoapinPoland2018-2023350,000316,880307,769300,478300,000250,000200,000150,000100,00050,0000268,186247,047233,23020182019202020212022202331Description:Theproductionofsoaps,organicsurface-activeproducts,andpreparationsforuseassoapincreasedintheobservedperiodinPoland,reachingover316.9thousandmetrictonsin2023.

ReadmoreNote(s):Poland;2018to2023Source(s):CentralStatisticalOfficeofPolandHaircarecosmeticsproductioninPolandfrom2018to2023(inmetrictons)ProductionofhaircosmeticsinPoland2018-2023200,000180,000160,000140,000120,000100,00080,00060,00040,00020,0000172,126171,371171,985163,620151,978152,36220182019202020212022202332Description:TheproductionofhaircareproductsinPolandamountedtonearly164thousandmetrictonsin2023,anincreasecomparedtothepreviousyear.

ReadmoreNote(s):Poland;2018to2023Source(s):CentralStatisticalOfficeofPolandMarketshareofparticularproductsintheluxurycosmeticsandperfumesmarketinPolandin2022MarketshareofparticularproductsintheluxurycosmeticsmarketinPoland2022Colorcosmetics13.7%Other13.4%Perfume53%Bodycarecosmetics20%33Description:ThevalueofluxuryperfumesinPolandisforecastedtoreach1.4billionzloty,whichconstitutesover54percentoftheentireluxurycosmeticsandperfumesmarketinPolandin2022.ReadmoreNote(s):Poland;2022Source(s):Euromonitor;KPMGPolandCHAPTER

04CompaniesRankingofthehighestratedonlinestoreswithhealthandbeautyproductsinPolandin2023BestonlinestoresforhealthandbeautyinPoland2023,bythehighestrateScore*0510152025Diabetyk.24.plHairstore.pl21.910.79Topestetic.plPachnidelko.plBeokularow.plMojezapachy.plE-glamour.plElnino-parfum.plVanitysklep.plBrasty.pl9.987.925.935.935.915.895.835.7335Description:In2023,Diabetyk24.plwasthehighest-rankedonlinestoreinthecategoryofhealthandbeautycareinPoland.ItwasfollowedbyHairstore.pl.ReadmoreNote(s):Poland;2023;*Themethodologyoftherankingisbasedonpost-tradeopinionsissuedbythecustomersofonlinestores,aftershopping.Byissuingareview,theyevaluatethespeedoforderprocessing,thelevelofcustomerservice,the[...]

ReadmoreSource(s):Nielsen;opineo.plNumberofRossmanndrugstoresinPolandfrom2000to2023NumberofRossmanndrugstoresinPoland2000-20231,8001,6001,6861,6631,5781,4871,3951,4001,2001,00080060040020001,3011,2321,1691,103993849710516339228153926120002002200420062008201020122013201420152016201720182019202020212022202336Description:In2023,therewereover1.68thousandRossmanndrugstoresinPoland.Thiswasover27timesmorestoresinthecountrythanin2000.

ReadmoreNote(s):Poland;2000to2023Source(s):RossmannRossmannturnoverinPolandfrom2000to2023(inbillionzloty)RossmannturnoverinPoland2000-202318161415.913.5711.441210810.510.49.79.078.327.346.4363.64421.280.230200020062010201420152016201720182019202020212022202337Description:TheturnoverofRossmanninPolandsteadilyincreasedintheobservedperiod.In2023,itamountedtonearly16bilionzloty.ReadmoreNote(s):Poland;2000to2023Source(s):RossmannNumberofHEBEstoresinPolandfrom2018to2023NumberofHEBEstoresinPoland2018-202340034535031529130025020015010050273266230020182019202020212022202338Description:ThenumberofHEBEstoresinPolandwasmeasuredat345bytheendof2023.Duringthatyear,30newHebedrugstorestoreswerebuilt.However,fourstoreswereclosed.Thevalueofsalesamountedto469millioneurosin2023.

ReadmoreNote(s):Poland;2018to2023Source(s):JerónimoMartins;WirtualneMediaAnnualsalesvalueoftheHEBEchaininPolandfrom2018to2023(inmillioneuros)SalesvalueofHEBEinPoland2018-202350045040035030046935827825924525020720015010050020182019202020212022202339Description:ThevalueofproductsalesintheHEBEdrugstorechaininPolandamountedto469millioneurosin2023,anincreaseof31percentcomparedtothepreviousyear.

ReadmoreNote(s):Poland;2018to2023Source(s):JerónimoMartins;WirtualneMediaFinancialresultsofZiajaLTDZakładProdukcjiLekówSp.zo.o.inPolandfrom2018to2022(inmillionzloty)FinancialresultsofZiajainPoland2018-2022NetprofitonsalesNetprofit/loss40035030025020015010050339.56323.98288.6276.55247.61735448.846.7732.3302018201920202021202240Description:ZiajaisaPolishcosmeticcompanythatgeneratedatotalgrossprofitofover32millionzlotyin2022.ReadmoreNote(s):Poland;2018to2022Source(s):ALEO.comFinancialresultsofDrIrenaErisSAinPolandfrom2019to2022(inmillionzloty)FinancialresultsofDrIrenaErisinPoland2019-2022NetrevenuefromsalesGrossprofit/loss243.7300250200150100270.9503625.510.50.70.40-1.5-50201920202021202241Description:Dr.IrenErisisaPolishcosmeticcompanythatgeneratedatotalgrosslossof36millionzlotyin2022.ReadmoreNote(s):Poland;2019to2022Source(s):ALEO.comFinancialresultsofOceanicSAinPolandfrom2019to2022(inmillionzloty)FinancialresultsofOceanicinPoland2019-2022Netrevenuesfromsales2,283.3Grossprofit/loss2,5002,0001,5001,000500225.7211.5181.518.7427.513.10-7.6-500201920202021202242Description:OceanicisaPolishcosmeticcompanythatgeneratedatotalnetrevenuefromsalesofover211millionzlotyin2022.ReadmoreNote(s):Poland;2019to2022Source(s):ALEO.comFinancialresultsofInglotSp.zo.o.inPolandfrom2018to2022(inmillionzloty)FinancialresultsofInglotinPoland2018-2022NetprofitonsalesNetprofit/loss250202.83200144.9150100136.4116.389.85011.20.10-10-50-34.6-41.4-1002018201920202021202243Description:InglotisaPolishcosmeticcompanythatgeneratedatotalnetprofitonsalesofover136millionzlotyin2022.ReadmoreNote(s):Poland;2018to2022Source(s):ALEO.comFinancialresultsofLaboratoriumKosmetyczne"Joanna"B.Górka,R.KorczakSp.j.inPolandfrom2017to2022(inmillionzloty)FinancialresultsofJoannainPoland2017-2022Netprofitonsales127.4Netprofit12514012010080128.1124.7122.8117.560402012.11210.298.15.7020172018201920202021202244Description:JoannaisaPolishcosmeticcompanythatgeneratedatotalnetprofitonsalesofover122millionzlotyin2022.ReadmoreNote(s):Poland;2017to2022Source(s):ALEO.comFinancialresultsofMiraculumSAinPolandfrom2020to2022(inmillionzloty)FinancialresultsofMiraculuminPoland2020-2022Salesrevenues33.66Netprofit/loss504043.313024.3820100-2.46-4.11-4.64-1020202021202245Description:MiraculumisaPolishcosmeticcompanythatgeneratedrevenuesofover43.3millionzlotyin2022.ReadmoreNote(s):Poland;2020to2022Source(s):MiraculumCHAPTER

05BrandsLeading20healthandbeautybrandsrankedbyconsumerreachpointsinPolandfrom2021to2022(inmillions)MostchosenhealthandbeautybrandsinthePoland2021-2022,byCRPsConsumerreachpointsinmillions*202220212505101520303540455043NiveaColgateBellaTzmoZiajaEvelineSchwarzkopfL'Oreal4128312426221313186171727151514GarnierDoveLuksjaNaturellaJoanna715151222111047Description:In2022,NiveawastheleadingbrandforhealthandbeautyinPoland,withapproximately43millionconsumerreachpoints.ColgateandBellaTzmofollowed,with28millionand24millionconsumerreachpoints,respectively.ReadmoreNote(s):Poland;2021to2022;*Consumerreachpointsareametricusedtomeasurewhichbrandsshoppersarechoosingtobuyandwhy.Itiscalculatedbylookingatthreemainindicators:1.Population:thenumberofhouseholdsinacountry.[...]

ReadmoreSource(s):KantarHouseholdpenetrationrateofleadinghealthandbeautybrandsinPolandfrom2020to2022Leadinghealth&beautybrands'householdpenetrationrateinPoland2020-2022Householdpenetrationrate*2022

2021

202030%

40%0%10%20%50%60%70%80%67.9%NiveaColgateSchwarzkopfZiaja68.5%68.7%60%61.2%60.4%44.8%47.7%48%44%43%44.4%42.3%EvelineGarnierBellaTzmoLuksja(Sarantis)L'Oreal39.3%37.2%40.4%41.7%39.9%40.1%41.6%43.1%37.1%38.7%40.9%36.1%37.1%32.2%30.7%29.9%DoveGilletteJoanna36%36%33.6%34.5%32.3%4848Description:In2022,NiveawasthehealthandbeautybrandwiththehighestpenetrationrateinPoland,with68percentofhouseholdsbuyingthebrand.ColgateandSchwarzkopffollowed,withpenetrationratesof60percentand45percent,respectively.

ReadmoreNote(s):Poland;2020to2022;*Householdpenetrationratereferstotheshareofhouseholdsbuyingabrand.ReadmoreSource(s):KantarWorldpanelFavoritemakeupbrandsinPolandin2023FavoritebrandsofmakeupinPoland202350%47%45%40%35%30%25%20%15%10%5%32%30%0%EvelineMaybellineWibo49Description:ThemostpopularbrandofmakeupwasEveline,followedbyMaybellineinPolandin2023.ReadmoreNote(s):Poland;August14-21,2023;2306respondents;18yearsandolder;Usersofpromotionalnewspapersontheirsmartphones;*Foundation