The Polish cosmetics market is growing rapidly, attracting the attention of producers, brands, and investors. The latest report by Inquiry, prepared under the patronage of the Polish Union of the Cosmetics Industry, provides valuable insights into Polish consumers’ shopping habits. These are not just numbers – they are guidelines for shaping product strategies and sales approaches.
How often do Poles buy cosmetics?
Most Polish consumers purchase cosmetics at least once a month, while 23% buy them even more frequently – several times a month. The most active segment are consumers aged 25–44, with 10% making weekly purchases. This age group is particularly open to innovation, premium products, and new launches, making them a priority target for brands.
Which products dominate?
The top categories are body care (82%), followed by personal hygiene and hair care products (76%).
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Six in ten consumers regularly use facial care cosmetics.
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43% purchase makeup – including 69% of women and 12% of men.
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One in four adults also buy dermocosmetics.
Emerging niches such as children’s cosmetics and men’s grooming products are gaining momentum, offering strong growth potential for the industry.
Where do Poles buy cosmetics?
Purchase preferences differ depending on the product:
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brick-and-mortar drugstores remain the primary channel,
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everyday products are often added to baskets during grocery shopping,
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dermocosmetics and children’s products are most often bought in pharmacies,
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perfumes and makeup are increasingly purchased online.
For brands, this means that flexible, multi-channel strategies are key to reaching diverse consumer groups.
Key takeaways for the industry
Understanding consumer habits enables producers and brands to:
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plan product portfolios more effectively,
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design tailored lines for different age groups,
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strengthen their presence in both online and offline channels,
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develop niche categories with growing importance.
The Polish cosmetics market is not just about numbers – it is a source of inspiration for innovation and new product development. At MG Evolution®, we manufacture innovative and safe cosmetics by combining expertise, cutting-edge technology, and passion for creating modern skincare solutions.
