In recent years, we’ve seen a significant rise in the popularity of cosmetics featuring characters from cartoons, movies, and TV series. Between May 2023 and April 2024, the value of this market in Poland approached an impressive 482 million PLN, reflecting an increase of over 17% compared to the previous year, according to CPS GfK analysis.
🔹What Attracts Consumers? 🔹
One of the key factors behind the success of this segment is the power that well-known characters have in capturing consumer attention. Products featuring popular characters are increasingly appealing, which is reflected in the growing spending on cosmetics branded with licensed images. Both children and adults are more inclined to purchase cosmetics that remind them of their favorite on-screen characters.
🔹Dynamic Growth Among Children and Adults 🔹
The dynamic growth in market value is accompanied by a growing number of available products. Over the past year, there has been a significant increase in the number of cosmetics featuring licensed graphics, indicating that this trend is thriving. The primary target groups are families with children, but these cosmetics are also increasingly chosen by young adults who grew up with the same cartoons and movies.
🔹Evolving Trends and Preferences 🔹
While some cartoon and movie characters continue to dominate the cosmetics market, others are losing popularity. An example of declining popularity is Mickey Mouse, who was recently a top-selling character but has now noticeably dropped in the rankings. Changing consumer preferences make this market dynamic and constantly evolving.
🔹Where Do We Shop? 🔹
In terms of purchasing locations, cosmetics with licensed characters are most commonly bought in discount stores, which are the main source of sales for these products. However, supermarkets and smaller stores also play a significant role in distributing these types of items.
🔹Conclusion 🔹
The growing popularity of cosmetics featuring characters from cartoons and movies demonstrates the strong influence that well-known and beloved characters have on the market. The evolving trends and increasing consumer interest in this segment suggest that these cosmetics will play an increasingly significant role in the FMCG market. Producers, adapting to these changes, are offering increasingly diverse and attractive products that cater to a wide range of consumer preferences.
