表紙
市場調査レポート

ポーランドの化粧品小売市場

Retail market of cosmetics in Poland 2014.Market analysis and development forecasts for 2014-2019.

発行 PMR 商品コード 237383
出版日 ページ情報 英文 137 Pages
納期: 即日から翌営業日
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ポーランドの化粧品小売市場 Retail market of cosmetics in Poland 2014.Market analysis and development forecasts for 2014-2019.
出版日: 2014年03月31日 ページ情報: 英文 137 Pages
概要

健康・美容店舗はポーランドの化粧品市場における最大の流通チャネルであり、また力強い成長を続けているチャネルでもあります。2013において、健康・美容店舗のチャネルは市場で生み出された売上の43.4%に貢献したと推計され、これを価格に換算すると87億PLN(ポーランドズウォチ)(21億ユーロ)になります。

当レポートでは、ポーランドの化粧品市場について包括的に分析し、ポーランド経済の現況と予測、化粧品市場額と流通チャネル別の内訳、主要な製品カテゴリーおよび市場予測を提供しており、概略以下の構成でお届けいたします。

第1章 調査手法

第2章 エグゼクティブサマリー

第3章 ポーランド経済の概況

  • 概況
  • 予測
  • 中期的展望

第4章 化粧品購入者の消費者調査結果

  • サマリー
  • 化粧品が購入される場所
  • 購入される化粧品の種類・ショッピング習慣
  • 化粧品支出月額

第5章 化粧品市場額

  • 市況の概要:動向

第6章 主な化粧品小売り業者

  • 主な健康・美容チェーンのプロファイル

第7章 流通チャネル

  • 健康・美容店
  • 大型店
  • 直販
  • 薬局
  • オンライン販売
  • 小規模食料品店・雑貨店

第8章 主な製品セグメントの概要

  • 主な製品分類の額・成長
  • ヘアケア化粧品
  • フェイスケア・ボディケア化粧品
  • 個人衛生化粧品
  • メイクアップ化粧品
  • 高級化粧品
  • 生理用品

第9章 化粧品のプライベートブランド

  • プライベートブランド化粧品の概要
  • ハイパーマーケット
  • ディスカウントストア

第10章 化粧品業界の広告活動

  • 広告業者のトップ10・宣伝された化粧品ブランドのトップ10
  • 製品グループの広告
  • 化粧品産業における小売り業者の広告活動

第11章 グラフ

第12章 表

第13章 PMRについて

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目次

This publication provides a wide scope of market coverage including topics that range from Poland's macroeconomic situation to the value of its retail cosmetics sector, key segments and high volume distribution channels . It names leading products and cosmetic brands and offers detailed analysis of influential trends and events on the market, in addition to carefully-calculated forecasts for the coming years .

Also featured : results of a special consumer survey that reveal the spending habits and product selection patterns most popular with cosmetics consumers in Poland.

This report provides all the latest market news on

  • Current value of the market and description and valuation of key segments
  • Poland's macroeconomic status and prognosis for the future
  • Cosmetic distribution in Poland: supermarkets, hypermarkets, health and beauty retail chains, pharmacies, discount retailers, direct sales and online retail operations are analysed and evaluated
  • Growth drivers and trends and their impact on market development
  • Health and beauty retail chains - leaders in terms of sales, expansion and size and value of operations, plans for future expansion
  • Consumer preferences and purchasing and spending habits with regard to cosmetic products
  • Predictions for development and growth to 2019.

Benefit from concise answers to these vital questions

  • What is the current value of Poland's retail cosmetics market?
  • How much is each of the key market segments worth?
  • Which are the most valuable cosmetics distribution channels for retail cosmetics in Poland?
  • What are the major players in Polish cosmetics retail planning in terms of future development?
  • Which established companies lead the market in terms of sales and total number of retail outlets?
  • How close is the competition among retail cosmetics companies in the Polish market?
  • How have recently observed trends affected the retail cosmetics market in Poland? What do experts predict for the next five tears?
  • Which cosmetics products rank most highly among Polish consumers?
  • Where do Polish consumers prefer to shop for cosmetics? How much are they willing to spend for these categories of products?

Readers benefit from exclusive features, such as

  • Consumer feedback obtained through a dedicated survey including these key topics: top-selling products, most popular shopping venues for cosmetics, online sales and typical spending habits. Also included: consumer outlooks for private label products and opinions on various types of retailer promotions
  • Impact analysis of emerging trends on Poland's retail cosmetics market over the next five years
  • Specific forecasts for development of the Polish retail market for cosmetics and its key segments from 2014-2019.

Selected brands analysed in this report

Aflofarm Farmacja Polska, Aldi, alergia.med.pl, Alshaya, Amway, aptekaslonik.pl, Auchan, Ava Laboratorium, Avon Cosmetics Polska, Baltic Company, Biedronka, Bielenda, Blue Stop, Brodr. Jorgensen, Carrefour, CF Cefarm, Colgate-Palmolive Poland, Coty Polska, Dax Cosmetics, Dayli, Delia Cosmetics, Delitissue, Delko, Diparlux Magnon, dolce.pl, domzdrowia.pl, Douglas, Dr Irena Eris, Dr. Max, Drog Store, Drogerie Hebe.

Did you know

  • The market sees a competitive upheaval leading to a downward price pressure. This results in poorer growth of the market's value and is a drag on profitability in the sector.
  • Buyers choose good products priced as low as possible, while sales of private label goods grow rapidly; branded products are purchased mostly when available on promotional offers.
  • Discount store chains, chains of health and beauty stores and online stores report the strongest growth.
  • 2013 saw strong sales of, in particular, make-up cosmetics and shower gels, while sales of hair care and hair styling cosmetics, deodorants and shaving cosmetics declined.
  • The growth of cosmetics sales in terms of volume exceeded the growth in value terms.
  • 2014 will see continued uncertainty in the market as to the economic improvement, despite a stronger macroeconomic outlook. As a result, consumers will not be willing to spend more money on cosmetics yet.
  • Discount stores and health and beauty store chains will continue to grow the fastest.

Extract from this report

  • Health and beauty stores are the largest distribution channel for cosmetics in Poland; they are also a channel which continues to grow in strength. According to our estimates, in 2013, they contributed 43.4% of sales generated by the market, which translated into PLN 8.7bn (€2.1bn) worth of sales.
  • The segment follows a two-track path of development. One is represented by chains, headed by the market leader Rossmann, which are quickly gaining significance, the other is represented by traditional health and beauty stores that are doing worse and worse, with their number and market share waning every year.

Market commentary by expert

A typical characteristic of the Polish cosmetics market is the huge popularity of domestic brands, whose quality and packaging matches the standards of products offered by international manufacturers. Domestic brands attract buyers based on reasonable prices and wide availability. Ziaja is the most valuable Polish brand.

Innovation is of great importance to the industry. Companies add new lines to their product portfolios on a regular basis. They use novel ingredients, diversify the product mix and adjust lines to cater to various customer segments. Some manufacturers generate up to 30% of annual sales volume from innovative products.

Patrycja Nalepa , Senior Retail and FMCG Market Analyst

Table of Contents

1. Methodology

2. Executive summary

3. General economic situation in Poland

  • 1. Overview of the situation in 2013
  • 2. Forecast for 2014
  • 3. Medium-term outlook: 2015-2019

4. Findings of a survey of consumers purchasing cosmetics

  • 1. Summary
  • 2. Place where cosmetics are purchased
    • 1. Place for purchasing cosmetics - selection criteria
    • 2. Place where cosmetics are purchased, by product category and distribution channel
    • 3. Place where cosmetics are purchased - retailers
    • 4. Buying from consultants and through the online channel
    • 5. Purchases in health and beauty stores
    • 6. Purchases in perfumeries
  • 3. Types of cosmetics purchased and shopping habits
    • 1. Purchases of private-label cosmetics and perception of private-label brands
    • 2. Purchasing habits
    • 3. Preferred forms of promotion
    • 4. Brand awareness
  • 4. Spending on cosmetics on a monthly basis
    • 1. Acceptable prices of most often purchased cosmetics from selected categories

5. Value of the cosmetics market

  • 1. Overview of the market situation - trends

6. Major cosmetics retailers

  • 1. Profiles of key health and beauty chains
    • 1. Rossmann
    • 2. Super-Pharm
    • 3. Natura
    • 4. Sephora
    • 5. Douglas
    • 6. Hebe
    • 7. Yves Rocher
    • 8. Dayli

7. Distribution channels

  • 1. Health and beauty stores
    • 1. Consolidation of traditional health and beauty stores
    • 2. Overview of health and beauty store chains
  • 2. Large-area stores
  • 3. Direct selling
  • 4. Pharmacies
  • 5. Online sales
  • 6. Small grocery stores and general stores

8. Overview of selected product segments

  • 1. Value and growth of the main product categories
  • 2. Hair care cosmetics
    • 1. Shampoos and conditioners
    • 2. Hair dyeing products
    • 3. Hair-styling products
  • 3. Face care and body care cosmetics
  • 4. Personal hygiene cosmetics
  • 5. Make-up cosmetics
  • 6. Luxury cosmetics
  • 7. Sanitary protection articles

9. Cosmetic private labels

  • 1. Overview of private-label cosmetics
    • 1. Health and beauty chains
    • 1. Rossmann
    • 2. Drogerie Natura
    • 3. Douglas
    • 4. Sephora
    • 5. Yves Rocher
    • 6. Super-Pharm
    • 7. Drogerie Jasmin
  • 2. Hypermarkets
    • 1. Auchan
    • 2. Kaufland
    • 3. Tesco
    • 4. Carrefour
  • 3. Discount stores
    • 1. Biedronka
    • 2. Lidl
    • 3. Netto
    • 4. Aldi

10. Advertising activity in the cosmetics industry 1

  • 1. Top 10 advertisers and top 10 advertised brands of cosmetics
  • 2. Advertising of product groups
  • 3. Advertising activity of retailers in the cosmetics industry

11. List of graphs

12. List of tables

13. About PMR

List of graphs

  • 1. Value (PLN m) and growth (%) of the cosmetics market in Poland, 2010-2019
  • 2. Value of the cosmetics market in Poland (%), by distribution channel, 2013
  • 3. Fastest-growing retail distribution channels for cosmetics in Poland (%), 2012-2016
  • 4. Places to shop for cosmetics in Poland, by sex (%), January 2013 and January 2014
  • 5. Significance of selection factors for places to shop for cosmetics in Poland (%), January 2014
  • 6. Places to shop for cosmetics in Poland, by category (%), January 2014
  • 7. Retail outlets where respondents most often buy cosmetics (%), January 2013 and January 2014
  • 8. Percentage of respondents who bought cosmetics from consultants of cosmetic companies in 2013 (%), January 2014
  • 9. Most popular brands of cosmetics among consumers buying cosmetics from consultants of cosmetic companies (%), January 2014
  • 10. Reasons for not buying cosmetics from consultants of cosmetic companies (%), January 2014
  • 11. Percentage of respondents who bought cosmetics online in 2013 (%), January 2014
  • 12. Health and beauty stores where respondents most often buy cosmetics (%), January 2013 and January 2014
  • 13. Non-cosmetic products most often purchased in health and beauty stores (%), January 2014
  • 14. Percentage of respondents buying cosmetics in Douglas, Sephora and Marionnaud perfumery chains (%), January 2014
  • 15. Types of cosmetics purchased in Douglas, Sephora and Marionnaud perfumery chains (%), January 2014
  • 16. Motivations for purchases of cosmetics in Douglas, Sephora and Marionnaud perfumery chains (%), January 2014
  • 17. Respondents who bought at least one item of the cosmetics category, by sex (%), January 2014
  • 18. Assessment of relevance of individual criteria when selecting cosmetics (%), January 2014
  • 19. Cosmetics purchased by women, by popularity (%), January 2014
  • 20. Cosmetics purchased by men, by popularity (%), January 2014
  • 21. People for whom respondents buy cosmetics (%), January 2014
  • 22. Share of consumers buying private-label cosmetics (%), January 2014
  • 23. Frequency of purchases of cosmetic private-label brands, by category (%), January 2014
  • 24. Comparative assessment of private-label cosmetics with respect to corresponding brand-name products (%), January 2014
  • 25. List of statements describing consumers' shopping habits (%), January 2014
  • 26. Most popular forms of promotion used when buying cosmetics (%), January 2014
  • 27. Unaided and aided brand awareness for cosmetics available on the Polish market (%), January 2014
  • 28. Assessment of average growth in spending on cosmetics in 2013 as compared to 2012 (%), January 2014
  • 29. Average monthly spending on cosmetics, by price range (%), January 2014
  • 30. Average monthly spending on women's cosmetics, by price range (%), January 2014
  • 31. Value (PLN m) and growth (%) of the cosmetics market in Poland, 2010-2019
  • 32. Value of the cosmetics market in Poland (%), by distribution channel, 2013
  • 33. Fastest-growing retail distribution channels for cosmetics in Poland (%), 2012-2019
  • 34. Shares of the fastest-growing distribution channels on the cosmetics market in Poland (%), 2010-2019
  • 35. Sales of cosmetic products in health and beauty stores in Poland, by chain and non-chain stores (PLN m), 2010-2019
  • 36. Growth of sales for cosmetic products in health and beauty stores in Poland, by chain and non-chain stores (%), 2010-2019
  • 37. Market shares of health and beauty stores in Poland, by chain and non-chain stores, 2010-2019
  • 38. Value (PLN m) and growth (%) of cosmetics sales in hypermarkets in Poland, 2010-2019
  • 39. Value (PLN m) and growth (%) of cosmetics sales in supermarkets in Poland, 2010-2019
  • 40. Number of large-area stores in Poland, by format, 2010-2014
  • 41. Value (PLN m) and growth (%) of cosmetics sales in discount stores in Poland, 2010-2019
  • 42. Value (PLN m) and growth (%) of direct sales of cosmetics in Poland, 2010-2019
  • 43. Value (PLN m) and growth (%) of cosmetics sales in pharmacies in Poland, 2010-2019
  • 44. Shares of purchased dermocosmetics, by category (%), January 2014
  • 45. Value (PLN m) and change (%) of online cosmetics retail in Poland, 2010-2019
  • 46. Value (PLN m) and growth (%) of cosmetics sales in grocery and general stores in Poland, 2010-2019
  • 47. Place for buying hair styling and hair care cosmetics, by value (%), 2012-2013
  • 48. Growth of private labels and branded products in the chemical-cosmetic basket in Poland, by distribution channel (%), 2013
  • 49. Total advertising spending in the cosmetics industry in Poland (PLN bn), 2011-2013
  • 50. Top 10 advertisers in the cosmetics industry in Poland (%), 2012
  • 51. Top 10 advertisers in the cosmetics industry in Poland (%), 2013
  • 52. Top 10 advertised brands in the cosmetics industry in Poland (%), 2012
  • 53. Top 10 advertised brands in the cosmetics industry in Poland (%), 2013
  • 54. Advertising spending of the hygiene and care segment in Poland (%), by product group, 2013
  • 55. Structure of and change in cosmetic retailers' advertising spending in Poland (%), by retailer type, 2012-2013
  • 56. Structure of advertising spending of health and beauty store chains in Poland (%), 2013
  • 57. Advertising spending of retailers operating in the cosmetics industry in Poland (PLN m), 2012-2013
  • 58. Change in advertising spending of key cosmetics chains in Poland (%, y-o-y), 2013

List of tables

  • 1. Key macroeconomic indicators for Poland, 2010-2016
  • 2. Key macroeconomic indicators for Poland, 2010-2019
  • 3. Average monthly spending on cosmetics, January 2014
  • 4. Average monthly spending of female respondents on women's cosmetics (PLN), January 2014
  • 5. Average monthly spending on men's cosmetics (PLN), January 2014
  • 6. Average monthly spending on men's cosmetics, by price range (%), January 2014
  • 7. Overview of the situation on the cosmetics retail market in Poland, 2010-2019
  • 8. Growth factors for the cosmetics market in Poland, 2013-2019
  • 9. General information on top 10 cosmetics retailers in Poland
  • 10. Market shares of top 10 cosmetics retailers in Poland (%), 2010-2014
  • 11. Sales revenues of top 10 cosmetics retailers in Poland (PLN m), 2010-2014
  • 12. Sales growth of top 10 cosmetics retailers in Poland (%), 2011-2014
  • 13. Number of stores run by top 10 cosmetics retailers in Poland, 2010-2014
  • 14. Per-store sales of top 10 cosmetics retailers in Poland (PLN m), 2010-2014
  • 15. Rossmann chain in Poland: sales and number of stores, 2010-2014
  • 16. Super-Pharm chain in Poland: sales and number of stores, 2010-2014
  • 17. Drogerie Natura chain in Poland: sales and number of stores, 2010-2014
  • 18. Sephora chain in Poland: sales and number of stores, 2010-2014
  • 19. Douglas chain in Poland: sales and number of stores, 2010-2014
  • 20. Hebe chain in Poland: sales and number of stores, 2011-2014
  • 21. Yves Rocher chain in Poland: sales and number of stores, 2010-2014
  • 22. Dayli chain in Poland: sales and number of stores, 2010-2014
  • 23. Growth of major distribution channels in the cosmetics market in Poland (%), 2010-2019
  • 24. Shares of major distribution channels in the cosmetics market in Poland (%), 2010-2019
  • 25. Number of health and beauty stores in Poland, by chain and non-chain stores, 2010-2014
  • 26. Top 10 chains vs. other chains - comparison of sales growth, 2011-2014
  • 27. Largest health and beauty chains in Poland by number of stores: number of stores 2012-2014, number of products, average store area, form of organisation
  • 28. Comparison of Sephora and Douglas chains in Poland, 2010-2014
  • 29. Avon's and Oriflame's revenues in Poland (PLN m), 2010-2014
  • 30. Selected online stores selling cosmetics in Poland, by sales value (PLN m), 2011-2013
  • 31. Main categories of cosmetics in Poland: sales value, structure and growth, 2012-2013
  • 32. Hair care cosmetics market in Poland, by segment, 2012-2013
  • 33. Selected distributors of premium and selective cosmetics in Poland, by sales value (PLN m), 2012
  • 34. Value and volume shares of private-label brands in individual categories of cosmetics and hygiene articles and change in Poland, 2011-2012
  • 35. Cosmetic private labels sold by Rossmann health and beauty stores, 2014
  • 36. Cosmetic private labels sold by Drogerie Natura health and beauty stores, 2014
  • 37. Cosmetic private labels sold by Sephora health and beauty stores, 2014
  • 38. Cosmetic private labels sold by Biedronka discount stores, 2014
  • 39. Cosmetic private labels sold by Aldi discount stores, 2014
  • 40. Top 10 advertisers in the cosmetics industry in Poland, by value of advertising spending (PLN m) and spending growth (%, y-o-y), 2013
  • 41. Top 10 brands in the cosmetics industry in Poland, by value of advertising spending (PLN m) and spending growth (%, y-o-y), 2013
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