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70% of Poland's Cosmetics Sales Come from Drugstores.

  • Writer: Marcin Gta
    Marcin Gta
  • Feb 6
  • 2 min read


Drugstores Hold Strong Against Discount Stores: 70% of Poland's Cosmetics Sales Come from Drugstore Channel.

Discount stores have been growing as a sales channel for years, but their assortment and shopping model differ significantly from that of drugstores. The latest data from NielsenIQ reveals the dominance of drugstores in Poland’s cosmetics market and highlights key trends shaping the industry.

Key Market Insights:

  • Drugstores lead the cosmetics market, accounting for 70.3% of total value sales.

  • Discount stores hold an 18% market share, with much lower growth rates than drugstores.

  • Drugstores have gained market share, increasing by 1.1 percentage points (pp) in the past year and 1.3 pp in the previous 12 months.

  • Discount stores saw slower growth, gaining just 0.4 pp and 0.1 pp in corresponding periods.

Why Are Drugstores Gaining Ground?

Drugstores are strengthening their market position through key categories, including:

  • Facial skincare

  • Face makeup

  • Body care

  • Women's fragrances

On the other hand, discount stores have seen growth in:

  • Deodorants

  • Toothpaste

  • Shower gels

According to Michał Rudecki from NielsenIQ, these trends reflect consumers’ differing shopping behaviors depending on the store format. This presents an opportunity for manufacturers to diversify their offerings based on store format and shopping missions.

Top 5 Cosmetics Categories in Poland (by Value)

  1. Facial skincare - 3 billion PLN

  2. Deodorants - 1.6 billion PLN

  3. Shampoos - 1.5 billion PLN

  4. Shower gels - 1.4 billion PLN

  5. Toothpaste - 1.3 billion PLN

Top 5 Cosmetics Categories in Poland (by Volume)

  1. Dental floss - 283 million units

  2. Razors & blades - 215 million units

  3. Intimate hygiene products - 116 million units

  4. Toothbrushes - 57 million units

  5. Shower gels - 56 million liters

Hypermarkets: A Declining Channel for Cosmetics

Hypermarkets are losing relevance in cosmetics sales. Two years ago, they accounted for 6% of total sales, but their share has now dropped to 4%, making them the fastest-declining channel in the sector.

Overall Market Trends: Growth in Value and Volume

The Polish cosmetics market is expanding not just in value but also in volume:

  • The industry has performed significantly better than the overall FMCG market.

  • At the start of 2024, FMCG sales were declining, but since May, they have been growing at a rate of 0.5-1% per month.

  • A notable acceleration in growth occurred in March 2024, rising from 2% to 7.9%.

Key Growth Drivers

The biggest contributors to this upward trend include:

  • Color cosmetics (face, lips, eyes, and nails)

  • Facial skincare

  • Intimate hygiene products

  • Shower gels

  • Razors and blades

Conclusion

Despite the growing presence of discount stores, drugstores remain the dominant player in the Polish cosmetics market. Their ability to attract consumers with a wider and more specialized assortment continues to fuel their success. While discount stores are making gains in select categories, they pose no immediate threat to drugstores’ leadership.

The cosmetics industry is set for continued growth, with value and volume trends indicating a resilient and expanding market.

 
 
 

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