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Centreeurope.org |
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The Polish cosmetic sector |
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In Poland, the market of the cosmetics is estimated at more the 1 billion Euro
in (source: Boss, Polski Monitor, 2004). The sector is dynamic and comprises in
the medium the term of high growth potential. After two years of deceleration,
the market started again in 2003 thanks to the products of care of the face and
the body and in particular to the sales of products "anti-age". The
market of the cosmetics comprises a potential of rise, because the consumers out
of the large cities are not touched yet. Arrival of the great distribution in Poland starting from the middle of the years 1990 was followed by a large chains of cosmetics such as Rossmann, Sephora, Yves Rocher, Gabriel or Ina Center. Among the local distributors, Drogeria Natura has more than four hundred franchized stores. In spite of the ergonomics of the stores and the great availability of the products, the return on investment of the selective distributors remains weak. Polish women dont have the same rate of consumption as the women of western Europe. The frequency of consumption of the cosmetic products is controlled by particular events such as the family exits, festivals, the meetings in love or friendly. The multinationals of the sector such as Procter and Gamble, L'Oréal, Beiersdorf, Avon or Oriflame dominate, but the national producers are rather well placed. Certain great groups such as Johnson & Johnson, L'Oréal, Oriflame and Avon chose Poland like a place of production of cosmetic products in order to export them. Polish companies such as Kolastyna also created the laboratories using the modern technologies. |
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