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Poland's Hair Care Market Is Booming
by April Maguire
Over the last several years, the overall economy in Poland has improved dramatically. As part of that improvement, people across the country are finding themselves with more disposable income, and according to market researchers a lot of that money is going towards beauty and hair care services. In fact, since 2008 the market for hair care products and services has grown steadily at around 6.5% and now brings in an annual revenue of more than $110 million.
Clearly, beauty and hair care services are important for the Polish economy. But what accounts for this growth in the beauty industry and what types of services are the most popular in Poland?
Young Women Driving the Market
As you might expect, women are the primary drivers of the hair care market in Poland. According to statistics, the median age of the Polish population is about 38 years old, and women account for more than 50% of the overall population. Given these numbers, it’s easy to see how the hair care industry is thriving. Overall, women between the ages of 25 and 40 are pushing the market forward, using their disposable incomes on a wide array of beauty products and services.
Most Popular Services
As with most other countries, the majority of women in Poland visit salons in order to get their hair highlighted or colored. In fact, in recent years the market for coloring and highlighting has grown faster than any other hair care service in the country. Additionally, other popular services include shampoo and conditioning treatments, as well as personalized styling.
International Companies Moving In
The increased demand for hair care products and services has led to many international companies entering the Polish marketplace. Currently, the most popular beauty brand in the country is L’Oreal, while Redken, Kerastase and Matrix are also major players. Looking at the market as a whole, more than 50% of it is dominated by products from L’Oreal, Procter & Gamble and Kao.
In general, these international corporations distribute their products using major wholesalers and distributors, but there is also a big focus on selling directly to premium salons around the country.
The Polish hair care market shows no signs of weakening. If the current growth rate holds steady, experts estimate that the market will reach annual sales of over $172 million by 2020. With that kind of performance, it’s no wonder that international companies are flocking to push their products into Poland’s ever-expanding market.
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