One in 10 respondents buys natural cosmetics

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One in 10 respondents buys natural cosmetics

Although the COVID-19 pandemic partially paralyzed brick-and-mortar retail, it did not harm the natural cosmetics segment, which grew in 2020 at a rate several times higher than that of the overall cosmetics market, according to PMR’s latest report titled “The Natural Cosmetics Market in Poland 2021: Growth Forecasts for 2021–2026.” Furthermore, according to PMR Forecasts, the compound annual growth rate (CAGR) for the natural cosmetics market will exceed 10% between 2021 and 2026.

The market is being positively influenced by, among other things, a growing interest among a large group of consumers in natural skincare and natural ingredients in cosmetic products, the expansion of the selection of natural cosmetics in non-specialty stores (especially in grocery discount stores), as well as the expanding product range of natural cosmetics.

We tend to buy natural cosmetics whenever we make most of our beauty purchases

According to a PMR survey conducted in August 2021 on a representative sample of 1,006 Poles, the largest percentage of Poles (26%) purchase natural cosmetics for most of their beauty product purchases. These are more often people aged 18–34 and those with incomes above 5,000 PLN net per capita.

In turn, one in 10 respondents buys natural cosmetics every time or almost every time they shop for cosmetics. This group is also predominantly made up of people aged 18–34, as well as women.

Drugstores and beauty stores are the largest sales channel not only in the cosmetics market in Poland, but also in the natural cosmetics market. According to PMR estimates, this channel accounts for more than half of sales in the natural cosmetics market. As shown by a PMR survey, more than half of those who buy natural cosmetics most often purchase them at drugstores.

Bielenda is the best-selling cosmetics brand

The most popular brand among respondents who have purchased natural cosmetics in the last six months is Bielenda—4 out of 10 respondents bought it. Women, consumers under 35, and residents of cities with up to 20,000 residents were more likely to buy this brand’s cosmetics.

Next in terms of popularity are the Ziaja and Alterra brands (Rossmann’s private label); both brands are more popular among women. Ziaja is also more frequently chosen by older consumers (aged 55 and older).

Natural cosmetics bearing a designer’s name

Among brands created by celebrities, however, Ewa Chodakowska’s brand—BeBio—is the most popular, with one in five respondents having purchased its products. These buyers were more often women and consumers under the age of 55.

The brand’s high popularity is due to the affordable prices of its products and its relatively wide availability; for example, its products are available at Rossmann stores and Lidl discount stores.

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