We got an expert’s perspective on Eastern European markets, looking at how they are impacting the wider EMEA and global industry.
Here, we consider growing concern over the side effects of beauty and personal care products being seen in Poland, with exclusive insights from Euromonitor International, market research provider.
Consumer shift towards simplicity, naturalness and ecology
The overall health and wellness trend to a large extent influences beauty and personal care.
Such consumer attitudes result from the rising popularity of healthy lifestyle issues which are undertaken in traditional media such as television, radio and press, but also on the internet, on numerous websites and forums.
After many years of a dominant position by highly processed beauty and personal care products in attractive coloured packaging, numerous consumers are switching to simply composed products, with low content of chemical additives.
Following health concerns, a rising number of Poles are paying increasing attention to quality and the composition of cosmetics and personal care products.
They are becoming familiar with the content of particular products, and analyse the presence of negatively perceived and beneficial ingredients.
Consumers also consider the reputation of particular manufacturers and usually repeat purchases of products which were already positively experienced.
An important role is the information source played by the internet, including manufacturers’ presentation of particular products, advice and opinions disclosed on websites, forums, blogs, on Facebook and other social media.