In 2025, away-from-home tissue and hygiene in Poland achieved continued value sales growth, with total value reaching PLN1.7 billion, representing a 7% increase on the previous year. This performance was underpinned by the ongoing recovery of horeca and stable, non-discretionary demand from public sector institutions such as hospitals, schools, and offices. Consumer price inflation stood at 4% and real GDP growth reached 3% in 2025, as buyers in Poland remained highly price-sensitive, particular

Menstrual care in 2025 continued to deliver value growth, reaching a retail value of PLN1.6 billion, up 7% year-on-year, while retail volume increased more modestly by 3% to 4.5 billion units. This performance signals a transition from the previous period of inflation-led expansion to more stable, structurally-driven demand, as pricing pressures ease and usage patterns began to normalise. While the overall volume of the Polish menstrual care market stabilised, the return to positive growth after

In 2025, men's grooming in Poland demonstrated solid growth with value sales reaching PLN4,079 million in current terms, reflecting a 7% increase from the previous year. This growth was supported by broader economic conditions, including real GDP growth of 4% and steady consumer expenditure increases, indicating rising disposable income among the population of approximately 38.5 million. The inflation rate remained moderate at around 4%, contributing to a stable purchasing environment.

In 2025, retail tissue in Poland demonstrated continued value growth, with total sales reaching PLN7.8 billion and retail volume increasing to 380,504 tonnes. This performance was shaped by a combination of easing but still relevant price pressures and pronounced cost-consciousness among Polish households. Growth in value terms was noticeably higher than volume, as the value of retail tissue rose by 7% compared to a 3% increase in volume, underlining that pricing, product mix, and channel shifts

In 2025, wipes in Poland recorded continued current value growth, with retail sales reaching PLN615 million, marking a 3% increase over the previous year, which reflects a broader regional pattern of value-driven resilience amidst economic pressure. Growth was underpinned by value effects as affordability became the dominant factor shaping consumer behaviour. Discounters dominate category momentum, led by Biedronka’s private label wipes, followed by Lidl and Aldi, as their own brands offer relia

Tissue and hygiene in Poland demonstrated a resilient performance in 2025, outperforming many regional counterparts by recording value growth of 6% to PLN11.7 billion supported by real GDP growth of 3% and rising consumer expenditure. This environment remains attractive, as strong volume sales are driven by ongoing demand for essential products, despite continuing population decline and increased price sensitivity. Health and beauty specialists maintains their retail channel lead at 33%, and dis

Retail performance of nappies/diapers/pants in 2025 was characterised by continued volume contraction, with total retail volume reaching 1.4 billion units, representing a year-on-year decline of 2%. This downward trend is shaped by a persistent fall in birth rates and the resulting contraction of the population aged 0 to 4, which dropped to 1.5 million in 2025. While retail volume declined, retail value showed more resilience, growing slightly to PLN1.3 billion, supported by stable pricing and a

Retail adult incontinence in Poland maintained strong momentum in 2025, achieving a retail volume of 172 million units and a value of PLN386 million, reflecting a year-on-year growth of 13% in volume and 17% in value. This performance outpaced the typical growth seen in other hygiene categories and was underpinned by robust underlying demand, driven primarily by an ageing population as Poland recorded 7.9 million people aged 65 and above in 2025. The category’s resilience was further supported b

In 2025, rx/reimbursement adult incontinence in Poland showed stable volume growth, with sales reaching 270 million units, marking a 3% increase compared to the previous year. This steady expansion occurred in a context shaped predominantly by the reimbursement framework, which restricts patient choice and concentrates demand on standard absorbent products that fit within public reimbursement limits. While the broader region of Eastern Europe continues to see medical needs for adult incontinence

Fragrances in Poland exhibited robust growth in 2025, with value sales reaching PLN3,310 million, reflecting a 9% increase in current terms compared to the previous year. This growth outpaced regional trends in Eastern Europe, where economic conditions and rising consumer purchasing power are stimulating demand for higher-quality beauty products. Poland’s real GDP growth of 4% in 2025 and a stable inflation rate of 4% contributed positively to the consumer spending environment, underpinning this

Hair care in Poland demonstrated strong value growth in 2025, with retail sales reaching PLN5,660 million, representing an 8% increase from the previous year in current value terms. This growth outpaced the overall beauty industry and is underpinned by premiumisation trends, where consumers increasingly shift from basic mass-market shampoos and conditioners to more specialised, salon-recommended products. For instance, premium brands like Kérastase recorded nearly 15% growth in 2025, reflecting

In 2025, oral care in Poland demonstrated strong value growth, reaching a retail value of PLN2,537 million, marking a 6% increase in current terms from the previous year. This growth outpaces volume development, reflecting a premiumisation trend where consumers increasingly seek higher-priced, value-added products. Compared to the broader Eastern Europe region, Poland’s retail value growth in oral care remains strong, with forecast continued expansion through 2030, supported by steady real GDP g

In 2025, bath and shower in Poland was valued at PLN3,103 million in retail sales in current terms, reflecting 6%?growth from the previous year. This growth rate indicates a healthy expansion relative to the regional context of Eastern Europe, where the category continues to evolve. The total population of Poland reached 38.5 million in 2025, with steady real GDP growth of 4%, supporting disposable income and consumer spending power in the personal care domain.

In 2025, colour cosmetics in Poland demonstrated robust growth with value sales reaching PLN3,111 million, reflecting current value growth of 7% from the previous year. This performance aligns with broader economic improvements in Poland, where consumer expenditure at current prices increased to PLN2,2 trillion in 2025, supported by a real GDP growth rate of 4%. Despite a moderate inflation rate of 4%, rising disposable incomes are enabling consumers to trade up within colour cosmetics, contribu

In 2025, sun care in Poland achieved a retail value of PLN 385 million at current prices, marking a robust 9% increase year-on-year. This growth outpaced the modest regional real GDP growth of 4% for Poland in 2025, indicating strong consumer demand and category resilience despite moderate inflation at 4%. The category’s expansion aligns with the rising consumer expenditure trend in Poland, which reached PLN2.2 trillion in 2025, highlighting increased purchasing power supporting premiumisation

In 2025, depilatories in Poland demonstrated steady growth, reaching a retail value of PLN254 million at current prices, marking a 5% increase from 2024. This growth trajectory aligned with broader Eastern Europe’s positive outlook but reflected a mature and concentrated market largely driven by habitual razor purchases. Despite an easing of inflationary pressures compared to previous years, Polish consumers maintained a strong price sensitivity, especially in everyday functional products such a

In 2025, deodorants in Poland demonstrated steady growth with value sales reaching PLN1,693 million in current terms, marking a 5% increase from the previous year. This growth reflected a broader regional trend in eastern Europe where consumers were increasingly willing to invest in higher-quality and premium products. The Polish market growth rate is supported by stable macroeconomic indicators, including real GDP growth of 4% and a controlled inflation rate of approximately 4%, fostering a fav

Beauty and personal care in Poland outperformed many regional peers with value sales growth of 7% in current terms in 2025, supported by rising disposable incomes and a stable economic environment. The market attracts consumers through a unique balance of selective premiumisation and strong price sensitivity, where investment in premium skin care and dermocosmetics coexists with loyalty to affordable basics. Increasing consumer sophistication, reflected in advanced ingredient literacy and person

Baby and child-specific products in Poland demonstrated resilient value growth in 2025, with retail sales reaching PLN1,106 million, reflecting a 6% growth in current terms compared to 2024. This positive trajectory occurred despite the country’s declining birth rate, which represents a significant structural challenge for the category. Polish parents are increasingly willing to invest more per child, prioritising safety and high-quality care products, which sustained value expansion even as ov

Skin care in Poland reached a retail value of PLN7,370 million in 2025, representing robust growth of 9% in current terms compared to 2024. This sustained growth reflects increased consumer expenditure and a shift towards higher quality and scientifically validated products. The category’s value growth is supported by the country’s improving real disposable incomes and easing inflationary pressures, allowing consumers more discretionary spending power while maintaining an intentional purchasing

Mass beauty and personal care in Poland demonstrated robust growth in 2025, with retail value sales reaching PLN20,768 million at current prices, representing a 7% increase over the previous year. This growth rate indicates a healthy recovery and expansion in consumer spending within the category, supported by 4% real GDP growth for Poland in 2025, reflecting improving macroeconomic conditions. Despite the economic uplift, Polish consumers remain notably price-sensitive, a factor that continues

In 2025, premium beauty and personal care in Poland experienced strong growth, reaching value sales of PLN4,914 million at current prices, reflecting 10% growth compared to the previous year. This performance was underpinned by Poland’s expanding economy, with real GDP growth reaching 4% in 2025, indicating a favourable macroeconomic environment supporting consumer spending on premium products. The population remained relatively stable at around 38.5 million, while consumer expenditure continue

Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, air care in Poland maintained modest value growth despite flat retail volume sales, reaching PLN853 million. This growth was supported by innovation in fragrance quality and premium formats. The median disposable income per household in Poland was PLN155,884 in 2025, indicating a rise in consumer spending power, which encouraged trading up to premium air care items.