The Growing Market for Natural Cosmetics in Poland: Consumer Preferences and Industry Trends

INTRODUCTION: The cosmetics industry is one of the most dynamically developing sectors globally, and Europe has the largest share of that market. In Poland, the cosmetics industry is one of the most significant economic segments. Currently, natural cosmetics remain a strongly developing sector of the cosmetics industry. The increasing self-awareness of consumers and the omnipresent trend of being “eco” influence the increased interest in natural cosmetics. The development of the natural cosmetics market is confirmed by the increasing production and growing willingness of consumers to purchase this type of product. PURPOSE: The study analysed the purchase frequency and the type of cosmetic products consumers choose. The most recognised natural cosmetics brands and certificates confirming their naturalness were also analysed. Additionally, the purchase preferences of consumers choosing natural cosmetics and those not in this category were examined. The focus was on factors affecting the choice of different cosmetic products. METHODS: The study was conducted as an anonymous survey of 24 questions (19 single-choice and five multiple-choice questions). Volunteers participated in the study regardless of gender, age, occupation, or income. The survey questionnaires were conducted using Google Forms through a shared link. The study was carried out from October 12, 2021, to January 6, 2022. A total of 807 surveys were collected, and the analysis included 807 completed forms that met the criteria for proper completion. The statistical analysis was performed based on the Pearson Chi(2) coefficient with a significance level of p<0.05. RESULTS: The results obtained in the study indicate that the natural cosmetics market is intensively developing, mainly because of consumers’ increasing self-awareness and deepening knowledge of cosmetics. Moreover, the demand for natural cosmetics in Poland will continue to develop steadily in the coming years. Currently, the quality of a cosmetic is more important to consumers than its price. Internet sales channels are developing intensively, and Influencers and recommendations of products by friends and family are the most effective way of promotion. CONCLUSION: Significant changes in consumer attitudes toward the cosmetics market (after the COVID-19 pandemic outbreak) have been observed. From the manufacturers’ perspective, it is advised to closely follow market trends and adapt to consumers’ changing preferences and requirements. An adequate solution is to popularise and develop the segment of natural cosmetics using various forms of promotion and distribution of products. Further research is recommended to confirm the results regarding the significance of the fast-growing natural cosmetics market in Poland and other countries.