This report examines new product development (NPD) activity within the Beauty, Health and Home categories in Poland’s e-commerce market in 2024. Using data from Euromonitor’s Innovation platform, it highlights new brand and sub-brand launches, trending attributes and claims, and product inactivity rates - offering insights into what captures or misses consumer interest.

Luxury goods in Poland experienced a mixed performance in 2025, reflecting broader socioeconomic and macroeconomic shifts that influenced consumer behaviour. Despite these headwinds, the industry saw moderate growth in current value terms, supported by sustained demand across several categories. The strengthening of domestic consumption, combined with a resilient inbound tourism sector, continued to underpin sales of luxury goods. Inbound arrivals from Germany remained significant contributors t

In 2025, the performance of fine wines/champagne and spirits in Poland was significantly influenced by the ongoing trend of premiumisation, coupled with the emergence of health-conscious drinking habits. The category experienced sustained growth in value sales, driven by consumers' willingness to pay premium prices for products that offer exceptional quality and unique characteristics. Fine wines/champagne and spirits benefited from this trend, with consumers showing a particular affinity for pr

In 2025, sales of designer apparel and footwear (ready-to-wear) in Poland remained fairly stable, supported by both domestic demand and sustained inbound tourism. Although overall demand remained below pre-pandemic levels, retail volume sales continued to rise, reflecting a stabilised economy and gradual improvement in consumer confidence. Additionally, the flourishing tourism sector, particularly in cities such as Warsaw and Krakow, provided support as international visitors sought out high-end

In 2025, premium and luxury cars in Poland recorded 9% current value growth in 2025 to amount to PLN34.3 billion, and 15% retail volume growth, driven primarily by advancements in sustainability and technology. The ongoing positive performance by premium and luxury cars was also supported by a notable increase in consumer disposable income and the expansion of the middle-to-upper class demographic in Poland. Albeit from a low base compared to some markets, there has been a continued rise in dema

Experiential luxury in Poland experienced sustained growth in 2025, driven by luxury hotels. International tourism remained a key factor supporting this performance, with notable visits from Germany, Ukraine and the UK contributing significantly to occupancy and restaurant patronage within luxury hotels. These inbound flows helped to bolster sales, despite persistent economic challenges and elevated inflation rates in Poland. Domestic tourism also maintained momentum as Polish luxury consumers i

Poland’s economic freedom score improved significantly over 2019-2024, driven by progress in business and financial freedom, boosting its regional and global rankings. In 2024, the country received EU Innovation Fund support for manufacturing technologies, aiming to enhance digitalisation and competitiveness. However, the Business Confidence Index dropped 61.7% over the year, reflecting concerns over judicial independence and institutional integrity, despite government efforts to address them.

Poland’s real GDP grew by 2.9% in 2024, below the Eastern European average, supported by strong private and public consumption despite weak investment and exports. Trade was constrained by falling demand in Germany and a slump in the transport sector. The budget deficit narrowed slightly with support from EU funds, but rising public debt remains a key challenge to sustainable growth over the forecast period.

Total alcoholic drinks packaging volumes declined by 1% in 2024, primarily due to the declining sales in beer, the major category in unit volume terms in the industry. Alcohol consumption in Poland is in decline, driven by the increasing significance of mindful drinking and rising prices. As a result, the unit volumes of both of the main primary packaging types, glass bottles and metal beverage cans, were falling in 2024.

Retail value sales of lodging in Poland increased in 2025, though at a slower pace than in the previous year. The moderation reflected a normalisation of inbound tourism flows after the sharp post-pandemic rebound, as well as inflationary pressures that constrained some domestic spending.

Retail value sales of airlines in Poland rose strongly in 2025, albeit at a slower rate than in 2024, reflecting the impact of rising operational and fuel costs as well as broader inflationary pressures. The preceding period of 2023-2024 saw a surge in passenger traffic as airlines competed aggressively on price to capture pent-up travel demand. However, 2025 marked a phase of market normalisation, with ticket prices adjusting upward to reflect higher input costs and stabilised demand levels.

In 2025, travel in Poland recorded steady growth across both inbound and outbound segments, though momentum moderated following the strong post-pandemic rebound of 2023-2024. Inbound arrivals almost fully recovered to pre-pandemic levels, led by travellers from Germany and Ukraine, which together accounted for over half of all inbound trips. Poland’s ongoing support for Ukrainian refugees under the Temporary Protection Directive continued to sustain high inflows from Ukraine, although regional i

Inbound arrivals to Poland rose again in 2025, though at a slower rate than the sharp rebound seen in the previous two years, as the market approached pre-pandemic maturity. Leisure travel continued to account for the majority of inbound trips, supported by Poland’s reputation as an affordable, accessible, and culturally rich destination.

Retail value sales of booking in Poland rose in 2025, though growth was slightly slower than in 2024 as the market began to stabilise after two consecutive years of strong expansion. Polish consumers continued to demonstrate a willingness to invest in leisure travel, viewing holidays as a key component of wellbeing and lifestyle.

Total beauty and personal care packaging unit volumes increased by 3% in 2024, supported by the continued expansion of Poland’s beauty and personal care market. This growth sustained demand for packaging across cosmetics and personal care categories. Growth was driven by rising consumer demand, especially in the premium segment, and broader product availability across retail channels. The expansion of the beauty and personal care market translated directly into higher packaging volumes, as more

In 2024, Poland ranked ninth in Eastern Europe for average gross income, with a 3.8% real increase in per capita disposable income and a 10% rise in real wages per hour. However, tax and social security contributions were 26.3%, higher than the regional average. Over 2024-2029, per capita disposable income is forecast to grow by 28.6%, driven by labour market initiatives and the EU Minimum Wage Directive, but income inequality and the gender gap remain significant challenges.

Total home care packaging unit volumes in Poland recorded 4% growth in 2024, driven by the sustained consumer focus on hygiene, ongoing household cleaning routines and rising demand for convenient, ready-to-use products. Categories such as liquid detergents, multi-purpose cleaners, toilet care and air fresheners continued to perform well, supported by established brands like Vizir, Persil, Domestos, Cif, Ambi Pur and Air Wick. Increased consumer preference for premium formulations, eco-friendly

Sales of eye care in Poland continue to see steady growth in value and volume terms in 2025, with eye drops being the preferred format. These products are increasingly seen as essential for daily comfort, especially among heavy users of digital screens, contact lens wearers, and allergy sufferers. With eye drops, the key features consumers look for are preservative-free offerings and a long expiration date, as consumers often use eye drops sporadically when they feel irritation and like to exten

Sales of analgesics continue to see strong growth in current value terms in Poland in 2025, with this being driven by significant price increases. Brands are also supporting value growth by shifting towards larger pack sizes, which encourage bigger basket sizes and deliver better value per pill. At the same time, the introduction of higher-dosage options, often under “Max” or “Ultra” brand extensions, is also justifying higher price points by providing the perception of stronger, faster relief,

Herbal/traditional products continues to see steady growth in current value terms in 2025. As consumers continue to prioritise health and wellness and look to adopt a more natural and holistic approach to their overall health, there is continuing demand for herbal/traditional products. Herbal/traditional products are seen as safe to use and having no side effects and this is supporting volume sales. That being said, they are generally used as the first form of defence, and if symptoms become mor

Poland has seen an increased incidence of allergy sufferers in 2025. According to data from Jutro Medical, the number of allergy diagnoses at the beginning of 2025 rose by 21% compared to the same period in the previous year. Notably, experts are linking allergies to cognitive effects such as fatigue, difficulty concentrating, and mood disturbances, highlighting the growing recognition of allergies as not only a condition with physical symptoms, but also one with potential mental health implicat

Sports nutrition has seen dynamic double-digit growth in current value terms in 2025, with the category also seeing strong growth in retail volume terms. These products are increasingly being purchased by casual consumers as well as gym-enthusiasts, pushing brands to create accessible entry-level products like creatine in effervescent tablets instead of creatine powder. There has been a strong focus on the importance of protein in nutrition and thus more consumers are embracing sports nutrition

Digestive remedies has continued to see strong and steady growth in current value terms 2025. Demand has continued to focus on products addressing reflux, bloating, and overeating. Consumer interest typically peaks in December, which is a time traditionally associated with indulgence and overeating. The largest and one of the most dynamic categories within digestive remedies in 2025 has been indigestion and heartburn remedies. With consumers returning to be busy, stressful lives away from the ho

There is a growing focus on reducing smoking prevalence in Poland, which has proven effective with the percentage of adults who smoke continuing on downward trajectory in 2025. This has had a mixed impact on demand for NRT smoking cessation aids. On one hand, as more consumers look to quit this is boosting sales. However, on the other hand, as the smoking population declines so does the potential target audience for NRT smoking cessation aids.