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DENMARK HUNgARY
Denmark’s Beauty & Personal Care market is projected to In Hungary, the revenue in the Beauty & Personal Care
generate revenue of US$1,766.00m in 2024. With an expected market is projected to reach US$1,009.00m in 2024
annual growth rate of 2.63% (CAGR 2024-2028), the market is and is expected to grow by 2.21% annually
anticipated to expand steadily. Denmark is the strongest market between 2024 and 2028 (CAGR 2024-2028).
in Scandinavia. Consumers in Denmark are keen skincare Multinationals continue to lead beauty and personal care in
enthusiasts and there is a demand for gentler formulations in this market with a price-conscious consumer with a focus on
skincare. Many international brands in the Danish market use promotional periods. As a whole, the Hungarian consumer
Denmark as a gateway for distribution to the rest of Scandinavia. tends to purchase higher-end mass products over premium.
Lifestyle and environmental factors have meant that the
Hungarian consumer experiences more allergies than other
countries and therefore a focus on plant-based formulations
has emerged. To be successful in this market, brands must
pay close attention to labeling and transparency regarding
chemical ingredients is essential. Pharmacies have remained
the most important distribution channel for beauty in
Hungary with hypermarkets following closely behind.

RoMANIA
In Romania, the revenue in the Beauty & Personal Care market
is projected to reach US$1,897.00m in 2024 and is expected to
experience an annual growth rate of 2.65% (CAGR 2024-2028).
The landscape is almost entirely dominated by multinational
companies and is supported by large advertising budgets,
wide availability of products and development of new
products. By 2024, online sales are projected to contribute
21.9% of the total revenue in the Beauty & Personal Care
market. The Romanian consumer is price conscious, health
orientated and influenced by the “trendiness” of products.

CZECH REPUbLIC PoLAND
In 2024, the Beauty & Personal Care market in Czechia The Beauty & Personal Care market in Poland is projected to
is projected to generate a revenue of US$1,539.00m. generate a revenue of US$5.72bn in 2024. It is anticipated to
This market is expected to display an annual growth rate experience an annual growth rate of 3.80% (CAGR 2024-2028).
of 1.66% (CAGR 2024-2028). The beauty and fragrance The market is growing steadily with the introduction of a
market are extremely important to the Czech consumer. number of beauty and personal care brands, with their
So much so, that in spite of the cost of living crisis, consumers ethos anchored in ecology. The polish consumer looks for
continue to purchase their products as they did before. discounts and is aware of the price of popular products.
This market benefits from long-standing agreements with They look for safe formulations, natural and highly effective,
Germany to strengthen their e-commerce beauty business, all at a reasonable price. Due to their call for “trendiness”,
with the likes of Zalando, Sephora and Amazon. social media is having an impact on consumer behaviour.

bULgARIA
The Beauty & Personal Care market in Bulgaria is projected
to reach a revenue of US$606.90m in 2024. This market is
expected to grow at an annual rate of 0.41% (CAGR 2024-2028).
younger consumers are the pillars for growth in the market
in bulgaria. The average Bulgarian consumer is more than
willing to sacrifice spending on other necessities in favour
of purchasing beauty, health and wellbeing products.
Mass-market propositions are favoured in the region
due to the low incomes received by the population.

For more information on how IL Brand Consultancy can help you successfully expand your brand

into different markets, please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk.