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COVID-19 ended nearly three decades of uninterrupted growth in Poland, with consumers optimism and their willingness to buy luxury products dropping significantly. Overall, there was a double-digit drop in value sales in 2020. In terms of luxury hotels, there were practically no foreign visitors in 2020, which is its main consumer base, so even when the hotels did open up, value sales did not increase significantly. When shops reopened, social distancing, face masks and hygiene measures made the...
Euromonitor International's Luxury Goods in Poland report offers a comprehensive guide to the size and shape of the Luxury Goods market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market and their effects on Luxury Goods retailing along with the development of consumers' shopping patterns. Forecasts to 2025 illustrate how the market is set to change
Product coverage: Experiential Luxury, Fine Wines/Champagne and Spirits, Personal Luxury, Premium and Luxury Cars.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Luxury Goods market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on luxury goods
COVID-19 country impact
Company response
Retailing shift
What next for luxury goods?
MARKET INDICATORS
Table 1 Number of High Net Worth Individuals (HNWI): 2015-2020MARKET DATA
Table 2 Sales of Luxury Goods by Category: Value 2015-2020 Table 3 Sales of Luxury Goods by Category: % Value Growth 2015-2020 Table 4 Inbound Receipts for Luxury Goods by Country of Origin: Value 2015-2020 Table 5 NBO Company Shares of Luxury Goods: % Value 2015-2019 Table 6 LBN Brand Shares of Luxury Goods: % Value 2016-2019 Table 7 Distribution of Luxury Goods by Format and Category: % Value 2020 Table 8 Forecast Sales of Luxury Goods by Category: Value 2020-2025 Table 9 Forecast Sales of Luxury Goods by Category: % Value Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Value sales halved as luxury hotels closed for parts of the year
Luxury hotels main purveyors of experiential luxury in Poland
Luxury foodservice remains negligible
RECOVERY AND OPPORTUNITIES
Post 2021, value growth will be subdued
Increasing tourism leads to demand for certain quality standards
Wellness tourism leads to expansion of luxury resorts outside of the cities
CATEGORY DATA
Table 10 Sales of Experiential Luxury by Category: Value 2015-2020 Table 11 Sales of Experiential Luxury by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Experiential Luxury: % Value 2015-2019 Table 13 LBN Brand Shares of Experiential Luxury: % Value 2016-2019 Table 14 Forecast Sales of Experiential Luxury by Category: Value 2020-2025 Table 15 Forecast Sales of Experiential Luxury by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Luxury hotels in cities register largest absolute value decline
Local players could gain value share over the forecast period
Smaller cities can also attract big names within luxury hotels
RECOVERY AND OPPORTUNITIES
Huge potential for growth once COVID-19 infection rates fall
Varying demands of different demographics regarding luxury hotel experience
Radisson Hotel Group collaboration will lead to expansion in Polish resorts
CATEGORY DATA
Table 16 Sales in Luxury Hotels: Value 2015-2020 Table 17 Sales in Luxury Hotels: % Value Growth 2015-2020 Table 18 Sales in Luxury Hotels by Country of Origin: % Value 2015-2020 Table 19 NBO Company Shares in Luxury Hotels: % Value 2015-2019 Table 20 LBN Brand Shares in Luxury Hotels: % Value 2016-2019 Table 21 Forecast Sales in Luxury Hotels: Value 2020-2025 Table 22 Forecast Sales in Luxury Hotels: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
With little cause for celebration in 2020, champagne suffers biggest hit
Wyborowa's leadership supported by wide product portfolio, driven by luxury whiskies
Consumers appreciate specialist advice, but e-commerce records strong performance
RECOVERY AND OPPORTUNITIES
If disposable incomes continue to rise, then value growth will continue on same trajectory as review period
Luxury whiskies and fine wines have most growth potential
Millennials driving value growth and focusing on quality over quantity
CATEGORY DATA
Table 23 Sales of Fine Wines/Champagne and Spirits by Category: Value 2015-2020 Table 24 Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2015-2020 Table 25 NBO Company Shares of Fine Wines/Champagne and Spirits: % Value 2015-2019 Table 26 LBN Brand Shares of Fine Wines/Champagne and Spirits: % Value 2016-2019 Table 27 Distribution of Fine Wines/Champagne and Spirits by Format: % Value 2015-2020 Table 28 Forecast Sales of Fine Wines/Champagne and Spirits by Category: Value 2020-2025 Table 29 Forecast Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Value sales pick up slightly when show rooms open up again
Premium and luxury cars perform better than overall cars in 2020
Little movement among leading players
RECOVERY AND OPPORTUNITIES
Affordable premium steals value share over the forecast period
High value growth for prestigious brands, but SUV models gaining in popularity
Large amount of re-export of premium and luxury cars confuses picture
CATEGORY DATA
Table 30 Sales of Premium and Luxury Cars: Value 2015-2020 Table 31 Sales of Premium and Luxury Cars: % Value Growth 2015-2020 Table 32 NBO Company Shares of Premium and Luxury Cars: % Value 2015-2019 Table 33 LBN Brand Shares of Premium and Luxury Cars: % Value 2016-2019 Table 34 Forecast Sales of Premium and Luxury Cars: Value 2020-2025 Table 35 Forecast Sales of Premium and Luxury Cars: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Personal luxury negatively impacted by COVID-19 but some products affected more than others
Personal luxury remains highly fragmented, led by Kering and its diverse portfolio
Growing demand for personal luxury in Poland is gradually encouraging brands to invest in their own stores in the country
RECOVERY AND OPPORTUNITIES
Once COVID-19 infection rates start to fall, personal luxury will return to value growth
Stronger growth predicted for personal luxury driven by ongoing development of luxury brands in the country
Lower value growth for e-commerce over the forecast period
CATEGORY DATA
Table 36 Sales of Personal Luxury by Category: Value 2015-2020 Table 37 Sales of Personal Luxury by Category: % Value Growth 2015-2020 Table 38 NBO Company Shares of Personal Luxury: % Value 2015-2019 Table 39 LBN Brand Shares of Personal Luxury: % Value 2016-2019 Table 40 Distribution of Personal Luxury by Format: % Value 2015-2020 Table 41 Forecast Sales of Personal Luxury by Category: Value 2020-2025 Table 42 Forecast Sales of Personal Luxury by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Casual wear replaces formal wear, as people work from home
Kering SA leads in highly fragmented and competitive landscape
Most luxury brands rely on a presence in multi-brand luxury department stores
RECOVERY AND OPPORTUNITIES
If COVID-19 does not cause long-term damage, then value growth will return
Luxury brands increasingly understand importance of investing in Poland due to its strong growth potential
Millennials drive demand for more unique and sustainable luxury brands
CATEGORY DATA
Table 43 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2015-2020 Table 44 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2015-2019 Table 46 LBN Brand Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2016-2019 Table 47 Distribution of Designer Apparel and Footwear (Ready-to-Wear) by Format: % Value 2015-2020 Table 48 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2020-2025 Table 49 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Spectacle frames fare best, as they are more essential than sun glasses
Highly competitive landscape for luxury eyewear, with small players holding largest combined value share
Differing preferences amongst the genders
RECOVERY AND OPPORTUNITIES
Growth in e-commerce continues, with technology tools making the online experience more interactive
Luxury sun glasses continues to gain in popularity with consumers highly influenced by global fashion trends
Variety of trends to influence stronger demand for luxury eyewear over forecast period
CATEGORY DATA
Table 50 Sales of Luxury Eyewear by Category: Value 2015-2020 Table 51 Sales of Luxury Eyewear by Category: % Value Growth 2015-2020 Table 52 NBO Company Shares of Luxury Eyewear: % Value 2015-2019 Table 53 LBN Brand Shares of Luxury Eyewear: % Value 2016-2019 Table 54 Distribution of Luxury Eyewear by Format: % Value 2015-2020 Table 55 Forecast Sales of Luxury Eyewear by Category: Value 2020-2025 Table 56 Forecast Sales of Luxury Eyewear by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Luxury jewellery negatively affected by low number of weddings
Highly fragmented environment, led by established global brands
Women continue to dominate in terms of demand
RECOVERY AND OPPORTUNITIES
Growth in e-commerce will be lower than for other luxury goods
Younger consumers look to affordable luxury jewellery to distinguish themselves from their peers
Brand heritage important strategy to attract consumers
CATEGORY DATA
Table 57 Sales of Luxury Jewellery by Category: Value 2015-2020 Table 58 Sales of Luxury Jewellery by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Luxury Jewellery: % Value 2015-2019 Table 60 LBN Brand Shares of Luxury Jewellery: % Value 2016-2019 Table 61 Distribution of Luxury Jewellery by Format: % Value 2015-2020 Table 62 Forecast Sales of Luxury Jewellery by Category: Value 2020-2025 Table 63 Forecast Sales of Luxury Jewellery by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Luxury travel goods hardest hit by COVID-19, as international travel practically grinds to a halt
Fragmented competitive landscape led by well-known global brands
Hermes opens first branded boutique in Warsaw
RECOVERY AND OPPORTUNITIES
Men's luxury bags and small leather goods takes longer to recover, as meetings continue online
Further strong growth predicted over forecast period supported by increasing affluence and desire to own prestigious global brands
Sustainability of manufacturing process will come more to the fore over the forecast period
CATEGORY DATA
Table 64 Sales of Luxury Leather Goods: Value 2015-2020 Table 65 Sales of Luxury Leather Goods: % Value Growth 2015-2020 Table 66 NBO Company Shares of Luxury Leather Goods: % Value 2015-2019 Table 67 LBN Brand Shares of Luxury Leather Goods: % Value 2016-2019 Table 68 Distribution of Luxury Leather Goods by Format: % Value 2015-2020 Table 69 Forecast Sales of Luxury Leather Goods: Value 2020-2025 Table 70 Forecast Sales of Luxury Leather Goods: % Value Growth 2020-20252020 IMPACT
KEY DATA FINDINGS
2020 IMPACT
Social distancing and hygiene measures make purchases difficult
Fragmented competitive landscape lead by prestigious global brands
Men's luxury timepieces continues to dominate sales supported by perception of status, especially in the business environment
RECOVERY AND OPPORTUNITIES
Subdued growth over forecast period if economy takes time to recover from fallout of COVID-19
Younger men emerging consumer group
Smaller Polish brand hopes to attract consumers through the use of social media and highlighting its heritage
CATEGORY DATA
Table 71 Sales of Luxury Timepieces by Category: Value 2015-2020 Table 72 Sales of Luxury Timepieces by Category: % Value Growth 2015-2020 Table 73 NBO Company Shares of Luxury Timepieces: % Value 2015-2019 Table 74 LBN Brand Shares of Luxury Timepieces: % Value 2016-2019 Table 75 Distribution of Luxury Timepieces by Format: % Value 2015-2020 Table 76 Forecast Sales of Luxury Timepieces by Category: Value 2020-2025 Table 77 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Demand negatively affected by people working from home
Montblanc retains convincing leadership but comes under pressure from increasing number of smaller brands entering the product area
Brand heritage and craftmanship important for consumers of fountain pens
RECOVERY AND OPPORTUNITIES
Healthy growth over forecast period, once COVID-19 infection rates drop
Expensive limited editions attract serious collectors
Product area too small to justify own stores for many brands, while internet retailing gains ground as showcase for range of products
CATEGORY DATA
Table 78 Sales of Luxury Writing Instruments and Stationery: Value 2015-2020 Table 79 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2015-2020 Table 80 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2015-2019 Table 81 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2016-2019 Table 82 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2015-2020 Table 83 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2020-2025 Table 84 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Super premium beauty and personal care fares better than other personal luxury goods
L'Oreal continues to have significant value share in competitive landscape
Consumers appreciate the purchasing experience and personal attention when choosing super premium beauty and personal care
RECOVERY AND OPPORTUNITIES
Value growth will be lower than review period, as economy potentially takes time to recover
Super premium fragrances holds highest value share, appealing to both genders
Despite dominance of health and beauty specialist retailers, internet retailing continues to rapidly gain share
CATEGORY DATA
Table 85 Sales of Super Premium Beauty and Personal Care by Category: Value 2015-2020 Table 86 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 87 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2015-2019 Table 88 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2016-2019 Table 89 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2015-2020 Table 90 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2020-2025 Table 91 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2020-2025