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

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. 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. 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 coefficient with a significance level of p