Poland's beauty and personal care market is fragmented, highly competitive and extremely price sensitive, but continues to grow faster than that of most other countries in Central and Eastern Europe. Poles spent about US$3.89bn on cosmetics and personal care products in 2016, according to the latest estimates from London-based market research company Euromonitor International. Though in dollars that marked an annual growth of just 1.9, in zlotys, the local currency, the rise was 4.4. The sector has grown for 15 consecutive years and is projected to expand for at least the next five.
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