Beauty and personal care in 2024: The big picture
Beauty and personal care saw growth in both value and volume terms in Spain in 2024. While Spanish economic indicators showed better numbers than in the previous years, the prices of basic goods and interest rates remained higher than at the beginning of the review period.
2024 key trends
Beauty and personal care saw divergent trends in consumer demand in 2024. Demand was stable in most hygiene related categories because many products in areas such as bath and shower and oral care are seen as essential to daily personal care routines.
Competitive landscape
The overall beauty and personal care market in Spain is fairly fragmented, with L'Oréal España SA being the only name holding a double-digit company share (NBO) and maintaining its lead. This is thanks to the strength of the global player’s portfolio, which contains desirable brand names such as L'Oréal Paris, La Roche-Posay, Maybelline New York, and Garnier.
Retail developments
Supermarkets was the largest distribution channel for beauty and personal care in 2024. The channel continues to benefit from being able to offer wide product ranges and lower prices, including private label options, notably in hygiene based categories where consumers have looked to trade down, alongside ranges in baby products.
What next for beauty and personal care?
Beauty and personal care is set to see further growth in both value and volume terms over the forecast period. It is expected that economic indicators will show closer numbers to the ones seen over the beginning of the review period, with inflation and interest rates declining.
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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Beauty and Personal Care in Spain report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Spain?
- Which are the leading brands in Spain?
- How are products distributed in Spain?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Spain
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
DISCLAIMER
Baby and Child-Specific Products in Spain
KEY DATA FINDINGS
Declining birth rates continue to impact category performance
Mercadona consolidates its leadership position
Warehouse clubs seeing expansion from low base
Forecast growth expected to be driven by growing focus on sun protection
New brands entering the space with growing focus on ingredients
Targeting older children could present opportunities
Bath and Shower in Spain
KEY DATA FINDINGS
Hand sanitisers decline offset by growth across other categories
Aesop benefits from channel expansion
Discounters gains share as consumers look for value
Stable demand despite economic challenges
External factors to affect sales
Competing with fragrances
Colour Cosmetics in Spain
KEY DATA FINDINGS
Facial make-up drives category growth
Advertising key to growth of best-performing brands
Cost sensitivity contributing to consumers moving away from beauty specialist retailers
Colour cosmetics projected to continue growing
Dupes to continue to erode premium sales
Focus on skinification expected to be focal point of new product development
Deodorants in Spain
KEY DATA FINDINGS
Weaker price hikes result in softer category growth
Unilever share falls at the expense of private label
Deodorants purchased alongside groceries
Modest growth projected
Competition from other products
Innovation required
Depilatories in Spain
KEY DATA FINDINGS
Hair removers/bleaches drive modest growth
Leaders lose share to cheaper and newer rivals
Supermarkets remains key channel for depilatories
Steady growth to be driven by hair removers/bleaches
No hair fashion to continue to shape sales
Innovation needed
Fragrances in Spain
KEY DATA FINDINGS
Fragrances growth slows, but body mists expansion welcome
Puig benefits from line extension activity
Warehouse clubs and e-commerce platforms perform well
Further growth, but with constraints
Niche brands to gain in popularity
Younger consumers represent key new target
Hair Care in Spain
KEY DATA FINDINGS
Steady growth experienced across categories
L’Oréal maintains top spot but faces competition from salon professional specialists
Popularity of private label helps grocery to maintain share
2025 expected to record another year of growth
More players to come
Hair systems gaining adepts
Men's Grooming in Spain
KEY DATA FINDINGS
Sales slow compared to 2023 as men move to unisex categories
Paco Rabanne helps Puig consolidate position
E-commerce continues to gain share
Forecast growth expected to slow
Potential for innovation to drive up demand
Social media has important role to play
Oral Care in Spain
KEY DATA FINDINGS
Consumers’ cost concerns result in slower growth
Tooth whitening brands gaining in popularity
Supermarkets and pharmacies lead sales, but e-commerce makes significant share gain
Growth set to be constrained by economic concerns
Novelties to shape sales
Cosmetic trends to influence demand in oral care
Skin Care in Spain
KEY DATA FINDINGS
Spaniards continue to indulge in skin care
CeraVe continues to consolidate L’Oréal’s position
Affordability and broader range of options drive e-commerce growth
Strong demand for skin care despite economic challenges
Dupes set to damage premium sales
More new brands set to be launched
Sun Care in Spain
KEY DATA FINDINGS
Sales slow down
ISDIN retains lead
Key role for supermarkets and pharmacies
Competition from other product areas
Face expenditure vs body expenditure
Innovation to influence category development
Premium Beauty and Personal Care in Spain
KEY DATA FINDINGS
Growth despite economic constraints
Newer brands eroding share of longstanding companies
Consumer behaviour influenced by uncertainty
Cost savvy approach expected to continue
Increasing number of players to support sales
Divergence in the future of luxury
Mass Beauty and Personal Care in Spain
KEY DATA FINDINGS
Inflationary factors driving demand in mass categories
L’Oréal remains the category leader, but faces competition from new arrivals
Dupe culture helping to drive growth of mass products
Mass body mists to see continued dynamism
Dupes to support sales
New players to support sales
The following categories and subcategories are included:
Beauty and Personal Care
-
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
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- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
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-
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- Premium Eye Liner/Pencil
- Mass Eye Liner/Pencil
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- Premium Eye Shadow
- Mass Eye Shadow
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- Premium Mascara
- Mass Mascara
-
- Premium Other Lash and Brow Make-Up
- Mass Other Lash and Brow Make-Up
-
-
-
- Premium BB/CC Creams
- Mass BB/CC Creams
-
- Premium Blusher/Bronzer/Highlighter
- Mass Blusher/Bronzer/Highlighter
-
- Premium Foundation/Concealer
- Mass Foundation/Concealer
-
- Premium Powder
- Mass Powder
-
- Premium Other Facial Make-Up
- Mass Other Facial Make-Up
-
-
-
- Premium Lip Gloss
- Mass Lip Gloss
-
- Premium Lip Liner/Pencil
- Mass Lip Liner/Pencil
-
- Premium Lipstick
- Mass Lipstick
-
- Premium Other Lip Products
- Mass Other Lip Products
-
-
-
- Premium Nail Polish
- Mass Nail Polish
-
- Premium Nail Treatments/Strengthener
- Mass Nail Treatments/Strengthener
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- Premium Polish Remover
- Mass Polish Remover
-
- Premium Other Nail Products
- Mass Other Nail Products
-
-
- Premium Colour Cosmetics Sets/Kits
- Mass Colour Cosmetics Sets/Kits
-
-
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
-
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
-
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
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-
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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-
- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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-
- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
-
- Premium Men's Deodorants
- Mass Men's Deodorants
-
- Premium Men's Hair Care
- Mass Men's Hair Care
-
- Premium Men's Skin Care
- Mass Men's Skin Care
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-
- Premium Men's Fragrances
- Mass Men's Fragrances
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- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
- Oral Care Excl Power Toothbrushes
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-
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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-
-
- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
-
-
- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
-
- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
-
-
-
- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
-
-
- Premium Lip Care
- Mass Lip Care
-
- Premium Toners
- Mass Toners
-
-
- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
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-
-
-
- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
-
- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
-
-
- Premium Baby and Child-specific Products
- Premium Bath and Shower
-
-
- Premium Eye Liner/Pencil
- Premium Eye Shadow
- Premium Mascara
- Premium Other Lash and Brow Make-Up
-
- Premium BB/CC Creams
- Premium Blusher/Bronzer/Highlighter
- Premium Foundation/Concealer
- Premium Powder
- Premium Other Facial Make-Up
-
- Premium Lip Gloss
- Premium Lip Liner/Pencil
- Premium Lipstick
- Premium Other Lip Products
-
- Premium Nail Polish
- Premium Nail Treatments/Strengthener
- Premium Polish Remover
- Premium Other Nail Products
- Premium Colour Cosmetics Sets/Kits
-
- Premium Deodorants
-
- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
- Premium Hair Care
-
-
- Premium Firming Body Care
- Premium General Purpose Body Care
-
- Premium Acne Treatments
- Premium Face Masks
- Premium Facial Cleansing Wipes
-
- Premium Basic Moisturisers
- Premium Anti-Agers
- Premium Lip Care
- Premium Liquid/Cream/Gel/Bar Cleansers
- Premium Toners
- Premium Hand Care
- Premium Skin Care Sets/Kits
-
-
- Premium Aftersun
- Premium Self-Tanning
- Premium Sun Protection
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- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
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- Prestige Body Care
- Prestige Facial Care
- Prestige Hand Care
- Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
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- Mass Baby and Child-specific Products
- Mass Bath and Shower
-
-
- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
-
- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
-
- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
-
- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
-
- Mass Deodorants
-
- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
-
-
- Mass Firming Body Care
- Mass General Purpose Body Care
-
- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
-
- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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-
- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
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- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
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- Dermocosmetics Body Care
- Dermocosmetics Facial Care
- Dermocosmetics Hand Care
- Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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This report originates from Passport, our Beauty and Personal Care research and analysis database.
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