Economic factors drive trading down, although affordable luxury also popular
Personal accessories in Spain experienced significant changes in 2025, driven by market polarisation and a shift towards affordable luxury and fast fashion as the average Spanish disposable income remained tight. Retail volume sales grew by 21% to 302 million units, while retail value sales grew by only 2% in current terms to EUR5,689 million, indicating a trading down effect. E-commerce players like Shein and Temu capitalised on this trend, offering affordable alternatives to luxury brands. Social media was a key factor, with influencers setting trends and driving sales. Sales are expected to continue growing, with a forecast retail current value CAGR of 2% to reach EUR6,363 million in 2030.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories 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:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories 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 Personal Accessories 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 Personal Accessories in Spain?
- Which are the leading brands in Personal Accessories in Spain?
- How significant is tourism in determining sales and demand for Personal Accessories in Spain?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Spain?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Spain
Economic factors drive trading down, although affordable luxury also popular
An increasing number of consumers trade down to fast fashion and affordable luxury
Writing instruments performs well in volume terms due to social media and mental health
Influencers drive sales and shape product trends
E-commerce, social media, and greater consumer confidence expected to drive sales
Writing instruments set to remain the largest personal accessories category in volume terms
Social media influencers to shape trends and drive sales
Established brands maintain their lead due to solid reputation and consumer loyalty
Smaller local brands gain ground through social media
Offline retail continues to dominate personal accessories
Retail e-commerce drives up its share of personal accessories
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Spain
KEY DATA FINDINGS
Retail value growth slows, while volume decline continues, although at a slower rate
Market polarisation due to economic uncertainty and rising number of HNWIs
Luggage drives growth with holiday spending
Players capitalise on price sensitivity
Influencers drive sales and shape product trends
Consumers expected to seek products at both ends of the market
Luggage anticipated to drive growth from a lower base than bags
Sustainability and e-commerce to shape the future
Fragmented category with shifting shares
Emerging players challenge incumbents through online strength
No significant mergers or acquisitions, but opportunities abound
Offline retail remains the dominant channel for sales of bags and luggage
Retail e-commerce drives growth as consumers seek better prices and a wide product range
Jewellery in Spain
KEY DATA FINDINGS
Growth driven by rising incomes, with digital strategies key for future success
Value growth slows as consumers prioritise leisure activities over jewellery purchases
Costume jewellery drives volume sales with affordable options
Influencers shape jewellery trends and drive sales
Social media influencers anticipated to drive sales of jewellery
Costume jewellery expected to remain the largest category in volume terms in 2030
E-commerce and outdoor markets set to drive growth
Pandora extends its lead thanks to its wide appeal across consumer groups
Local brands gain ground as challengers compete with incumbents
Retail e-commerce drives growth with affordable options
Omnichannel presence becomes increasingly important
Traditional and Connected Watches in Spain
KEY DATA FINDINGS
Rising number of HNWIs contributes to continued growth
Some people prioritise experiences over purchases of luxury goods, but opportunities remain
Sales in the largest category driven by established consumer preferences
Heritage designs with discreet technology gain popularity
Technology to drive growth through hybrid watch designs
Connected watches set to outpace traditional watches in terms of growth
Social media and sustainability to influence trends
Swatch Group extends its lead amidst market polarisation
No significant mergers or acquisitions, or new entrants in 2025
E-commerce gains ground as consumers seek value for money, but offline retail dominates
Tech innovations drive health and sports-related innovations
Writing Instruments in Spain
KEY DATA FINDINGS
Gen Z creativity fuels volume growth in writing instruments
A small value decline amidst economic uncertainty, but volume sales rise strongly
Pens drives actual sales, but colouring sees a stronger performance
Gen Z impacts the performance of writing instruments
TikTok study trends positively impacts writing instruments despite demographic pressures
Consumers expected to seek products at either end of the market
Pens will remain dominant, but colouring expected to drive growth
Sustainability and wellness drive future growth
Bic extends its lead due to strong brand loyalty
Private label gains ground over 2020-2025 as economic conditions shape purchasing
Opportunities arise from shifting consumer preferences
Offline retail dominates sales as consumers prioritise in-store experiences
Rising share for retail e-commerce as consumers value convenience and value for money
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
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This report originates from Passport, our Personal Accessories research and analysis database.
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