COMPETITIVE LANDSCAPE
Incumbents maintain lead, while Shark emerges as a dynamic challenger
Personal care appliances in Spain remains moderately concentrated, with the top manufacturers holding significant shares. In 2025, Procter & Gamble España SA led with a 27% retail volume share, followed by Groupe SEB Ibérica SA with 12%.
Shark enters hair care appliances by leveraging premiumisation
Shark has achieved exceptional value growth in Spain by leveraging its success in the kitchen space and home care to enter the premium beauty segment. A key driver is the Shark FlexStyle 5-in-1 multi-styler, which claims to offer professional-grade functionality at the EUR300–350 price point.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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.
If you're in the Personal Care Appliances 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 Care Appliances 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 Care Appliances in Spain?
- Which are the leading brands in Spain?
- How are products distributed in Spain?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Spain - Category analysis
KEY DATA FINDINGS
Robust growth and premiumisation drive category expansion
Influencer endorsements of multifunctional stylers drive hair care appliance sales
Dyson exemplifies advanced features and compact design with its new launch
New entrants leverage sophisticated engineering, driving premiumisation
Premium, tech-enabled skin care products set to drive sales growth
Smart, personalised styling tools expected to drive hair care appliances
Cordless and portable solutions anticipated to remain a key trend
Incumbents maintain lead, while Shark emerges as a dynamic challenger
Shark enters hair care appliances by leveraging premiumisation
Electronics and appliances specialists dominates, while digital platforms gain traction
Consumer Appliances in Spain - Industry Overview
Housing market rebound and home renovations boost consumer appliances sales
Housing rebound and demand for energy-efficient products boost appliance sales
Home laundry appliances experiences strong growth, while Electrolux exemplifies AI innovation
Bosch drives sustainability with AI-powered climate control
Manufacturers are expected to prioritise sustainability and energy efficiency
Heat pumps set to experience strong growth, driven by energy efficiency and AI integration
Premiumisation is set to drive sales in small appliances
While major players retail their lead, challengers gain traction
Direct-to-consumer strategies and innovation shape landscape
Offline retailers remain dominant despite e-commerce growth
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Care Appliances research and analysis database.
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