Beauty and Personal Care in Spain

Report
139 Pages
May 2023
Region: Spain
Euromonitor International
ID: 2258451

Following a partial recovery in 2021, beauty and personal care in Spain witnessed a sluggish performance in in 2022. While the rate of growth accelerated year-on-year in current value terms, this was due mainly to inflationary pressures, which impacted manufacturer operating costs, leading to an increase in unit prices. According to official sources, the average rate of inflation in Spain exceeded 8% in 2022, a factor which had a considerable impact on the purchasing power of the typical consume...

The Beauty and Personal Care in Spain report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Beauty and Personal Care market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

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BEAUTY AND PERSONAL CARE IN SPAIN

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Mass products are outperformed by their premium counterparts, despite inflationary pressures
Inclusion of premium ingredients represents continued trend in mass products, with L'Oréal dominating sales
Scope for development of in-store services in mass retailing

PROSPECTS AND OPPORTUNITIES

Mass products will underperform their premium counterparts
Increased opportunities for segmentation - particularly among older consumers
TikTok offers further potential as a marketing tool

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Premium brands outperform their mass counterparts, despite erosion of consumer incomes, thanks to release of pent-up demand for small indulgences
Return to pre-pandemic lifestyles fuels growth in premium colour cosmetics
Sustainability remains a key focus

PROSPECTS AND OPPORTUNITIES

Ongoing inflationary pressures will restrict value growth
Older consumers represent lucrative market
Premium players will need to invest in every-more innovative offerings and experiences to sustain consumer interest

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales remain restricted by low birth rate, but sun care and baby wipes buck the general trend
Spanish parents remain willing to purchase more expensive, specialised products for younger children, with sustainability becoming a key focus
Private label retains a significant presence

PROSPECTS AND OPPORTUNITIES

Sales will remain restricted by falling birth rate, although sun care and wipes will continue to make gains
Older children are expected to make a greater role in purchasing decisions, thanks to new parenting trends
Social media channels, such as YouTube and TikTok, will grow in importance, with brand licensing also opening up opportunities.

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to pre-pandemic hygiene practices restricts value sales
Extreme heat limits sales of body wash/shower gel
Private label products gain traction in 2022

PROSPECTS AND OPPORTUNITIES

Economic factors will continue to restrict growth, at least during the early part of the forecast period
Climate change could have a negative impact on sales
Sustainability will play an increasing important role in the purchasing decision

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales receive a boost from the normalisation of consumer lifestyles, but economic pressures ensure demand remains below pre-COVID levels
Younger consumers welcome new brands and experiences
Stabilisation of e-commerce sales represents an opportunity for bricks-and-mortar outlets

PROSPECTS AND OPPORTUNITIES

Inflationary pressures will continue to limit value growth
Line between skin care and colour cosmetics will continue to blur, while natural ranges will also be a focus of innovation
Popular streaming channels will shape future trends

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Demand approaches pre-pandemic levels, thanks to the normalisation of consumer lifestyles and the active pursuit of sporting activities
Skinification trend gathers pace
Unilever’s Axe remains the clear leader, but private label makes strides

PROSPECTS AND OPPORTUNITIES

Bleak outlook for deodorants in the short-term
Natural formulations will grow in importance
Cream deodorants will lead growth

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Easing of pandemic-relating restrictions, combined with hot summer weather offer a favourable environment for depilatories
Competition from other depilation methods, combined with a lack of product innovation have a negative impact on sales
Procter & Gamble holds onto its lead, amid gains from Reckitt Benckiser and private label

PROSPECTS AND OPPORTUNITIES

Uncertain economic environment could represent a double-edged blade for depilatories
Climate change offers scope for growth in mature women’s depilatories, while products targeted at men could expand the consumer base
Shift towards natural ingredients will gather pace

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to pre-pandemic lifestyles boosts sales, with premium offerings leading the way
Puig continues to lead sales, thanks to its commitment to new product launches
Sustainability is key consideration

PROSPECTS AND OPPORTUNITIES

Robust growth expected, despite ongoing economic uncertainty, as Spaniards continue to spend money on small indulgences
Holistic approach could hold the key to attracting younger consumers
Growing competition from fragrance “dupes” could have negative impact on sales

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Economic indicators hinder recovery, with salon professional hair care bucking declining sales trend
Growing demand for natural formulations
L’Oréal retains its leadership position, in face of strong competition from private label

PROSPECTS AND OPPORTUNITIES

Economic factors will hinder value growth, with consumers likely to switch to private label or “family” products in order to save money
New products embrace the ageing process
Younger consumers will increasingly demand sustainable products

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales remain below pre-pandemic levels in real terms, as cost-conscious males reign in their spending
Despite P&G’s efforts to transform everyday personal rituals, men’s shaving remains in decline
Puig continues to lead sales, thanks to new product innovation, amid strong competition from private label and smaller players

PROSPECTS AND OPPORTUNITIES

Spanish men are expected to cut curb expenditure on male grooming products amid financial uncertainty
Rising prices of salon services could have possible impact on home treatments
Ageing population represents opportunity for growth

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Oral care suffers from return to normal hygiene habits
Tooth whiteners record the strongest performance, as perfect smiles become the norm
Local companies represent growing competition for leading players

PROSPECTS AND OPPORTUNITIES

Unfavourable economic conditions will shape sales
Smart toothbrushes offer growth potential
Consumers will continue to seek out natural products, as well as those which add interest to “boring” daily hygiene routines

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Quest for healthy skin drives sales with face masks and moisturisers leading the way
Growing interest in products which present viable alternative to cosmetic surgery
Spaniards start to look beyond big brands towards locally-produced offerings with sustainability credentials, as well as private label

PROSPECTS AND OPPORTUNITIES

Modest growth expected, with face masks leading the way
Players to take a more holistic approach to skin care, with natural ranges also in demand
Electronic devices could pose competition for skin care products

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN SPAIN

KEY DATA FINDINGS

2022 DEVELOPMENTS
Return to pre-pandemic outdoor lifestyles, including beach holidays, combine with warm summer weather drives performance
Product launches are targeted at families
The enduring popularity of dermocosmetic brands sold via pharmacies limit online growth

PROSPECTS AND OPPORTUNITIES

Sales of sun care will benefit from a growing consumer interest in health and wellness, although economic pressures are likely to facilitate a switch towards lower-priced brands
Line between sun care and skin care products will continue to blur
Ocean welfare will be a key concern for consumers

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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