Sales of beauty and personal care in El Salvador rose at a moderate rate in 2024. The inflation rate in El Salvador is among the lowest in the world and according to data from the Central Reserve Bank (BCR) this country closed with a CPI of 0.3%, being the lowest in the previous four years. Although the country showed macroeconomic stability, it continued to face challenges in social development. According to World Bank data, it is estimated that about 25% of its population lives in poverty.
The Beauty and Personal Care in El Salvador report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.
The Beauty and Personal Care in El Salvador report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.
Why buy this report?
- 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.
Table of Contents
EXECUTIVE SUMMARY
- Beauty and personal care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for beauty and personal care ?
MARKET DATA
- Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
- Table 6 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
- Table 7 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
- Table 8 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
- Table 9 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
- Table 10 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
- Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS
- Key Data Findings
- 2024 Developments
- Slowing birth rates negatively impact sales although skin care shows some resilience
- Brands seek balanced positioning between affordability and improved formulations with a focus on skin protection
- Baby and child-specific products expand to new distribution channels
- Prospects and Opportunities
- Young generations of parents adopt a more preventive approach in the care of their babies and children
- Multi-benefit offers are valued among parents and enjoy greater notoriety
- Growing supply of products that claim to use only natural compounds
- Category Data
- Table 12 Sales of Baby and Child-specific Products by Category: Value 2019-2024
- Table 13 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
- Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
- Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
- Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
- Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
- Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
BATH AND SHOWER
- Moderate growth of bath and shower as consumers remain cautious in their spending
- Bath and shower in El Salvador is highly concentrated among global companies
- Consumer drive for the lowest price consolidates the leading position of supermarkets and discounters
- Bath and shower seeks to connect with young generations through innovative formulas focused on skin care and liquid formats
- Body wash/shower gel aims to develop by emphasising multifunctionality
- Sophistication around skin care ingredients emerge in shower gel innovations
- Table 19 Sales of Bath and Shower by Category: Value 2019-2024
- Table 20 Sales of Bath and Shower by Category: % Value Growth 2019-2024
- Table 21 NBO Company Shares of Bath and Shower: % Value 2020-2024
- Table 22 LBN Brand Shares of Bath and Shower: % Value 2021-2024
- Table 23 Forecast Sales of Bath and Shower by Category: Value 2024-2029
- Table 24 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
DEODORANTS
- Consumers prioritise lower disbursement formats during economically challenging periods
- Industry players focus on formulations with greater skin care benefits
- Supermarkets, discounters, small local grocers and direct selling ensure wide distribution of deodorants
- Greater premiumisation in deodorants supported by more comprehensive personal care habits among young generations
- Higher concentrations in antiperspirants respond to impacts of climate change
- Clean and sustainable formulations benefit from a niche consumer base in El Salvador
- Table 25 Sales of Deodorants by Category: Value 2019-2024
- Table 26 Sales of Deodorants by Category: % Value Growth 2019-2024
- Table 27 NBO Company Shares of Deodorants: % Value 2020-2024
- Table 28 LBN Brand Shares of Deodorants: % Value 2021-2024
- Table 29 Forecast Sales of Deodorants by Category: Value 2024-2029
- Table 30 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
HAIR CARE
- Salvadorans prioritise savings packaging as well as products with multi-benefit formulations
- Industry increases options that democratise access to more effective ingredients in hair care
- Supermarkets reaffirm their relevance with exclusive launches and frequent promotions
- Young generations internalise the concept that beauty rituals begin with hair care
- Brand loyalty shifts towards ingredient loyalty
- Natural ingredients and sustainability claims ensure the further development of hair care
- Table 31 Sales of Hair Care by Category: Value 2019-2024
- Table 32 Sales of Hair Care by Category: % Value Growth 2019-2024
- Table 33 NBO Company Shares of Hair Care: % Value 2020-2024
- Table 34 LBN Brand Shares of Hair Care: % Value 2021-2024
- Table 35 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
- Table 36 Forecast Sales of Hair Care by Category: Value 2024-2029
- Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
DEPILATORIES
- Depilatories experiences heightened price sensitivity with a downtrading effect on depilation products
- The industry positions itself with affordable formats that include skin protection attributes
- Supermarkets consolidate their distribution of women's razors and blades with a wide range of multipack promotional offers and private label
- More comprehensive depilatory habits as well as greater emphasis on intimate hygiene seen among young generations
- Unisex options gain ground as cost-saving alternatives
- Hair removers reinvent with innovative formulations seeking to connect with young Salvadoran women
- Table 38 Sales of Depilatories by Category: Value 2019-2024
- Table 39 Sales of Depilatories by Category: % Value Growth 2019-2024
- Table 40 NBO Company Shares of Depilatories: % Value 2020-2024
- Table 41 LBN Brand Shares of Depilatories: % Value 2021-2024
- Table 42 Forecast Sales of Depilatories by Category: Value 2024-2029
- Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
ORAL CARE
- Young generations increasingly prioritise oral hygiene although the economic context is slowing down premiumisation of the category
- Brands grow and develop segmented portfolios aimed at more specific preferences
- Salvadorans diversify their purchasing points based on price
- Awareness of the importance of increasingly comprehensive oral care is more evident among young generations
- Dental aesthetics is a growing aspirational topic among Salvadorans
- Functional oral care is on the horizon
- Table 44 Sales of Oral Care by Category: Value 2019-2024
- Table 45 Sales of Oral Care by Category: % Value Growth 2019-2024
- Table 46 NBO Company Shares of Oral Care: % Value 2020-2024
- Table 47 LBN Brand Shares of Oral Care: % Value 2021-2024
- Table 48 Forecast Sales of Oral Care by Category: Value 2024-2029
- Table 49 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
MEN’S GROOMING
- Modern Salvadoran men are more inclined to follow more comprehensive personal care routines
- Brands are seeking a positioning strategy of enhanced sensory experiences while also focusing on affordability
- Men's grooming is mainly distributed by direct selling with supermarkets strengthened by pricing strategies
- Generation Z men focus on their personal care habits favouring category expansion
- Shaving among young generations of Salvadoran men evolves beyond facial shaving
- Men's grooming innovates with comprehensive body-focused solutions
- Table 50 Sales of Men’s Grooming by Category: Value 2019-2024
- Table 51 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
- Table 52 NBO Company Shares of Men’s Grooming: % Value 2020-2024
- Table 53 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
- Table 54 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
- Table 55 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
COLOUR COSMETICS
- Make-up routines continue to be embraced despite greater budgetary pressures
- Industry focuses on greater segmentation strategies targeting connections with specific demographics
- Direct selling is the most representative distribution channel for colour cosmetics with social notations
- Make-up routines are inceasingly adopted by young generations of Salvadoran women, favouring sustained category growth
- Cosmetics industry takes into account local climatic peculiarities in its offer
- The skinification offer in colour cosmetics is evolving
- Table 56 Sales of Colour Cosmetics by Category: Value 2019-2024
- Table 57 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
- Table 58 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
- Table 59 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
- Table 60 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
- Table 61 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
- Table 62 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
FRAGRANCES
- Mass-priced fragrances are an ally for Salvadorans seeking to maintain their beauty rituals during economically challenging times
- Affordability and improved olfactory sensorial formulas go hand in hand as positioning strategies in fragrances
- Frequent innovation in olfactory sensory experiences and affordability favour the positioning of direct sellers
- Young generations of Salvadorans adopt a routine use of fragrances, favouring the sustained growth of the category
- 'Dupe' fragrances remain in the introductory stage in El Salvador
- Functional fragrances, the next step for the industry
- Table 63 Sales of Fragrances by Category: Value 2019-2024
- Table 64 Sales of Fragrances by Category: % Value Growth 2019-2024
- Table 65 NBO Company Shares of Fragrances: % Value 2020-2024
- Table 66 LBN Brand Shares of Fragrances: % Value 2021-2024
- Table 67 LBN Brand Shares of Premium Fragrances: % Value 2021-2024
- Table 68 Forecast Sales of Fragrances by Category: Value 2024-2029
- Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
SKIN CARE
- Salvadorans migrate towards skin care products designed for more specific areas of the body
- The industry seeks to democratise ingredients perceived as premium
- Direct selling remains relevant in skin care thanks to its broad reach and facilitation of credit
- Young generations take a more preventative approach to skin care, driving the development of the category
- Salvadorans begin to look for specific ingredients in skin care, weakening loyalty to specific brands
- Multi-benefit innovations become an increasingly important sales driver
- Table 70 Sales of Skin Care by Category: Value 2019-2024
- Table 71 Sales of Skin Care by Category: % Value Growth 2019-2024
- Table 72 NBO Company Shares of Skin Care: % Value 2020-2024
- Table 73 LBN Brand Shares of Skin Care: % Value 2021-2024
- Table 74 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
- Table 75 Forecast Sales of Skin Care by Category: Value 2024-2029
- Table 76 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE
- Growing habit of using sun care for preventive health care favours category development
- Beiersdorf AG strengthens its position in sun care with a strategy of marked product segmentation
- A wide portfolio of brands, formats and ongoing promotions consolidate the lead of supermarkets in sales of sun care
- The adoption of new preventive habits favours the evolution of sun protection
- Climate change affects seasonal demand for sun protection
- Innovations in sun protection emphasise multiple benefits for skin care
- Table 77 Sales of Sun Care by Category: Value 2019-2024
- Table 78 Sales of Sun Care by Category: % Value Growth 2019-2024
- Table 79 NBO Company Shares of Sun Care: % Value 2020-2024
- Table 80 LBN Brand Shares of Sun Care: % Value 2021-2024
- Table 81 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
- Table 82 Forecast Sales of Sun Care by Category: Value 2024-2029
- Table 83 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
