Main factors influencing the choice of dermocosmetics brands in Spain 2023

When it came to the choice of dermocosmetics brand, the pharmacist played the most relevant role in influencing Spanish consumers in 2023. Over half of respondents indicated that the pharmacist was their main influencing factor. Advertisement on social media, on the other hand, only influenced about six percent of Spanish consumers in their choice of dermocosmetics brand.

Dermocosmetics shopping trends in Spain

In the same vein, physical pharmacies were the primary purchase channel for dermocosmetics products in Spain in 2023, with over four in ten shoppers preferring these brick-and-mortar stores. However, there is also a significant group of customers who shop digitally – the online websites of cosmetics stores and drugstores came in second and third place, respectively, with approximately 20 percent of shoppers utilizing these e-platforms. Approximately half of all online shoppers spent 25 to 50 euros on dermocosmetics products, while over a quarter spent between 51 and 100 euros. Roughly a third of these online shoppers made an online purchase once a month, which is the most prevalent purchase frequency.

The cosmetics market in Spain

Dermocosmetics, which emphasizes scientifically developed and tested beauty products, is an increasingly popular segment in the general cosmetics market in Spain. The Spanish cosmetics market is one of the leading markets worldwide. It ranked fifth among all European countries in 2022, with a total market value of around 9.3 billion euros. Skin care products comprise the largest share in Spain’s cosmetics market at 32 percent, while toiletries follow at 21 percent. The leading brands in Spain, by household penetration rate, are Colgate, Nivea, and Sanex.