Market share of toiletry and cosmetic product categories in Spain 2013-2023

Spaniards like tendering their skin, or so it would seem when looking at the market shares of cosmetics products in recent years. From 2013 to 2023, skin care products were the most consumed type of cosmetics among the Spanish population, with shares taking up over 30 percent of the market throughout a great part of this period. General toiletries held the second-largest share, making up 20.8 percent of the market in 2023. These figures translate into revenues of almost 5 billion euros generated from the sales of skin care and toiletries products in 2022.

Cosmetics and perfumery consumer trends in Spain

According to the results of a recent survey, oral and personal hygiene items were the most used personal care products by Spanish consumers, as stated by 85 percent of surveyed respondents. Spain also seems to be quite fond of fragrances and perfumes, as reported by 71 percent of participants. The latest information reveals that, in 2022, great part of hygiene items was purchased in mass market retailers, whereas only around 20 percent of Spanish buyers shopped for this type of products in pharmacies. In this regard, it is worth noting that e-commerce has been gaining popularity among cosmetics and perfume consumers in Spain, with revenues peaking in the second and the fourth quarter of 2022 at approximately 209 million euros.

Spain and the European beauty and personal care sector

As of 2021, Spain stood out as one of the largest consumers of beauty and personal care products in Europe. In that same year, the European country that most generated value from the consumption of these products was Germany, at approximately 13.6 billion euros. France and Italy followed second and third, with their consumption values reaching about 11.9 billion euros and 10.6 billion euros, respectively. The cosmetic industry in Europe saw a certain degree of growth in recent years, with a consumption value reaching 95 million euros in 2023.