Colour cosmetics in Argentina sees a modest recovery in retail volume in 2025 following a sharp contraction in 2024. Despite an improved economic environment with real GDP growth at 4% in 2025, recovery remains constrained by slow resumption of social outings such as visits to restaurants and pubs, which traditionally support sales. Price sensitivity continues to influence consumer behaviour, with many prioritising essential spending and trading down, leading to more cautious and deliberate purc

Fragrances in Argentina experienced remarkable growth in 2025, with retail value sales increasing by 42% to ARS1,944,181 million. This growth outpaces typical regional expansions, highlighting a robust demand within the country. This performance reflects strong momentum, with premium fragrances and mass fragrances driving the surge. This rapid value expansion aligns with a consumer base of 45.7 million people in 2025, whose overall consumer expenditure rose steadily, underpinning the category’s

In 2025, men’s grooming in Argentina demonstrated a strong rebound, recovering from the difficulties faced in 2024. Retail value sales increased by 39% in current terms to ARS1,337,430 million in 2025. This expansion is driven by improving purchasing power, as evidenced by the total population reaching 45.7 million in 2025 and consumer expenditure increasing to ARS581.8 trillion, supporting enhanced consumer spending capacity. Male consumers notably increased product replacement frequency, which

Beauty and personal care in Argentina in 2025 demonstrated a tentative yet meaningful rebound amid a macroeconomic recovery, though volume sales remained subdued as consumers prioritised affordable, multifunctional products over discretionary spending. Premiumisation nonetheless gained momentum through influencer-driven demand for fragrances and innovative skin care, while the rising popularity of Asian and Arabic brands reshaped consumer preferences and prompted retailers to adapt to demand for

Depilatories in Argentina demonstrated a significant rebound in volume in 2025 following a contraction in 2024 caused by challenging economic conditions. Retail value sales increased by 40% in current terms to ARS97,829 million in 2025, reflecting a strong recovery and increased consumer spending power. Despite the devaluation of the local currency in 2024, which had led to sharp price increases due to the import dependence of many depilatory products, prices in 2025 increased at a rate well bel

Bath and shower returned to growth in both volume and value in 2025, with retail value sales increasing by 37% in current terms to ARS358,673 million, supported by a more favourable economic backdrop as real GDP expanded by 4% and consumer expenditure rose to ARS581.8 trillion. Inflation remained elevated at 43%, however, maintaining pressure on household budgets and reinforcing price sensitivity, particularly among lower-income consumers who actively sought affordable options and promotions. Th

In 2025, hair care sales in Argentina showed a notable rebound with retail value increasing by 35% in current terms in 2025 to ARS1,407,355 million compared to a challenging 2024. Inflation reached 43% in 2025, influencing consumer spending patterns. Despite Argentina’s GDP growth of 4% in 2025 and a population of 45.7 million people, economic policy shifts have sustained financial pressures on low-income households. Consequently, consumers remain highly price-sensitive, favouring affordable hai

In 2025, skin care in Argentina exhibited strong growth, with retail value sales increasing by 39% to ARS1,159,340 million. However, volume growth remained modest following a significant decline in 2024, indicating a slow recovery amid challenging economic conditions. This discrepancy between value and volume growth highlights inflationary pressures and cautious consumer spending, particularly among low and lower-middle income groups, who have deprioritised non-essential items including skin ca

Deodorants in Argentina experienced a significant recovery in retail volume sales in 2025 following a sharp decline the previous year as purchasing power and employment conditions gradually improved. This rebound is particularly evident among lower-income households, which resume spending on personal care items traditionally viewed as non-essential, such as deodorants. Retail value sales for deodorants increased by 42% in current terms to ARS834,614 million in 2025, which signals a robust market

In 2025, sun care in Argentina experienced a contraction in retail volume, declining by 2% to 1,459,033 litres from the previous year. This contracts with the significant growth seen in retail value sales which increased by 22% in 2025 to ARS434,942 million, indicating increased pricing and premiumisation in this space. The volume contraction is primarily attributed to adverse weather conditions during September to December 2025, with colder temperatures and frequent weekend rain reducing outdoo

The performance of baby and child-specific products in Argentina during 2025 revealed a complex picture shaped by demographic declines and evolving consumer behaviours. While retail value sales increased by 36% in 2025 to ARS187,366 million, volume sales were under pressure, particularly for baby wipes, which continued to decline. Economic indicators provide further context to these shifts. Total population reached 45.7 million in 2025, suggesting a limited expansion in the core consumer base.

In 2025, oral care in Argentina experienced a recovery in value sales driven by a gradual rebound in purchasing power following a challenging 2024. Retail value sales increased by 42% in 2025 to ARS475,127 million. This dynamic is influenced by the broader economic environment, where Argentina’s population stood at 45.7 million in 2025, supported by a real GDP growth of 4%, while inflation remained elevated at 43% in the same year, imposing pressure on consumer spending and impacting demand for

Mass beauty and personal care in Argentina recorded retail value sales of ARS5,667,413 million in 2025, a 37% rise in current terms, reflecting the category’s resilience across a consumer base of 45.7 million. While the broader economy rebounded with 4% GDP growth, elevated inflation of 43% continued to temper purchasing power, and retail volume sales recovered only modestly as consumers maintained a cautious approach in the aftermath of the economic contraction of 2024. Volume declines were mos

Lifestyle driven beauty emerged as the most impactful trend shaping premium beauty and personal care in Argentina in 2025. Companies are intensifying their investments in innovative marketing strategies tailored to Generation Z, aligning messaging, formats, and digital approaches with younger consumers’ habits and expectations. Social media platforms such as Instagram, TikTok, and YouTube have become critical channels where beauty creators influence purchasing decisions by showcasing routines an

The performance of away-from-home tissue and hygiene in 2025 saw minimal volume growth and a significant shift towards affordability, set against a backdrop of economic volatility. The overall volume of tissue paper sold to businesses, institutions, and hospitality clients saw only a very slight increase in 2025. Despite this slight recovery in volume, the value of away-from-home tissue and hygiene rose by 40% in current terms to ARS228,305 million, a figure strongly influenced by inflation, whi

Nappies/diapers/pants in Argentina continued to face volume decline in 2025, falling to 2,276 million units, which represented a 1% decrease from the previous year. This contraction was less steep than the 4% decline registered in 2024, reflecting some stabilisation in demand, yet still contrasting with the moderate to flat performance seen regionally across Latin America, where population growth tends to support higher baseline demand. The most significant negative driver remains the country’s

Despite a recovery in tissue and hygiene demand in Argentina during 2025, value growth was largely propelled by inflation, while real improvements in consumption were concentrated among higher-income groups, underscoring continued economic pressure on lower-income households. The combination of persistent inflation at 40% and only marginal gains in essential goods highlights that growth in retail value, which reached ARS4 trillion in 2025, is masking ongoing challenges in real purchasing power.

Wipes in 2025 experienced only a modest increase in local consumption, despite Argentina's overall economic expansion and a decrease in inflation. Retail value sales rose sharply by 38% in current local currency, reaching ARS107,088 million, but this growth was driven mainly by price increases, as affordability remained a critical concern for consumers. While the general economy improved and disposable incomes rose, many households still struggled to make ends meet, which led to increased deman

Retail tissue sales in 2025 showed a slight volume recovery with a 2% increase after a significant drop in 2024, reflecting the ongoing pressure on household budgets and limited rebound in consumer demand. Despite expectations for a robust resurgence following the sharp contraction, the category’s volume growth was modest, and performance remained stagnant. Disposable incomes in Argentina continued to be constrained, with total population rising to 46 million and consumer expenditure growing, al

After a sharp contraction in 2024, menstrual care in Argentina posted a notable rebound in 2025, both in terms of volume and value. The improvement was underpinned by the partial recovery of disposable income, itself driven by a return to GDP growth and a deceleration in inflation, which supported renewed consumer engagement in the category.

Retail adult incontinence in Argentina recorded moderate growth in 2025, rebounding from a weaker 2024 that had been heavily impacted by the economic crisis.

In 2025, Rx/reimbursement adult incontinence in Argentina remained a government-prioritised essential, with annual distribution volumes reaching 196 million units, reflecting growth of 1% over the previous year. Unlike many other fast-moving consumer goods, volume growth in this area is largely decoupled from economic cycles or government budget fluctuations, as the product is regarded as a necessity for the elderly population and is supported through the national health system. While other Lati

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Air care recorded a rebound in volume sales in 2025 following the contraction seen in the previous years. Although Argentina's economic environment showed some improvement compared to 2024, real wages and employment levels remained below those recorded in the early years of the review period. As a result, many consumers continued to prioritise essential home care products, limiting expenditure on non-essential categories such as air care. Despite these constraints, retail value sales increased b