Beauty and personal care rebounded in 2021 after experiencing a significant decline in the previous year. A loosening of COVID-19 restrictions enabled society to make a staggered return to normality with more time outside the home and a return to the workplace boosting demand for categories such as colour cosmetics and fragrances.
Although the pandemic interrupted ten years of growth, El Salvador's economy recovered rapidly in 2021 with GDP growing by 9%, leveraged by external demand, the resilience of remittances and USD389 million of support from the International Monetary Fund. The economy also benefited from a successful vaccination campaign, with 62% of the population being double dosed as of November 2021.
Consumers in El Salvador are strongly influenced by US beauty trends due to the prevalence of US media in the country and the fact that many Salvadorans are resident in the US. Salvadoran women frequently wear colour cosmetics, colour their hair and generally seek to maintain an attractive appearance via the use of skin care, hair care and depilatories.
The spending habits of Salvadoran consumers tend to be determined largely by the extent of their budgets, with each beauty and personal care category thus offering several options ranging from low to high prices. Packaged products are most widely available in supermarkets and discounters, while direct selling is also popular.
In El Salvador, it is relatively easy to transport goods from one location to another as the country’s roads and related infrastructure are generally good. There are however exceptions in some rural areas of the country where roads are still poor and awaiting government investment.
Beauty and personal care is expected to register positive value growth in current terms over the forecast period, with growth rebounding for fragrances and colour cosmetics. Hair care, fragrances and skin care are set to remain the highest value categories, with sun care likely to remain the smallest category due to demand being confined to higher-income urban dwellers, despite widespread awareness of the need to protect against the harmful effects of sun exposure.
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Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
See All of Our DefinitionsThis report originates from Passport, our Beauty and Personal Care research and analysis database.
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