Retail constant value sales (2021 prices) of mass beauty and personal care began to recover during 2021 but remained well below their pre-pandemic level. During 2021, mass fragrances, mass adult sun care and mass colour cosmetics were the top performers in mass beauty and personal care, as daily life began to normalise and people spent more time out of doors and socialising.
During 2020, retail constant value sales of mass beauty and personal care declined at a much slower rate than those of premium beauty and personal care, as the economic shock of the pandemic led a significant number of local consumers to trade down from the latter to the former. As economic conditions stabilised, this trend was reversed in 2021, with premium offerings significantly outperforming mass ones.
Spanish children, especially girls, are growing up faster than their parents. Their exposure to content on YouTube, Instagram and TikTok is making them aware of fashion trends at a relatively young age.
Retail constant value sales of mass beauty and personal care will expand at a moderate rate during the forecast period, as the threat of COVID-19 continues to ebb and daily life normalises. With a post-pandemic economic recovery anticipated, mass beauty and personal care is set to significantly underperform premium beauty and personal care.
Manufacturers of mass beauty and personal care products have identified that their consumer bases can be further segmented. In the forecast period, players are likely to increasingly launch products and packs especially designed for millennials and younger consumers that will be smaller and contain different products so that their desire for novelty in categories like face masks in skin care will be satisfied.
A growing number of local consumers will adopt a more natural approach to health and beauty during the forecast period. This will lead some of them to reduce the number of products they use as part of their daily beauty routines.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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