Having declined at a double-digit rate during 2020, men’s grooming retail constant value sales recovered only partially in 2021. Men’s fragrances, particularly premium men’s fragrances were the main driver of this recovery, as Spanish men spent less time at home and socialised more.
Modern grocery retail outlets remained the leading distribution channel for men’s grooming in 2021, ahead of beauty specialists, department stores and e-commerce. Department stores and particularly beauty specialists lost significant value share in men’s grooming during 2020 but regained most of it in 2021, as COVID-19 restrictions were eased.
Retail constant value sales of men’s shaving have been in decline for most of the review period, and this trend continued into 2021. Spanish men are increasingly looking to regularly change their look, with some switching between facial hair and being clean shaven.
Demand for men’s grooming will continue to rebound throughout the forecast period, but this recovery will be a sluggish one: Retail constant value sales will not return to their pre-pandemic level until 2025. For many men, spending on men’s grooming will be negatively affected by an increased in experiential consumption, with interest in the latter boosted in the wake of the pandemic.
Mounting inflationary pressure during the early part of the forecast period will make many local consumers more price sensitive. This could lead to an increase in the popularity of private label (where Mercadona and Carrefour are the main contenders), particularly in men’s toiletries.
Retail constant value sales of men’s shaving will continue to decline throughout the forecast period, as fewer men shave on a daily basis. Small electronic appliances, particularly electronic shavers, are likely to continue to grow in popularity throughout the forecast period.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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