In order to contain the pandemic, Spanish authorities placed the country into lockdown from 15 March to 28 April. However, a new normality did not reach the country until the end of June, and even then there were continual outbreaks of COVID-19 and a second wave of the virus towards the end of the year, all of which resulted in sales of men’s grooming decreasing.
While new generations of male consumers tend to shape men’s grooming, with younger male Spaniards being more willing to spend on pampering themselves and changing their look frequently, men aged over 55 are a population target which are increasingly showing a desire to grow older in a healthier and better way. Their higher disposable incomes and willingness to spend in order to look younger is an opportunity for players in men’s grooming to focus on.
Procter & Gamble España SA continued to lead sales of men’s grooming in 2020, although it lost value share over the review period as a whole due to the poor performance of men’s shaving, its main area of strength. While fashion in Spain has still favoured beards, it has also promoted the “no body hair” look, which provided some buoyancy to the performance of the company in 2019-2020.
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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.
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This report originates from Passport, our Men's Grooming research and analysis database.
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