Having declined at a double-digit rate during 2020, retail constant value sales of premium beauty and personal care began to recover in 2021 but remained below their pre-pandemic peak. During the review period prior to the onset of the pandemic, beauty and personal care in Spain had been marked by a premiumisation trend, with premium offerings significantly outperforming their mass counterparts.
Many of the trends that emerged in premium beauty and personal care in 2020 due to COVID-19 were abruptly reversed in 2021, as the threat posed by the pandemic began to ebb and daily life normalised in the wake of a successful vaccination campaign. This was particularly notable in premium fragrances, where retail constant value sales almost recovered to their pre-pandemic peak during 2021, as local consumers spent less time at home and socialised more.
Tailoring beauty and personal care products to specific consumer groups, with personalisation and anticipation of their needs, is becoming more frequent among premium brands in Spain. This has seen consumers being able to choose the active ingredient to be added to their Clinique basic moisturiser base, and the use of technology by brands such as Dior and Shiseido to “scan” the skin in order to analyse its condition.
Retail constant value sales of premium 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, premium beauty and personal care is set to continue to outperform premium beauty and personal care.
E-commerce is now an established channel for the distribution of premium beauty and personal care, and it will continue to grow in importance during the forecast period. Local consumers, particularly younger ones, are increasingly comfortable purchasing premium beauty and care online, appreciating the competitive pricing, wide product offer and convenience of this channel.
During the pandemic, dermo-cosmetics benefitted from the fact that they were mainly distributed through chemists/pharmacies at a time when most other non-grocery retail outlets were forced to close. This led more local consumers to pay attention to them, and brands like Martiderm, Skinceuticals, Isdin and Sesderma are set to continue to grow in popularity during the forecast period.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care 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.
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Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care research and analysis database.
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