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Cosmetic and toiletries category market share in Spain 2011-2018

Spaniards like tendering their skin, or so it would seem when looking at the market shares of cosmetics products in the recent years. From 2011 to 2018, skin care products were the most consumed type of cosmetic among the Spanish population, with shares taking up over 26 percent of the market throughout the entire period. General toiletry held the second largest share, with 24 percent of the market in 2018. These figures translate into revenues of over 1.9 billion euros generated from the sales of skin care products in 2018, with sales numbers only increasing over the past years.

Cosmetics and perfumery consumer trends in Spain

According to the latest surveys, oral hygiene and hair care items were the most purchased hygiene products by Spanish consumers, both with nearly 25 million users in 2018. Spain also seems to be quite fond of fragrances and perfumes, as reported by 18.2 million consumers of this type of product in the Mediterranean country. The latest information reveals that almost half of the hygiene product consumers purchased their items in mass market retailers, with only just over 20 percent shopping for these type of products in pharmacies and luxury stores. In this regard, it is worth noting that e-commerce has been gaining popularity among cosmetics and perfume consumers in Spain, with revenues peaking in the fourth quarter of 2018 at 100 million euros, doubling the amount generated in 2014.

Germany: the great consumer of beauty products in Europe

As stated in the most recent studies, Spain did not stand out as one of the top largest consumers of beauty and personal care products in Europe. That distinction was held by Germany, which in 2018 ranked as the European country that most generated value from the consumption of these products at approximately 14 billion euros. France and the United Kingdom followed second and third, with their consumption values reaching about 11.4 billion euros and 11 billion euros respectively. The cosmetic industry in Europe saw a certain degree of growth recently, with consumption values maintaining above 70 billion euros during the past years.

Market share of cosmetic product categories in Spain from 2011 to 2018

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Survey time period

2011 to 2018

Supplementary notes

Data prior to 2018 collected from previous versions of the report.

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