Spanish Consumer in the Health & Beauty Industry
The Spanish cosmetics market is one of the most dynamic sectors in Europe. In 2024, the market was valued at over 9 billion euros, with forecasts indicating continued growth. Spaniards are becoming increasingly conscious about skincare, opting for natural, dermatological, and high-quality hair care products.
What trends shape consumer behavior in this market, and what products are they searching for? Here are the key insights that category managers can use to plan their sales strategies.
Profile of the Spanish Beauty Consumer
Demographics: The largest group of online shoppers is aged 35-44 (about 30% of all purchases), but the share of 45+ consumers is also growing dynamically (22%).
47% purchase cosmetics in supermarkets and hypermarkets
21% in drugstores and perfumeries,
19% in pharmacies and para-pharmacies,
13% shop online (Amazon.es is the e-commerce leader in this category).
E-commerce growth: In 2024, online cosmetic sales increased by 15%, and consumers appreciate e-shops for their wide selection, promotions, and access to product reviews.
Shopping preferences: Spaniards are increasingly choosing premium products and specialized cosmetics (dermocosmetics).
What Cosmetics Do Spaniards Choose?
Natural and Organic Cosmetics
Spaniards are increasingly aware of cosmetic ingredients. Over 60% of consumers prefer products with certified organic ingredients, vegan, and cruelty-free. The popularity of zero-waste cosmetics and eco-friendly packaging is also rising.
Skin Care
The most popular products include moisturizing creams, vitamin C serums, anti-aging cosmetics, and SPF creams. Consumers pay attention to active ingredients such as hyaluronic acid, retinol, niacinamide, and peptides. “Skinimalism” trend – Spaniards prefer fewer but higher-quality cosmetics.
Hair Care
Growing popularity of scalp care products (e.g., trichological scrubs). Spaniards opt for moisturizing and repairing products, especially in regions with a hot climate. SLS- and silicone-free cosmetics are becoming increasingly popular.
Color Cosmetics
Multifunctional cosmetics are gaining traction (e.g., BB creams with SPF, all-in-one makeup palettes).Spanish women prefer natural makeup, favoring light foundations, volumizing mascaras, and nude-shade lipsticks.
Perfumes and Fragrances
Spain is one of the world’s leading perfume producers. The value of Spanish fragrance exports exceeds 5 billion euros annually. Spaniards favor eau de toilette and perfumes with fresh, citrus, and oriental scent notes.
The Spanish cosmetics market is evolving rapidly, and consumers are becoming more demanding. The rise of e-commerce, the growing popularity of natural cosmetics, and an increasing focus on skincare and hair care are key trends. For category managers, this means the need to adapt their offerings to changing preferences by prioritizing high-quality, eco-friendly, and specialized products.
Cosmetic Europe 2024 – European cosmetics market overview Statista 2024 – Spanish cosmetics market data. Kantar Worldpanel 2024 – Analysis of Spanish beauty consumer behavior.