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Cosmetic exports: the spanish case

Export cosmétique : le cas espagnol

Spain is one of the leading countries in the cosmetics and perfumery sector (5th place in Europe, 13th place worldwide). The beauty market is dynamic and offers prospects for development. The France Export team of Business France has reviewed all the important data for a successful establishment in Spain.

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Spaniards like to be cared for. Their consumption is higher than the European average. On a yearly basis, their beauty budget amounts to €154.

As everywhere, the health crisis has affected the beauty sector (-10%). Perfumes and makeup dropped by 21.6 and 35% while hygiene products saw their sales increase by 11.1%.
And unsurprisingly, e-commerce has grown very fast during this period (+54% in 2020), helped by store closures. Among online cosmetics sales, hair care (+87%), hygiene products (+80%) and skin care (+62%) are the most dynamic categories.

Market characteristics
“Spain is a manufacturing country, with nearly 500 companies operating in the perfumery and cosmetics sector, 84% of which are SMEs. This sector generates 39,000 direct jobs and more than 250,000 indirectly, covering the entire value chain (logistics, raw materials, packaging, etc.). The Catalonia region accounts for more than 50% of production,” explains Business France. “The market is particularly concentrated, with 40% of market share held by five leaders, including two Spaniards, respectively 3rd and 4th: L’Oréal, P&G, Mercadona, Puig, then Coty. The remaining offer is shared between numerous manufacturers for third parties, serving in particular white brands, as well as dynamic and internationalized SMEs: Natura Bissé, Germaine de …

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