Spanish demand for cosmetics and perfumes up by 3.25% in 2016

Demand for perfumes and cosmetics in Spain confirms in 2016 the upward trend seen in the previous year with sales increasing by 3.25% and recording a record year for beauty exports, up 6.4% according to new data from the Stanpa. 

The Spanish beauty and perfume market grew for the second consecutive year, generating sales of 6.6 billion euros in 2016, up by 3.25% on the previous year and revealing a positive evolution since the market’s weakening in 2008.

Oscar Mateo from Stanpa explained that, while “2014 was a turning-point [for the industry], 2015 began to see a recovery and 2016 clearly demonstrated growth.” Still, the Spanish beauty market has a long way to go before reaching the levels it had before the crisis.

Spanish exports also had a good year with exports of cosmetic products and perfumes reaching 3.5 billion euros. This represents a 6.4% increase on the previous year.

Exports of Spanish beauty products have increased by more than 1 billion euros since 2010. According to Stanpa international director Susana Arranz, the Spanish beauty sector is diverse and has a presence in more than 150 countries. Europe (particularly Portugal and France) is the largest importer of Spanish cosmetics products, accounting for 60% of all exports, followed by the Americas (18%), and the Middle East (6.5%), where exports are driven by perfumes.

Spain continued to record a positive trade balance in 2016, with the total value of exports surpassing the total value of imports.

Small and medium-sized businesses

More than 400 companies make up the Spanish perfume and cosmetics industry, of which 84% are small and medium-sizes businesses. Stanpa CEO, Val Diez, said that the “Spanish business industry is very diverse”, and that some SMEs are even world leaders.

Additionally, the country is home to several multinational companies which are contributing to the economy, she said. In fact, the sector creates 0.2% of all jobs in Spain, representing more than 35,000 direct jobs and 200,000 indirect ones in retail stores such as drugstores, hair salons and pharmacies.

47% of all beauty products sold in Spain are purchased at mass market retailers, while 22% of consumers shop for cosmetics and perfumes at pharmacies across the country. Meanwhile, 21% of sales are made in specialised stores, indicating an increasing demand for high end fragrances. Other channels including direct sales and hair salons, make up the remaining 10%.

The trade figures also show that online sales growth slowed in 2016, rising by just 9% compared with 57% in the previous years.

This is because of several negative factors affecting online shopping, including unfair competition, counterfeiting and VAT fraud, said Val Diez.

Additionally, Spanish consumers spent an estimated 1.88 billion euros on skin care products in 2016, followed by 1.62 billion on personal care products and 1.34 billion on hair care products. Perfumes and fragrances recorded sales of 1.24 billion last year, while the colour cosmetics market increased by 8%.