The Spanish market for body hygiene changes: from the pandemic peak to conscious and personalized care

The Spanish market for soaps and body care products has undergone a notable transformation in recent years. Initially driven by the health crisis, this sector reached record figures during the pandemic, especially in the years 2020 and 2021, when personal hygiene, and particularly hand hygiene, became a national (and global) priority. According to sector data provided by Mintel Research, sales exceeded 577 million euros in 2021, marking the historical peak of the market.With the end of restrictions and the return to normality, the sector entered a stage of deceleration. Since 2022, it has accumulated three consecutive years of decline in value, driven by inflation and a lower generalized demand in all segments. However, forecasts point to a moderate rebound for 2025, hand in hand with new consumption habits, innovative proposals and values that transcend basic functionality.The pandemic changed the habit and maintains the needAlthough consumption has moderated, the habits acquired during the pandemic have left their mark and Spaniards continue to take into account the importance of adequate hand hygiene. One of the segments that has shown greater resilience is that of hand soap, which has managed to maintain a base of loyal consumers thanks to a greater awareness of daily hygiene.Shower gels and products, on the other hand, represent the bulk of the market, with a share close to 85%. Despite a slight drop in sales during 2024, this segment continues to position itself well above other personal care categories such as shampoos or conditioners. This drop in sales, as indicated by Mintel Research[PS2] , also has to do with the increase in the cost of living and consumer preferences.From hygiene to personalized experienceThe search for personalized products is a growing trend in all fields of cosmetics and beauty. And also in personal hygiene: almost half of Spaniards say they are interested in options adapted to their skin type, according to data handled by Mintel Research. However, sensory appeal continues to have an important weight: fragrance continues to be one of the main factors in the purchase decision.In this scenario, pharmacies and parapharmacies are consolidated as strategic channels. The figure of the pharmacist and the perception of specialization reinforce the preference for products with dermatological benefits and functional active ingredients.Sustainability as standard, not as a differentialThe ecological component is no longer an optional attribute in personal hygiene either. Sustainability has become a transversal axis in the innovation of hygiene and bath products. Most recent launches include arguments such as recyclable packaging, formulas free of controversial ingredients or responsible production processes.This transformation responds to the consumer himself, who demands coherence and environmental commitment from brands.Reconfiguration of innovation in personal hygieneWhile bath and shower products led the development of new products until 2021, their prominence seems to have decreased in recent years according to the latest data from Mintel Research. Since then, shampoos and conditioners have gained ground, together exceeding 60% of launches in the personal hygiene category.Despite this, brands continue to bet on differentiation within the universe of soaps and body products. Current proposals combine functionality, emotional experience and ethical values. From formulas with lactourea for dry skin to gels with sweet aromas inspired by desserts, the message is unified and is clear and concise: body care is no longer just hygiene, it is well-being and personal expression.Competitive landscape and growth opportunitiesColgate-Palmolive maintains its leadership in the national market, thanks to its dermatological approach.Despite the economic context, per capita spending in this category in Spain remains low compared to other European countries. This gap shows a significant margin of development for brands that manage to connect with the new priorities of the consumer: health, sustainability and experience.

The Spanish market for body hygiene changes: from the pandemic peak to conscious and personalized care

According to Mintel Research, the sector is aiming for a recovery in 2025 driven by sustainability, personalization and new sensory experiences in daily care. Ask ChatGPT