European household expenditure on personal care shows significant variation across countries. As of 2023, Germany leads with €39.03 billion, followed closely by the United Kingdom at €38.6 billion. France and Italy also have substantial expenditures at €32.42 billion and €30.55 billion, respectively, while Spain lags at €20.2 billion. Notably, Poland (€12.09 billion) and the Netherlands (€10.69 billion) follow but at significantly lower levels. Austria, Sweden, and Belgium show modest expenditures, each below €6.1 billion. The remaining countries present much lower spending, with Bulgaria (€0.9177 billion), Serbia (€0.8107 billion), and Slovenia (€0.7537 billion) at the bottom of the list.
The year-on-year variations highlight notable trends in 2023. Poland and Romania experienced significant growth rates of 7.16% and 11.9%, respectively, while Bulgaria surged by 15.65%. Germany, United Kingdom, and Italy had moderate increases between 2.22% and 3.11%. Conversely, Hungary saw a decline of 1.09%. Countries like Bulgaria, Croatia, Lithuania, Estonia, and Iceland reported the highest positive changes, indicating rising investments in personal care, whereas Norway grew marginally by 0.063%.
Future trends to watch include the predicted strong growth in Eastern Europe, with countries like Romania, Bulgaria, and the Baltic states showing robust increases. Western and Southern Europe’s mature markets are expected to have slower, steady growth, driven by innovations and premium product offerings. Sustainable and organic personal care products may see higher demand across Europe, influencing expenditure trends significantly through 2024 and beyond.
Top countries in Household Expenditure on Personal Care by Country
| # | 10 Countries | Million Euros | Last Year | YoY | 5-years CAGR | |
|---|---|---|---|---|---|---|
| 1 | 1 Germany | 39,030 | 2023 | -2.28% | +2.22% | View data |
| 2 | 2 United Kingdom | 38,600 | 2023 | +1.98% | +2.55% | View data |
| 3 | 3 France | 32,420 | 2023 | +0.4% | +0.79% | View data |
| 4 | 4 Italy | 30,550 | 2023 | +0.72% | +3.11% | View data |
| 5 | 5 Spain | 20,200 | 2023 | +2.56% | +3.83% | View data |
| 6 | 6 Poland | 12,090 | 2023 | +5.45% | +7.16% | View data |
| 7 | 7 Netherlands | 10,690 | 2023 | +4.55% | +4.8% | View data |
| 8 | 8 Austria | 6,080 | 2023 | +2.22% | +2.89% | View data |
| 9 | 9 Sweden | 5,860 | 2023 | +2.2% | +2.36% | View data |
| 10 | 10 Belgium | 5,080 | 2023 | -3.91% | +1.39% | View data |
