Beauty and Personal Care in Panama

May 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in Panama with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Baby and Child-Specific Products
  • Bath and Shower
  • Colour Cosmetics
  • Deodorants
  • Depilatories
  • Fragrances
  • Hair Care
  • Men's Grooming
  • Oral Care
  • Skin Care
  • Sun Care
  • Premium Beauty and Personal Care
  • Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in Panama, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in Panama report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Beauty and Personal Care in Panama?
  • Which are the leading brands in Panama?
  • How are products distributed in Panama?
  • To what extent is e-commerce changing the retail environment and consumer demand?
  • How are sales of mass versus premium beauty products evolving?
  • Which products are seeing rising demand in the wake of COVID-19?
  • Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
  • How is the macroeconomic environment shaping demand?
  • Where is future growth expected to be most dynamic?

Beauty and Personal Care in Panama

Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
Table 6 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
Table 7 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
Table 8 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
Table 9 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
Table 11 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

Key Data Findings
2024 Developments
Parents are looking for gentle formulations to ensure the best for their babies´personal care needs
Johnson´s Baby remains the most popular brand for babies in Panama
Supermarkets remains the most important retail channel for baby and child-specific products
Prospects and Opportunities
An increased number of parents continue to look for products designed specifically for babies and children
Natural, high-quality ingredients are sought after though low cost brands remain popular among lower income demographics
Parents of newborns increasingly rely on retail e-commerce for baby and chld-specific products
Category Data
Table 12 Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 13 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
Table 16 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Scents and natural ingredients are often important drivers in sales of bath and shower
Colgate-Palmolive Co maintains its strong lead thanks to its wide distribution network
Supermarkets remains an important channel for distribution of bath and shower products
Prospects and Opportunities
Product launches and new varieties continue to entice consumers to try different brands
Consumers continue migrating from solid to liquid formats
Natural ingredients become increasingly sought after
Category Data
Table 19 Sales of Bath and Shower by Category: Value 2019-2024
Table 20 Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 21 NBO Company Shares of Bath and Shower: % Value 2020-2024
Table 22 LBN Brand Shares of Bath and Shower: % Value 2021-2024
Table 23 Forecast Sales of Bath and Shower by Category: Value 2024-2029
Table 24 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
The country’s climate supports usage of deodorants
Procter & Gamble has a strong presence with its Gillette, Old Spice, and Secret brands
Consumers continue to enjoy the convenience of buying deodorants during their supermarket visits
Prospects and Opportunities
Certain demographics show greater interest in deodorants with "clean” formulas
International mass brands remain the most popular with consumers remaining brand loyal
Retail e-commerce could be useful for new products seeking to launch
Category Data
Table 25 Sales of Deodorants by Category: Value 2019-2024
Table 26 Sales of Deodorants by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Deodorants: % Value 2020-2024
Table 28 LBN Brand Shares of Deodorants: % Value 2021-2024
Table 29 Forecast Sales of Deodorants by Category: Value 2024-2029
Table 30 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Natural ingredients and benefit claims drive growth of hair care
Procter & Gamble’s brands remain highly popular and attract consumers with new launches
Supermarkets offer a wide variety of hair care products
Prospects and Opportunities
Consumers remain keen to take care of their hair as it is an important part of their appearance
More natural styles and the embracing of true hair texture and colour trends characterise hair care in the forecast period
Environmentally-friendly products continue to grow in popularity
Category Data
Table 31 Sales of Hair Care by Category: Value 2019-2024
Table 32 Sales of Hair Care by Category: % Value Growth 2019-2024
Table 33 NBO Company Shares of Hair Care: % Value 2020-2024
Table 34 LBN Brand Shares of Hair Care: % Value 2021-2024
Table 35 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
Table 36 Forecast Sales of Hair Care by Category: Value 2024-2029
Table 37 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Specialised products drive growth of depilatories
Procter & Gamble remains highly relevant thanks to the strong popularity of its Gillette and Venus brands
Supermarkets, while limited, continues to grow its distribution share of depilatories
Prospects and Opportunities
Higher value alternatives continue to gain popularity
Companies develop bundles of cross-category products to entice consumers to try new launches
Consumers continue to search for savings when purchasing depilatories
Category Data
Table 38 Sales of Depilatories by Category: Value 2019-2024
Table 39 Sales of Depilatories by Category: % Value Growth 2019-2024
Table 40 NBO Company Shares of Depilatories: % Value 2020-2024
Table 41 LBN Brand Shares of Depilatories: % Value 2021-2024
Table 42 Forecast Sales of Depilatories by Category: Value 2024-2029
Table 43 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Oral care is considered very important in Panama
Colgate-Palmolive retains its outright lead in oral care in 2024
Supermarkets remains the main distribution channel
Prospects and Opportunities
Greater consumer awareness of the importance of oral care in health and wellbeing continues to drive sales
While remaining niche, natural toothpaste sees growth as more consumers embrace chemical-free and enviornmentally-friendly products
Greater sophistication characterises the category over the forecast period
Category Data
Table 44 Sales of Oral Care by Category: Value 2019-2024
Table 45 Sales of Oral Care by Category: % Value Growth 2019-2024
Table 46 NBO Company Shares of Oral Care: % Value 2020-2024
Table 47 LBN Brand Shares of Oral Care: % Value 2021-2024
Table 48 Forecast Sales of Oral Care by Category: Value 2024-2029
Table 49 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Men’s grooming continues to develop thanks to increased product variety
International companies characterise men´s grooming proudcts
Pharmacies is the main distribution channel for men’s grooming products
Prospects and Opportunities
Men´s grooming products grows with the category experiencing strong development in product variety
Multifunctional products benefit this category offering convenience and cost savings
Growing visibility of men’s grooming products via retail e-commerce as the channel also develops
Category Data
Table 50 Sales of Men’s Grooming by Category: Value 2019-2024
Table 51 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
Table 52 NBO Company Shares of Men’s Grooming: % Value 2020-2024
Table 53 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
Table 54 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
Table 55 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Colour cosmetics characterised by natural make-up trends
L'Oréal Groupe offers variety that consumers find appealing
Supermarkets remains the main distribution channel for colour cosmetics
Prospects and Opportunities
Skinification is a growing trend
Contraband continues posing challenges to growth of legitimate sales
Multifunctional products gain popularity among consumers seeking convenience and lower costs
Category Data
Table 56 Sales of Colour Cosmetics by Category: Value 2019-2024
Table 57 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
Table 58 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
Table 59 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
Table 60 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
Table 61 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
Table 62 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Use of fragrances becomes an increasing part of daily beauty and personal care routines
Coty Inc is a leading company within fragrances
Direct selling is an important channel for fragrances
Prospects and Opportunities
Growth likely for niche perfumes, especially those with environmentally-friendly credentials
Sales of counterfeit fragrances continue to negatively affect the industry
Retail e-commerce becomes a more important channel for sales of fragrances
Category Data
Table 63 Sales of Fragrances by Category: Value 2019-2024
Table 64 Sales of Fragrances by Category: % Value Growth 2019-2024
Table 65 NBO Company Shares of Fragrances: % Value 2020-2024
Table 66 LBN Brand Shares of Fragrances: % Value 2021-2024
Table 67 LBN Brand Shares of Premium Fragrances: % Value 2021-2024
Table 68 Forecast Sales of Fragrances by Category: Value 2024-2029
Table 69 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Consumers seek skin care products that help them age gracefully
Beiersdorf maintains its lead thanks to the renown of its Nivea and Eucerin brands
Supermarkets remains the most popular distribution channel for skin care
Prospects and Opportunities
Consumers become better educated on how best to take care of their skin
Specialised products increase in popularity among higher income demographics
Online access to information shapes consumer interest
Category Data
Table 70 Sales of Skin Care by Category: Value 2019-2024
Table 71 Sales of Skin Care by Category: % Value Growth 2019-2024
Table 72 NBO Company Shares of Skin Care: % Value 2020-2024
Table 73 LBN Brand Shares of Skin Care: % Value 2021-2024
Table 74 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
Table 75 Forecast Sales of Skin Care by Category: Value 2024-2029
Table 76 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
Key Data Findings
2024 Developments
Sun protection use continues to grow boosting sales of sun care
Beiersdorf is the main company thanks to Nivea
Sun care is mainly purchased in supermarkets
Prospects and Opportunities
Growing awareness of the dangers of sun exposure stimulates ongoing growth of sun care
Companies respond to consumer demand by launching more specialised and non-sticky formats that are easier to apply
Younger generations increase their use of sun protection often on a daily basis
Category Data
Table 77 Sales of Sun Care by Category: Value 2019-2024
Table 78 Sales of Sun Care by Category: % Value Growth 2019-2024
Table 79 NBO Company Shares of Sun Care: % Value 2020-2024
Table 80 LBN Brand Shares of Sun Care: % Value 2021-2024
Table 81 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
Table 82 Forecast Sales of Sun Care by Category: Value 2024-2029
Table 83 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029
Download table of contents
The following categories and subcategories are included:

Beauty and Personal Care

    • Baby and Child-specific Hair Care
    • Baby and Child-specific Skin Care
    • Baby and Child-specific Sun Care
    • Baby and Child-specific Toiletries
    • Baby Wipes
    • Medicated Baby and Child-specific Products
    • Nappy (Diaper) Rash Treatments
    • Bar Soap
    • Bath Additives
    • Body Powder
    • Body Wash/Shower Gel
    • Hand Sanitisers
      • Intimate Washes
      • Intimate Wipes
    • Liquid Soap
        • Premium Eye Liner/Pencil
        • Mass Eye Liner/Pencil
        • Premium Eye Shadow
        • Mass Eye Shadow
        • Premium Mascara
        • Mass Mascara
        • Premium Other Lash and Brow Make-Up
        • Mass Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Mass BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Mass Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Mass Foundation/Concealer
        • Premium Powder
        • Mass Powder
        • Premium Other Facial Make-Up
        • Mass Other Facial Make-Up
        • Premium Lip Gloss
        • Mass Lip Gloss
        • Premium Lip Liner/Pencil
        • Mass Lip Liner/Pencil
        • Premium Lipstick
        • Mass Lipstick
        • Premium Other Lip Products
        • Mass Other Lip Products
        • Premium Nail Polish
        • Mass Nail Polish
        • Premium Nail Treatments/Strengthener
        • Mass Nail Treatments/Strengthener
        • Premium Polish Remover
        • Mass Polish Remover
        • Premium Other Nail Products
        • Mass Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
      • Mass Colour Cosmetics Sets/Kits
    • Deodorant Creams
    • Deodorant Pumps
    • Deodorant Roll-Ons
    • Deodorant Sprays
    • Deodorant Sticks
    • Deodorant Wipes
    • Hair Removers/Bleaches
    • Women's Pre-Shave
    • Women's Razors and Blades
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • 2-in-1 Products
    • Colourants
    • Conditioners and Treatments
    • Hair Loss Treatments
    • Perms and Relaxants
    • Salon Professional Hair Care
      • Medicated Shampoos
      • Standard Shampoos
    • Styling Agents
      • Men's Post-Shave
      • Men's Pre-Shave
      • Men's Razors and Blades
        • Premium Men's Bath and Shower
        • Mass Men's Bath and Shower
        • Premium Men's Deodorants
        • Mass Men's Deodorants
        • Premium Men's Hair Care
        • Mass Men's Hair Care
        • Premium Men's Skin Care
        • Mass Men's Skin Care
      • Premium Men's Fragrances
      • Mass Men's Fragrances
    • Dental Floss
      • Denture Cleansers
      • Denture Fixatives
    • Mouth Fresheners
    • Mouthwashes/Dental Rinses
    • Tooth Whiteners
      • Manual Toothbrushes
          • Battery Toothbrush Replacement Heads
          • Battery Toothbrush Units
          • Electric Toothbrush Replacement Heads
          • Electric Toothbrush Units
    • Toothpaste
  • Oral Care Excl Power Toothbrushes
        • Premium Firming Body Care
        • Mass Firming Body Care
        • Premium General Purpose Body Care
        • Mass General Purpose Body Care
        • Premium Acne Treatments
        • Mass Acne Treatments
        • Premium Face Masks
        • Mass Face Masks
          • Premium Liquid/Cream/Gel/Bar Cleansers
          • Mass Liquid/Cream/Gel/Bar Cleansers
          • Premium Facial Cleansing Wipes
          • Mass Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Mass Basic Moisturisers
          • Premium Anti-Agers
          • Mass Anti-Agers
        • Premium Lip Care
        • Mass Lip Care
        • Premium Toners
        • Mass Toners
      • Premium Hand Care
      • Mass Hand Care
      • Premium Skin Care Sets/Kits
      • Mass Skin Care Sets/Kits
        • Premium Aftersun
        • Mass Aftersun
        • Premium Self-Tanning
        • Mass Self-Tanning
        • Premium Sun Protection
        • Mass Sun Protection
    • Baby and Child-specific Sun Care
    • Premium Baby and Child-specific Products
    • Premium Bath and Shower
        • Premium Eye Liner/Pencil
        • Premium Eye Shadow
        • Premium Mascara
        • Premium Other Lash and Brow Make-Up
        • Premium BB/CC Creams
        • Premium Blusher/Bronzer/Highlighter
        • Premium Foundation/Concealer
        • Premium Powder
        • Premium Other Facial Make-Up
        • Premium Lip Gloss
        • Premium Lip Liner/Pencil
        • Premium Lipstick
        • Premium Other Lip Products
        • Premium Nail Polish
        • Premium Nail Treatments/Strengthener
        • Premium Polish Remover
        • Premium Other Nail Products
      • Premium Colour Cosmetics Sets/Kits
    • Premium Deodorants
      • Premium Body Mists
      • Premium Men's Fragrances
      • Premium Women's Fragrances
      • Premium Unisex Fragrances
      • Premium Fragrance Sets/Kits
    • Premium Hair Care
        • Premium Firming Body Care
        • Premium General Purpose Body Care
        • Premium Acne Treatments
        • Premium Face Masks
        • Premium Facial Cleansing Wipes
          • Premium Basic Moisturisers
          • Premium Anti-Agers
        • Premium Lip Care
        • Premium Liquid/Cream/Gel/Bar Cleansers
        • Premium Toners
      • Premium Hand Care
      • Premium Skin Care Sets/Kits
      • Premium Aftersun
      • Premium Self-Tanning
      • Premium Sun Protection
    • Prestige Baby and Child-specific Products
    • Prestige Bath and Shower
    • Prestige Colour Cosmetics
    • Prestige Deodorants
    • Prestige Fragrances
    • Prestige Hair Care
      • Prestige Body Care
      • Prestige Facial Care
      • Prestige Hand Care
      • Prestige Skin Care Sets/Kits
    • Prestige Adult Sun Care
    • Mass Baby and Child-specific Products
    • Mass Bath and Shower
        • Mass Eye Liner/Pencil
        • Mass Eye Shadow
        • Mass Mascara
        • Mass Other Lash and Brow Make-Up
        • Mass BB/CC Creams
        • Mass Blusher/Bronzer/Highlighter
        • Mass Foundation/Concealer
        • Mass Powder
        • Mass Other Facial Make-Up
        • Mass Lip Gloss
        • Mass Lip Liner/Pencil
        • Mass Lipstick
        • Mass Other Lip Products
        • Mass Nail Polish
        • Mass Nail Treatments/Strengthener
        • Mass Polish Remover
        • Mass Other Nail Products
      • Mass Colour Cosmetics Sets/Kits
    • Mass Deodorants
      • Mass Body Mists
      • Mass Men's Fragrances
      • Mass Women's Fragrances
      • Mass Unisex Fragrances
      • Mass Fragrance Sets/Kits
    • Mass Hair Care
        • Mass Firming Body Care
        • Mass General Purpose Body Care
        • Mass Acne Treatments
        • Mass Face Masks
        • Mass Facial Cleansing Wipes
          • Mass Basic Moisturisers
          • Mass Anti-Agers
        • Mass Lip Care
        • Mass Liquid/Cream/Gel/Bar Cleansers
        • Mass Toners
      • Mass Hand Care
      • Mass Skin Care Sets/Kits
      • Mass Aftersun
      • Mass Self-Tanning
      • Mass Sun Protection
    • Dermocosmetics Baby and Child-specific Products
    • Dermocosmetics Bath and Shower
    • Dermocosmetics Colour Cosmetics
    • Dermocosmetics Deodorants
    • Dermocosmetics Fragrances
    • Dermocosmetics Hair Care
      • Dermocosmetics Body Care
      • Dermocosmetics Facial Care
      • Dermocosmetics Hand Care
      • Dermocosmetics Skin Care Sets/Kits
    • Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.

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This report originates from Passport, our Beauty and Personal Care research and analysis database.

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