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Share of European consumers who took select downtrading actions to reduce spending on beauty products in 2025, by country

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Sources

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Release date

June 2025

Region

Europe, France, Germany, Italy, United Kingdom

Survey time period

2025

Special properties

Consumers who report downtrading in beauty in the past six months

Supplementary notes

Beauty comprises skincare, haircare, color cosmetics and fragrance.

Citation formats

Share of European consumers who took select actions to trade down in beauty in 2025

Published by ÌÇÐÄÆƽâ°æ Research Department, Aug 29, 2025

The downtrading actions European consumers took to reduce their beauty spending varied by country in 2025. Nevertheless, around ** percent of consumers in all four surveyed countries reported downtrading via shopping on discount. Across countries, European shoppers also seemed resistant to switching to smaller packs, with a slim average of ** percent of consumers reporting this type of downtrading behavior.

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Beauty and personal care in France³¢'°¿°ùé²¹±ôSephoraMoët Hennessy Louis Vuitton (LVMH Group)Global prestige/luxury cosmetics
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