Personal care products market in Europe: size, suppliers and public contracts
Market size and key facts
In 2025, public buyers in 30 European countries awarded 5,954 supply contracts for personal care products through award notices on TED; the 3,893 of them that state a value (65.4%) add up to €820 million. EU countries together imported €76 billion of goods in the customs headings matched to personal care products in 2025 (Eurostat Comext, HS 3304, 3303, 3305, 4818, 3307 and 8 more headings; sum of national imports, trade between EU countries included; all buyers, not only public ones), up 13.3% from 2023.
- Since November 2023, 2,985 companies have won 19,157 public supply contracts for personal care products in 30 European countries, in 4,881 award notices from 1,792 public buyers.
- 1.6% of these awards went to a company registered in a different country from the buyer; the most frequent foreign origin is Austria.
- The five companies that win most often hold 8.1% of all awards across Europe.
- 24.6% of the awards whose notice states the number of tenders received a single bid.
In proportion
All public purchasing in the EU-27 — general government spending on goods, services and investment, the measure the OECD and the European Commission use for public procurement — came to €2.93 trillion in 2025, 15.5% of GDP (Eurostat). Award notices on TED cover only the contracts above the EU thresholds, so they show who wins, not the whole of that spending.
General government spending on goods, services and investment for health in the EU-27 came to €949 billion in 2024 (Eurostat, COFOG). How much of it reaches suppliers through tenders depends on how the country organises the sector — for example whether statutory health insurance is classified in government.
Source: Eurostat, government finance statistics (gov_10a_main, gov_10a_exp) and GDP (nama_10_gdp), retrieved 9 November 2026.
Updated · counted daily from contract award notices on TED and Eurostat international trade data · figures as JSON · free to quote with attribution (CC BY 4.0)
How to cite: Cresques, "Personal care products market in Europe", https://cresques.com/markets/europe/337-personal-care-products, from TED contract award notices (© European Union) and Eurostat Comext, updated 13 November 2026. Licence: CC BY 4.0.
What industry and official reports say
- MedTech Europe estimates the European medical technology market at about €173 billion in 2025, at manufacturer prices, for the EU, Norway, Switzerland and the UK. MedTech Europe, The European Medical Technology in Figures (Data Hub)
- The European Commission states that public procurement accounts for 50% to 70% of the EU market for medical devices (Regulation (EU) 2025/1197, citing industry data). European Commission (Official Journal of the EU), Commission Implementing Regulation (EU) 2025/1197 imposing an IPI measure on medical devices originating in the PRC
- According to the same regulation, procedures worth €5 million or more were about 4% of EU medical device procurement procedures on TED in 2017–2022 but about 59% of their value. European Commission (Official Journal of the EU), Commission Implementing Regulation (EU) 2025/1197 imposing an IPI measure on medical devices originating in the PRC
- MedTech Europe counts more than 36,000 medical technology companies in Europe in 2025, about 90% of them SMEs. MedTech Europe, The European Medical Technology in Figures (Data Hub)
- Eurostat puts current healthcare expenditure in the EU at €1,720 billion in 2023, 10.0% of GDP; medical goods took 17.8% of it. Eurostat, Healthcare expenditure statistics - overview (Statistics Explained)
Figures from the publishers named, checked at the source on 9 November 2026. They measure the whole market (all buyers, different price bases and country scopes), so they are not comparable one-to-one with the public contract counts on this page.
CPV group 337 across the EU, Norway, Iceland and Liechtenstein: how much public buyers award, who wins, where from, and how the market splits by country.
The market in numbers
Public supply contracts in Europe: award notices published on TED from 2023-11 to 2026-11, by publication year.
- Contracts awarded
- 19.2K
- in 4.9K award notices
- Awarded value
- €2.3B
- from 62% of awards with a published value
- Winning companies
- 3K
- with at least one award
- Public buyers
- 1.8K
- hospitals, cities, agencies
Table view
| Nov–Dec 2023 | 126 |
| 2024 | 5,215 |
| 2025 | 5,954 |
| 2026 | 7,862 |
Table view
| Nov–Dec 2023 | €8.7M |
| 2024 | €614.8M |
| 2025 | €819.7M |
| 2026 | €840.5M |
- Economic affairs1,187
- Other295
Table view
| Hospitals and health services | 9,392 |
| Cities, regions and central administration | 4,520 |
| Universities, schools and research | 1,938 |
| Economic affairs | 1,187 |
| Police, fire services and prisons | 768 |
| Social protection | 609 |
| Armed forces and defence agencies | 296 |
| Urban transport operators | 152 |
| Other | 295 |
- Romania5,371218 companies
- Poland2,374364 companies
- Spain1,309410 companies
- Lithuania1,19394 companies
- Czechia1,182254 companies
- France1,151319 companies
- Croatia1,00729 companies
- Estonia832109 companies
- Sweden715155 companies
- Slovakia68270 companies
Table view
| Romania | 5,371 |
| Poland | 2,374 |
| Spain | 1,309 |
| Lithuania | 1,193 |
| Czechia | 1,182 |
| France | 1,151 |
| Croatia | 1,007 |
| Estonia | 832 |
| Sweden | 715 |
| Slovakia | 682 |
- Large companies
- Medium-sized
- Small
- Micro
- SME (size not stated)
- Size not stated
Table view
| Large companies | 2,729 · 14.2% |
| Medium-sized | 3,722 · 19.4% |
| Small | 3,132 · 16.3% |
| Micro | 745 · 3.9% |
| SME (size not stated) | 3,759 · 19.6% |
| Size not stated | 5,070 · 26.5% |
- Austria56
- United Kingdom48
- Latvia40
- Czechia34
- Slovakia25
- Denmark22
Table view
| Austria | 56 |
| United Kingdom | 48 |
| Latvia | 40 |
| Czechia | 34 |
| Slovakia | 25 |
| Denmark | 22 |
Table view
| 2023 | €67B |
| 2024 | €71B |
| 2025 | €76B |
Imports: Eurostat Comext, customs headings 3304, 3303, 3305, 4818, 3307, 9619, 3401, 9004, 3306, 8510, 8212, 4014, 7017 (only headings whose trade is mainly this category); all buyers, not only public ones.
Awards to companies registered in the buyer's own country
98.4%
302 awards went to companies registered elsewhere.
Share of the 5 biggest winners
8.1%
Of all awards; a high share means a concentrated market.
Lots with a single bid
24.6%
Among 17.4K awards whose notice states the number of tenders.
How we count: one award per procedure, lot and winning company, from live contract award notices; a joint procurement counts on every buyer's market. Values are the awarded amounts published in the notice (framework ceilings and estimates are never added), converted to euro at the ECB yearly average. Company size is the SME flag of the notice (eForms BT-165). Read the methodology.
Companies winning most often across Europe
- 1.ZVIBOR d.o.o.Croatia · 80 notices
- 2.BIRODOM d.o.o.Croatia · 72 notices
- 3.TIP - ZAGREB d.o.o.Croatia · 67 notices
- 4.CleanAgent Mehlfeld+Göring GmbHGermany · 59 notices
- 5.LACUS d.o.o.Croatia · 58 notices
- 6.Laboratorios Indas, S.A.U.Spain · 57 notices
- 7.LABORATOIRES RIVADIS SASFrance · 46 notices
- 8.ALTER, s.r.o.Czechia · 40 notices
- 9.Premed Pharma Kereskedelmi és Kutató-Fejlesztő Kft.Hungary · 39 notices
- 10.Procurator ABSweden · 37 notices
Companies with a public page whose main category is this group, by award notices; a market map in Cresques covers one country and, on paid plans, lists every winner there.
Country pages
- Romania5,371
- Poland2,374
- Spain1,309
- Lithuania1,193
- Czechia1,182
- France1,151
- Croatia1,007
- Estonia832
- Sweden715
- Slovakia682
- Germany520
- Hungary410
- Ireland370
- Slovenia314
- Finland281
- Italy266
- Greece214
- Belgium192
- Austria139
- Bulgaria134
- Portugal132
- Denmark98
- Netherlands82
- Norway82
- Cyprus54
Countries with fewer than 25 winning companies in this group have no separate page; their awards are counted above.
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Pick a country and see who wins there
A Cresques market map for one country and this category shows the companies that win these contracts there: how often, for how many buyers and for how much, and whether the leading ones are distributors or manufacturers.
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Questions
- How big is the personal care products market in Europe?
- In 2025, public buyers in 30 European countries awarded 5,954 supply contracts for personal care products through award notices on TED; the 3,893 of them that state a value (65.4%) add up to €820 million. EU countries together imported €76 billion of goods in the customs headings matched to personal care products in 2025 (Eurostat Comext, HS 3304, 3303, 3305, 4818, 3307 and 8 more headings; sum of national imports, trade between EU countries included; all buyers, not only public ones), up 13.3% from 2023.
- How many public contracts for personal care products are awarded in Europe?
- Since November 2023 public buyers in 30 European countries awarded 19,157 supply contracts for personal care products in 4,881 TED award notices; the 11,919 awards with a published value add up to €2.3B.
- Which countries buy the most personal care products through public tenders?
- Romania (5,371 awards), Poland (2,374 awards), Spain (1,309 awards) lead; 2,985 companies won at least one award across Europe.
- How often do foreign suppliers win personal care products contracts?
- 1.6% of the awards went to a company registered in another country than the buyer; the most frequent foreign origin is Austria.
Source: contract award notices on TED — Tenders Electronic Daily (ted.europa.eu), © European Union, published since November 2023; processed by Cresques. Numbers updated 2026-11-13.