What you need to know
Having grown faster than overall household spending in Spain between 2015 and 2017, consumer spending on personal care goods and services stagnated in 2018, showing a slight 0.6% decrease to €17.1 billion. Nevertheless, we anticipate the market will have started growing again in 2019.
In 2016 and 2017, we saw Spanish beauty and personal care retailers undergo a series of mergers and acquisitions, and focusing on strengthening their online presence in the country. The period of consolidation that followed saw retailers turn their attention back to their stores in an attempt to create a multichannel strategy that efficiently combines offline and online retail. Clarel lost its position as market leader between 2018 and 2019, and specialists continue to battle against supermarkets, pharmacies and other non-specialists to remain competitive in the market.
Our consumer research for this reports shows that while Spanish beauty and personal care shoppers value retailers concerned about sustainability and which are actively trying to reduce their impact on the environment, they also place a lot of value on the experiential side of retail and we have seen a number of players invest heavily to provide guidance and improve the overall shopping experience.
Areas covered in this report
This report examines the beauty and personal care retailing market in Spain. The report combines analysis of the market in Spain, including market sizes and forecasts for consumer spending on beauty and personal care and beauty retailers’ sales, along with our in-depth consumer data which analyses shoppers’ behaviours in Spain. It covers:
Beauty – including makeup and colour cosmetics, nail care, fragrances and skincare
Personal care – including haircare, body care, hair removal and everyday toiletries such as oral hygiene, bathing and deodorants
BPC accessories and electricals – including hair and make-up brushes, hair styling tools, beauty and dental tools.
For our consumer research this year we asked questions about the following topics:
Beauty and personal care products purchased in the last year
Participation in online and in-store shopping for beauty and personal care products in the last year
Which retailers have been used for beauty and personal care shopping in the last year
Agreement with a range of statements relating to shopping for beauty and personal care products.
For the purpose of this report, Mintel has used the following definitions:
Consumer spending: The total amount spent by Spanish households (including sales tax) on beauty and personal care goods and services.
Retail sales: Total sales of all types of goods and services (excluding sales tax) via stores and directly to the consumer in beauty retailers, drugstores and perfumeries. It excludes sales of pharmaceuticals and sales of beauty goods through other types of retailer. It includes online sales of these retailers where the majority of sales are in bricks and mortar outlets.
Beauty specialists, drugstores and perfumeries: this includes chains and independents for which the largest part of sales are in beauty and personal care products.
