Table of Contents
Executive summary
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- The market
- Consumer spending
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- Figure 1: Spain: Annual % change in total consumer spending on beauty and personal care and total household spending, 2013-19
- Sector size and forecast
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- Figure 2: Spain: annual % change in retail sales, 2013-19
- Inflation
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- Figure 3: Spain: Consumer price inflation on personal care products and services, annual % change, 2013-19
- Channels of distribution
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- Figure 4: Spain: Estimated distribution of spending on beauty and personal care products by channel, 2018
- Companies and brands
- Key metrics
- Market shares
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- Figure 5: Spain: Leading BPC specialists’ shares of all cosmetics and perfumery specialists’ sales, 2019
- Online
- The consumer
- Beauty and personal care products purchased
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- Figure 6: Spain: Beauty and personal care products purchased in the last 12 months, November 2019
- Online and in-store shopping for beauty and personal care products
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- Figure 7: Spain: In-store and online buyers of beauty and personal care products, November 2019
- Where beauty and personal care products are purchased
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- Figure 8: Spain: Where beauty and personal care products were purchased, November 2019
- Attitudes to shopping for beauty and personal care products
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- Figure 9: Spain: Attitudes to buying beauty and personal care products, November 2019
- What we think
Issues and insights
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- Tech investments to improve guidance and the overall retail experience
- The facts
- The implications
- Gender-neutrality gains traction
- The facts
- The implications
The market – What you need to know
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- Spending on personal care stagnates in 2018
- Fragrances and colour cosmetics grow the fastest
- Specialist retailers continue to face slow growth
- Inflation has stronger impact on services than on products
- Hypermarkets and supermarkets are the main channel of distribution
Consumer spending
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- Figure 10: Spain: Consumer spending on beauty and personal care (incl. VAT), 2013-19
- Product market breakdown
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- Figure 11: Spain: Main beauty and personal care markets, spending (incl. VAT), 2013-19
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- Figure 12: Spain: Main beauty and personal care markets, forecast spending (incl. VAT), 2020-23
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Sector size and forecast
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- Figure 13: Spain: Health & beauty specialists, sales (excl. VAT), 2014-19
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- Figure 14: Spain: Health & beauty specialists, forecast sales (excl. VAT), 2020-24
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Inflation
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- Figure 15: Spain: Consumer prices of personal care items, annual % change, 2013-19
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- Figure 16: Spain: Consumer price inflation on personal care products and services, annual % change, January 2018 – November 2019
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Channels of distribution
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- Figure 17: Spain: Estimated distribution of spending on beauty & personal care products by channel, 2018
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- Figure 18: Spain: Estimated distribution of spending on beauty & personal care products by channel, 2014-18
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Companies and brands – What you need to know
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- The period of consolidation carries on
- Clarel no longer for sale and drops from leadership position
- Considerable changes in market share
- Still scope for growth online
Leading players
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- Consolidation after acquisitions and change in market leadership
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- Figure 19: Spain: Leading beauty and personal care specialists, sales, 2016-19
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- Figure 20: Spain: Leading beauty and personal care specialists, outlets, 2016-19
- Figure 21: Spain: Leading beauty and personal care specialists, sales per outlet, 2016-19
Market shares
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- Figure 22: Spain: Leading specialists’ shares of all cosmetics and perfumery specialists’ sales, 2016-19
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Online
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- Online activity
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- Figure 23: Spain: Broadband penetration as % of all households, 2008-19
- Shopping online
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- Figure 24: Spain: Online purchases in the last 12 months in key sectors, 2008-19
- Online BPC sales
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- Figure 25: Spain: Estimated online sales by product category, 2018
- Leading online players
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- Figure 26: Spain: Beauty retailers: transactional websites, December 2019
The consumer – What you need to know
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- Consumption increases with age and remains highest among women
- Around one-quarter shop for BPC online
- Specialists are used mainly by younger consumers
- Experiential retail and sustainability are key to success
Beauty and personal care products purchased
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- Beauty and personal care widely used
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- Figure 27: Spain: Beauty and personal care products purchased in the last 12 months, November 2019
- Haircare, beauty and skincare predominantly bought by women
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- Figure 28: Spain: Beauty and personal care products purchased in the last 12 months, by gender, November 2019
- Age plays an important role for beauty and personal care products
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- Figure 29: Spain: Beauty and personal care products purchased in the last 12 months, by age group, November 2019
Online and in-store shopping for BPC products
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- Spaniards continue to shop mainly in-store
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- Figure 30: Spain: In-store and online buyers of beauty and personal care products, November 2019
- Women remain the predominant online shoppers
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- Figure 31: Spain: In-store and online buyers of beauty and personal care products, by gender, November 2019
- Professionals and young families more likely to shop online
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- Figure 32: Spain: In-store and online buyers of beauty and personal care products, by age group, November 2019
Where beauty and personal care products are purchased
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- Supermarkets/hypermarkets used by two thirds of consumers
- Specialists fairly level in terms of usage
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- Figure 33: Spain: Where beauty and personal care products were purchased, November 2019
- Customer profiles
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- Figure 34: Spain: Where beauty and personal care products were purchased, by age and income, November 2019
- Where people shopped and what they bought
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- Figure 35: Spain: Beauty and personal care products purchased by retailer used: specialists, November 2019
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- Figure 36: Spain: BPC products purchased by retailer used: non-specialists, November 2019
- Men and women both shop around
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- Figure 37: Spain: Repertoire of where they purchased beauty and personal care items in the last 12 months, by gender, November 2019
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- Figure 38: Spain: Repertoire of where they purchased beauty and personal care items in the last 12 months, by age group, November 2019
Attitudes to shopping for beauty and personal care products
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- Experiential retail and sustainability are key to success
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- Figure 39: Spain: Attitudes to shopping for BPC products and BPC retailers, November 2019
- Clarel and Sephora shoppers are particularly interested in the retail experience
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- Figure 40: Spain: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: specialists, November 2019
- El Corte Inglés shoppers are the most concerned with sustainability
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- Figure 41: Spain: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: non-specialists, November 2019
Appendix – Data sources, abbreviations and supporting information
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- Abbreviations
- Data sources
Douglas Group
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- What we think
- Expanded online beauty offering with marketplace proposition
- Strengthening its position in the luxury cosmetic sector
- Store makeovers offering expanded services and innovative experiences
- Beauty-on-demand
- Tapping into the ‘clean’ beauty trend
- Company background
- Company performance
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- Figure 42: Douglas Group: group sales performance, 2014/15-2018/19
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- Figure 43: Douglas Group: Store data, September 2018
- Figure 44: Douglas Group: Outlet data, 2014/15-2018/19
- Retail offering
Kiko Milano
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- What we think
- Brand new store concept and personalised lipstick
- More store traffic means more opportunities for sales
- Shifting physical expansion eastwards
- Targeting a bigger share of the online beauty market
- Company background
- Company performance
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- Figure 45: Kiko Milano: Estimated group financial performance, 2014-18
- Figure 46: Kiko Milano: Estimated outlet data, 2014-18
- Retail offering
Sephora
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- What we think
- Hyper personalised in-store experience
- Transforming the at-home beauty experience
- A more transparent beauty shopping experience
- Tapping into the embryonic cannabis-infused beauty market
- Innovative new beauty products
- Loyalty-driven credit card and enhanced Beauty Insider perks for frequent shoppers
- Company background
- Company performance
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- Figure 47: Sephora: group sales performance, 2014-18
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- Figure 48: Sephora: Estimated outlet data, 2014-18
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