After experiencing a decline in 2018, consumer spending on the beauty and personal care sector returned to growth in 2019, up 2% to reach €17.1 billion. This growth is set to be undone by events in 2020 however, as the COVID-19 pandemic and resulting financial crisis hit the retail sector.
The Spanish beauty and personal care specialists sector is highly competitive and has been experiencing an extended period of change and consolidation in recent years. Market leader Douglas continued its efforts to unite its different fascia and the Dia group’s attempts to sell Clarel fell through, leading to the creation of a separate business unit. 2019 also saw the collapse of Perfumerias Marionnaud’s operations in Spain, having struggled with profitability for a number of years.
The leading Spanish BPC specialists have focused on developing their multichannel strategies in recent years and this investment has proved invaluable as the COVID-19 pandemic forced stores to shut. Non-specialist rivals such as supermarkets gained an advantage in the lockdown as their stores were able to remain open throughout the year.
Our consumer research shows that in 2020 Spanish shoppers were concerned with sustainability and hygiene. The former is a long-standing trend Mintel has been tracking for a number of years and the latter a clear response to the events of 2020. Younger beauty and personal care shoppers in Spain are engaged with ecommerce and interested in using technology to improve their shopping experiences, whereas older shoppers are focused on physical stores and hygiene.
Key issues covered in this Report
The impact of COVID-19 on the beauty and personal care retailing sector.
How people shop for beauty and personal care products and which retailers they use.
The winners and losers in the beauty and personal care retailing sector since the start of the COVID-19 outbreak.
How behaviours of beauty and personal care shoppers have changed since the start of the COVID-19 outbreak.
The growth of the online channel within the beauty and personal care category and the boost given to it by the COVID-19 outbreak.
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
Interest in a range of statements relating to innovations in 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.
