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, 2014-20
- Sector size and forecast
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- Figure 2: Spain: annual % change in beauty specialists’ sales and total retail sales, 2014-20
- Channels of distribution
- Inflation
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- Figure 3: Spain: consumer price inflation on personal care products and services, annual % change, 2014-20
- Companies and brands
- Key metrics
- Market shares
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- Figure 4: 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 5: Spain: beauty and personal care products purchased in the last 12 months, October 2020
- Online and in-store shopping for beauty and personal care products
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- Figure 6: Spain: in-store and online buyers of beauty and personal care products, October 2020
- Where beauty and personal care products are purchased
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- Figure 7: Spain: where beauty and personal care products were purchased, October 2020
- Attitudes to innovations in BPC
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- Figure 8: Spain: in-store beauty and personal care innovations, October 2020
The Impact of COVID-19 on Beauty and Personal Care Retailing
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- Short, medium and long term impact on the sector
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- Figure 9: Short, medium and long term impact of COVID-19 on beauty and personal care retailing, February 2021
- Opportunities and threats
- But the online experience can go so much further
- Virtual consultations
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- Figure 10: Bobbi Brown Virtual Services Homepage, August 2020
- Product recommendations using AI
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- Figure 11: The Inkey List #askINKEY Campaign, 2020
- Figure 12: Boots No7 Personalised Skin Analysis, 2020
- Adding the human touch with live-streaming
- Making beauty shopping more fun
- Making shopping safe will pay off
- Cash-strapped consumers may restrict BPC spend
- How COVID-19 will reshape the industry
- Delivery and click-and-collect will continue to ride on convenience
- Social media will play a greater role
- The store-experience will need to be even better
- BPC online audience has grown and specialists must embrace this
- Sustainability will continue to be high on the agenda
- Health and beauty specialists struggle in 2020
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- Figure 13: Europe Big Five: total health and beauty specialist retailers’ sales and forecast, 2015-25
- Figure 14: Europe Big Five: total health and beauty specialist retailers’ sales and forecast, by country, 2015-25
- The impact of COVID-19 on consumer behaviour across Europe
- Concerns around exposure to COVID-19 rise as second wave hits
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- Figure 15: Europe: those extremely worried about the risk of being exposed to COVID-19, March 2020-January 2021*
- The financial impact of COVID-19
- Furlough and job losses
- Spending falls and consumers look to save where possible
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- Figure 16: Europe: financial impact of COVID-19, January 2021*
- Changes to shopping behaviour
- Non-essential spending reduced
- Desire to spend less time in-store
- Cash is no longer king
- Localism rises up the agenda
- Online shopping receives major boost
- Second wave leads to renewed stockpiling
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- Figure 17: Europe: changes to shopping behaviour since the start of the COVID-19 outbreak, January 2021*
- Consumers are trying not to handle/touch products in-store
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- Figure 18: Europe: people who would feel uncomfortable handling/touching products in-store, November 2020*
- Spending intentions
- Beauty sector sees planned spending decrease
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- Figure 19: Net balance* of expected spending on selected items in the next month, January 2021**
- German consumers the only group planning to spend more on beauty
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- Figure 20: Europe: net balance* of expected spending on beauty products and toiletries in the next month, January 2021**
- How the crisis is impacting on key consumer segments
- Women and older people most concerned about the pandemic
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- Figure 21: Europe: those extremely worried about the risk of being exposed to COVID-19, by gender and age, January 2021*
- Women and older age groups also trying to limit time in-store
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- Figure 22: Europe: consumers trying to limit the time they spend in-store, by gender and age, January 2021*
- Online shopping boom is relatively uniform
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- Figure 23: Europe: consumers shopping more online, by gender and age, January 2021*
- Younger and middle-aged consumers more likely to be cutting back on non-essential spend
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- Figure 24: Europe: consumers cutting back on non-essential spending, by gender and age, January 2021*
- COVID-19: market context
- UK
- France
- Germany
- Italy
- Spain
Issues and Insights
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- COVID moves focus from appearance to hygiene
- Optimising physical and digital retail spaces
The Market – Key Takeaways
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- Personal care spending drops as pandemic hits
- Specialist retailers see sales plummet as stores close
- Inflation impacted services more than products
- Lockdowns make supermarkets more dominant and drive online growth
Consumer Spending
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- Figure 25: Spain: consumer spending on beauty and personal care (incl. VAT), 2014-20
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Sector Size and Forecast
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- Figure 26: Spain: health & beauty specialists, sales (excluding VAT), 2015-20
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- Figure 27: Spain: health & beauty specialists’ sales, forecasts, excluding VAT, 2020-25
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Inflation
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- Figure 28: Spain: consumer prices* of personal care items, annual % change, 2014-20
- Figure 29: Spain: consumer price inflation (HICP *) on personal care products and services, annual % change, January 2019-November 2020
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Channels of Distribution
Companies and Brands – Key Takeaways
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- A fragmented market
- Store sales plummet as pandemic strikes
- Online experiences unprecedented growth
Leading Players
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- Douglas Group
- Druni
- Clarel
- Other players
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- Figure 30: Spain: leading beauty specialists, sales, 2016-19
- Figure 31: Spain: leading beauty and personal care specialists, outlets, 2016-20
Market Shares
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- Figure 32: Spain: leading beauty specialists: shares of all beauty specialists’ sales, 2016-19
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Online
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- Online activity
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- Figure 33: Spain: online buyers of beauty and personal care products, by age and gender, October 2020
- Online BPC sales
- Leading online players
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- Figure 34: Spain: search interest on Google, selected BPC retailers, 12 months, January 2020-December 2020
The Consumer – Key Takeaways
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- Beauty and personal care purchasing still dominated by women
- Shoppers are turning away from make-up and focusing on self-care
- Almost 50% of beauty and personal care shoppers shop online
- Specialists and online retailers appeal to younger consumers
- Hygiene is a pressing concern for consumers in 2020
Beauty and Personal Care Products Purchased
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- Personal care products the most widely used
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- Figure 35: Spain: where beauty and personal care products were purchased, October 2020
- Beauty and skincare products still predominantly bought by women
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- Figure 36: Spain: changes in beauty and personal care products purchased 2020 vs 2019, by gender, October 2020
- Older consumers remain a key demographic
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- Figure 37: Spain: beauty and personal care products purchased in the last 12 months, by age group, October 2020
Online and In-store Shopping for BPC Products
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- In-store shopping remains first choice in Spain
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- Figure 38: Spain: in-store and online buyers of beauty and personal care products, October 2020
- Women shopping more online than men
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- Figure 39: Spain: in-store and online buyers of beauty and personal care products, by gender, October 2020
- Older shoppers reliant on shopping in-store
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- Figure 40: Spain: in-store and online buyers of beauty and personal care products, by age group, October 2020
Where Beauty and Personal Care Products are Purchased
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- Supermarkets/hypermarkets still dominate the sector
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- Figure 41: Spain: type of retailer used to purchase beauty and personal care products, October 2020
- Younger consumers turn to specialists and online retailers
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- Figure 42: Spain: type of retailer used to purchase beauty and personal care products, by age, October 2020
- Where people shopped and what they bought
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- Figure 43: Spain: specialists used and products bought, October 2020
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- Figure 44: Spain: non-specialists used and products bought, October 2020
Attitudes to Innovations in BPC
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- In-store
- Hygiene and traceability are areas of interest for consumers
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- Figure 45: Spain: in-store buyers of beauty and personal care products interest in innovations, October 2020
- Online
- Sustainability a key concern when it comes to online retail
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- Figure 46: Spain: online buyers of beauty and personal care products interest in innovations, October 2020
- Improved sustainability, hygiene and product information have broad appeal
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- Figure 47: Spain: online buyers of beauty and personal care products interest in innovations, by age, October 2020
Appendix – Data sources, abbreviations and supporting information
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- Abbreviations
- Data sources
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