Areas covered in this report

Beauty Retailing – Europe provides detailed coverage of the beauty retail sectors in the five major Western European markets: the UK, France, Germany, Italy and Spain. The data in its entirety is contained in the five-country report, which gives a full overview of beauty retailing in these markets. Single country reports are also available for the UK, France, Germany, Italy and Spain.

In the section, Executive Summary – Europe - The Market, we also provide data for European beauty retailing stretching to 19 countries.

Our Europe-wide data in European Summary – Europe - The Market includes:

  • Health and beauty specialists’ retail sales, 2009-14, and forecasts, 2015-19 for 27 European countries (The main exceptions are Switzerland and Russia);

  • Sales of beauty products for 14 European countries, 2009-15;

  • Consumer spending on personal care goods and services for 18 European countries, 2009-14;

  • Europe’s top 15 beauty specialists with revenues, store numbers and market shares.

And our coverage of the five major markets includes proprietary Mintel consumer research. The results of our consumer surveys can be found in the relevant sections of the individual country reports as well as in Executive Summary – Europe - The Consumer and in the Databook.

Our UK report also includes further consumer research.

Technical notes

Market size

Mintel’s market sizes

Our Europe-wide market size data is included in the Executive Summary – Europe - The Market section.

• For 14 countries, we provide total beauty product market sizes, 2009-15 and a 2016 forecast (the 19 countries covered in this report, excluding Czech Rep. Greece, Hungary, Ireland and Poland).

• And for each of the big five markets covered in this report (UK, France, Germany, Italy and Spain) we then break down the market size data into the beauty sub-categories shown below.

• For the big five markets we also provide market size data for other personal care items where available, as defined below.

Mintel’s Market size includes:

Beauty: Body, hand and footcare; colour cosmetics; facial skincare; and men’s and women’s fragrances.

Other personal care: Deodorants; depilatory products; hair colourants; hair styling agents; oral hygiene; shampoos and conditioners; shaving products; soap, bath and shower products; and suncare.

Data is sourced from the Mintel Market Sizes database, which in turn is derived from multiple sources. In the UK, Mintel market sizes are based on data from Information Resources, Inc. (IRI). These market sizes are quoted including VAT and are for sales through retail outlets, excluding channels such as salons.

National statistics data

Our Executive Summary – Europe - The Market section also includes data on consumer spending on personal care goods and services in total, for 14 countries, 2009-16.

Consumer spending data is quoted including VAT. Data is sourced from national statistics offices and Eurostat, the European Commission’s statistics office.

COICOP code Market Market includes
12.1 Personal care All non-healthcare personal care goods and services
12.1.1 Hairdressing salons and personal grooming establishments Services of hairdressing salons, barbers, beauty shops, manicures, pedicures, Turkish baths, saunas, solariums, non-medical massages, etc.
12.1.2 Electrical appliances for personal care Electric razors and hair trimmers, hairdryers, curling tongs, sunlamps, vibrators, electric toothbrushes, etc.
12.1.3 Personal care products (excl. appliances) Non-electric appliances: razors, scissors, nail files, combs, shaving brushes, hairbrushes, toothbrushes, personal weighing machines, baby scales, etc.; articles for personal hygiene: soap, cleansing oil and milk, shaving soap, shaving cream, toothpaste, etc.; beauty products: lipstick, nail varnish, make-up, hair styling products, pre-shave and after-shave products, sunbathing products, hair removers, fragrances, deodorants, bath products, etc.; other products: toilet paper, paper towels, sanitary towels, cotton wool, nappies, etc.

Retail sector sizes

Retail sales data is adapted from national statistics data for specialised retailers of “Pharmaceutical, Medical, Cosmetic & Toilet goods”. In the UK, this data excludes NHS income from dispensing prescriptions.

  • All retail sales data in the UK report is quoted including VAT.

  • All retailer sales data in the non-UK reports, including in the European Summary section, is quoted excluding VAT.

UK: Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.

Financial definitions

Financial definitions used are:

  • Sales: Turnover as reported by the company, excluding VAT.

  • Operating profits: the return made on trading. This is the profit after depreciation, but before finance charges, tax, amortisation and any exceptional items, such as property profits or impairment charges.

  • Pre-tax profits: Profit after all charges, including exceptional charges but before tax.

  • Operating margin: operating profits as a percentage of sales.

  • Pre-tax margin: pre-tax profits as a percentage of sales.


B2B Business-to-Business sales
B2C Business-to-Consumer sales
BPC Beauty and Personal Care
CAGR Compound Annual Growth Rate
CPI Consumer Price Index
e Mintel Estimate
f Forecast
GDP Gross Domestic Product
: :
: :

VAT around Europe

Figure 1: VAT rates, 2011-15
01-Jan-11 01-Jan-12 01-Jan-13 01-Jan-14 01-Jan-15
% % % % %
Austria 20 20 20 20 20
Belgium 21 21 21 21 21
Czech Republic 20 20 21 21 21
Denmark 25 25 25 25 25
Finland 23 23 24 24 24
France 19.6 19.6 19.6 20 20
: : : : : :
: : : : : :
Back to top