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Beauty and Personal Care Retailing - Spain - January 2018

“As the Spanish political situation becomes more uncertain with lower rates of economic growth forecast for 2018, beauty specialists will need to work harder to compete with the growing force of supermarkets and fashion retailers that are grabbing share of the beauty market. They need to focus on improving the in-store and online shopping experience, diversifying and offering more beauty services and niche products, as well as becoming more transparent about the provenance and contents of the products they sell.”
– Tamara Sender Ceron, Senior Retail Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Spain: annual % change in total consumer spending on beauty and personal care and total household spending, 2012-17
            • Sector size
              • Figure 2: Spain: annual % change in retail sales, 2012-17
            • Inflation
              • Figure 3: Spain: consumer price inflation on personal care products and services, annual % change, January 2016-October 2017
            • Channels of distribution
              • Figure 4: Spain: estimated channels of distribution of spending on beauty and personal care products, 2016
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 5: Spain: leading specialists’ shares of all cosmetics and perfumery specialists’ sales, 2016/17
                • Online
                  • The consumer
                    • What they bought
                      • Figure 6: Spain: beauty and personal care products purchased, November 2017
                    • In-store vs online
                      • Figure 7: Spain: in-store vs online shoppers for beauty and personal care products, November 2017
                    • Where they shop
                      • Figure 8: Spain: where beauty and personal care products were purchased, November 2017
                    • Attitudes to shopping for beauty and personal care
                      • Figure 9: Spain: attitudes to shopping for BPC products, November 2017
                    • What we think
                    • Issues and insights

                      • What are the main changes we are seeing in the BPC market in Spain?
                        • The facts
                          • The implications
                            • What are the opportunities for driving sales?
                              • The facts
                                • The implications
                                • The market – What you need to know

                                  • Personal care spending grows
                                    • Fragrances biggest beauty category
                                      • Specialist retailers’ sales grow 3.5%
                                        • Rising inflation doesn’t impact beauty
                                          • Supermarkets and beauty specialists dominate BPC spending
                                          • Consumer spending

                                            • Personal care spending
                                                • Figure 10: Spain: consumer spending on beauty and selected other goods (incl. VAT), 2012-17
                                            • Product market breakdown

                                                • Figure 11: Spain: main beauty and personal care markets, spending (incl. VAT) 2012-17
                                                • Figure 12: Spain: main beauty and personal care markets, spending (incl. VAT), 2018-21
                                            • Sector size and forecast

                                                • Figure 13: Spain: health & beauty specialists, sales (excl. VAT), 2012-17
                                                • Figure 14: Spain: health & beauty retailers sales, forecasts, excl. VAT, 2018-22
                                            • Inflation

                                                • Figure 15: Spain: consumer prices of personal care items, annual % change, 2012-17
                                                • Figure 16: Spain: consumer price inflation on personal care products and services, annual % change, January 2016-October 2017
                                            • Channels of distribution

                                                • Figure 17: Spain: estimated channels of distribution of spending on beauty and personal care products, 2016
                                                • Figure 18: Spain: estimated channels of distribution of spending on beauty and personal care products, inc VAT, 2014-16
                                            • Companies and brands – What you need to know

                                              • Beauty market consolidates
                                                • Foreign companies expand presence
                                                  • Clarel leads specialist market
                                                    • Online shopping growing
                                                    • Leading players

                                                      • Main players consolidate
                                                          • Figure 19: Spain: leading beauty specialists, sales, 2013/14-2016/17
                                                          • Figure 20: Spain: leading beauty specialists, outlets, 2013/14-2016/17
                                                          • Figure 21: Spain: leading beauty specialists, sales per outlet, 2013/14-2016/17
                                                      • Market shares

                                                          • Figure 22: Spain: leading specialists’ shares of all cosmetics and perfumery specialists' sales, 2014/15-2016/17
                                                      • Online

                                                        • Online activity
                                                          • Shopping online
                                                            • Figure 23: Spain: online buyers in last 12 months in key sectors, 2008-17
                                                          • Online sales
                                                            • Figure 24: Spain: online sales by product category and type of retailer, 2016
                                                          • Leading online players
                                                            • Figure 25: Spain: beauty retailers: transactional websites, January 2018
                                                          • Pureplays grow focus on beauty
                                                            • Social media
                                                              • Almost half have viewed beauty content
                                                                • Figure 26: Spain: consumers that have seen beauty-related content on social media in the last six months, 2017
                                                              • Tutorials on YouTube and Facebook most popular
                                                                • Figure 27: Spain: top 5 social media activities done in relation to different beauty content creators in the last six months, 2017
                                                              • The benefits of online beauty content
                                                                • Figure 28: Spain: benefits from using tutorial and reviews on social media, 2017
                                                            • The consumer – What you need to know

                                                              • Older women are main beauty buyers
                                                                • Only 24% buy online
                                                                  • Supermarkets lead for buying BPC
                                                                    • Demand for more product transparency
                                                                    • Beauty and personal care products purchased

                                                                      • Beauty and personal care products widely bought
                                                                        • Figure 29: Spain: beauty and personal care products purchased, November 2017
                                                                      • Spanish men keen buyers of fragrances
                                                                        • Figure 30: Spain: beauty and personal care products purchased, by gender, November 2017
                                                                      • Older women are main beauty buyers
                                                                        • Figure 31: Spain: beauty and personal care products purchased, by age group, November 2017
                                                                    • Online and in-store shopping for beauty and personal care products

                                                                      • Only 24% buy online
                                                                        • Figure 32: Spain: in-store vs online shoppers for beauty and personal care products, November 2017
                                                                      • Women more likely to buy online
                                                                        • Figure 33: Spain: in-store vs online shoppers for beauty and personal care products, by gender, November 2017
                                                                        • Figure 34: Spain: in-store vs online shoppers for beauty and personal care products, by age group, November 2017
                                                                      • Make-up popular online purchase
                                                                        • Figure 35: Spain: beauty and personal care products bought in the last 12 months, in-store vs online, November 2017
                                                                    • Where beauty and personal care products are purchased

                                                                      • Supermarkets lead for beauty
                                                                        • Figure 36: Spain: where beauty and personal care products were purchased, November 2017
                                                                      • Sephora has youngest age profile
                                                                        • Figure 37: Spain: where beauty and personal care products were purchased, by age and income, November 2017
                                                                      • Where people shopped and what they bought
                                                                        • Products and drugstores
                                                                          • Figure 38: Spain: BPC products purchased by retailer used, deviation from average: specialists, November 2017
                                                                          • Figure 39: Spain: BPC products purchased by retailer used, deviation from average: non-specialists, November 2017
                                                                      • Attitudes to buying beauty and personal care products

                                                                        • Demand for more product transparency
                                                                            • Figure 40: Spain: attitudes to shopping for beauty products, November 2017
                                                                          • Under-35s buy cheaper products to save money
                                                                            • Figure 41: Spain: attitudes to shopping for beauty products, by age group, November 2017
                                                                          • Demand for beauty services
                                                                          • Appendix – Data sources, abbreviations and supporting Information

                                                                            • Abbreviations
                                                                              • Data sources
                                                                              • A. S. Watson (Europe) (Inc. Marionnaud)

                                                                                  • What we think
                                                                                    • Following the UK
                                                                                      • Discounting
                                                                                        • Service
                                                                                          • Online
                                                                                            • Marionnaud
                                                                                              • Where next
                                                                                                • Company background
                                                                                                  • Company performance
                                                                                                    • Figure 42: A. S. Watson (Europe): group financial performance, 2012-16
                                                                                                    • Figure 43: A. S. Watson (Europe): outlet data, 2012-16
                                                                                                  • Marionnaud
                                                                                                    • Figure 44: Marionnaud France: financial performance, 2012-16
                                                                                                  • Retail offering
                                                                                                    • AS Watson in Europe
                                                                                                      • Figure 45: AS Watson: operating companies in Europe, 2017
                                                                                                    • Savers
                                                                                                      • The Perfume Shop
                                                                                                      • The Body Shop

                                                                                                          • What we think
                                                                                                            • Distinct USP suffered under the weight of L’Oréal ownership
                                                                                                              • Mobile-first e-commerce platform roll-out
                                                                                                                • Shop-in-shop deal with El Corte Inglés an opportunity to attract more customers
                                                                                                                  • Company background
                                                                                                                    • Company performance
                                                                                                                      • Figure 46: The Body Shop - Retail sales: Group financial performance, 2012-16
                                                                                                                      • Figure 47: The Body Shop: Estimated UK sales performance, 2012-16
                                                                                                                      • Figure 48: The Body Shop - Retail Sales: Estimated outlet data, 2012-16
                                                                                                                    • Retail offering
                                                                                                                    • Clarel (Dia)

                                                                                                                        • What we think
                                                                                                                          • Clarel sales slow down
                                                                                                                            • Own-brand range launched across Europe
                                                                                                                              • Digital grows
                                                                                                                                • Company background
                                                                                                                                  • Company performance
                                                                                                                                    • Figure 49: Dia: group financial performance, 2012-16
                                                                                                                                    • Figure 50: Dia: outlet data, 2012-16
                                                                                                                                  • Retail offering
                                                                                                                                  • Douglas Group

                                                                                                                                      • What we think
                                                                                                                                        • Strengthening market position in Spain and Italy
                                                                                                                                          • Transforming the online beauty shopping experience
                                                                                                                                            • Enhanced loyalty card to win new customers
                                                                                                                                              • In-store events to help drive footfall in German shops
                                                                                                                                                • Targeting men with new skincare products range and dedicated in-store spaces
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                        • Figure 51: Douglas Group: group sales performance, 2012/13-2016/17
                                                                                                                                                        • Figure 52: Douglas Group: estimated outlet data, 2012/13-2016/17
                                                                                                                                                      • Retail offering
                                                                                                                                                      • Kiko Milano

                                                                                                                                                          • What we think
                                                                                                                                                            • 20-year celebration leads to collaboration with Vogue Italia
                                                                                                                                                              • KikoID opens in Milan
                                                                                                                                                                • #kikotrendsetters
                                                                                                                                                                  • New CEO
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 53: Kiko Milano, Group sales performance, 2012-17
                                                                                                                                                                        • Figure 54: Kiko Milano, estimated outlet data, 2012-17
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Lush Retail

                                                                                                                                                                          • What we think
                                                                                                                                                                            • Bigger and better shops
                                                                                                                                                                              • New app and virtual shopping assistant to boost customer experience
                                                                                                                                                                                • Expanded payment option with Bitcoin digital currency
                                                                                                                                                                                  • Company background
                                                                                                                                                                                    • Company performance
                                                                                                                                                                                      • Figure 55: Lush Retail Ltd: Group financial performance, 2012/13-2016/17
                                                                                                                                                                                      • Figure 56: Lush Retail Ltd: Outlet data, 2012/13-2016/17
                                                                                                                                                                                    • Retail offering
                                                                                                                                                                                    • Sephora

                                                                                                                                                                                        • What we think
                                                                                                                                                                                          • Rihanna’s Fenty Beauty launched exclusively with Sephora
                                                                                                                                                                                            • Mobile and digital offerings expanded
                                                                                                                                                                                              • Small store format rolled out
                                                                                                                                                                                                • New format introduced in Spain
                                                                                                                                                                                                  • German expansion
                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                        • Figure 57: LVMH: Selective Retailing and estimated Sephora retail sales, 2012-17
                                                                                                                                                                                                        • Figure 58: Sephora: outlet data, 2012-16
                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                      • Yves Rocher

                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                            • Tapping into online marketplaces to reach out to more consumers in Asia
                                                                                                                                                                                                              • Enhanced digital presence strengthens multichannel proposition
                                                                                                                                                                                                                • Innovative one drop shower gel
                                                                                                                                                                                                                  • Company background
                                                                                                                                                                                                                    • Company performance
                                                                                                                                                                                                                      • Figure 59: Rocher Groupe: estimated group sales performance, 2013-17
                                                                                                                                                                                                                      • Figure 60: Rocher Groupe: estimated outlet data, 2013-17
                                                                                                                                                                                                                    • Retail offering

                                                                                                                                                                                                                    Beauty and Personal Care Retailing - Spain - January 2018

                                                                                                                                                                                                                    US $1,343.55 (Excl.Tax)