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Beauty and Personal Care Retailing - Spain - January 2019

“Beauty and personal care specialists will have to offer a more compelling in-store and online experience in the next few years if they are to fend off the competitive challenge from non-specialist retailers. At the same time, they are going to have to adjust their business models to take into account consumers’ growing concern about environmental and ethical issues.”
– Michael Oliver, Senior Retail Analyst

This report looks at the following areas:

  • Shoppers showing more interest in environmental and ethical issues
  • The opportunity to consolidate the role of physical stores

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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, 2013-18
            • Sector size
              • Figure 2: Spain: annual % change in retail sales, 2013-18
            • Inflation
              • Figure 3: Spain: consumer price inflation on personal care products and services, annual % change, 2013-18
            • Channels of distribution
              • Figure 4: Spain: estimated distribution of spending on beauty and personal care products by channel, 2017
            • Companies and brands
              • Leading players
                • Market shares
                  • Figure 5: Spain: leading BPC specialists’ shares of all cosmetics and perfumery specialists’ sales, 2017/18
                • Online
                  • The consumer
                    • Beauty and personal care products purchased
                      • Figure 6: Spain: beauty and personal care products purchased, October 2018
                    • Online and in-store shopping for beauty and personal care products
                      • Figure 7: Spain: in-store and online buyers of beauty and personal care products, October 2018
                    • Where beauty and personal care products are purchased
                      • Figure 8: Spain: where beauty and personal care products were purchased, October 2018
                    • Attitudes to shopping for beauty and personal care products
                      • Figure 9: Spain: attitudes to shopping for beauty and personal care products, October 2018
                    • What we think
                    • Issues and Insights

                      • Shoppers showing more interest in environmental and ethical issues
                        • The facts
                          • The implications
                            • The opportunity to consolidate the role of physical stores
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Personal care spending growing at above-average rate
                                    • Fragrances is biggest and fastest-growing sector
                                      • Specialist retailers see modest sales growth
                                        • Inflation has limited impact on beauty
                                          • Specialists battling hypermarkets/supermarkets
                                          • Consumer Spending

                                            • Personal care spending growing at above-average rate
                                                • Figure 10: Spain: consumer spending on beauty and personal care (incl. VAT), 2013-18
                                              • Product market breakdown
                                                  • Figure 11: Spain: main beauty and personal care markets, spending (incl. VAT), 2013-18
                                                  • Figure 12: Spain: main beauty and personal care markets, forecast spending (incl. VAT), 2019-22
                                              • Sector Size and Forecast

                                                  • Figure 13: Spain: health & beauty specialists, sales, excl. VAT, 2014-18
                                                  • Figure 14: Spain: health & beauty retailers, forecast sales, excl. VAT, 2019-23
                                              • Inflation

                                                  • Figure 15: Spain: consumer prices of personal care items, annual % change, 2013-18
                                                  • Figure 16: Spain: consumer price inflation on personal care products and services, annual % change, January 2017-November 2018
                                              • Channels of Distribution

                                                  • Figure 17: Spain: estimated distribution of spending on beauty and personal care products by channel, 2017
                                                  • Figure 18: Spain: estimated distribution of spending on beauty and personal care products by channel, 2015-17
                                              • Companies and Brands – What You Need to Know

                                                • Industry takes stock after frenetic period of consolidation
                                                  • Market leader Clarel under pressure and up for sale
                                                    • Competition intensifies
                                                      • Online sales still relatively undeveloped
                                                      • Leading Players

                                                        • Industry takes stock after frenetic period of consolidation
                                                            • Figure 19: Spain: leading beauty and personal care specialists, sales, 2014/15-2017/18
                                                            • Figure 20: Spain: leading beauty and personal care specialists, outlets, 2014/15-2017/18
                                                            • Figure 21: Spain: leading beauty specialists, sales per outlet, 2015/16-2017/18
                                                        • Market Shares

                                                            • Figure 22: Spain: leading specialists’ shares of all cosmetics and perfumery specialists' sales, 2014/15-2017/18
                                                        • Online

                                                          • Online activity
                                                            • Shopping online
                                                              • Figure 23: Spain: online purchases in the last 12 months in key sectors, 2008-18
                                                            • Online sales
                                                              • Figure 24: Spain: estimated online sales by product category, 2017
                                                            • Leading online players
                                                              • Figure 25: Spain: beauty retailers: transactional websites, January 2019
                                                          • The Consumer – What You Need to Know

                                                            • Older women are important buyers
                                                              • Just a quarter buy online
                                                                • Supermarkets/hypermarkets are the most popular places to buy
                                                                  • Environmental and ethical concerns coming to the fore
                                                                  • Beauty and Personal Care Products Purchased

                                                                    • Beauty and personal care products have almost universal purchasing
                                                                      • Figure 26: Spain: beauty and personal care products purchased in the last 12 months, October 2018
                                                                    • Fragrances/aftershaves most likely to be bought by men
                                                                      • Figure 27: Spain: beauty and personal care products purchased in the last 12 months, by gender, October 2018
                                                                    • Older women are important buyers of beauty and personal care products
                                                                      • Figure 28: Spain: beauty and personal care products purchased, by age group, October 2018
                                                                  • Online and In-store Shopping for Beauty and Personal Care Products

                                                                    • Little change in online shopper numbers
                                                                      • Figure 29: Spain: in-store and online buyers of beauty and personal care products, October 2018
                                                                    • Women are bigger online shoppers
                                                                      • Figure 30: Spain: in-store and online buyers of beauty and personal care products, by gender, October 2018
                                                                    • Family drives online purchasing
                                                                      • Figure 31: Spain: in-store and online buyers of beauty and personal care products, by age group, October 2018
                                                                    • Online sales in some segments being boosted by tutorials
                                                                      • Figure 32: Spain: beauty and personal care products bought in the last 12 months, in-store vs online, October 2018
                                                                  • Where Beauty and Personal Care Products are Purchased

                                                                    • Supermarkets/hypermarkets are the dominant source of purchase
                                                                      • Figure 33: Spain: where beauty and personal care products were purchased, October 2018
                                                                    • Primor’s appeal is with younger customers
                                                                      • Figure 34: Spain: where beauty and personal care products were purchased, by age and income, October 2018
                                                                    • Where people shopped and what they bought
                                                                      • Products and specialists
                                                                        • Figure 35: Spain: BPC products purchased by retailer used, deviation from average: specialists, October 2018
                                                                        • Figure 36: Spain: BPC products purchased by retailer used, deviation from average: non-specialists, October 2018
                                                                    • Attitudes to Shopping for Beauty and Personal Care Products

                                                                      • Environmental and ethical concerns coming to the fore
                                                                        • Figure 37: Spain: attitudes to buying beauty and personal care products, October 2018
                                                                      • Interest in ethical production and natural ingredients is broadly spread
                                                                        • Figure 38: Spain: attitudes to buying beauty and personal care products, by age group, October 2018
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                      • Abbreviations
                                                                        • Data sources
                                                                        • AS Watson

                                                                            • What we think
                                                                              • Diverse collection of businesses
                                                                                • Recent focus on service and online
                                                                                  • Marionnaud a poor fit for AS Watson structure
                                                                                    • Where next?
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 39: AS Watson (Europe): group financial performance, 2013-17
                                                                                          • Figure 40: AS Watson (Europe): outlet data, 2013-17
                                                                                        • Retail offering
                                                                                          • Rossmann
                                                                                            • Kruidvat and Superdrug
                                                                                              • Savers and Prijsmepper
                                                                                                • Other businesses
                                                                                                  • Figure 41: AS Watson Europe, operating companies, 2017
                                                                                              • Clarel

                                                                                                  • What we think
                                                                                                    • Dia wants to sell Clarel
                                                                                                      • Overstored?
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 42: Clarel, gross sales, 2013-17
                                                                                                            • Figure 43: Clarel: outlet data, 2013-17
                                                                                                          • Retail offering
                                                                                                          • Douglas Group

                                                                                                              • What we think
                                                                                                                • New CEO’s bold new strategy to rejuvenate and reposition the brand more upmarket
                                                                                                                  • Modernising bricks-and-mortar stores
                                                                                                                    • Website enhancements help grow online sales
                                                                                                                      • Innovative and exclusive product mix
                                                                                                                        • High value of Beauty Card members
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 44: Douglas Group: group sales performance, 2013/14-2017/18
                                                                                                                              • Figure 45: Douglas Group: estimated outlet data, 2013/14-2017/18
                                                                                                                            • Retail offering
                                                                                                                            • Kiko Milano

                                                                                                                                • What we think
                                                                                                                                  • Hits the buffers in key markets including US, UK and Germany
                                                                                                                                    • Injection of capital will allow it to retarget its expansion
                                                                                                                                      • Online offers wide international coverage but some stores will be necessary
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 46: Kiko Milano: group financial performance, 2013-17
                                                                                                                                            • Figure 47: Kiko Milano: outlet data, 2013-17
                                                                                                                                          • Retail offering
                                                                                                                                          • Sephora

                                                                                                                                              • What we think
                                                                                                                                                • Continuous product launches help drive success
                                                                                                                                                  • Pursuing new expansion in Germany and Russia
                                                                                                                                                    • Use of technology and service drives store appeal
                                                                                                                                                      • Company background
                                                                                                                                                        • Company performance
                                                                                                                                                          • Figure 48: Sephora: group financial performance, 2013-17
                                                                                                                                                          • Figure 49: Sephora: outlet data, 2013-17
                                                                                                                                                        • Retail offering
                                                                                                                                                        • Yves Rocher

                                                                                                                                                            • What we think
                                                                                                                                                              • Focused on creating a more immersive in-store experience
                                                                                                                                                                • Creative pop-up store and bespoke off-site experiences
                                                                                                                                                                  • Acquisition to boost market penetration outside the euro area
                                                                                                                                                                    • Alternative packaging breakthrough to reduce ecological footprint
                                                                                                                                                                      • Company background
                                                                                                                                                                        • Company performance
                                                                                                                                                                          • Figure 50: Rocher Groupe: estimated group sales performance, 2014-18
                                                                                                                                                                          • Figure 51: Rocher Groupe: estimated outlet data, 2014-18
                                                                                                                                                                        • Retail offering

                                                                                                                                                                        Beauty and Personal Care Retailing - Spain - January 2019

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