2021
0
Spain Beauty and Personal Care Retailing Market Report 2021
2021-02-24T03:01:40+00:00
OX1042609
1095
134852
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Report
en_GB
“Beauty and personal care specialists suffered in 2020 as lockdowns led to temporary store closures across the country. Ecommerce was a clear winner and many specialists have pivoted to multichannel…

Spain Beauty and Personal Care Retailing Market Report 2021

£ 1,095 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Spain Beauty and Personal Care Retailing market including the behaviours, preferences and habits of the consumer.

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

Quickly understand

  • 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.

Covered in this report

Brands feautured: Douglas, Druni S.A, Clarel, Maremor, Sephora, Fund Grube, Avenida, Kiko Milano, Yves Rocher, Aromas, Perfumeria Julia, Marionnaud Parfumeries and more.

Areas of focus:  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.

Expert analysis from a specialist in the field

Written by Piers Butel, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Beauty and personal care specialists suffered in 2020 as lockdowns led to temporary store closures across the country. Ecommerce was a clear winner and many specialists have pivoted to multichannel strategies. Concerns around the pandemic are still particularly high in Spain and retailers will have to improve the in-store experience with a clear focus on the customer’s health and wellbeing, if they want to entice consumers back in-store and compete with supermarkets and online-only retailers.

Piers Butel
European Retail Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • 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, 2014-20
              • Sector size and forecast
                • Figure 2: Spain: annual % change in beauty specialists’ sales and total retail sales, 2014-20
              • Channels of distribution
                • Inflation
                  • Figure 3: Spain: consumer price inflation on personal care products and services, annual % change, 2014-20
                • Companies and brands
                  • Key metrics
                    • Market shares
                      • Figure 4: Spain: leading BPC specialists’ shares of all cosmetics and perfumery specialists’ sales, 2019
                    • Online
                      • The consumer
                        • Beauty and personal care products purchased
                          • 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
                          • Figure 6: Spain: in-store and online buyers of beauty and personal care products, October 2020
                        • Where beauty and personal care products are purchased
                          • Figure 7: Spain: where beauty and personal care products were purchased, October 2020
                        • Attitudes to innovations in BPC
                          • Figure 8: Spain: in-store beauty and personal care innovations, October 2020
                      • The Impact of COVID-19 on Beauty and Personal Care Retailing

                        • Short, medium and long term impact on the sector
                          • 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
                              • Figure 10: Bobbi Brown Virtual Services Homepage, August 2020
                            • Product recommendations using AI
                              • 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
                                                  • 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
                                                    • 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
                                                        • 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
                                                                    • 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
                                                                    • Figure 18: Europe: people who would feel uncomfortable handling/touching products in-store, November 2020*
                                                                  • Spending intentions
                                                                    • Beauty sector sees planned spending decrease
                                                                      • 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
                                                                      • 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
                                                                        • 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
                                                                        • 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
                                                                        • 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
                                                                        • 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

                                                                                  • COVID moves focus from appearance to hygiene
                                                                                    • Optimising physical and digital retail spaces
                                                                                    • The Market – Key Takeaways

                                                                                      • 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

                                                                                                  • Figure 25: Spain: consumer spending on beauty and personal care (incl. VAT), 2014-20
                                                                                              • Sector Size and Forecast

                                                                                                  • Figure 26: Spain: health & beauty specialists, sales (excluding VAT), 2015-20
                                                                                                  • Figure 27: Spain: health & beauty specialists’ sales, forecasts, excluding VAT, 2020-25
                                                                                              • Inflation

                                                                                                  • 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
                                                                                              • Channels of Distribution

                                                                                                • Companies and Brands – Key Takeaways

                                                                                                  • A fragmented market
                                                                                                    • Store sales plummet as pandemic strikes
                                                                                                      • Online experiences unprecedented growth
                                                                                                      • Leading Players

                                                                                                          • Douglas Group
                                                                                                            • Druni
                                                                                                              • Clarel
                                                                                                                • Other players
                                                                                                                  • Figure 30: Spain: leading beauty specialists, sales, 2016-19
                                                                                                                  • Figure 31: Spain: leading beauty and personal care specialists, outlets, 2016-20
                                                                                                              • Market Shares

                                                                                                                  • Figure 32: Spain: leading beauty specialists: shares of all beauty specialists’ sales, 2016-19
                                                                                                              • Online

                                                                                                                • Online activity
                                                                                                                  • Figure 33: Spain: online buyers of beauty and personal care products, by age and gender, October 2020
                                                                                                                • Online BPC sales
                                                                                                                  • Leading online players
                                                                                                                    • Figure 34: Spain: search interest on Google, selected BPC retailers, 12 months, January 2020-December 2020
                                                                                                                • The Consumer – Key Takeaways

                                                                                                                  • 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

                                                                                                                            • Personal care products the most widely used
                                                                                                                              • Figure 35: Spain: where beauty and personal care products were purchased, October 2020
                                                                                                                            • Beauty and skincare products still predominantly bought by women
                                                                                                                              • Figure 36: Spain: changes in beauty and personal care products purchased 2020 vs 2019, by gender, October 2020
                                                                                                                            • Older consumers remain a key demographic
                                                                                                                              • 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

                                                                                                                            • In-store shopping remains first choice in Spain
                                                                                                                              • Figure 38: Spain: in-store and online buyers of beauty and personal care products, October 2020
                                                                                                                            • Women shopping more online than men
                                                                                                                              • 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
                                                                                                                              • 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

                                                                                                                            • Supermarkets/hypermarkets still dominate the sector
                                                                                                                              • Figure 41: Spain: type of retailer used to purchase beauty and personal care products, October 2020
                                                                                                                            • Younger consumers turn to specialists and online retailers
                                                                                                                              • 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
                                                                                                                              • Figure 43: Spain: specialists used and products bought, October 2020
                                                                                                                              • Figure 44: Spain: non-specialists used and products bought, October 2020
                                                                                                                          • Attitudes to Innovations in BPC

                                                                                                                            • In-store
                                                                                                                              • Hygiene and traceability are areas of interest for consumers
                                                                                                                                • 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
                                                                                                                                  • 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
                                                                                                                                  • 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

                                                                                                                                • Abbreviations
                                                                                                                                  • Data sources

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