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Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Having grown faster than overall household spending in Spain between 2015 and 2017, consumer spending on personal care goods and services stagnated in 2018, showing a slight 0.6% decrease to €17.1 billion. Nevertheless, we anticipate the market will have started growing again in 2019.


In 2016 and 2017, we saw Spanish beauty and personal care retailers undergo a series of mergers and acquisitions, and focusing on strengthening their online presence in the country. The period of consolidation that followed saw retailers turn their attention back to their stores in an attempt to create a multichannel strategy that efficiently combines offline and online retail. Clarel lost its position as market leader between 2018 and 2019, and specialists continue to battle against supermarkets, pharmacies and other non-specialists to remain competitive in the market.


Our consumer research for this reports shows that while Spanish beauty and personal care shoppers value retailers concerned about sustainability and which are actively trying to reduce their impact on the environment, they also place a lot of value on the experiential side of retail and we have seen a number of players invest heavily to provide guidance and improve the overall shopping experience.

Expert analysis from a specialist in the field

Written by Armando Falcao, 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 in Spain have been focusing on strengthening their ecommerce presence, but they continue to face strong competition from non-specialist retailers across the board. They are turning their attention back to their stores to improve the multichannel shopping experience, hoping to entice consumers with new tech features while also satisfying their growing concerns about the environment and sustainability Armando Falcao
European Retail Analyst

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What's included

What's included

Table of contents

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, 2013-19
            • Sector size and forecast
              • Figure 2: Spain: annual % change in retail sales, 2013-19
            • Inflation
              • Figure 3: Spain: Consumer price inflation on personal care products and services, annual % change, 2013-19
            • Channels of distribution
              • Figure 4: Spain: Estimated distribution of spending on beauty and personal care products by channel, 2018
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 5: Spain: Leading BPC specialists’ shares of all cosmetics and perfumery specialists’ sales, 2019
                • Online
                  • The consumer
                    • Beauty and personal care products purchased
                      • Figure 6: Spain: Beauty and personal care products purchased in the last 12 months, November 2019
                    • 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, November 2019
                    • Where beauty and personal care products are purchased
                      • Figure 8: Spain: Where beauty and personal care products were purchased, November 2019
                    • Attitudes to shopping for beauty and personal care products
                      • Figure 9: Spain: Attitudes to buying beauty and personal care products, November 2019
                    • What we think
                    • Issues and insights

                      • Tech investments to improve guidance and the overall retail experience
                        • The facts
                          • The implications
                            • Gender-neutrality gains traction
                              • The facts
                                • The implications
                                • The market – What you need to know

                                  • Spending on personal care stagnates in 2018
                                    • Fragrances and colour cosmetics grow the fastest
                                      • Specialist retailers continue to face slow growth
                                        • Inflation has stronger impact on services than on products
                                          • Hypermarkets and supermarkets are the main channel of distribution
                                          • Consumer spending

                                                • Figure 10: Spain: Consumer spending on beauty and personal care (incl. VAT), 2013-19
                                              • Product market breakdown
                                                  • Figure 11: Spain: Main beauty and personal care markets, spending (incl. VAT), 2013-19
                                                  • Figure 12: Spain: Main beauty and personal care markets, forecast spending (incl. VAT), 2020-23
                                              • Sector size and forecast

                                                  • Figure 13: Spain: Health & beauty specialists, sales (excl. VAT), 2014-19
                                                  • Figure 14: Spain: Health & beauty specialists, forecast sales (excl. VAT), 2020-24
                                              • Inflation

                                                  • Figure 15: Spain: Consumer prices of personal care items, annual % change, 2013-19
                                                  • Figure 16: Spain: Consumer price inflation on personal care products and services, annual % change, January 2018 – November 2019
                                              • Channels of distribution

                                                  • Figure 17: Spain: Estimated distribution of spending on beauty & personal care products by channel, 2018
                                                  • Figure 18: Spain: Estimated distribution of spending on beauty & personal care products by channel, 2014-18
                                              • Companies and brands – What you need to know

                                                • The period of consolidation carries on
                                                  • Clarel no longer for sale and drops from leadership position
                                                    • Considerable changes in market share
                                                      • Still scope for growth online
                                                      • Leading players

                                                        • Consolidation after acquisitions and change in market leadership
                                                            • Figure 19: Spain: Leading beauty and personal care specialists, sales, 2016-19
                                                            • Figure 20: Spain: Leading beauty and personal care specialists, outlets, 2016-19
                                                            • Figure 21: Spain: Leading beauty and personal care specialists, sales per outlet, 2016-19
                                                        • Market shares

                                                            • Figure 22: Spain: Leading specialists’ shares of all cosmetics and perfumery specialists’ sales, 2016-19
                                                        • Online

                                                          • Online activity
                                                            • Figure 23: Spain: Broadband penetration as % of all households, 2008-19
                                                          • Shopping online
                                                            • Figure 24: Spain: Online purchases in the last 12 months in key sectors, 2008-19
                                                          • Online BPC sales
                                                            • Figure 25: Spain: Estimated online sales by product category, 2018
                                                          • Leading online players
                                                            • Figure 26: Spain: Beauty retailers: transactional websites, December 2019
                                                        • The consumer – What you need to know

                                                          • Consumption increases with age and remains highest among women
                                                            • Around one-quarter shop for BPC online
                                                              • Specialists are used mainly by younger consumers
                                                                • Experiential retail and sustainability are key to success
                                                                • Beauty and personal care products purchased

                                                                  • Beauty and personal care widely used
                                                                    • Figure 27: Spain: Beauty and personal care products purchased in the last 12 months, November 2019
                                                                  • Haircare, beauty and skincare predominantly bought by women
                                                                    • Figure 28: Spain: Beauty and personal care products purchased in the last 12 months, by gender, November 2019
                                                                  • Age plays an important role for beauty and personal care products
                                                                    • Figure 29: Spain: Beauty and personal care products purchased in the last 12 months, by age group, November 2019
                                                                • Online and in-store shopping for BPC products

                                                                  • Spaniards continue to shop mainly in-store
                                                                    • Figure 30: Spain: In-store and online buyers of beauty and personal care products, November 2019
                                                                  • Women remain the predominant online shoppers
                                                                    • Figure 31: Spain: In-store and online buyers of beauty and personal care products, by gender, November 2019
                                                                  • Professionals and young families more likely to shop online
                                                                    • Figure 32: Spain: In-store and online buyers of beauty and personal care products, by age group, November 2019
                                                                • Where beauty and personal care products are purchased

                                                                  • Supermarkets/hypermarkets used by two thirds of consumers
                                                                    • Specialists fairly level in terms of usage
                                                                      • Figure 33: Spain: Where beauty and personal care products were purchased, November 2019
                                                                    • Customer profiles
                                                                      • Figure 34: Spain: Where beauty and personal care products were purchased, by age and income, November 2019
                                                                    • Where people shopped and what they bought
                                                                      • Figure 35: Spain: Beauty and personal care products purchased by retailer used: specialists, November 2019
                                                                      • Figure 36: Spain: BPC products purchased by retailer used: non-specialists, November 2019
                                                                    • Men and women both shop around
                                                                      • Figure 37: Spain: Repertoire of where they purchased beauty and personal care items in the last 12 months, by gender, November 2019
                                                                      • Figure 38: Spain: Repertoire of where they purchased beauty and personal care items in the last 12 months, by age group, November 2019
                                                                  • Attitudes to shopping for beauty and personal care products

                                                                    • Experiential retail and sustainability are key to success
                                                                      • Figure 39: Spain: Attitudes to shopping for BPC products and BPC retailers, November 2019
                                                                    • Clarel and Sephora shoppers are particularly interested in the retail experience
                                                                      • Figure 40: Spain: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: specialists, November 2019
                                                                    • El Corte Inglés shoppers are the most concerned with sustainability
                                                                      • Figure 41: Spain: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: non-specialists, November 2019
                                                                  • Appendix – Data sources, abbreviations and supporting information

                                                                    • Abbreviations
                                                                      • Data sources
                                                                      • Douglas Group

                                                                          • What we think
                                                                            • Expanded online beauty offering with marketplace proposition
                                                                              • Strengthening its position in the luxury cosmetic sector
                                                                                • Store makeovers offering expanded services and innovative experiences
                                                                                  • Beauty-on-demand
                                                                                    • Tapping into the ‘clean’ beauty trend
                                                                                      • Company background
                                                                                        • Company performance
                                                                                          • Figure 42: Douglas Group: group sales performance, 2014/15-2018/19
                                                                                          • Figure 43: Douglas Group: Store data, September 2018
                                                                                          • Figure 44: Douglas Group: Outlet data, 2014/15-2018/19
                                                                                        • Retail offering
                                                                                        • Kiko Milano

                                                                                            • What we think
                                                                                              • Brand new store concept and personalised lipstick
                                                                                                • More store traffic means more opportunities for sales
                                                                                                  • Shifting physical expansion eastwards
                                                                                                    • Targeting a bigger share of the online beauty market
                                                                                                      • Company background
                                                                                                        • Company performance
                                                                                                          • Figure 45: Kiko Milano: Estimated group financial performance, 2014-18
                                                                                                          • Figure 46: Kiko Milano: Estimated outlet data, 2014-18
                                                                                                        • Retail offering
                                                                                                        • Sephora

                                                                                                            • What we think
                                                                                                              • Hyper personalised in-store experience
                                                                                                                • Transforming the at-home beauty experience
                                                                                                                  • A more transparent beauty shopping experience
                                                                                                                    • Tapping into the embryonic cannabis-infused beauty market
                                                                                                                      • Innovative new beauty products
                                                                                                                        • Loyalty-driven credit card and enhanced Beauty Insider perks for frequent shoppers
                                                                                                                          • Company background
                                                                                                                            • Company performance
                                                                                                                              • Figure 47: Sephora: group sales performance, 2014-18
                                                                                                                              • Figure 48: Sephora: Estimated outlet data, 2014-18

                                                                                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                          • Market

                                                                                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                          • Consumer

                                                                                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                          • Brand/Company

                                                                                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                          • Data

                                                                                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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