Beauty and Personal Care in Spain

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Inflationary pressures and weaker disposable incomes boost sales of mass products
• Mass colour cosmetics attract price-sensitive consumers who are seeking "affordable indulgence"
• L'Oreal maintains its leadership, thanks to meeting evolving consumer trends

PROSPECTS AND OPPORTUNITIES

• Mass sales will continue to be supported to consumers' weakened spending power
• Mass players place a greater focus on at-home experiences through developments in technology
• Emerging competition from players outside of the beauty and personal care space

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Economic hardships hamper the overall performance of premium options
• Stronger demand for dermocosmetics is creating mass competition for premium and prestige brands
• L'Oreal's premium brands see competition from their mass counterparts

PROSPECTS AND OPPORTUNITIES

• Economic uncertainty creates a weak outlook for premium brands
• Premium players set to tap into TikTok trend to attract a younger consumer audience
• Ongoing innovation increasingly important to support premium sales

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Sluggish birth rates and activity-focussed spending place downwards pressure on sales
• Economic factors also impact sales in baby and child-specific products
• Fragmented category holds opportunities for newcomers, such as seen with Mexican specialist brand Ricitos de Oro

PROSPECTS AND OPPORTUNITIES

• Socioeconomic and overarching demographic and societal factors will continue to limit sales
• Baby and child-specific sun care to see more developments
• Ongoing need to target product variants to older children and teenagers

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Consumers return to pre-pandemic habits, impacting overall category performance
• Cost-saving habits and trading down further limit sales
• Private label Mercadona maintains category leadership thanks to its affordable prices

PROSPECTS AND OPPORTUNITIES

• Economic factors will continue to influence sales performance
• Brands and consumers alike to place a greater focus on sustainability
• "Skinification" features expected to become increasingly common

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2018-2023
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
• Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• "Indulgence" spending drives growth in colour cosmetics
• TikTok trends help to attract the attention of younger generations
• L'Oreal maintains its lead, while TikTok and celebrity endorsements attract attention for smaller brands

PROSPECTS AND OPPORTUNITIES

• Short-term economic uncertainty will dampen potential sales, but strong baseline demand will remain
• Colour cosmetics and skin care expected to blur together with the launch of new products
• Competition from new players expected to continue over the forecast period

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
• Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
• Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Deodorants continue to perform well thanks to consumers' active lifestyles
• Deodorant creams face challenges after negative press about Nuud
• Unilever maintains lead, yet faces rising competition from private label

PROSPECTS AND OPPORTUNITIES

• Ongoing economic uncertainties will continue to influence sales
• Lack of innovation could lead to sluggish sales, while opportunities lie in natural formulations
• Health trends and sporting activities will help to support ongoing sales

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2018-2023
• Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
• Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
• Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
• Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Economic uncertainties inspire "home spa" trends
• Body hair trends influence sales patterns in depilatories
• Competitive status quo remains balanced thanks to brand dominance in different subcategories

PROSPECTS AND OPPORTUNITIES

• Ongoing economic uncertainty will help to support sales through extending the "home spa" trend
• Ongoing high-tech innovations expected in IPL devices
• Further overall innovation needed to boost sales

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2018-2023
• Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
• Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
• Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
• Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Premium fragrances outperform their mass counterparts as consumers seek to treat themselves
• Unisex options remain niche in Spain, with gender-specific options preferred
• Puig SL maintains lead in extremely brand-fragmented category

PROSPECTS AND OPPORTUNITIES

• Consumers' desire for "affordable indulgence" will help to maintain sales
• New legislation expected to boost focus on sustainability
• Innovation expected to continue over the forecast period, from scents and formulations to new target audiences

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2018-2023
• Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
• Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
• Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
• Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Economic uncertainties inspire "home salon" trends
• Innovative products catch consumers' attention
• L'Oreal maintains company lead thanks to ongoing Garnier innovations, while private label Deliplus steals small share

PROSPECTS AND OPPORTUNITIES

• Ongoing economic uncertainty will help to support sales through extending the "home salon" trend
• Growing focus on ingredients and formulations expected over the forecast period
• Greater focus on personalisation expected - notably for younger consumers

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2018-2023
• Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
• Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
• Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
• Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
• Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
• Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Men's grooming continues to recover in volume terms, but sales remain suppressed by economic factors
• Men's fragrances remain a major driver in men's grooming overall
• Puig maintains company leadership thanks to success of its high-end fragrances

PROSPECTS AND OPPORTUNITIES

• Sales will continue to be influenced by economic factors
• Will Spanish men become more interested in personal grooming over the forecast period?
• Players set to focus on a younger audience demographic

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2018-2023
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2018-2023
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
• Table 95 NBO Company Shares of Men's Grooming: % Value 2019-2023
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2020-2023
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2023-2028
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Oral care continues its slow recovery, with trading down noted
• Tooth whiteners remains the star performer
• Oral-B maintains its lead thanks to remaining front-of-mind for consumers

PROSPECTS AND OPPORTUNITIES

• Economic factors will continue to influence sales trends
• Product innovations could create opportunities for stronger sales
• Tooth whiteners will continue to hold appeal

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2018-2023
• Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
• Table 102 Sales of Toothbrushes by Category: Value 2018-2023
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
• Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
• Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
• Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
• Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Skin care sees healthy value and volume sales, as consumers place high value in such practices
• Product innovation places a strong focus on ingredients
• Private label mimics high-end products to offer at affordable prices

PROSPECTS AND OPPORTUNITIES

• Consumers' desire for "affordable indulgence" will help to maintain sales
• Skin microbiome trends will influence new product developments
• Skin care players to increasingly target a younger consumer audience

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2018-2023
• Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
• Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
• Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
• Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
• Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN SPAIN

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Increase in domestic and international travel helps to boost sales
• Greater consumer understanding of skin health increases demand
• ISDIN maintains its lead thanks to strong local reputation, while Mercadona's private label is cited as "best on the market"

PROSPECTS AND OPPORTUNITIES

• Baseline demand will support ongoing sales over the forecast period
• Greater competition from other categories may arise - but will it last?
• Social media provides opportunities for both education and promotion

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2018-2023
• Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
• Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
• Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
• Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028