Men's Toiletries - Spain - March 2008

SUMMARY

Abstract

Supported by a strong economic setting, changing gender roles and suppliers

TABLE OF CONTENTS

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Dynamic growth
• Increasing segmentation creates greater sophistication
• Glowing skincare sales
• Mass distribution gains further ground
• More growth in sight, albeit at a slower rate
• Internal Market Environment
• Key points
• Positive market setting
  • Figure 1: Spanish C&T sales, by sector, at manufacturer selling prices, 2004-06
• Media influences
• Going under the knife
• 'Non-essentials' of most appeal to younger men
  • Figure 2: Penetration of men's toiletries, by type, by age, 2007
• REACH is adopted
• Broader Market Environment
• Key points
• Demographic trends offer opportunities and challenges
  • Figure 3: Trends in Spanish adult male population, by age, 2002-12
• Targeting consumers based on lifestyles rather than age
• Strong economy supports sales, but for how long?
  • Figure 4: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2002-12
• Employment status has a mixed impact on product use
  • Figure 5: Trends in Spanish employment, by gender, 2001-05
• Who's Innovating?
• Key points
• Number of new launches accelerates in the Big Five in 2007
  • Figure 6: New product launches in men's toiletries, by country, 2005-07
• From functionality towards greater product sophistication
  • Figure 7: New product launches in men's toiletries in Spain, by type, 2005-07
• Familiar notes feature in fragrance launches
• Big multinationals in the forefront of product development
• Future opportunities
• Market Size and Forecast
• Key points
• Still strong after all the growth
  • Figure 8: Spanish retail value sales of men's toiletries, at current and constant prices, 2002-12
  • Figure 9: Indexed growth in sales of men's toiletries, by country, 2002-12
• Questions of supply and demand
• What the future holds
  • Figure 10: Spanish retail value sales of men's toiletries and average spend per man (aged 15+), 2002-12
• Segment Performance
• Key points
• Fragrances still account for the bulk of sales, but skincare posts the best growth
  • Figure 11: Spanish retail value sales of men's toiletries, by sector, 2005-07
  • Figure 12: Per cent growth/decline in sales of men's toiletries by type, 2005-07
• Market Share
• Key points
• Multinational dominance
• Yves Saint Laurent licenced to L'Oréal
• Puig and L'Oréal lead in fragrances
• Old fragrance favourites in the selective channel
• Nivea a key name in toiletries
• Selective brands important in skincare
• Niche opportunities
• Companies and Products
• Beiersdorf
• Coty
• L'Oréal
• Procter & Gamble
• Puig
• Brand Communication and Promotion
• Key points
• Lifestyle magazines and the Internet increasingly important in marketing
  • Figure 13: Main monitored media advertising expenditure on men's toiletries, by country, 2005-07
• Big brands, big spend
  • Figure 14: Main monitored media advertising expenditure on men's toiletries in Spain, companies spending over €1 million, 2007
• Channels to Market
• Key points
• Mass-market gains, selective loses
  • Figure 15: Retail sales of men's toiletries in Spain, by outlet type, 2005-07
• Grocery outlets gaining ground
• Self-service is the way forward for drugstores
• Direct sales have further promise
• Consumer -- Pan-European Overview
• Key points
• Potential to increase product penetration in Spain
  • Figure 16: Use of toiletries by men and index of usage, Spain, 2007
• Low use of shaving preps...
• ...but potential for more men's hair removal products
• Fragrance is well used in Spain
• Men are less convinced by hair conditioners
  • Figure 17: Penetration and frequency of use of male toiletries and cosmetics, by type, by country, 2007
• Consumer -- Trends in Spain
• Key Points
• Fragrance growing strongly
  • Figure 18: Trends in use of male toiletries and cosmetics, 2002-07
• Per capita spend peaks in Spain
  • Figure 19: Per capita spend on men's toiletries, by country, 2007
• Consumer -- Product Use in Spain
• Key points
• Varying usage patterns by age
• Skincare -- targeting by age-specific needs
• Higher earners use more toiletries
• Good employment prospects is also good for toiletries usage
  • Figure 20: Use of toiletries by type, by full-time and non-working men, 2007
• Use of toiletries by men by demographic sub-group
• Shaving preparations
  • Figure 21: Use of shaving foam/gel/cream/sticks, by demographic sub-group, 2007
• Aftershave
  • Figure 22: Use of aftershave, by demographic sub-group, 2007
• Face creams/lotions
  • Figure 23: Use of face creams/lotions, by demographic sub-group, 2007
• Deodorants
  • Figure 24: Use of deodorants, by demographic sub-group, 2007
  • Figure 25: Use of shower gels, by demographic sub-group, 2007
• Shampoo
  • Figure 26: Use of shampoo, by demographic sub-group, 2007
• Conditioner
  • Figure 27: Use of conditioner, by demographic sub-group, 2007
• Hairstyling products
  • Figure 28: Use of hairstyling products, by demographic sub-group, 2007
• Consumer -- Usage and Attitudes
• Key points
• French chic, but appearances matter also to Spanish men
  • Figure 29: Attitudes towards personal appearance, by country, 2007
• Appreciation of quality, but reluctance to pay a premium for it
  • Figure 30: Product use, by financial attitudes, 2007
• Male skincare A-OK
  • Figure 31: Product use, by attitudes to skincare, 2007
• Potential for environmentally-friendly products
  • Figure 32: Product use, by attitudes to environmental issues and branding, 2007