Facial Skincare - Spain - June 2008

SUMMARY

Abstract

Facial skincare has put in a dynamic performance in Spain, supported by what has been a period of sustained economic growth and rising consumer prosperity. Though indicators suggest the good times may now be over, double-digit annual growth in skincare is giving way to single-figure growth rates which would be more than respectable in any other national market.

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TABLE OF CONTENTS

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• A dynamic market
• Added-value pushes growth
• Innovate or stagnate
• And advertise or die
• Usage is growing, but potential remains
• The future
• Internal Market Environment
• Key points
• Spanish women remain keen on beauty products
• Forward through segmentation
  • Figure 1: Women's skin type, by country, 2007
  • Figure 2: Trends in women's skin type, 2004-07
• España Verde?
• A healthy body for a healthy skin
• Nutraceuticals and cosmeceuticals
• From the spa to the surgery...
• Broader Market Environment
• Key points
• 50 is the new 30
  • Figure 3: Trends in Spanish adult female population, by age, 2003-13
• Doing it for themselves
  • Figure 4: Trends in Spanish employment by gender*, 2001-05
• Prosperity drives skincare -- and premiumises it
  • Figure 5: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
• Who's Innovating?
• Key points
• The skincare bonanza
• A very busy market
  • Figure 6: New product launches in facial skincare, %, by country, 2003-07
  • Figure 7: Spanish NPD in facial skincare, % by type, 2005-07
• Technology drives the market forward
  • Figure 8: Spanish NPD in facial skincare, by positioning*, 2007
• Along with natural ingredients
• Market leadership goes hand-in-hand with high levels of NPD
  • Figure 9: Spanish NPD in facial skincare, % by company, 2005-07
• The science of skincare
• Cosmeceuticals and nutriceuticals
• Doing what comes naturally
• Seniors...
• ...and juniors
• Pushing all the buttons
• Bringing the spa back home
• Treating the mind
• Putting cosmetic surgery in a jar
• Hyper-segmentation adds value
• Market Size and Forecast
• Key points
• Dynamic by any standards
  • Figure 10: Spanish retail value sales of facial skincare, at current and constant prices, 2003-13
• Prospects
• Factors used in the forecast
• Segment Performance
• Key points
• Treatment not cleansing
  • Figure 11: Spanish retail value sales of facial skincare, by type, 2006-08
• Anti-ageing -- the sparkling fountain of youth
  • Figure 12: Spanish retail value sales of anti-ageing products, at current and constant prices, 2003-13
• Moisturisers move upmarket
  • Figure 13: Spanish retail value sales of moisturisers, at current and constant prices, 2003-13
  • Figure 14: Spanish retail value sales of moisturisers, by type, 2006-08
• Cleansers -- solid not sexy
  • Figure 15: Spanish retail value sales of cleansers, at current and constant prices, 2003-13
  • Figure 16: Spanish retail value sales of cleansers, by type, 2006-08
• The treatment vogue
  • Figure 17: Spanish retail value sales of intensive treatments, at current and constant prices, 2003-13
  • Figure 18: Spanish retail value sales of intensive treatments, by type, 2006-08
• Toning it down
  • Figure 19: Spanish retail value sales of toners, at current and constant prices, 2003-13
• Market Share
• Key points
• L'Oréal dominates -- because it's worth it!
  • Figure 20: Brands' value shares of facial skincare, 2006-08
• Companies and Products
• L'Oréal
• Beiersdorf
• Henkel
• Unilever
• Brand Communication and Promotion
• Key points
• Market growth depends on heavy investment
  • Figure 21: Main monitored media advertising spend on facial skincare, by country, 2005-07
• Hey big spender
  • Figure 22: Main monitored media advertising spend on facial skincare, by companies spending €1 million or more, 2007
• Channels to Market
• Key points
• Buying skincare from your grocer
  • Figure 23: Spanish retail value sales of facial skincare, by outlet channel, 2006-08
• The trading base -- health & beauty stores
• The food outlet universe
  • Figure 24: Spanish retail value sales of facial skincare, through supermarkets & hypermarkets, by leading operator, 2007
• Consumer -- Pan-European Overview
• Key points
• A little less than average
  • Figure 25: Penetration of skincare products, by women, by country, 2007
• Cream every day keeps wrinkles away
  • Figure 26: Penetration and frequency of using skincare, by women, by country, 2007
• Consumer -- Trends in Spain
• Key points
• Late starters, perhaps, but making up for it
  • Figure 27: Change in consumer base for facial skincare, Spain, 2003-07
• Consumer -- Usage
• Key points
• Anti-ageing -- polarising the customer base?
  • Figure 28: Most valuable consumers for volume sales of anti-ageing/anti-wrinkle creams in Spain (VII), 2007
  • Figure 29: Most valuable consumers for volume sales of anti-ageing/anti-wrinkle creams in Spain (VII), 2007
  • Figure 30: Most valuable consumers for volume sales of cleansing creams* in Spain (VII), 2007
  • Figure 31: Most valuable consumers for volume sales of cleansing creams* in Spain (VII), 2007
• Detailed demographics
• Anti-ageing creams
  • Figure 32: Penetration and frequency of using anti-ageing/anti-wrinkle creams, by women, by demographic sub-group, 2007
• Other face creams and lotions
  • Figure 33: Penetration and frequency of using other face creams and lotions, by women, by demographic sub-group, 2007
• Cleansing cream, milk, lotion, toner and wipes
  • Figure 34: Penetration and frequency of using cleansing cream, milk, lotion, toner & wipes, by women, by demographic sub-group, 2007
• Facial washes, scrubs and masks
  • Figure 35: Penetration and frequency of using facial washes, scrubs & masks, by women, by demographic sub-group, 2007
• Consumer -- Attitudes
• Key points
  • Figure 36: Attitudes towards personal appearance and skincare, by all women and skincare users, 2007
• Spanish women are brand-conscious...
• ...and image-conscious
  • Figure 37: Attitudes towards personal appearance and facial skincare in Spain and comparison index, 2007