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The Spanish Skincare Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Skincare

No. of Pages : 74 Pages


Product Synopsis

This report provides the results for the Skincare market in Spain from Canadean\'s unique, highly detailed study of consumers\' Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Skincare market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Skincare market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

In a market characterized by set personal care routines and ingrained habits typically lasting a life time, the key to longer term success is attracting new customers and encouraging consumption frequency. In the future the ability to target the specific trends that encourage consumers to switch either brands or categories will be key for future success.

What are the key drivers behind recent market changes?

Consumers\' uptake of products and the influence of consumer trends are fundamental causes of change in markets - making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Body Care, Depilatories, Facial Care, Hand Care, and Make-up Remover.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • The consumption frequency of Hand Care increases steadily from a low rate for Kids and Babies to its highest rate for Older Consumers. This indicates that Hand Care product use in Spain is strongly linked to age.
  • The Skincare market in Spain is dominated by the Facial Care category, which constitutes 65% of the market by value but only 10% by volume. This is indicative of the fact that Facial Care products are much more expensive than other categories in this market and consumers are willing to spend on such high end products.
  • Female use constitutes two thirds to the value of the Skincare market in Spain. This is not in line with the Male: Female ratio within the Spanish population, indicating that the average Female consumes far more Skin Care products than the average Male.

Key Highlights

  • Not only do a large proportion of Spanish consumers, in certain categories at least, highlight that specific consumer trends have an influence on their consumption, this translates into a significant proportion of actual value being directly influenced as well. Consumers are therefore acting on these trends enough to ensure that targeting them, in the right categories, is essential to success.
  • Although the Skin Care market is currently dominated by Branded Products in Spain, Private Label products also have a significant share. This indicates that, although consumers are currently brand loyal, there is room for growth in the Private Label market.
  • Body Care products are the most consumed by volume, accounting for 69% of the market. This category only has a value market share of 23%, indicating that suppliers should focus on developing more premium and value-added products.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Skincare Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Body Care
3.2.2 Depilatories
3.2.3 Facial Care
3.2.4 Hand Care
3.2.5 Make-up Remover
3.3 Behavioral Trends and Market Value
3.3.1 Body Care
3.3.2 Depilatories
3.3.3 Facial Care
3.3.4 Hand Care
3.3.5 Make-up Remover

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Body Care
4.1.2 Depilatories
4.1.3 Facial Care
4.1.4 Hand Care
4.1.5 Make-up Remover
4.2 Consumer Profiles by Product Category
4.2.1 Body Care
4.2.2 Depilatories
4.2.3 Facial Care
4.2.4 Hand Care
4.2.5 Make-up Remover

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Skincare Brand Choice and Private Label Consumer Penetration
5.2.1 Body Care
5.2.2 Depilatories
5.2.3 Facial Care
5.2.4 Hand Care
5.2.5 Make-up Remover

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Skincare
6.1.2 Body Care
6.1.3 Depilatories
6.1.4 Facial Care
6.1.5 Hand Care
6.1.6 Make-up Remover

7 Consumption Impact: Market Valuation
7.1 Skincare Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Skincare Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Skincare Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Skincare
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Body Care
8.2.2 Retail Share by Volume - Depilatories
8.2.3 Retail Share by Volume - Facial Care
8.2.4 Retail Share by Volume - Hand Care
8.2.5 Retail Share by Volume - Make-up Remover
8.3 Profiles of End-Consumers of Skincare, by Retailer Used
8.3.1 Auchan
8.3.2 Carrefour
8.3.3 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table


Table 1: Volume Units for the Skincare Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Skincare Value Share (%), by Age Groups, 2012
Table 5: Spain Skincare Value Share (%), by Gender, 2012
Table 6: Spain Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Skincare Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Skincare Value Share (%) by Wealth Groups, 2012
Table 9: Spain Skincare Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Body Care Consumer Group Share (% market value), 2012
Table 11: Spain Depilatories Consumer Group Share (% market value), 2012
Table 12: Spain Facial Care Consumer Group Share (% market value), 2012
Table 13: Spain Hand Care Consumer Group Share (% market value), 2012
Table 14: Spain Make-up Remover Consumer Group Share (% market value), 2012
Table 15: Spain Total Body Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Spain Total Depilatories Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 17: Spain Total Facial Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Spain Total Hand Care Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Spain Total Make-up Remover Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Spain Body Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Spain Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Spain Depilatories Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 23: Spain Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 24: Spain Facial Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Spain Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Spain Hand Care Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Spain Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Spain Make-up Remover Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Spain Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Spain Body Care Consumer Profiles (% consumers by sub-group), 2012
Table 31: Spain Depilatories Consumer Profiles (% consumers by sub-group), 2012
Table 32: Spain Facial Care Consumer Profiles (% consumers by sub-group), 2012
Table 33: Spain Hand Care Consumer Profiles (% consumers by sub-group), 2012
Table 34: Spain Make-up Remover Consumer Profiles (% consumers by sub-group), 2012
Table 35: Spain Skincare Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 36: Spain Body Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 37: Spain Depilatories Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 38: Spain Facial Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 39: Spain Hand Care Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 40: Spain Make-up Remover Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 41: Spain, Skincare: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 42: Spain, Body Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 43: Spain, Depilatories: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 44: Spain, Facial Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 45: Spain, Hand Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 46: Spain, Make-up Remover: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 47: Spain Skincare Market Value (Euro million), by Category, 2012
Table 48: Spain Skincare Market Value (US$ million), by Category, 2012
Table 49: Spain Skincare Market Volume (Ltrs m), by Category, 2012
Table 50: Spain Skincare Market Value (US$ million), by Category, 2012
Table 51: Spain Skincare Expenditure Per Capita (Euro), by Category, 2012
Table 52: Spain Skincare Expenditure Per Capita (US$), by Category, 2012
Table 53: Spain Skincare Expenditure Per Household (Euro), by Category
Table 54: Spain Skincare Expenditure Per Household (US$), by Category
Table 55: Spain Skincare Market Volume (Ltrs m), by Category, 2012
Table 56: Spain Skincare Consumption Per Capita (Ltrs) by Category, 2012
Table 57: Spain Skincare Consumption Per Household (Ltrs) by Category, 2012
Table 58: Spain Skincare Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 59: Spain Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 60: Spain Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 61: Spain Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 62: Spain Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 63: Spain Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 64: Spain: Profile of Skincare Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 65: Spain: Profile of Skincare Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 66: Spain: Profile of Skincare Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart


Figure 1: Consumer Trends Report Methodology
Figure 2: Spain Skincare Value Share (%), by Age Groups, 2012
Figure 3: Spain Skincare Value Share (%), by Gender, 2012
Figure 4: Spain Skincare Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Skincare Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Skincare Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Skincare Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Body Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Body Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Depilatories Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Depilatories Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Facial Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Facial Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Hand Care Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Spain Hand Care Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Spain Make-up Remover Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Spain Make-up Remover Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Spain Skincare Market Value (US$ million), by Category, 2012
Figure 19: Spain Skincare Expenditure Per Capita (US$), by Category, 2012
Figure 20: Spain Skincare Expenditure Per Household (US$), by Category
Figure 21: Spain Skincare Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 22: Spain Body Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 23: Spain Depilatories Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 24: Spain Facial Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 25: Spain Hand Care Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 26: Spain Make-up Remover Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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