Mass Beauty and Personal Care in Spain

PROSPECTS

Mid-priced ranges are back

Better macroeconomic indicators, which are expected to result in steady GDP growth and the decline of the unemployment rate, are set to continue over the coming years. In fact, if political instability allows, Spain is set to be one of the fastest growing economies in 2018 and the following years.

Mass products respond to Spanish consumers’ needs

In contrast to what is set to happen in other industries, within beauty and personal care the growth in average disposable incomes is not set to result in the spectacular growth of premium ranges over the forecast period. Spaniards are increasingly looking for the best way of using their money, and they are likely to continue to prioritise experiences.

Inspiration from premium products

As seen over the review period, mass ranges are set to find their inspiration from premium ranges. The formats and characteristics of new mass products are set to be inspired by premium ranges in the search to satisfy the increasingly demanding average consumer.

COMPETITIVE LANDSCAPE

L’Oréal leads mass beauty and personal care

L’Oréal continued to lead mass beauty and personal care in Spain in value terms in 2017, slightly increasing its share from the previous year. Albeit the company is facing strong competition from private label and mid-priced ranges, the company managed to maintain its lead within the mass segment.

Has Mercadona reached saturation point?

After Mercadona finally reached all the Spanish territory, maintaining past growth rates was difficult. In fact, within mass beauty and personal care its share declined slightly in 2017.

Procter & Gamble España maintains third position

Procter & Gamble España remained the third most important company within mass beauty and personal care in 2017. Despite the company selling an important number of brands within fragrances and colour cosmetics, which are now in the hands of Coty, the company managed to maintain its ranking.

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