Mass Beauty and Personal Care in Spain

PRE-COVID-19 PERFORMANCE

Mass ranges display increased targeting of the needs of specific consumer groups

Mass ranges continued to dominate current value sales of most beauty and personal care categories in 2019. The exception is fragrances where Spaniards’ preference for famous brand names, especially those marketed using popular brand ambassadors, keeps premium brands to the fore.

Natural ranges continue to drive sales

In Spain, mass beauty and personal care consumers are increasingly knowledgeable about the ingredients of the products they use on their skin and seek to avoid chemical ingredients that may cause or exacerbate body or scalp skin conditions. In 2019, beauty and personal care saw mass brands introducing or expanding their lines of products with natural claims, as players identified organic and natural products as a source of growth by meeting consumers’ expectations.

L’Oréal continues to lead mass beauty and personal care while a stronger economy narrows the price gap between private label and small brands

The leading player in beauty and personal care overall, L'Oréal España SA, remained the leading player in mass beauty and personal care in 2019. It continued to hold the top position in mass hair care, due to its strong marketing in collaboration with local ambassadors and ranges that target specific consumer groups, and in mass adult sun care due to the popularity of Garnier Ambre Solaire.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decline by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19. The slight decline will be due to consumers in Spain buying and using fewer products while being required to stay at home during the lockdown period, and also cutting down on spending in view of the weaker economic conditions predicted for the forecast period.

Affected products within mass beauty and personal care

The impact of the COVID-19 pandemic is expected to vary between categories of mass beauty and personal care in 2020, but the majority of mass-reliant categories, including body wash/shower gel and hair care, will see a steady performance. Hardest hit will be mass adult sun care due to Spanish consumers spending much less time outside in the sun during the lockdown period.

Recovery and opportunities

Mass beauty and personal care sales are expected to normalise and return to positive value growth at constant 2019 prices from 2021. This will see low but positive value growth for mass beauty and personal care over the forecast period as a whole.

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