Spaniards look for well-being and simplicity in Beauty

The consumption of beauty products is changing in Spain. It is marked by consumers paying more attention to care and well-being, the search for good prices and the practice of simpler routines. The latest study by Kantar for Stanpa, the National Perfumery and Cosmetics Association in Spain, analyses how the personal care habits and routines of Spaniards have changed since 2015, and the main challenges and opportunities that the sector faces in the future.

Consumption of personal care products in 2018

During the past year, the purchase of personal care and beauty products fell by 0.4% in value and 0.5% in volume. Despite the decline, many categories grew, especially those related to the care concept such as shampoo, beauty cream, bath and shower products. On the other hand, the perfume and fragrance category along with shaving products, diminished and had a negative impact on the sector.

Regarding the boom in natural products, 32% of the population believes that they are more effective, although this is only the reason for purchasing in 15.9% of cases.

The study also highlights that, although we continue to look at price when we buy, premiumisation continues to work when it is focused on care. In the shampoo category for example, advertising ingredients for maintenance and care resulted in increased sales. This growing importance of care is also reflected in the retailer, with growth in value and penetration of its "exclusive" brands, such as Lidl's Cien and Mercadona's Sisbela, compared to their most basic lines.

According to Rosa Pilar López, expert in personal care habits in Kantar who is responsible for the Beauty consumer panel, "lack of time and new lifestyles make us look for simplicity and practicality in our care routines". This change in habits has led in 2018 to an increase in buyers for dual-use products such as micellar water (7.8%), BB Cream (5.2%) and dry shampoo (1.5%).

Personal care is feminine but less and less so

Women add more categories to their weekly routines, with an average of 12.9 products used per week, compared to 5.9 for men. Men have become more interested in facial care, but continue to abandon shaving - 1.14 million less men shave once a week compared to 2014. More women use mascara, but less buy foundation (a decline in weekly use of -7.9% compared to 2014). Product use depends on age: young people prefer powders and corrector and more mature consumers prefer lipstick and blusher.

Personal care: future trends

The study also identifies other major trends in the current consumption of beauty and self-care products:

• Routines are simplified. With less time to take care of oneself, the habits of care and hygiene become simpler and offer a higher potential for new product options.
• The consumer is "premiumised". Price is still important but more and more people want products with added benefits and they are willing to pay more for them.
• Online is the channel that grows the most. Although the physical channels (super, hyper and discount) are still preferred for purchase.

Rosa Pilar López concludes that "understanding what and who is behind each routine is crucial for anticipating future trends".

On the challenges facing the sector, Kantar's study points to the increase in over-45 buyers, a new competitor in the form of fashion chains with their beauty brands and self-care, and innovation as a lever of growth because consumers are interested in experimenting with new products.

* Beauty sector: perfumery, cosmetics and personal hygiene. Study sample: 20,000 individuals representative of the Spanish population.

Source: Worldpanel Beauty