Suncare Preparations - Spain - December 2008
About this report
After years of dynamic growth, the Spanish suncare market posted a further improvement of nearly 7% in 2008, totalling an estimated €312 million. While growth is slowing down, the market remains healthy and holds further potential for expanding the current consumer base. Spanish consumers have become more aware of the dangers of inadequate sun protection, which has supported sales, as has greater demand for self-tanners. Suppliers have invested in developing products with increasing sophistication, including anti-ageing properties, which typically carry higher unit prices and thus add market value.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.
Each report contains comprehensive analysis into:
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* Market trends
* Leading manufacturers
* Consumer trends
* Sales forecasts
Contents
Issues in the Market
Definition
Excluded
Consumer research
Abbreviations
Market in Brief
Still sunny
Improved awareness of sun safety supports protection products
Good demand for anti-ageing sun preparations
Own-labels still small, but gaining ground
Grocery multiples increasingly important
Going forward
Internal Market Environment
Key points
Warm summer weather and increased foreign tourism benefit suncare sales
Figure 1: Average temperature and rainfall in Spain
Figure 2: International tourist arrivals to Spain, by residence, 2007
Changing attitudes towards sun safety
Growing C&T universe
Figure 3: Spanish C&T market, % share by sector, 2007
New chemical regulation
Broader Market Environment
Key points
Greying population offers opportunities for anti-ageing suncare
Figure 4: Trends in the age structure of the Spanish population, by gender, 2003-13
Deteriorating economy and declining employment have a negative impact
Figure 5: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2003-13
Figure 6: Trends in Spanish employment, by gender, 2001-05
Who’s Innovating?
Key points
Spain’s share of the ‘big 5’ declines
Figure 7: New product launches, % by country, 2005-08
Main focus remains on sun protection
Figure 8: New product launches in Spain, by category, 2005-08
L’Oréal at the forefront of new product development
Figure 9: New product launches in Spain, by company, 2005-08
High-factor sun protectors fight premature skin ageing
Area-specific self-tanners
Cooling down with after-sun
Market Size and Forecast
Key points
Continued growth
Figure 10: Spanish retail value sales of suncare preparations, at current and constant prices, 2003-13
Sun protection products dominate
Figure 11: Spanish retail value sales of suncare preparations, by type, 2006-08
Mass-market products take the lion’s share
Sun protection in a pill
Defying premature ageing
Marketing to men
The future
Factors used in the forecast
Segment Performance
Key points
High factor lotions post the most dynamic growth
Figure 12: Spanish retail value sales of sun protection products, at current and constant prices, 2003-13
Figure 13: Spanish retail value sales of sun protection products, by factor, 2006-08
A more moderate performance for self-tanners
Figure 14: Spanish retail value sales of self-tanning products, at current and constant prices, 2003-13
Lack of suncare regime works against after-sun products
Figure 15: Spanish retail value sales of after-sun products, at current and constant prices, 2003-13
Market Share
Key points
Large multinationals dominate, but own-labels posting strong growth
Figure 16: Manufacturers’ retail value shares of suncare preparations, 2006-08
Companies and Products
L’Oréal
Beiersdorf
Coty
Brand Communication and Promotion
Key points
Adspend increases strongly in Spain
Figure 17: Main monitored media advertising expenditure on suncare preparations, by country, 2005-07
Heaviest investment from leading multinationals
Figure 18: Main monitored media advertising expenditure on suncare, by company, Spain, 2007
The online experience
Channels to Market
Key points
Grocery multiples increase their importance
Figure 19: Spanish retail value sales of suncare preparations, by outlet type, 2006-08
The Consumer – Pan-European Overview
Key points
Spaniards number two for suncare use
Figure 20: Penetration of suncare preparations amongst women, by type, by country, 2007
Figure 21: Penetration of suncare preparations amongst men, by type, by country, 2007
The Consumer – Trends in Spain
Key points
Bias towards 20-44-year-olds
Figure 22: Penetration of suncare preparations, by type, by women, 2007
Figure 23: Penetration and frequency of using suntan lotions, oils & creams, by women, 2007
Room to improve amongst men
Figure 24: Penetration of suncare preparations amongst men, by type, by men, 2007
Figure 25: Penetration and frequency of using suntan lotions, oils & creams, by men, 2007
Short-term trends show little change
Figure 26: Trends in penetration of suncare preparations amongst women, by type, 2004-07
Figure 27: Trends in frequency of using suntan lotions, oils and creams amongst women, 2004-07
Figure 28: Trends in penetration of suncare preparations amongst men, by type, 2004-07
Figure 29: Trends in frequency of using suntan lotions, oils and creams amongst men, 2004-07
The Consumer – Attitudes
Key points
Holidaying remains important to the suncare market
Figure 30: Attitudes towards holidays, by women, by product use, 2007
Figure 31: Attitudes towards media and advertising, by women, by product use, 2007
Users of pre-sun and self-tanning preparations keen on youthful and healthy looks
Figure 32: Attitudes towards grooming and health, by women, by product use, 2007
Figure 33: Attitudes towards quality and brands, by women, by product use, 2007
Figure 34: Attitudes towards ethics, by women, by product use, 2007
Could men be convinced to take on self-tanning products?
Figure 35: Attitudes towards holidays, by men, by product use, 2007
Advertising to men challenging
Figure 36: Attitudes towards media and advertising, by men, by product use, 2007
Figure 37: Attitudes towards grooming and health, by men, by product use, 2007
Figure 38: Attitudes towards quality and brands, by men, by product use, 2007
Figure 39: Attitudes towards ethics, by men, by product use, 2007
