Slowdown in Spanish sales set to continue
per cent in 2003, reports Euromonitor. However this increase
represented an ongoing slowdown in average growth rates for the
country, a common characteristic in most Western European markets,
due to sluggish global economic conditions.
Baby care, depilatories and deodorants experienced the strongest growth in 2003, advancing 8.9 per cent, 7.7 per cent and 7.4 per cent respectively. By contrast colour cosmetics and fragrances experienced the weakest performance, growing by just 4 per cent and 4.9 per cent respectively.
The abnormal weather conditions that Spain experienced over the summer of 2003, when a heat wave was felt across Europe, had significant consequences for sales of several sectors, especially after the humid summer in 2002. Sectors impacted included deodorants, sun care and depilatories, with the longer and hotter summer pushing already strong summer sales to a new peak.
In 2003 Spain saw a growing trend among cosmetics and toiletries manufactured to focus on male consumption. Segmentation in gender terms emerged with the launch by Jean Paul Gaultier's male-specific colour cosmetics range and L'Oréal's in hair care products marketed with the slogan 'We are also worthy'.
Gender segmentation contributed therefore to maintaining sales in the already mature colour cosmetics and hair care markets.
According to a recent report by the Centro de Estudios Sociologicos (Spanish Social Studies Institute), Spaniards tend to concentrate their shopping on one day a week, usually at the weekend. The reduction in weekday leisure time as office hours increase is leading to Spaniards shopping at the weekend and spending as little time as possible doing so, thereby boosting the importance of supermarkets and hypermarkets.
Two factors are predicted to influence cosmetics and toiletries value sales in Spain over the period 2003 to 2008.
The age at which Spaniards have their first child, currently the oldest in Europe, is increasing the number of 'dinky' - double income no kids yet - couples, and will push up sales of added-value products. The increasing importance of the immigrant population is also to affect sales.
Despite a forecast continued slowdown in sales, Euromonitor predicts that sun care and skin care will remain the most dynamic sectors. Baby care and hair care are also expected to perform strongly.
Oral hygiene and fragrances are expected to be the least dynamic sectors.