Decline for spend on beauty products in Spain

The average Spanish consumer spent €147 (£124) on beauty products last year, a 3% decline on 2015 figures, according to new research.

The data from Kantar Worldpanel, which analyses consumer trends around the world, found that overall, 32.5 million Spanish consumers over the age of 15 purchased a beauty product in 2016.

The most widely purchased products were oral care, purchased by 24.9 million buyers; hair care, bought by 24.7m; bath and shower products, with 21.8m buyers; and deodorants, purchased by 20.9m.

The average rate of purchase was, according to Kantar’s Personal Care Consumer panel, every three weeks.

Kantar said the decline could be partially attributed to a streamlining of beauty routines that sees consumers use fewer product than they did a decade ago. 

In 2016, women used an average of 11 beauty products a week, while men used six. This is, in both instances, one product less than in 2008.

The simplification of beauty routines applies to consumers of all ages, with the biggest reduction seen among those aged 25-44. 

Kantar did, however, comment that the finical crisis, which has hit Spain hard, is also a contributing factor.

Rosa Pilar López, sector director of Kantar Worldpanel, said: “The economic crisis has directly impacted on health and beauty sales.

“But so too have new lifestyle trends and overall pressure on consumers’ time, and as a result shoppers are looking for simplicity and comfort in their personal care routines”. 

The timesaving factor has led to a rise in popularity of products seen to offer multiple benefits, including micellar cleansing water and BB and CC creams.

Micellar cleansing water was bought by half a million Spaniards last year, six times as many as in 2013. There has also been a 51% rise in sales of BB and CC creams – bought by two million consumers last year – in the same time.