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This report provides the results for the Make-up market in Spain from
Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods
(CPG) consumption habits, and forms part of an overall series covering all CPG
product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level
Introduction and Landscape
Why was the report written?
Marketers in the Make-up market face a major challenge. Understanding market
size and segmentation is valuable, but the key to effective targeting is knowing
just how valuable specific consumer groups are, and being able to quantify the
impact of consumer trends. This data report solves these problems by providing
survey-based data on consumer trends and consumer groups, and market data that
shows the exact size of consumer groups, how much of the Make-up market they
account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer
trends will be directly affected. Since the global financial crisis of 2008–2009
the retail market has been characterized by an increase in the amount of
discounted and own-brand products. Nail make-up, face make-up, lip make-up, and
eye make-up are not considered essential items and therefore consumption
patterns have been comparatively affected. As economic and market recovery
continues over 2012, consumption patterns will record a positive trend in both
the Medium and Heavy frequency bands and the amount of Non-users should
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: Nail Make-up, Face
Make-up, Lip Make-up, and Eye Make-up.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Analysis of the Spanish Make-up market by age reveals that Older
Consumers and Pre-Mid-Lifers hold the largest shares in the overall market by
value. Together these age groups account for more than half of the market. This
is a result of their relatively high consumption frequency and high disposable
Analysis of the Spanish Make-up market by wealth group indicates that the Better
Off group has the largest share of the market, accounting for more than half the
total market. This indicates strong potential for premium and aspirational
Analysis of the Spanish Make-up market reveals that the most valuable consumers
have little time to spare. Specifically, Time Poor users account for
approximately a third of the total market. These consumers will value convenient
products that are easy to apply and long lasting.
Consumer survey results indicate that New gender behaviors,
Individualism, and Indulgence are the leading trends influencing Make-up
consumption in Spain. The importance of New gender behaviors highlights the
growing male grooming market, with men taking an increasing interest in their
Private label penetration is low in the Make-up market in Spain. Penetration is
highest for Nail Make-up and Lip Make-up products. This is despite a mature and
concentrated retail environment, which tends to result in successful private
label programs. As such, retailers are expected to increase their investment in
these areas in order to grow their market share.
Eye Make-up consumption is highest among Early Young Adults, declining as
consumers get older. Heavy frequency consumption does increase in the
Pre-Mid-Lifers and Older Consumers age groups; however, Medium and Light
frequency consumption remains prevalent. As such, suppliers should develop
strategies to increase users’ consumption frequency.