Women's Body Care Questionnaire

Women's Bodycare - Spain 

Questionnaire on Women's Body Care in Spain-Consumer – Usage and Attitudes

●              Women aged 25-44 form the core consumer group for body lotions, while hand care products are biased towards 45-64-year-olds.

●              Enticing under-35s to take up hand lotions is a major challenge for suppliers.

●              Spanish women generally pay great attention to their personal appearance.

25-44s, top earners and working women are key users of body lotions

●              Penetration of body lotions and creams peaks amongst 25-34s, 78% of whom use the products. However, it is 25-44-year-olds who show the highest volume use, making this age group relatively the most important to volume sales.

●              While the top two income groups post the highest penetration, volume use is biased towards women on the lowest incomes. In terms of employment status, working women are key to the market. Many of these women will work in offices with air conditioning, which can make the skin feel tight and dry. However, they also show low volume use, suggesting that while these women may be inclined to spend more money on their products, they tend to use them sparingly, perhaps not having the time to incorporate bodycare into their daily beauty routines.

●              Penetration and frequency of use are highest in the Canary Islands where the hot climate calls for regular moisturisation of the body.

●              Products such as Unilever’s Dove Pro Age, aimed at women aged 45+, should help attract more mature women to the market. Overall, however, the key for further market growth lies in encouraging the regime use of bodycare.

Hand creams have a more mature profile

●              In comparison to body lotions, hand care has a clearly more mature user profile, with a bias towards 45-64-year-olds. Eight out of ten women in this age group use hand creams and lotions and are key to volume sales thanks to their frequent product replacement.

●              Hands can easily give one’s age away and special anti-ageing products, such as the recently launched Oriflame ‘time-reversing’, restoring hand cream with SPF12 for dry mature skin, thus have particular appeal amongst older women. Suppliers who offer added value, for example, by giving out a free pair of cotton gloves with a hand care product for better absorption, could support further sales.

●              Income makes very little difference to the take-up of hand care products, but there is a minor bias towards full-time workers. Similar to body lotions, women in the lowest income group contribute relatively the most to volume sales. Those doing manual jobs are likely to require frequent hand washing, thus making the skin dry.

●              There is also a bias towards women without children and those living in one- and two-person households, reflecting the more mature profile of hand care users.

●              A key challenge for suppliers is how to entice 15-34-year-olds to take on hand creams – women this age are below the average both in terms of penetration and frequency of use. One way to approach these younger consumers is to emphasise the preventative benefits of a regular hand care regime on ageing. Younger women could also be targeted with more fun, colourful products.

Detailed demographics

For the following tables, Mintel has calculated a volume importance index (VII) to indicate those groups of consumers that contribute most highly to volume sales. This is calculated by multiplying the incidence of use with the highest usage percentage and comparing it with the result for all adults. It follows that, where a high proportion of users use a product frequently, they will produce a high index and will be relatively more important for volume sales. Correspondingly, low usage and low frequency will produce a low index.

FIGURE 1: Penetration and frequency of using body creams and lotions, by women, by demographic sub-group, 2008

Base: 5,430 women and 3,981 women who use

	Use body creams and lotions	More than once a day	Once a day	2-3 times a week or less*	VII
	%	%	%	%
Women	69	6	39	55	100
Age:
15-24	76	5	31	64	93
25-34	78	6	40	54	113
35-44	73	7	34	59	119
45-54	76	4	42	54	76
55-64	64	5	46	49	80
65+	54	8	42	50	105
Yearly income group:
€0-14,999	63	9	35	57	126
€15,000-19,999	64	4	40	56	65
€20,000-29,999	72	4	36	61	61
€30,000-54,999	80	6	37	58	109
€55,000 and over	76	4	48	48	71
Working status:
Full-time	79	4	42	54	81
Other	80	12	32	57	214
Not working	62	6	38	56	90
Regions:
Centre	72	6	35	59	99
North	70	5	37	58	87
South	64	8	46	45	125
Levante	68	5	38	57	82
Northwest	72	4	34	63	66
Northeast	68	5	39	56	76
Canary Islands	77	15	43	42	267
Presence of children:
Children	71	4	31	64	71
No children	68	7	41	52	110
Number of people in household
1	70	13	44	43	214
2	69	6	45	49	95
3	69	5	38	58	74
4	70	6	34	60	102
5 or more	66	5	35	59	81

* includes not stated

SOURCE: TGI Europa, BMRB – Spain 2008/Mintel

FIGURE 2: Penetration and frequency of using hand creams and lotions, by women, by demographic sub-group, 2008

Base: 5,430 women and 3,959 women who use

	Use hand creams and lotions	More than once a day	Once a day	2-3 times a week or less*	VII
	%	%	%	%
Women	72	33	26	41	100
Age:
15-24	50	24	22	54	51
25-34	69	27	22	51	79
35-44	75	31	25	45	98
45-54	79	38	25	37	128
55-64	80	37	32	31	126
65+	74	36	30	34	115
Yearly income group:
€0-14,999	71	36	27	37	109
€15,000-19,999	71	34	22	43	104
€20,000-29,999	71	28	26	45	86
€30,000-54,999	73	33	25	42	101
€55,000 and over	73	24	32	44	76
Working status:
Full-time	74	32	22	46	101
Other	71	36	23	40	110
Not working	70	32	29	39	94
Regions:
Centre	74	37	28	35	116
North	71	35	26	40	104
South	70	28	26	46	84
Levante	71	38	21	41	113
Northwest	73	27	29	45	83
Northeast	70	33	28	39	99
Canary Islands	74	26	27	48	82
Presence of children:
Children	67	27	23	50	77
No children	73	35	28	37	109
Number of people in household:
1	80	41	25	34	141
2	77	36	30	34	119
3	73	32	25	44	99
4	65	28	26	46	78
5 or more	65	32	25	43	88

* includes not stated

SOURCE: TGI Europa, BMRB – Spain 2008/Mintel

Attitudes

FIGURE 3: Attitudes towards personal appearance, by body and hand care users, 2008

Base: women

	All	Use body creams and lotions	Use hand creams and lotions
	%	%	%
I like to stand out in a crowd	13	14	12
It is important to keep young looking	67	71	69
I spend a lot of money on toiletries and cosmetics for personal use	10	12	11
It is important to be attractive to the opposite sex	52	56	52
I look after my appearance, my image	82	87	85
I like others to look at me	43	47	42
What I want most is to look attractive/well groomed	52	53	52
I use products to keep my skin young and supple	57	67	65
I do some form of sport or exercise at least once a week	42	48	45
I do a lot to keep in shape	46	50	50
What I want most is to be fit and active	70	71	72
Most of the time I'm trying to lose weight	17	18	18
Felt overweight in last year	35	36	37

SOURCE: TGI Europa, BMRB – Spain 2008/Mintel

●              Women who use firming and anti-cellulite treatments are the most image-conscious and are clearly aware of the marketing message behind these products. They look after their personal appearance both through the use of cosmetics and toiletries, and exercise. Advertising and selling bodycare products in health clubs, gyms and spas could thus be a good way to reach these consumers.

●              Spanish women in general pay a great deal of attention to their looks, with nearly seven out of ten saying it is important to keep young looking and eight out of ten looking after their appearance. Bodycare products promoted as an aid to achieve these aims will thus be of particular appeal in the Spanish market.

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