Synopsis

This report provides the results for the Suncare market in Spain from Canadean’s unique, highly detailed and proprietary 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 behaviours, the extent to which consumer trends influence their consumption and the value of the market these trends influence, brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer group, providing hard and fast data on consumers and markets at the product category level.

Summary

Marketers in the Suncare market in Spain face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.

This report provides integrated data on consumer trends, consumer groups and market data which show exactly the size of consumer groups, how much of the Suncare market in Spain they account for and which consumer trends drive their behaviour, and as such allows marketers to develop strong growth strategies.

Scope

Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – and as such marketers need to know what these trends are and be able to quantify their influence in the market.

This report provides highly detailed insight into exactly who the consumer is and how the latest consumer trends are changing the market by examining over 20 consumer trends and the share of sales across over 30 consumer groups.

Reasons To Buy

The data provided allows marketers to track consumer behaviour through to its actual value impact on a product market. Unique in the market, this provides readers with a highly detailed data analysis of the market allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviours.

Key Highlights

Detailed category coverage is provided, covering the After-Sun market, the Self-Tan market and the Sun Protection market.

Detailed consumer segmentation data covering over 30 consumer groups, 20 consumer trends and consumption frequency for each product category covered.

Detailed brand and private label category shares for 2011 for each product category

Unique retailer choice and switching data at the product category level for 2011

Table of Contents

1 Introduction

1.1 What is this Report About?

1.2 Definitions

1.2.1 Consumer Trends

1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)

1.2.3 End Consumers

1.2.4 Volume Units and Aggregations

1.2.5 Exchange Rates

1.2.6 Population Profiles (for interpretation of tables and charts)

1.3 Methodology

1.3.1 Introduction

1.3.2 Large scale, international, program of online consumer surveys

1.3.3 Nationally Representative results (age, gender)

1.3.4 Parents answered on their children’s behalf

1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories

1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

2.1 Cohort Groups and Sun Care Market Value

2.1.1 Age Groups

2.1.2 Gender Groups

2.1.3 Location Groups

2.1.4 Education Achieved Groups

2.1.5 Wealth Groups

2.1.6 Busy Lives Groups

2.2 Cohort Groups and Market Value by Category

2.2.1 After-sun

2.2.2 Self-tan

2.2.3 Sun Protection

2.3 Behavioural Trends and Market Value

2.3.1 After-sun

2.3.2 Self-tan

2.3.3 Sun Protection

3 Consumption Analysis

3.1 Consumption Frequencies by Age and Gender

3.1.1 After-sun

3.1.2 Self-tan

3.1.3 Sun Protection

3.2 Consumer Profiles by Product Category

3.2.1 After-sun

3.2.2 Self-tan

3.2.3 Sun Protection

4 Brand vs. Private Label Choices

4.1 Brand vs. Private Label Volume Share

4.1.1 By Category

4.2 Sun Care Brand Choice and Private Label Shares

4.2.1 After-sun

4.2.2 Self-tan

4.2.3 Sun Protection

5 The Share of Consumers influenced by Trends

5.1 Trend Drivers of Consumers' Product Choices

5.1.1 Overall Sun Care

5.1.2 After-sun

5.1.3 Self-tan

5.1.4 Sun Protection

6 Consumption Impact: Market Valuation

6.1 Sun Care Value Impact of Consumer Consumption Behaviour

6.1.1 Market Value by Category

6.1.2 Market Volume by Category

6.2 Sun Care Value Analysis by Category

6.2.1 Share by Category

6.2.2 Expenditure per Capita by Category

6.2.3 Expenditure per Household by Category

6.3 Sun Care Volume Impact of Consumer Behaviour Trends

6.3.1 Share Growth by Category

6.3.2 Consumption per Capita by Category

6.3.3 Consumption Per Household by Category

7 Retailer Choice, Switching and Category Share

7.1 Retailer Volume Share

7.1.1 Retailer Volume Share in Sun Care

7.2 Retailer Volume Share by Category

7.2.1 Retail Share by Volume - After-sun

7.2.2 Retail Share by Volume - Self-tan

7.2.3 Retail Share by Volume - Sun Protection

7.3 Levels of Retailer Switching in the Last Six Months

7.3.1 Matrix of Switching Behavior in Last Six Months of 2011

7.3.2 Auchan Switching analysis

7.3.3 Carrefour Switching analysis

7.3.4 Miquel Switching analysis

7.3.5 Schwarz Group Switching analysis

7.3.6 Other Switching analysis

7.4 Profiles of End-Consumers of Sun Care, by Retailer Used

7.4.1 Auchan

7.4.2 Carrefour

7.4.3 Miquel

7.4.4 Schwarz Group

7.4.5 Other

8 Appendix

8.1 About Canadean

8.2 Disclaimer

List of Tables

Table 1: Volume Units for the Sun Care Market

Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011

Table 3: Population Profiles

Table 4: Spain Sun Care Value Share (%), by Age Groups, 2011

Table 5: Spain Sun Care Value Share (%), by Gender, 2011

Table 6: Spain Sun Care Value Share (%), by Urban and Rural Dwellers, 2011

Table 7: Spain Sun Care Value Share (%) by Education Level Achieved Groups, 2011

Table 8: Spain Sun Care Value Share (%) by Wealth Groups, 2011

Table 9: Spain Sun Care Value Share (%) by Busy Lives Groups, 2011

Table 10: Spain After-sun Consumer Group Share (% market value), 2011

Table 11: Spain Self-tan Consumer Group Share (% market value), 2011

Table 12: Spain Sun Protection Consumer Group Share (% market value), 2011

Table 13: Spain Total After-sun Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 14: Spain Total Self-tan Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 15: Spain Total Sun Protection Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 16: Spain After-sun Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 17: Spain After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 18: Spain Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 19: Spain Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 20: Spain Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 21: Spain Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 22: Spain After-sun Consumer Profiles (% consumers by sub-group), 2011

Table 23: Spain Self-tan Consumer Profiles (% consumers by sub-group), 2011

Table 24: Spain Sun Protection Consumer Profiles (% consumers by sub-group), 2011

Table 25: Spain Sun Care Private Label Penetration (% Vol), by Category, 2011

Table 26: Spain After-sun Brand Share by Volume (% Vol), 2011

Table 27: Spain Self-tan Brand Share by Volume (% Vol), 2011

Table 28: Spain Sun Protection Brand Share by Volume (% Vol), 2011

Table 29: Spain, Overall Sun Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 30: Spain, After-sun: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 31: Spain, Self-tan: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 32: Spain, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 33: Spain Sun Care Market Value (Euro million), by Category, 2011

Table 34: Spain Sun Care Market Value (US$ million), by Category, 2011

Table 35: Spain Sun Care Market Volume (Ltrs m), by Category, 2011

Table 36: Spain Sun Care Market Share (US$ million), by Category, 2011

Table 37: Spain Sun Care Expenditure Per Capita (Euro), by Category, 2011

Table 38: Spain Sun Care Expenditure Per Capita (US$), by Category, 2011

Table 39: Spain Sun Care Expenditure Per Household (Euro), by Category

Table 40: Spain Sun Care Expenditure Per Household (US$), by Category

Table 41: Spain Sun Care Market Volume Share (Ltrs m), by Category, 2011

Table 42: Spain Sun Care Consumption Per Capita (Kilograms per head), by Category, 2011

Table 43: Spain Sun Care Consumption Per Household (Kilograms per household), by Category, 2011

Table 44: Spain Sun Care Retailer Share by Volume (Ltrs m), 2011

Table 45: Spain After-sun Retailer Share by Volume (Ltrs m), 2011

Table 46: Spain Self-tan Retailer Share by Volume (Ltrs m), 2011

Table 47: Spain Sun Protection Retailer Share by Volume (Ltrs m), 2011

Table 48: Spain: People Who Have Switched Retailer for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 49: Spain: Switchers to Auchan for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 50: Spain: Switchers From Auchan for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 51: Spain: Switchers to Carrefour for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 52: Spain: Switchers From Carrefour for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 53: Spain: Switchers From Miquel for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 54: Spain: Switchers From Schwarz Group for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 55: Spain: Switchers to Other for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 56: Spain: Switchers From Other for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 57: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011

Table 58: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011

Table 59: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Miquel (% by Subgroup), 2011

Table 60: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011

Table 61: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

List of Figures

Figure 1: Consumer Panel Report Methodology

Figure 2: Spain Sun Care Value Share (%), by Age Groups, 2011

Figure 3: Spain Sun Care Value Share (%), by Gender, 2011

Figure 4: Spain Sun Care Value Share (%), by Urban and Rural Dwellers, 2011

Figure 5: Spain Sun Care Value Share (%) by Education Level Achieved Groups, 2011

Figure 6: Spain Sun Care Value Share (%) by Wealth Groups, 2011

Figure 7: Spain Sun Care Value Share (%) by Busy Lives Groups, 2011

Figure 8: Spain After-sun Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 9: Spain After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 10: Spain Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 11: Spain Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 12: Spain Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 13: Spain Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 14: Spain Sun Care Private Label Penetration (% Vol), by Category, 2011

Figure 15: Spain Sun Care Market Share (US$ million), by Category, 2011

Figure 16: Spain Sun Care Expenditure Per Capita (US$), by Category, 2011

Figure 17: Spain Sun Care Expenditure Per Household (US$), by Category

Figure 18: Spain Sun Care Retailer Share by Volume (Ltrs m), 2011

Figure 19: Spain After-sun Retailer Share by Volume (Ltrs m), 2011

Figure 20: Spain Self-tan Retailer Share by Volume (Ltrs m), 2011

Figure 21: Spain Sun Protection Retailer Share by Volume (Ltrs m), 2011

Table 1: Volume Units for the Sun Care Market

Table 2: Foreign Exchange Rate – Euro Vs. US$, 2011

Table 3: Population Profiles

Table 4: Spain Sun Care Value Share (%), by Age Groups, 2011

Table 5: Spain Sun Care Value Share (%), by Gender, 2011

Table 6: Spain Sun Care Value Share (%), by Urban and Rural Dwellers, 2011

Table 7: Spain Sun Care Value Share (%) by Education Level Achieved Groups, 2011

Table 8: Spain Sun Care Value Share (%) by Wealth Groups, 2011

Table 9: Spain Sun Care Value Share (%) by Busy Lives Groups, 2011

Table 10: Spain After-sun Consumer Group Share (% market value), 2011

Table 11: Spain Self-tan Consumer Group Share (% market value), 2011

Table 12: Spain Sun Protection Consumer Group Share (% market value), 2011

Table 13: Spain Total After-sun Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 14: Spain Total Self-tan Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 15: Spain Total Sun Protection Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2011

Table 16: Spain After-sun Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 17: Spain After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 18: Spain Self-tan Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 19: Spain Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 20: Spain Sun Protection Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011

Table 21: Spain Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Table 22: Spain After-sun Consumer Profiles (% consumers by sub-group), 2011

Table 23: Spain Self-tan Consumer Profiles (% consumers by sub-group), 2011

Table 24: Spain Sun Protection Consumer Profiles (% consumers by sub-group), 2011

Table 25: Spain Sun Care Private Label Penetration (% Vol), by Category, 2011

Table 26: Spain After-sun Brand Share by Volume (% Vol), 2011

Table 27: Spain Self-tan Brand Share by Volume (% Vol), 2011

Table 28: Spain Sun Protection Brand Share by Volume (% Vol), 2011

Table 29: Spain, Overall Sun Care: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 30: Spain, After-sun: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 31: Spain, Self-tan: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 32: Spain, Sun Protection: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2011

Table 33: Spain Sun Care Market Value (Euro million), by Category, 2011

Table 34: Spain Sun Care Market Value (US$ million), by Category, 2011

Table 35: Spain Sun Care Market Volume (Ltrs m), by Category, 2011

Table 36: Spain Sun Care Market Share (US$ million), by Category, 2011

Table 37: Spain Sun Care Expenditure Per Capita (Euro), by Category, 2011

Table 38: Spain Sun Care Expenditure Per Capita (US$), by Category, 2011

Table 39: Spain Sun Care Expenditure Per Household (Euro), by Category

Table 40: Spain Sun Care Expenditure Per Household (US$), by Category

Table 41: Spain Sun Care Market Volume Share (Ltrs m), by Category, 2011

Table 42: Spain Sun Care Consumption Per Capita (Kilograms per head), by Category, 2011

Table 43: Spain Sun Care Consumption Per Household (Kilograms per household), by Category, 2011

Table 44: Spain Sun Care Retailer Share by Volume (Ltrs m), 2011

Table 45: Spain After-sun Retailer Share by Volume (Ltrs m), 2011

Table 46: Spain Self-tan Retailer Share by Volume (Ltrs m), 2011

Table 47: Spain Sun Protection Retailer Share by Volume (Ltrs m), 2011

Table 48: Spain: People Who Have Switched Retailer for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 49: Spain: Switchers to Auchan for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 50: Spain: Switchers From Auchan for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 51: Spain: Switchers to Carrefour for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 52: Spain: Switchers From Carrefour for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 53: Spain: Switchers From Miquel for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 54: Spain: Switchers From Schwarz Group for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 55: Spain: Switchers to Other for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 56: Spain: Switchers From Other for Their Sun Care Purchases in the Last Six Months (Thousands), 2011

Table 57: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Auchan (% by Subgroup), 2011

Table 58: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup), 2011

Table 59: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Miquel (% by Subgroup), 2011

Table 60: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Schwarz Group (% by Subgroup), 2011

Table 61: Spain: Profile of Sun Care Consumers Whose Goods Mainly Come From Other (% by Subgroup), 2011

Figure 1: Consumer Panel Report Methodology

Figure 2: Spain Sun Care Value Share (%), by Age Groups, 2011

Figure 3: Spain Sun Care Value Share (%), by Gender, 2011

Figure 4: Spain Sun Care Value Share (%), by Urban and Rural Dwellers, 2011

Figure 5: Spain Sun Care Value Share (%) by Education Level Achieved Groups, 2011

Figure 6: Spain Sun Care Value Share (%) by Wealth Groups, 2011

Figure 7: Spain Sun Care Value Share (%) by Busy Lives Groups, 2011

Figure 8: Spain After-sun Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 9: Spain After-sun Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 10: Spain Self-tan Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 11: Spain Self-tan Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 12: Spain Sun Protection Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011

Figure 13: Spain Sun Protection Consumption Frequency Analysis (% by Gender by Consumption Group), 2011

Figure 14: Spain Sun Care Private Label Penetration (% Vol), by Category, 2011

Figure 15: Spain Sun Care Market Share (US$ million), by Category, 2011

Figure 16: Spain Sun Care Expenditure Per Capita (US$), by Category, 2011

Figure 17: Spain Sun Care Expenditure Per Household (US$), by Category

Figure 18: Spain Sun Care Retailer Share by Volume (Ltrs m), 2011

Figure 19: Spain After-sun Retailer Share by Volume (Ltrs m), 2011

Figure 20: Spain Self-tan Retailer Share by Volume (Ltrs m), 2011

Figure 21: Spain Sun Protection Retailer Share by Volume (Ltrs m), 2011