Spaniards are loyal to brands, they buy hyper and super, and they care about their beauty

The results of the latest AIMC Brands study on the consumption and attitudes of Spaniards in beauty, hygiene and health products and services show that Spaniards continue to take care of their appearance despite the crisis, they spend less on this type of product, they choose establishments that provide them with greater savings and trust more in the brands than in the recommendations of the dependents.This study, prepared by the Association for Media Research (AIMC), has presented its VIII edition this year with more than 10,000 valid interviews. australian mobile number online 2003 it offers extensive information on the exposure of the Spanish population to the media, their consumption based on a list of certain products and brands, their lifestyles and their attitudes towards consumption and society.With Christmas just around the corner, the Christmas shopping sprint begins this week. Gifts, parties are coming and, above all, it is time to consider the resolutions for the new year. All this specifically affects the consumption patterns of beauty, hygiene and health products, which on these dates become the protagonists.Interest in image and physical appearance is also reflected in the latest AIMC Brands study with a wide variety of documentation on the buying habits and behaviors of men and women.They share principles and change behaviors, but the crisis affects them allUnder the general principle that “Beauty” for Spaniards mostly consists of “being natural” and “good with oneself and others”, men and women value these two concepts inversely, preferring the factor “being good ”, while they appreciate the“ natural ”more.


Three-quarters of the population declare “taking care of their appearance and image” and Australia Phone Number List more are those who declare that it is “very important to be fit and active”.Based on such explicit premises as these, among the results obtained thanks to a very large sample of more than 10,000 interviews, data as significant as that for more than 60% “it is important to maintain a young appearance”, and even 7% affirm that “a lot of money is spent on personal care products and cosmetics” in order to “be natural” and “be good”. In the same way, the concern for diet and healthy habits are similar between men and women, although, when it comes to acting, they do not do it in the same way.The study also reveals significant differences between the behavior of men and women, both in their attitude towards caring for their own image and in the shopping behaviors they carry out in their daily lives. In this sense, although Spaniards express their concern about their appearance, the monthly expenditure on cosmetics is higher in women than in men. More than 50% of them claim to spend “no more than 20 euros” per month on cosmetic products, unlike them, among which more than 40% say “not spend more than 5 euros a month.”However, whether due to the current economic crisis or changes in fashion trends, it seems that women invest less in makeup products, since according to the study the consumption of some products has decreased by around 10% in recent years (lipsticks and rouge).Spaniards enjoy taking care of themselvesTaking care of one’s image, being fit and active and, ultimately, appearing attractive or looking good are major concerns mentioned by more than two-thirds of those surveyed. But, although both sexes give similar importance to “being fit” and “active” (77% in both cases), women give much more relevance than men to taking care of their appearance or image (77% vs. 67%) and appear attractive (72% vs. 60%).

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Although 40.3% of the population claim to do everything possible to maintain the line, it is striking that only 5% claim to follow a strict diet.We invest less in grooming and beautyThe current economic situation has caused a brake in the consumption of personal care and cosmetic products. So much so that the number of people who consider spending a lot or a lot has gone from 33% in 2007 to 22% in 2011.Only 12% of those surveyed admit that “they cannot resist expensive perfumes”, and only 3.6% of the population invested more than € 30 per month in the purchase of cosmetic products in 2011, with six women times more than men.Quality as a determining factor when buyingQuality is a key element when buying grooming and personal care products, according to what 52% of women and 45% of men affirm.When the brand of a product generates good results for them, they tend to use other products of this brand, as 41.1% of men and 51.4% of women think.A third of those surveyed affirm that they would not buy products that have been tested on animals, which is a reflection of a fairly widespread perception in society about the possible mistreatment of animals in the field of cosmetics.We trust more in the brand than in the recommendation of the clerkSpaniards tend to use products of the same brand if they obtain good results, according to what 41.1% of men and 51.4% of women answered.67.4% of the population claims to choose their own treatment, grooming and beauty products. In the case of women, this option is selected by 81.9%.

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30.1% of Spaniards say they use the first thing they find at home. This figure is higher in the case of men, who represent 40%, compared to 22.3% of women.31.4% of those interviewed trust more “what the clerk tells them” than the manufacturer’s brand itself.Changes in daily grooming and grooming routinePersonal hygiene products lead the grocery shopping list with toothpaste and bath gel in the top positions (95% in both cases). They are followed by deodorants with 87%. Tooth whiteners rank last on our bathroom must-have list at 4.2%.However, the AIMC Marcas study reveals a change in trend in Spanish consumer attitudes in recent years. Something as everyday as the way of washing hands is changing notably, observing a continuous decrease in the consumption of bar soap (which fell by more than 20% and stood at 44% in 2011) in favor of liquid soap, which reached a 77% penetration in 2011.Tissues are also an essential on our shopping list, although women are still the ones who buy them most frequently (almost 9 out of 10 women compared to 7 out of 10 men).In our daily personal hygiene routine, we have also incorporated other types of products, such as hygiene and foot care items, which have gone from being used by 23.3% in 2003 to 30.7% in 2011.Maintaining healthy and hydrated skin continues to be one of the priorities of the Spanish. Both facial creams and body lotions have increased their consumption by 10% respectively in recent years but, in this case, women are more cared for than men. In fact, while 79% of women use face creams, only 28% of men use them.

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When choosing the hairstyle, we prefer to opt for a natural look, observing a sharp decrease, over 30%, in the consumption of hair styling products compared to 2003 (34.3% in 2003 vs. 23.6 % in 2011).If we focus on feminine products, the consumption of lipsticks (73%) has fallen 8 points since 2003. Other widely used products are eye shadows (68.4%), creams and colored makeup (55, 2%), and nail polishes and lacquers which, with 54.2%, have increased their sales by 5.5 percentage points compared to 2007.For Spaniards, aesthetic care is not an exclusive matter for women, since 75.6% consider that men should also take care of their image. Thus, in the shopping basket of products for them there is an increase of almost 9 points in the use of products for before shaving (40%), although there is a fall of almost 3 points in products for after (67 %).The purchase of beauty and cosmetic products, better in the hyper and the superAlmost half of those surveyed acknowledge that good beauty, grooming and health items are found in all types of stores.Perhaps for this reason, Spaniards looked at their pockets with a magnifying glass in 2011 and opted for the supermarket (35.5%) and the hypermarket (30.3%) as places of purchase, to the detriment of independent perfumeries and drugstores. This was the preferred option in 2003 (31%) for the purchase of these products, falling to third place in 2011 with 22.6%.Nor is it negligible the 16.6% of women who went to brand stores last year, such as Body Shop, Yves Rocher or Bottega Verde.


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