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Beauty and Personal Care in Italy

  • ID: 2646910
  • Report
  • April 2021
  • Region: Italy
  • 150 pages
  • Euromonitor International
The outbreak of COVID-19 in 2020 led to significant changes in Italian consumers' daily lives, starting from the implementation of a lockdown in March. Overall sales for beauty and personal care recorded a 6% value decline in 2020, compared to growth of 2% in 2019, with some personal care categories demonstrating resilience, while beauty categories suffered more.

The Beauty and Personal Care in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Note: Product cover images may vary from those shown
BEAUTY AND PERSONAL CARE IN ITALY

EXECUTIVE SUMMARY
  • COVID-19 impact on beauty and personal care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for beauty and personal care?
  • Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES
  • Summary 1 Research Sources
  • MASS BEAUTY AND PERSONAL CARE IN ITALY
KEY DATA FINDINGS

2020 IMPACT
  • Rising price sensitivity leads consumers to migrate to mass beauty and personal care
  • Mass bath and shower record high growth as the interest in health and hygiene boosts sales
  • Grocery retailers and pharmacies remain open all year, benefiting sales
RECOVERY AND OPPORTUNITIES
  • The economic recession will boost demand for affordable options, benefiting mass beauty and personal care
  • Recovery is slow for mass colour cosmetics and mass fragrances, as restrictions continue into 2021
  • A drop in demand for hand sanitisers leads to a decline for bath and shower
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Price sensitivity partners with a lack of tourism leading to a double-digit decline
  • Premium fragrances and colour cosmetics drive the steepest decline, becoming non-essentials
  • Premium skin care records the highest sales as chemists and pharmacies remain open
RECOVERY AND OPPORTUNITIES
  • The third wave of COVID-19 creates further financial worry in 2021
  • Players focus on sustainability and environmental practices to boost share
  • Unisex fragrances are set to shape the landscape across the coming years
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Growth declines as parents focus on essential items during the price sensitive time of COVID-19
  • Falling birth rates continue to challenge the growth of the landscape
RECOVERY AND OPPORTUNITIES
  • The economic recession impacts consumers fertility choices, continuing the declining birth rates
  • Multinational players continue to lead, despite losing share due to COVID-19
  • Organic, natural and gentle products drive innovation across the forecast period
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
BATH AND SHOWER IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Stockpiling and an increasing interest in health and wellness boosts sales in 2020
  • Players respond to rising demand for hand sanitiser as Amuchina records significant growth
  • Liquid soap records double-digit growth as the government encourages handwashing
RECOVERY AND OPPORTUNITIES
  • Growth remains strong due to the ongoing threat of COVID-19, however, price-sensitivity will remain
  • Liquid soap remains popular as consumers continue to reach for products offering antibacterial properties
  • Texture, price-point and natural ingredients shape innovation across the forecast period
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2015-2020
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
COLOUR COSMETICS IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion, mask-wearing and price sensitivity leads to a sharp decline in sales
  • Eye and nail products perform well, as lip products suffer due to the use of face masks
  • Most players halt their marketing activities and new launches, as demand is low throughout 2020
RECOVERY AND OPPORTUNITIES
  • Ongoing use of masks dampens growth; however, the return of socialising will drive sales mid-forecast
  • The rising interest in self-care encourages the use of skin care properties in colour cosmetics
  • Players focus on online experiences to boost sales across the forecast period
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
  • Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
  • Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
DEODORANTS IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion and price sensitivity reduces sales in 2020
  • Sprays and roll-on deodorants drive sales; however, all areas decline as price sensitivity increases
  • Unilever retains its lead, increasing its share in 2020 despite the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
  • The return of socialising, outdoor activities, and office working boosts growth
  • The demand for with no aluminium salts slows as antiperspirant deodorants rise
  • Eco-friendly positions and sustainable packaging drive sales
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2015-2020
  • Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
  • Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
  • Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
  • Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
DEPILATORIES IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion and limited social interactions reduce the need for depilatories
  • Procter & Gamble retains its lead; however, the player loses share to Reckitt Benckiser and Conter Srl
  • Gillette launches Mother's Day campaign, and Veet focuses on celebrating colour in Summer
RECOVERY AND OPPORTUNITIES
  • Growth struggles as 2021 sees ongoing restrictions, while razors and blades is a mature landscape
  • Sales are driven by the economic recession, which sees a decline in visits to beauty salons
  • Depilatories benefits from the perception of femininity, however, attitudes towards body hair is evolving
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2015-2020
  • Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
  • Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
  • Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • COVID-19 leads to a double-digit decline as home seclusion and price sensitivity negatively impacts sales
  • New launches continue throughout 2020; however, many players invest less in advertising
  • Players adapt to the crisis while independent perfumeries record heightened sales
RECOVERY AND OPPORTUNITIES
  • Gradual recovery over the forecast period, with sales driven by the launch of unisex fragrances
  • Organic ingredients and sustainable products shape the landscape
  • New technology tool, AI.Lice, allows consumers to discover scents without trying them
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2015-2020
  • Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
  • Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
  • Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
  • Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR CARE IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion negatively impacts hair styling products, however, sales of colourants are positive
  • Hair colourants record double-digit growth as salons close and consumers save costs through DIY haircare
  • Players benefit from the rising sales of hair colourants, as salons look to drive engagement
RECOVERY AND OPPORTUNITIES
  • Performance continues to be positive, as consumers colour and maintain their hair from home
  • Natural and organic ingredients become increasingly important over the coming years
  • Growing interest in anti-bacterial and anti-pollution products shapes the landscape
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2015-2020
  • Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
  • Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
  • Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
  • Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
  • Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN’S GROOMING IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Sales decline as home seclusion and lack of socialising reduce grooming routines
  • Men's toiletries and fragrances record steep declines due to price-sensitive behaviour
  • Procter & Gamble Italia retains its lead as Gillette launches a new line for beard care
RECOVERY AND OPPORTUNITIES
  • Slow sales in 2021 as the return of long beards impacts sales in men's shaving
  • Millennials' shaving habits reduce the demand for men's razors and blades
  • Shiseido looks to increase awareness as it becomes the official sponsor of FC Barcelona
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
ORAL CARE IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Stockpiling and the closure of dentists leads to positive sales for oral care
  • Toothpaste records the highest value sales, as electric toothbrushes struggle due to the pandemic
  • Procter & Gamble retains its lead, however, share is lost to private label players
RECOVERY AND OPPORTUNITIES
  • Positive growth across the coming years, driven by the ongoing interest in health and wellness
  • Electric toothbrushes benefit from the perception of convenience and efficiency
  • Eco-friendly packaging and organic ingredients rise across the forecast period
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2015-2020
  • Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
  • Table 102 Sales of Toothbrushes by Category: Value 2015-2020
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
  • Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
  • Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
  • Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
SKIN CARE IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • Price sensitivity leads to a value decline, as home seclusion reduces demand for skincare
  • Face masks remain popular as the closure of salons and home seclusion aids sales
  • COVID-19 leads to shifts on the brand landscape, as dermocosmetics brands rise
RECOVERY AND OPPORTUNIES
  • Positive recovery across the forecast period, with the self-care trend driving sales
  • Chemists/pharmacies remain an important channel, while sales through e-commerce are set to grow
  • Organic ingredients shape the landscape, however, interest in anti-bacterial options rise
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2015-2020
  • Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
  • Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
  • Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
  • Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN CARE IN ITALY

KEY DATA FINDINGS

2020 IMPACT
  • The closure of swimming pools, beaches and a lack of tourism negatively impacts sun care
  • Players focus on lightweight products, with sustainability becoming increasingly important
  • L'Oréal Italiana Saipo retains its lead, increasing its share as Beiersdorf records a decline
RECOVERY AND OPPORTUNITIES
  • Sales recover from 2022, as tourist begin to return to the country, boosting growth
  • Eco-friendly sunscreen and lightweight formulas shape the landscape
  • The healthy skin trend and a growing interest in skin care boosts growth
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2015-2020
  • Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
  • Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
  • Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
  • Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025
Note: Product cover images may vary from those shown
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