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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 outbreak of the virus led to greater attention being given to hygiene, boosting sales of bath and shower, and in particular, sales...
Euromonitor International's 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.TABLE OF CONTENTS
List Of Contents And Tables
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 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS 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 2020-2025PREMIUM 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 2020-2025BABY 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 2020-2025BATH 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 2020-2025COLOUR 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 2020-2025DEODORANTS 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 2020-2025DEPILATORIES 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 2020-2025FRAGRANCES 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 2020-2025HAIR 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 2020-2025MEN'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 2020-2025ORAL 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 2020-2025SKIN 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 2020-2025SUN 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'Oreal 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