Cosmetics And Toiletries in Italy
Euromonitor International's Cosmetics And Toiletries in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 163 | Publication date: Aug 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Sales Show Signs of Recovery in 2006
After a period of stagnation, sales of cosmetics and toiletries products in Italy delivered a better performance in 2006. During the second half of 2006, the Italian economy showed signs of recovery, increasing the spending propensity of consumers. As consequence, after four years of decline, in 2006 premium cosmetics started to show growth. This drove up value sales for overall cosmetics and toiletries. The best performing in value terms were fragrances, sun care and baby care, while colour cosmetics and men's grooming products stagnated and bath and shower products was the worst performing in 2006.
Food and Functional Ingredients in Cosmetics and Toiletries
In 2006, one of the main trends was the use of functional ingredients typically used in food products in cosmetics and toiletries, particularly skin care. Manufacturers launched skin care with added Omega 3 oils, antioxidants from green tea, aloe vera and even probiotics. For example, L'Oréal launched a facial moisturiser with Omega 3 and Clinique launched Clinique Continuous Rescue Antioxidant Moisturizer, which contains antioxidants to combat free radicals and to prevent visible signs of ageing.
Multinationals Continue to Dominate
Multinationals dominate Italian cosmetics and toiletries. In 2006 L'Oréal Italiana Saipo SpA maintained its leadership, with its value share stable over the previous year. L'Oréal transformed some of its mass products into "upper mass" products, thereby making them more attractive and positioning them as luxurious yet affordable. Procter & Gamble Italia, which ranked second, was the company which saw the best performance in 2006. A large part of this success was due to the fact that in 2006 the company started to manufacture under licence the Dolce e Gabbana perfume brand.
Pharmacies/Drugstores and Perfumeries the Best Performing Channels
Supermarkets/hypermarkets remained the leading distribution channel for cosmetics and toiletries in 2006, up slightly over 2005. However, pharmacies/drugstores, herbalists and perfumeries saw the most robust growth. Pharmacies/drugstores benefited increasing consumer interest in quality products and from rising manufacturer investment in communication and marketing activities in the channel. After a period of decline, perfumeries meanwhile showed signs of revival. This was mainly due to rising economic confidence among Italian consumers and an increased focus on advertising campaigns and new product launches.
Better Future Expected
Sales of cosmetics and toiletries are predicted to see a better future over the forecast period. Given the possible recovery of the Italian economy, consumers will spend more on cosmetics and toiletries and it is likely that premium products will benefit. However, growth will depend on economic improvement. The economy is expected to grow but there is uncertainty as to whether the recovery will persist throughout the forecast period, with a slowdown possible in 2007 and 2008.
Table of contents
COSMETICS AND TOILETRIES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales Show Signs of Recovery in 2006
Food and Functional Ingredients in Cosmetics and Toiletries
Multinationals Continue to Dominate
Pharmacies/Drugstores and Perfumeries the Best Performing Channels
Better Future Expected
KEY TRENDS AND DEVELOPMENTS
Italians: The Oldest Population in Western Europe
Italian Economy Recovers
Health and Wellness Trends Influence Even Cosmetic Products
Recovery of Perfumeries
Cosmetics Go Natural?
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2001-2006
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2001-2006
Table 3 Cosmetics and Toiletries Company Shares by NBO Retail Value 2002-2006
Table 4 Cosmetics and Toiletries Company Shares by GBO Retail Value 2002-2006
Table 5 Cosmetics and Toiletries Brand Shares by Retail Value 2003-2006
Table 6 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2006
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2006
Table 9 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2006-2011
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ITALY
ARTSANA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Artsana SpA: Key Facts
Summary 2 Artsana SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 3 Artsana SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Artsana SpA: Competitive Position 2006
BEIERSDORF SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Beiersdorf SpA: Key Facts
Summary 6 Beiersdorf SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Beiersdorf SpA: Competitive Position 2006
COLGATE-PALMOLIVE SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Colgate-Palmolive SpA: Key Facts
Summary 9 Colgate-Palmolive SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Colgate-Palmolive SpA: Competitive Position 2006
COLLISTAR SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Collistar SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Collistar SpA: Competitive Position 2006
L'ERBOLARIO SRL - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 L'Erbolario Srl: Key Facts
Summary 14 L'Erbolario Srl: Operational Indicators 2004
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
L'ORéAL ITALIANA SAIPO SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 L'Oréal Italiana Saipo SpA: Key Facts
Summary 16 L'Oréal Italiana Saipo SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 L'Oréal Italiana Saipo SpA: Competitive Position 2006
MIRATO NUOVA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Mirato Nuova SpA: Key Facts
Summary 19 Mirato Nuova SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 20 Mirato Nuova SpA: Competitive Position 2006
PAGLIERI PROFUMI SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Paglieri Profumi SpA: Key Facts
Summary 22 Paglieri Profumi SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Paglieri Profumi SpA: Competitive Position 2006
PROCTER & GAMBLE ITALIA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Procter & Gamble Italia SpA: Key Facts
Summary 25 Procter & Gamble Italia SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Procter & Gamble Italia SpA: Competitive Position 2006
UNILEVER ITALIA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Unilever Italia SpA: Key Facts
Summary 28 Unilever Italia SpA: Operational Indicators 2004-2005
COMPANY BACKGROUND
PRODUCTION
Summary 29 Unilever Italia SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 30 Unilever Italia SpA: Competitive Position 2006
BABY CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 11 Sales of Baby Care by Subsector: Value 2001-2006
Table 12 Sales of Baby Care by Subsector: % Value Growth 2001-2006
Table 13 Baby Care Company Shares by Retail Value 2002-2006
Table 14 Baby Care Brand Shares by Retail Value 2003-2006
Table 15 Forecast Sales of Baby Care by Subsector: Value 2006-2011
Table 16 Forecast Sales of Baby Care by Subsector: % Value Growth 2006-2011
Table 17 Baby Care Premium vs Mass % Analysis 2001-2006
Table 18 Baby Care Premium Brand Rankings 2006
Table 19 Baby Skin Care Brand Shares by Retail Value 2003-2006
Table 20 Baby Sun Care Brand Shares by Retail Value 2003-2006
BATH AND SHOWER PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 21 Sales of Bath and Shower Products by Subsector: Value 2001-2006
Table 22 Sales of Bath and Shower Products by Subsector: % Value Growth 2001-2006
Table 23 Bath and Shower Products Company Shares by Retail Value 2002-2006
Table 24 Bath and Shower Products Brand Shares by Retail Value 2003-2006
Table 25 Forecast Sales of Bath and Shower Products by Subsector: Value 2006-2011
Table 26 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2006-2011
Table 27 Bath and Shower Products Premium vs Mass % Analysis 2001-2006
Table 28 Bath and Shower Products Premium Brand Rankings 2006
DEODORANTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 29 Sales of Deodorants by Subsector: Value 2001-2006
Table 30 Sales of Deodorants by Subsector: % Value Growth 2001-2006
Table 31 Deodorants Company Shares by Retail Value 2002-2006
Table 32 Deodorants Brand Shares by Retail Value 2003-2006
Table 33 Forecast Sales of Deodorants by Subsector: Value 2006-2011
Table 34 Forecast Sales of Deodorants by Subsector: % Value Growth 2006-2011
Table 35 Deodorants Premium vs Mass % Analysis 2001-2006
Table 36 Deodorants Premium Brand Rankings 2006
HAIR CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Hair Care by Subsector: Value 2001-2006
Table 38 Sales of Hair Care by Subsector: % Value Growth 2001-2006
Table 39 Hair Care Company Shares by Retail Value 2002-2006
Table 40 Hair Care Brand Shares by Retail Value 2003-2006
Table 41 Forecast Sales of Hair Care by Subsector: Value 2006-2011
Table 42 Forecast Sales of Hair Care by Subsector: % Value Growth 2006-2011
Table 43 Hair Care Premium vs Mass % Analysis 2001-2006
Table 44 Hair Care Premium Brand Rankings 2006
Table 45 Styling Agents by Type 2001-2006
Table 46 Styling Agents Brand Shares by Retail Value 2003-2006
Table 47 Colourants Brand Shares by Retail Value 2003-2006
Table 48 Retail Sales of Salon Hair Care by Subsector 2001-2006
Table 49 Salon Hair Care Company Shares by Retail Value 2002-2006
Table 50 Salon Hair Care Brand Shares by Retail Value 2003-2006
COLOUR COSMETICS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Colour Cosmetics by Subsector: Value 2001-2006
Table 52 Sales of Colour Cosmetics by Subsector: % Value Growth 2001-2006
Table 53 Colour Cosmetics Company Shares by Retail Value 2002-2006
Table 54 Colour Cosmetics Brand Shares by Retail Value 2003-2006
Table 55 Forecast Sales of Colour Cosmetics by Subsector: Value 2006-2011
Table 56 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2006-2011
Table 57 Colour Cosmetics Premium vs Mass % Analysis 2001-2006
Table 58 Colour Cosmetics Premium Brand Rankings 2006
Table 59 Facial Make-up Brand Shares by Retail Value 2003-2006
Table 60 Eye Make-up Brand Shares by Retail Value 2003-2006
Table 61 Lip Products Brand Shares by Retail Value 2003-2006
Table 62 Nail Products Brand Shares by Retail Value 2003-2006
MEN'S GROOMING PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Men's Grooming Products by Subsector: Value 2001-2006
Table 64 Sales of Men's Grooming Products by Subsector: % Value Growth 2001-2006
Table 65 Men's Grooming Products Company Shares by Retail Value 2002-2006
Table 66 Men's Grooming Products Brand Shares by Retail Value 2003-2006
Table 67 Forecast Sales of Men's Grooming Products by Subsector: Value 2006-2011
Table 68 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2006-2011
Table 69 Men's Razors and Blades Brand Shares by Retail Value 2003-2006
ORAL HYGIENE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Sales of Oral Hygiene by Subsector: %Value Growth 2001-2006
Table 71 Oral Hygiene Company Shares by Retail Value 2002-2006
Table 72 Oral Hygiene Brand Shares by Retail Value 2003-2006
Table 73 Forecast Sales of Oral Hygiene by Subsector: Value 2006-2011
Table 74 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2006-2011
Table 75 Retail Sales of Toothpaste by Type: % Analysis 2001-2006
Table 76 Toothpaste Brand Shares by Retail Value 2003-2006
Table 77 Retail Sales of Manual Toothbrushes by Type: % Analysis 2001-2006
Table 78 Mouthwash/Dental Rinses Brand Shares by Retail Value 2003-2006
Table 79 Sales of Manual and Power Toothbrushes by Type: Value 2001-2006
Table 80 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2001-2006
Table 81 Manual and Power Brush Company Shares by Retail Value 2002-2006
Table 82 Manual and Power Brush Brand Shares by Retail Value 2003-2006
Table 83 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2006-2011
Table 84 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2006-2011
FRAGRANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Sales of Fragrances by Subsector: Value 2001-2006
Table 86 Sales of Fragrances by Subsector: % Value Growth 2001-2006
Table 87 Fragrances Company Shares by Retail Value 2002-2006
Table 88 Fragrances Brand Shares by Retail Value 2003-2006
Table 89 Forecast Sales of Fragrances by Subsector: Value 2006-2011
Table 90 Forecast Sales of Fragrances by Subsector: % Value Growth 2006-2011
Table 91 Men's Premium Fragrances Brand Shares by Retail Value 2003-2006
Table 92 Women's Premium Fragrances Brand Shares by Retail Value 2003-2006
Table 93 Retail Sales of Fragrances by Concentration: % Analysis 2001-2006
SKIN CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 94 Sales of Skin Care by Subsector: Value 2001-2006
Table 95 Sales of Skin Care by Subsector: % Value Growth 2001-2006
Table 96 Sales of Facial Care by Subsector: Value 2001-2006
Table 97 Sales of Facial Care by Subsector: % Value Growth 2001-2006
Table 98 Sales of Facial Cleansers by Subsector: Value 2001-2006
Table 99 Sales of Facial Cleansers by Subsector: % Value Growth 2001-2006
Table 100 Sales of Body Care by Subsector: Value 2001-2006
Table 101 Sales of Body Care by Subsector: % Value Growth 2001-2006
Table 102 Skin Care Company Shares by Retail Value 2002-2006
Table 103 Skin Care Brand Shares by Retail Value 2003-2006
Table 104 Forecast Sales of Skin Care by Subsector: Value 2006-2011
Table 105 Forecast Sales of Skin Care by Subsector: % Value Growth 2006-2011
Table 106 Forecast Sales of Facial Care by Subsector: Value 2006-2011
Table 107 Forecast Sales of Facial Care by Subsector: % Value Growth 2006-2011
Table 108 Forecast Sales of Facial Cleansers by Subsector: Value 2006-2011
Table 109 Forecast Sales of Facial Cleansers by Subsector: % Value Growth 2006-2011
Table 110 Forecast Sales of Body Care by Subsector: Value 2006-2011
Table 111 Forecast Sales of Body Care by Subsector: % Value Growth 2006-2011
Table 112 Skin Care Premium vs Mass % Analysis 2001-2006
Table 113 Skin Care Premium Brand Rankings 2006
Table 114 Facial Moisturisers Brand Shares by Retail Value 2003-2006
Table 115 Nourishers/Anti-agers Brand Shares by Retail Value 2003-2006
Table 116 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2003-2006
Table 117 General Purpose Body Care Brand Shares by Retail Value 2003-2006
DEPILATORIES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Sales of Depilatories by Subsector: Value 2001-2006
Table 119 Sales of Depilatories by Subsector: % Value Growth 2001-2006
Table 120 Depilatories Company Shares by Retail Value 2002-2006
Table 121 Depilatories Brand Shares by Retail Value 2003-2006
Table 122 Forecast Sales of Depilatories by Subsector: Value 2006-2011
Table 123 Forecast Sales of Depilatories by Subsector: % Value Growth 2006-2011
SUN CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Sun Care by Subsector: Value 2001-2006
Table 125 Sales of Sun Care by Subsector: % Value Growth 2001-2006
Table 126 Sun Care Company Shares by Retail Value 2002-2006
Table 127 Sun Care Brand Shares by Retail Value 2003-2006
Table 128 Forecast Sales of Sun Care by Subsector: Value 2006-2011
Table 129 Forecast Sales of Sun Care by Subsector: % Value Growth 2006-2011
Table 130 Sun Care Premium vs Mass % Analysis 2001-2006
Table 131 Sun Care Premium Brand Rankings 2006
Table 132 Retail Sales of Sun Protection by Factor: % Analysis 2001-2006
Table 133 Retail Sales of Aftersun by Format: % Analysis 2001-2006