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: 167 | Publication date: May 2009
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; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Strong Innovation and Premium Brands Drive the Market in 2008
Despite the worsening of the Italian economy, the cosmetics and toiletries market progressed at a slightly higher rate in 2008 compared to the review period as a whole. According to industry sources, this improvement was due in part to an exceptionally high level of innovation, as well as the ongoing trend towards premium products. Manufacturers focused on more efficient deodorants, more sophisticated and technologically advanced skin care products, more segmented hair care and men’s grooming products, and new products in colour cosmetics. In an increasingly segmented market, consumers particularly appreciate anti-ageing and firming properties, as well as protective and gentler formulations that often derive from skin care, the main growth driver of the market.
Ageing Population Inspires Manufacturers’ Innovation
Due to the demographic trend towards an ageing population in Italy, nourishers/anti-agers and firming/anti-cellulite body care drove growth in skin care in 2008. Companies worked towards developing new formulas in nourishers/anti-agers, with a better impact on wrinkles, and focused on pushing premium brands. This made it hard for private label to follow, as private label manufacturers lack the required research budgets.
L’Oréal Confirms its Leading Position
Thanks to its presence in almost every type of distribution outlet and across all market segments, L’Oréal Italiana Saipo SpA still leads the market, far ahead of other dynamic multinationals, like Procter & Gamble Italia, Beiersdorf and Unilever. Procter & Gamble Italia confirmed its second ranking position thanks to the success of brands like Infasil in deodorants, Pantene and Head & Shoulders in hair care, Max Factor in colour cosmetics, and AZ and Kukident in oral hygiene. Beiersdorf, the third ranking company, relies on its Nivea umbrella brand, and is focusing on promising new segments. However, Beiersdorf faces a strong challenge from Unilever, which has supported brands such as Dove, Axe, Denim, Sunsilk and Mentadent with substantial advertising budgets.
Italians’ Preference for Specialist Distribution Channels
Health and beauty retailers, parapharmacies/drugstores and beauty specialist retailers continue to gain ground at the expense of other distribution formats, such as supermarkets/hypermarkets, which are losing share. Specialist channels are mainly strong in colour cosmetics, fragrances, skin care and baby care. Sales of cosmetics through the Internet continue to grow, although this channel is still underdeveloped in Italy. Nevertheless, Italian consumers are gradually gaining trust in on-line purchasing, particularly in terms of payment methods and safety, while delivery times have been reduced over the last few years. The direct selling channel is also growing, confirming Italians’ preference for distribution channel which offers assistance in buying.
Market Growth Fuelled by Sun Care and Skin Care Products
The Italian cosmetics and toiletries market is expected to see continued value growth over the forecast period. Its overall performance will be supported by the dynamism of sectors such as baby care, oral hygiene, skin care and sun care. Given the scope for product innovation, sun care and skin care are expected to be the best performing sectors during the forecast period. Skin care will remain the most valuable product area in cosmetics and toiletries by some considerable margin, aided by the strong performance of nourishers/anti-agers.
Table of contents
COSMETICS AND TOILETRIES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong Innovation and Premium Brands Drive the Market in 2008
Ageing Population Inspires Manufacturers’ Innovation
L’Oréal Confirms its Leading Position
Italians’ Preference for Specialist Distribution Channels
Market Growth Fuelled by Sun Care and Skin Care Products
KEY TRENDS AND DEVELOPMENTS
A Gloomy Economic Future?
Ageing or Not Ageing?
Multinational Companies Lead the Market
Development of Cosmeceuticals Outpaces Natural and Organic Products
Well Groomed Italian Men
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
Table 15 Retail Sales of Gift Sets 2006-2007
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
ARTSANA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Artsana SpA: Key Facts
Summary 3 Artsana SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Artsana: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Artsana SpA: Competitive Position 2008
BEIERSDORF SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Beiersdorf SpA: Key Facts
Summary 7 Beiersdorf SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Beiersdorf SpA: Competitive Position 2008
COLGATE-PALMOLIVE SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Colgate-Palmolive SpA: Key Facts
Summary 10 Colgate-Palmolive SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Colgate-Palmolive SpA: Competitive Position 2008
COLLISTAR SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Collistar SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Collistar SpA: Competitive Position 2008
L'ERBOLARIO SRL - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 L’Erbolario Srl: Key Facts
Summary 15 L’Erbolario Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
L'ORéAL ITALIANA SAIPO SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 L’Oréal Italiana Saipo SpA: Key Facts
Summary 17 L’Oréal Italiana Saipo SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 L’Oréal Italiana Saipo SpA: Competitive Position 2008
MIRATO NUOVA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Mirato Nuova SpA: Key Facts
Summary 20 Mirato Nuova SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Mirato Nuova SpA: Competitive Position 2008
PAGLIERI PROFUMI SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Paglieri Profumi SpA: Key Facts
Summary 23 Paglieri Profumi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Paglieri Profumi SpA: Competitive Position 2008
PROCTER & GAMBLE ITALIA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Procter & Gamble Italia SpA: Key Facts
Summary 26 Procter & Gamble Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Procter & Gamble Italia SpA: Competitive Position 2008
UNILEVER ITALIA SPA - COSMETICS AND TOILETRIES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 28 Unilever Italia SpA: Key Facts
Summary 29 Unilever Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 30 Unilever Italia SpA: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 31 Unilever Italia SpA: Competitive Position 2008
BABY CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 16 Sales of Baby Care by Subsector: Value 2003-2008
Table 17 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 18 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 19 Baby Care Company Shares by Retail Value 2004-2008
Table 20 Baby Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Care Premium Brand Shares 2005-2008
Table 22 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 23 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 24 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 25 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 26 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 28 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 29 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 30 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 31 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 32 Bath and Shower Products Premium Brand Shares 2005-2008
Table 33 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 34 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 35 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Sales of Deodorants by Subsector: Value 2003-2008
Table 37 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 38 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 39 Deodorants Company Shares by Retail Value 2004-2008
Table 40 Deodorants Brand Shares by Retail Value 2005-2008
Table 41 Deodorants Premium Brand Shares 2005-2008
Table 42 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 43 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 44 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Hair Care by Subsector: Value 2003-2008
Table 46 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 47 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 48 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 49 Hair Care Company Shares by Retail Value 2004-2008
Table 50 Hair Care Brand Shares by Retail Value 2005-2008
Table 51 Styling Agents Brand Shares by Retail Value 2005-2008
Table 52 Colourants Brand Shares by Retail Value 2005-2008
Table 53 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 54 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 55 Hair Care Premium Brand Shares 2005-2008
Table 56 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 57 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 58 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 60 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 61 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 62 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 63 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 64 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 65 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 66 Lip Products Brand Shares by Retail Value 2005-2008
Table 67 Nail Products Brand Shares by Retail Value 2005-2008
Table 68 Colour Cosmetics Premium Brand Shares 2005-2008
Table 69 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 70 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 71 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Sales of Electric Shavers 2004-2008
Table 73 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 74 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 75 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 76 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 77 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 78 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 79 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 80 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2008
Table 82 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 83 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 84 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 85 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 86 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 87 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 88 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 89 Toothpaste Brand Shares by Retail Value 2005-2008
Table 90 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 91 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 92 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 93 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 94 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Sales of Fragrances by Concentration: % Value Analysis 2004-2008
Table 96 Sales of Fragrances by Subsector: Value 2003-2008
Table 97 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 98 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 99 Fragrances Company Shares by Retail Value 2004-2008
Table 100 Fragrances Brand Shares by Retail Value 2005-2008
Table 101 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 102 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 103 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 104 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 105 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Sales of Skin Care by Subsector: Value 2003-2008
Table 107 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 108 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 109 Skin Care Company Shares by Retail Value 2004-2008
Table 110 Skin Care Brand Shares by Retail Value 2005-2008
Table 111 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 112 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 113 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 114 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 115 Skin Care Premium Brand Shares 2005-2008
Table 116 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 117 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 118 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Sales of Depilatories by Subsector: Value 2003-2008
Table 120 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 121 Depilatories Company Shares by Retail Value 2004-2008
Table 122 Depilatories Brand Shares by Retail Value 2005-2008
Table 123 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 124 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 125 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 126 Sales of Sun Protection by Formulation: % Value Analysis 2004-2009
Table 127 Sales of Self-Tanning by Formulation: % Value Analysis 2004-2009
Table 128 Sales of Sun Care by Subsector: Value 2003-2008
Table 129 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 130 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 131 Sun Care Company Shares by Retail Value 2004-2008
Table 132 Sun Care Brand Shares by Retail Value 2005-2008
Table 133 Sun Care Premium Brand Shares 2005-2008
Table 134 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 135 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 136 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013