Competitive Landscape
Bolton Group and Unilever Strengthen Leadership through Sensitive Skin and Sensorial Innovation
Bath and shower in Italy remained moderately concentrated in 2025, with Società Italo Britannica L Manetti-H Roberts & C SpA, representing Bolton Group, holding the leading position at a 13% retail value share, up from 11% in 2020, closely followed by Unilever Italia Srl at 10%. Colgate-Palmolive SpA held 6%, while Conter Srl and Beiersdorf each held 4%, with a fragmented tail of smaller manufacturers.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Italy - Category analysis
Key Data Insights
Premiumisation and Body Wash and Shower Gel Drive Category Growth
Premiumisation and Body Wash and Shower Gel Drive Category Growth
Sensitive Skin and Ingredient Transparency Redefine Cleansing Standards
Shower Rituals and Sensorial Innovation Elevate Daily Cleansing
Skin Health Safeguard Claims Are Expected to Drive Value Growth
Sensorial Experience Is Projected to Become the Main Battleground for Differentiation
Sustainability Is Forecast to Become a Structural Category Expectation
Bolton Group and Unilever Strengthen Leadership through Sensitive Skin and Sensorial Innovation
Health and Personal Care Stores Lead Distribution as E-Commerce Gains Traction
Beauty and Personal Care in Italy - Industry Overview
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Key Data Insights
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Pro-Age and Inside-Out Wellness Reshape Anti-Ageing across Demographics
Lifestyle-Driven Formats Extend Beauty into Everyday Routines
Value-Led Premiumisation and Streamlined Routines Forecast to Sustain Growth
Science-Driven Personalisation Set to Redefine Consumer Engagement
Clean and Traceable Credentials Projected to Become a Baseline Requirement
Leading Players Reinforce Positions through Scale and Credibility
Beauty Specialists Lead on Value as E-Commerce and Tiktok Shop Accelerate Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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