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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Italy

121 pages, May 2018

US$2,650

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Executive Summary

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Beauty and personal care sees positive growth overall in 2017

In 2017, beauty and personal care recorded an improved performance, posting faster retail volume and current value sales growth, compared with 2016. Colour cosmetics remained a strong performer due to the consolidation of domestic mass monobrand chains like Kiko and Wycon.

Italian consumers reward delicate formulations and natural ingredients

2017 saw a further impact of the natural trend in mainstream beauty and personal care, with a growing number of top-ranked brands launching green lines with a high percentage of natural and organic ingredients. Upgraded formulations tend to be more delicate and free from ingredients perceived as harmful, such as aluminium, parabens, silicone, mineral oils, petroleum and phthalate.

L'Oréal leads, while Kiko Milano is the top brand

In 2017, L'Oréal Italiana Saipo remained the leading company, heading both premium and mass beauty and personal care, supported by its wide portfolio of well-known brands. The company was followed by Procter & Gamble and Unilever.

Internet retailing and drugstores gain ground

Internet retailing continued to expand in beauty and personal care in 2017 through the launch of new online platforms by chained retailers, such as Limoni, Douglas and Sephora. Store-based retailers’ online shops and multibrand internet retailers are increasing in popularity as consumers look for price deals.

Higher consumer confidence to sustain growth in beauty and personal care

In Italy, beauty and personal care is expected to post positive retail volume and value (at constant 2017 prices) growth over the forecast period. However, projections may be affected if the 2018 Italian general elections bring economic shocks.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

Why 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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Italy for free:

The Beauty and Personal Care in Italy market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Beauty and Personal Care in Italy?
What are the major brands in Italy?
How are sales of mass versus premium beauty products evolving?
What are the key shifts in retail channel distribution?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

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Beauty and Personal Care in Italy

EXECUTIVE SUMMARY

Beauty and personal care sees positive growth overall in 2017

Italian consumers reward delicate formulations and natural ingredients

L'Oréal leads, while Kiko Milano is the top brand

Internet retailing and drugstores gain ground

Higher consumer confidence to sustain growth in beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Italy

HEADLINES

PROSPECTS

Falling birth rates continue to hinder growth

Rising interest in natural and delicate products

COMPETITIVE LANDSCAPE

Multinationals and trusted brands lead the way

Innovation moves towards gentler offerings

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Italy

HEADLINES

PROSPECTS

Value for money remains a priority in bath and shower

Convenience and indulgence appeal to consumers

COMPETITIVE LANDSCAPE

Multinationals remain at the top of the rankings

Product launches bring new scents and properties

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Italy

HEADLINES

PROSPECTS

Mass and naturally-positioned colour cosmetics drive growth

The focus remains on lips

COMPETITIVE LANDSCAPE

L'Oréal faces increasing competition from fast-growing Kiko

Regular new launches to stay up-to-date with the latest fashion trends

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 35 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 36 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 38 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022

Deodorants in Italy

HEADLINES

PROSPECTS

Increasing competition depresses prices and value sales

Sprays and roll-ons remain the key formats

COMPETITIVE LANDSCAPE

Unilever’s Dove leads the field

Innovation a key driver through new formulations, scents and special editions

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2012-2017
Table 43 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 45 NBO Company Shares of Deodorants: % Value 2013-2017
Table 46 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 48 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Italy

HEADLINES

PROSPECTS

Desire for smooth and hairless skin boosts volume sales

Depilatories faces competition from hair removal alternatives

COMPETITIVE LANDSCAPE

Procter & Gamble leads a relatively concentrated landscape

Manufacturers aim to increase frequency of use to boost volume sales

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2012-2017
Table 52 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 54 NBO Company Shares of Depilatories: % Value 2013-2017
Table 55 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 56 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Italy

HEADLINES

PROSPECTS

Premium fragrances offer accessible luxury

Unisex and naturally-positioned fragrances set to be the protagonists

COMPETITIVE LANDSCAPE

Parfums Christian Dior and L’Oréal chase Coty

New product launches and strategic advertising engage Italian women

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2012-2017
Table 59 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Fragrances: % Value 2013-2017
Table 61 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 64 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Italy

HEADLINES

PROSPECTS

Polarised demand benefits salon professional and economy hair care

Naturally-positioned products set to grow demand

COMPETITIVE LANDSCAPE

L’Oréal leads from Procter & Gamble and Henkel

Further innovation through new product developments

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2012-2017
Table 67 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 69 NBO Company Shares of Hair Care: % Value 2013-2017
Table 70 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 71 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 72 LBN Brand Shares of Colourants: % Value 2014-2017
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 76 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Italy

HEADLINES

PROSPECTS

Mass colour cosmetics drives sales

Positive growth forecast

COMPETITIVE LANDSCAPE

L'Oréal Italiana continues to lead a quite fragmented landscape

Mass brands benefit from the expansion of drugstore chains in Italy

CATEGORY DATA

Table 79 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 80 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 81 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 82 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 83 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 84 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Italy

HEADLINES

PROSPECTS

Growing attention to appearance boosts men’s grooming

Premium men’s fragrances and men’s razors and blades remain priorities

COMPETITIVE LANDSCAPE

Men’s grooming remains dominated by multinationals

Companies base strategies on new launches and transparency

CATEGORY DATA

Table 85 Sales of Men’s Grooming by Category: Value 2012-2017
Table 86 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 87 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 88 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 89 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 90 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 91 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 92 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 93 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Italy

HEADLINES

PROSPECTS

Increasing awareness of prevention drives sales

Electric toothbrushes become increasingly popular

COMPETITIVE LANDSCAPE

Brands belonging to multinationals lead oral care in Italy

Innovation to remain a key differentiation strategy

CATEGORY DATA

Table 94 Sales of Oral Care by Category: Value 2012-2017
Table 95 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 96 Sales of Toothbrushes by Category: Value 2012-2017
Table 97 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 98 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 99 NBO Company Shares of Oral Care: % Value 2013-2017
Table 100 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 101 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 102 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 103 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 104 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 105 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 106 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Italy

HEADLINES

PROSPECTS

Increasingly polarised demand benefits premium beauty and personal care

Premium beauty and personal care expects positive results

COMPETITIVE LANDSCAPE

L'Oréal Italiana offers a wide portfolio of premium brands

Douglas Holding’s acquisition of Limoni changes the premium retailing landscape

CATEGORY DATA

Table 107 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 108 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 109 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 110 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 111 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 112 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Italy

HEADLINES

PROSPECTS

Facial care remains the priority, with face masks seeing fast penetration

Body care sales set to be driven by general purpose products

COMPETITIVE LANDSCAPE

L'Oréal leads the premium and mass segments

Innovation is expected to impact facial care

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2012-2017
Table 114 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 117 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 NBO Company Shares of Skin Care: % Value 2013-2017
Table 121 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 122 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 123 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 124 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 125 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 126 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 127 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 128 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Italy

HEADLINES

PROSPECTS

Growing awareness of sunscreens to drive sun protection

Smarter and more advanced sun care offer

COMPETITIVE LANDSCAPE

L'Oréal remains committed to innovation

Sustainable and naturally-positioned sun care is a growing niche

CATEGORY DATA

Table 129 Sales of Sun Care by Category: Value 2012-2017
Table 130 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 131 NBO Company Shares of Sun Care: % Value 2013-2017
Table 132 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 133 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 134 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 135 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

Beauty and personal care sees positive growth overall in 2017

Italian consumers reward delicate formulations and natural ingredients

L'Oréal leads, while Kiko Milano is the top brand

Internet retailing and drugstores gain ground

Higher consumer confidence to sustain growth in beauty and personal care

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Beauty and Personal Care in Italy

EXECUTIVE SUMMARY

Beauty and personal care sees positive growth overall in 2017

Italian consumers reward delicate formulations and natural ingredients

L'Oréal leads, while Kiko Milano is the top brand

Internet retailing and drugstores gain ground

Higher consumer confidence to sustain growth in beauty and personal care

MARKET DATA

SOURCES

Baby and Child-Specific Products in Italy

HEADLINES

PROSPECTS

Falling birth rates continue to hinder growth

Rising interest in natural and delicate products

COMPETITIVE LANDSCAPE

Multinationals and trusted brands lead the way

Innovation moves towards gentler offerings

CATEGORY DATA

Bath and Shower in Italy

HEADLINES

PROSPECTS

Value for money remains a priority in bath and shower

Convenience and indulgence appeal to consumers

COMPETITIVE LANDSCAPE

Multinationals remain at the top of the rankings

Product launches bring new scents and properties

CATEGORY DATA

Colour Cosmetics in Italy

HEADLINES

PROSPECTS

Mass and naturally-positioned colour cosmetics drive growth

The focus remains on lips

COMPETITIVE LANDSCAPE

L'Oréal faces increasing competition from fast-growing Kiko

Regular new launches to stay up-to-date with the latest fashion trends

CATEGORY DATA

Deodorants in Italy

HEADLINES

PROSPECTS

Increasing competition depresses prices and value sales

Sprays and roll-ons remain the key formats

COMPETITIVE LANDSCAPE

Unilever’s Dove leads the field

Innovation a key driver through new formulations, scents and special editions

CATEGORY DATA

Depilatories in Italy

HEADLINES

PROSPECTS

Desire for smooth and hairless skin boosts volume sales

Depilatories faces competition from hair removal alternatives

COMPETITIVE LANDSCAPE

Procter & Gamble leads a relatively concentrated landscape

Manufacturers aim to increase frequency of use to boost volume sales

CATEGORY DATA

Fragrances in Italy

HEADLINES

PROSPECTS

Premium fragrances offer accessible luxury

Unisex and naturally-positioned fragrances set to be the protagonists

COMPETITIVE LANDSCAPE

Parfums Christian Dior and L’Oréal chase Coty

New product launches and strategic advertising engage Italian women

CATEGORY DATA