Beauty and Personal Care in Italy

Beauty and Personal Care in Italy

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 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass 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 2020-2025

Premium 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 2020-2025

Baby 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 2020-2025

Bath 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 2020-2025

Colour 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 2020-2025

Deodorants 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 2020-2025

Depilatories 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 2020-2025

Fragrances 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 2020-2025

Hair 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 2020-2025

Men'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 2020-2025

Oral 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 2020-2025

Skin 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 2020-2025

Sun 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'Oréal 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

---