Beauty and Personal Care Packaging in Italy

PRE-COVID-19 PERFORMANCE

Sustainable packaging fast becoming an industry standard

Beauty and personal care packaging is increasingly impacted by the trend towards natural and organic beauty in Italy and is seeing a growing number of sustainable options. Italians are making more efforts in reducing unsorted waste, as shown by the 67% and growing recycling rate in 2019, and appreciate sustainable packaging such as bioplastic, plastic/glass/paper produced from recycled materials and packaging that can be recycled.

Size polarisation deepens as large value-for-money packs and travel packs both see upswing in popularity

In 2019, the Italian economy continued to struggle, with real GDP growth negligible and disposable income rises not much higher, negatively impacting consumers’ confidence overall. As a result, Italians are expected to remain cautious regarding their beauty and personal spending over the forecast period, which will keep growth in demand for the industry’s packaging units low.

Busier schedules trigger ever-more convenient packaging solutions

Italians have increasingly hectic lifestyles and as a result appreciate convenient solutions even within beauty and personal care packaging. Convenience is demanded in terms of packaging that allows one to apply products easily and quickly, such as squeezable plastic tubes, spray aerosol cans or bottles with lotion pump, spray or trigger closures.

2020 AND BEYOND

COVID-19 impact

COVID-19 is having a significant impact on beauty and personal care packaging in 2020, with units of hygiene-orientated bath and shower products set to lead volume growth by the end of the year. Italy is among the countries hit hardest by the global pandemic, and heavy lockdown measures reflect the severity of the domestic situation.

Recovery and opportunities

As the economic and political uncertainty in Italy has been heightened by the outbreak of COVID-19, more consumers are looking to economise. Although less frequent usage or the avoidance of certain products in beauty care will continue to have a negative impact on packaging volumes, a shift towards mass beauty and personal care will go some way to offsetting this.

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