Hair care saw a decline in sales in current value terms in 2021 after healthy growth in 2020, which was mainly due to the sharp drop in demand for colourants. Colourants witnessed dynamic double-digit growth in 2020 when these products benefited from the closure of hair salons during the lockdown, while consumers made fewer visits to hair and beauty salons even when they reopened due to fears around potentially contracting COVID-19.
2021 continued to see a sluggish performance from styling agents, with consumers increasingly limiting the use of these products, especially gels and lacquers. The use of these products typically requires the user to wash their hair more frequently and as such they are considered inconvenient by some people, while hair lacquers are considered out of date and unnecessary, especially by Millennials and Gen Z consumers.
Hair care continues to be led by L'Oréal in Italy. This is thanks largely to its vast portfolio of brands, which includes Garnier Fructis, Elvive, Garnier Ultra Doux, L'Oréal Paris Excellence, and Vichy, among others.
Sales of hair care are expected to stagnate over the forecast period. This is mainly due to sales of colourants slowly settling back to pre-COVID-19 levels after the peak in sales recorded in 2020.
Conditioners and treatments in particular is expected to benefit from the growing consumer focus on hair health and not just its appearance. This should help drive demand for products such as hair masks, a trend that was boosted by the pandemic which led consumers to focus more on health and also on hair health.
Together with skin care, hair care is the category where consumers are paying particular attention to natural products and this trend is expected to remain strong over the forecast period. Consumers are showing a growing appreciation for hair care products with a high percentage of natural or organic ingredients and which are without ingredients considered as unsafe, such as sulphate, parabens and silicon.
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Understand the latest market trends and future growth opportunities for the Hair Care 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 Hair Care 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.
This is the aggregation of shampoos, conditioners, styling agents, hair loss treatments, 2in1 products, perms and relaxants, colourants and salon hair care. Ethnic hair care products, such as conditioning relaxers for Afro-Caribbean hair, are included across all subsectors. Excluded are hair accessories such as hair extensions, hair clips, combs and brushes.
This report originates from Passport, our Hair Care research and analysis database.
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