Italy

Video games continued to spur the performance of toys and games in 2018. There is a move away from traditional toys and games in favour of more technological options. This preference is increasingly visible as children move towards video games at an ...

Over the forecast period, traditional toys and games is expected to rebound from a drop in current value sales in 2018. However, low birth rates and an earlier take up of video games by children inform the anticipated decrease in value sales of baby ...

With young and older consumers enjoying video games, the category posted strong value growth in 2018. As the Italian market is less mature than some other EU markets, there remains significant room for development and growth. For example, static ...

Supported by more casual dress codes and the spread of sport as a status symbol, sportswear in Western Europe is seeing significant value growth, despite fierce price competition. Rising per capita spending on versatile trainers and leggings is ...

In 2019, cat food in Italy continued to record steady current value growth, with wet cat food accounting for the largest share of sales. Increasing awareness of product quality remained the key driver of value sales, while also helping to fuel the ...

The growth of dog food in 2019 continued to be supported by rising demand for more natural ingredients and foods which are high in protein, with this being seen across both wet and dry dog food, as well as dog treats and mixers. Dog owners are not ...

The bird, fish and small mammal/reptile populations continued to decline slowly but steadily in 2019, largely due to changing lifestyles and family dynamics. Many younger Italians are not interested in keeping these types of pets, while the ...

Pet care in Italy continued to record steady value growth in 2019. The overall pet population in the country has been fairly flat for a long time but the industry has continued to grow for a number of reasons, including the fact that the share of ...

Pet healthcare remained the largest but also the best performing category in pet products in 2019, with this set to continue over the forecast period. When buying pet healthcare products, Italian consumers are likely to increasingly seek more natural...

In line with the review period, Italy is recording stagnation in the number of newborn babies, and according to the Italian National Institute of Statistics, 2018 saw an all-time low of births, with 449,000 births, 2% less compared to 2017. Baby and ...

Italian consumers have increasingly hectic lifestyles and are expected to continue to demand convenience-based solutions that can simplify their lives and allow them to save time. Within bath and shower, this trend is likely to strengthen and to ...

Colour cosmetics recorded healthy growth in 2018 and is set to continue to benefit from Millennials’ growing demand for make-up products, which are conceived as a key means for self-expression. Their growing demand was met by the consolidation and ...

With increasingly hectic lifestyles, Italians are looking for convenient solutions that allow them to save time and make their life easier. This trend is favouring deodorant sprays and roll-ons, which are perceived as being easier to apply and more ...

Services in beauty salons including waxing services are becoming more efficient in order to meet consumers’ demand for convenience given their increasingly busier lifestyles in Italy. Nonetheless, as the Italian economy was more uncertain in the ...

Fragrances will continue to benefit from the appeal of premium designers’ fragrances in Italy, which account for the bulk of retail value sales. Designers’ fragrances are perceived as accessible luxury because of their relatively lower prices ...

Italian consumers are increasingly well informed and sensitive regarding the ingredients contained in hair care products. They look for a high percentage of natural and organic ingredients and for formulations that are free from substances considered...

Mass colour cosmetics is the most important category of mass beauty and personal care in terms of value sales in Italy and it is expected to remain very dynamic during the forecast period. This category will continue to benefit from the consolidation...

Men’s grooming was negatively impacted by the fall in Italian consumers’ confidence in 2018, but its potential for growth remains high in the country. Men are becoming increasingly careful to maintain their appearances and are keen to invest in men’s...

Oral care value sales are expected to benefit from growing consumer awareness of the importance of proper oral hygiene in order to prevent dental cavities, gum disease and other related dental problems such as bad breath. In Italy, there is still not...

Although consumer confidence was weaker in the second half of the year, beauty and personal care continued to show a positive performance in 2018. Both retail volume and current value sales recorded growth, compared with 2017, confirming beauty and ...