Mass Beauty and Personal Care in Italy

PROSPECTS

Mass colour cosmetics remains the best performer

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 of domestic monobrand chains Kiko Milano, Wycon and NYX targeting Italian Millennial consumers.

Lower consumer confidence boosts demand for basic products

The higher uncertainty regarding the future of the economy in 2019 will likely impact mass beauty and personal care in Italy, as lower consumer confidence is expected to lead to growing demand for basic products. This trend will bring about a higher level of polarisation in the demand for beauty and personal care products, benefiting premium products on the one hand and economy products on the other hand, at the expense of medium-priced brands.

Supermarkets and drugstores set to drive growth

Mass beauty and personal care is expected to particularly profit from the positive performance of supermarkets, which Italians perceive as more convenient than hypermarkets. Consumers tend to purchase beauty and personal care products more and more during their weekly grocery shopping at supermarkets.

COMPETITIVE LANDSCAPE

L'Oréal Italiana remains the leader

L'Oréal confirmed its leadership in 2018, counting on a wide portfolio of well-known brands, including L'Oréal Paris, Garnier Fructis, Elvive and Garnier Ultra Doux and many others. The company led mass hair care, mass adult sun care and was strong in mass skin care, mass colour cosmetics and mass baby and child-specific products in 2018.

Dove, Nivea and Kiko remain important brands

Unilever ranked second, mainly through its popular Dove brand, which headed bath and shower and deodorants. Dove is expected to continue to invest and benefit from its “real beauty” project aiming to redefine beauty and promote women’s self-esteem and body confidence.

The natural trend set to further impact mass beauty and personal care

The natural trend is further impacting mass beauty and personal care categories in Italy, with products containing natural and organic ingredients gathering increasing attention by Italian consumers and becoming a growing priority for manufacturers. This trend is particularly strong amongst Millennials, but goes beyond this consumer group, as Italians are generally becoming more concerned about the ingredients contained in beauty and personal care products.

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