Mass Beauty and Personal Care in Italy

PRE-COVID-19 PERFORMANCE

Economic uncertainty sees shift to lower-priced mass products in drugstores/pharmacies in 2019

Mass personal and beauty care continued to see a slight increase in retail current value sales in 2019. The country’s slow economic performance reduced consumer confidence and increased the search for more affordable beauty and personal care products.

Colour cosmetics benefits as monobrand stores appeal strongly to young adults

Colour cosmetics, the highest-value category in mass beauty and personal care, saw further significant retail current value growth in 2019. The category continued to benefit from the expansion and consolidation of monobrand chains.

Leaders invest in new launches and distribution to compete in a highly fragmented landscape

L’Oréal Italiana Saipo remained the leader in mass beauty and personal care in 2019. As in other categories, the company’s strength lay in its wide portfolio of brands.

2020 AND BEYOND

COVID-19 impact

Sales of mass beauty and personal care are expected to decrease by 1% in 2020 in 2019 constant value terms in light of the impact of COVID-19.

Affected products within mass beauty and personal care

Over 2020 as a whole, mass bath and shower, face masks, hand care and nail products are expected to generate positive retail value growth at constant 2019 prices. Mass bath and shower is benefiting from rising awareness of the importance of hygiene and preventative health, not least constant calls to wash hands frequently.

Recovery and opportunities

Mass beauty and personal care is expected to return slowly to positive retail value growth at constant 2019 prices as the forecast period progresses. While the projected CAGR is a slight improvement on the estimated decline in 2020, it represents a small downturn compared with the review period performance.

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