In general, mass beauty and personal care was more resilient in 2020 compared to premium beauty and personal care, recording just a single-digit decline in value terms. This was thanks in part to the strong demand for hygiene products, which mainly fall into mass beauty and personal care.
Mass beauty and personal care was led by L'Oréal Paris, Yves Rocher, Kiko Milano, Dove and Nivea in Italy in 2021. Among the leading brands, Kiko Milano registered the most dynamic growth in 2021.
L'Oréal Paris also saw a positive result in 2021 thanks to the recovery of sales through perfumeries and the positive performance of its products in grocery retailers. This was especially true for its ranges of mass skin care, mass colour cosmetics, mass standard shampoos and mass conditioners/treatments, although it did suffer from a drop in demand for mass hair colourants in 2021 as consumers returned to hair salons to get their hair coloured.
Mass beauty and personal care sales are expected to see a return to pre-COVID-19 levels by the end of 2022, in current value terms. This forecast is linked to the expected further slowdown of the pandemic in Italy, thanks to the high vaccination rate.
Mass beauty and personal care’s modest growth projections are based on the assumption that the slowdown of the pandemic will also negatively impact some mass beauty and personal care categories, such as hand sanitisers and liquid soap. These products had already seen slower growth in 2021 and are expected to be negatively impacted by the declining focus on hand hygiene and the availability of these products in all public places, thus discouraging consumers from purchasing them for personal use.
Some mass beauty and personal care categories are expected to struggle to return to 2019 levels in the forecast period, with some products already struggling even before the outbreak of COVID-19. For example, mass baby and child-specific products will likely continue to be negatively impacted by the falling birth rates being seen in Italy.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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