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 grooming, as well as services offered by beauty salons.
This is translating into male consumers becoming keener to invest in men’s toiletries, including men’s deodorants, men’s bath and shower, men’s skin care and men’s hair care. All these product areas, to different degrees, will benefit from this trend and – above all – mass men’s skin, which is benefiting from men’s growing desire to have a youthful look, free from sunspots, acne, dark circles and wrinkles.
Men’s razors and blades is expected to remain the biggest product area in value terms in men’s shaving and second only to men’s fragrances at the men’s grooming level. However, although these products will continue to benefit from their convenience and relatively low prices, they will also be negatively impacted by the growing number of consumers wearing beards, as it is still quite trendy in Italy.
In Italy, multinationals dominate men’s grooming with the widespread availability of their renowned brands. Procter & Gamble maintained its leadership in 2018 through its strength in men’s shaving with its established Gillette umbrella brand.
Men’s grooming offer is expected to become increasingly tailored and sophisticated in Italy, as manufacturers will likely use innovation as a strategy to capitalise on Italian men’s growing attention to their appearance and openness to investing more of their budget in these products. Men’s skin care, in particular, will likely expand to include more products with added properties such as antipollution, antifatigue and anti-UV and with hyaluronic acid.
Meanwhile, men’s shaving is expected to benefit in some measure from the launch of products positioned for body shaving, as seen in the launch of the Nivea Body Shaving line in 2018. This line aims to benefit from the growing trend, especially amongst younger Italian men, of shaving unwanted hair on the chest and back.
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This industry report originates from Passport, our Beauty and Personal Care market research database.