Competitive Landscape
Leading Companies Maintain Positions as Concentration Gradually Moderates
In 2025, men’s grooming in Italy remained moderately concentrated, with Procter & Gamble Italia SpA holding a 17% retail value share, a steady moderation from 23% in 2020 that reflected the gradual diffusion of share towards a wider set of mid-tier and specialist competitors without materially disrupting its leadership position. L’Oréal Italia SpA maintained second position at approximately 7%, a consistent share reflecting ongoing portfolio strength and brand investment across toiletries and styling.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Italy - Category analysis
Key Data Insights
Self-Care Normalisation Supports Growth in Men’S Grooming
Self-Care Normalisation Supports Growth in Men’S Grooming
Skin-Respectful Formulations Drive Innovation in Men’S Grooming
Identity-Led Grooming Drives Routine Complexity across Generations
Premiumisation and Selective Spending Are Projected to Support Steady Growth
Health and Wellbeing Are Anticipated to Reshape Male Grooming Routines
Generational Divergence Is Expected to Shape Dual Growth Paths
Leading Companies Maintain Positions as Concentration Gradually Moderates
Beauty Specialists Lead as E-Commerce Consolidates Share Gains
Beauty and Personal Care in Italy - Industry Overview
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Key Data Insights
Selective Spending and Value Prioritisation Sustain Growth in Beauty and Personal Care
Pro-Age and Inside-Out Wellness Reshape Anti-Ageing across Demographics
Lifestyle-Driven Formats Extend Beauty into Everyday Routines
Value-Led Premiumisation and Streamlined Routines Forecast to Sustain Growth
Science-Driven Personalisation Set to Redefine Consumer Engagement
Clean and Traceable Credentials Projected to Become a Baseline Requirement
Leading Players Reinforce Positions through Scale and Credibility
Beauty Specialists Lead on Value as E-Commerce and Tiktok Shop Accelerate Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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