Men’s grooming witnessed a partial recovery in current value terms in 2021 after the double-digit decline witnessed in 2020. The sharp decline in 2020 was mainly linked to the drastic changes to consumer lifestyles and the reduced social activity due to the impact of the country’s strict COVID-19 measures.
In 2020 men's shaving suffered from men shaving considerably less frequently during the lockdown and throughout the rest of the year, as many men switched to working from home while most went out less often. While some men started to shave more in 2021 as COVID-19 fears softened, this was countered by the large number of men who switched to growing a beard during the pandemic.
Towards the end of the review period, new product launches within men’s grooming in Italy tended to focus on offering a sensitive and natural positioning, as well as being sustainable. For example, in 2020 Procter & Gamble launched Gillette Skinguard Sensitive (in 2020), with this new range positioned for those with sensitive skin.
Men’s grooming is expected to see a generally positive performance over the forecast period, with value sales projected to return to pre-COVID-19 levels by 2023. Men’s fragrances, the most important category within men’s grooming in value terms will nonetheless still likely be impacted by the fallout from the pandemic in 2022, with the Omicron variant disrupting sales in the early months of the year.
Men’s toiletries is projected to see an earlier recovery to 2019 sales levels with this being thanks to the more essential character of these products compared to men’s fragrances. Italian men are becoming increasingly aware of the differences between male and female skin from a physiological point of view, with it being thicker and on average contains more fat, and therefore requires specific products.
Men’s shaving, on the other hand, is expected to struggle to recover to 2019 sales levels over the forecast period. This is linked to the growing number of Italians sporting beards and shaving less frequently than in the past.
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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.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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