Executive Summary

Jun 2019
PROSPECTS
Millennials set to drive men’s grooming growth

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.

Interest in men’s toiletries increasing in tandem with increased interested in maintaining a youthful look

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.

Popularity of beards set to curb growth in men’s shaving

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.

COMPETITIVE LANDSCAPE
Multinational companies continue to lead

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 to become more sophisticated

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.

Increased interest in body shaving expected to boost men’s shaving

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.

Want to find out more about this report?
Request more information
Why 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.

Your Recently Viewed Reports

Men's Grooming in Italy

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Men's Grooming industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Men's Grooming industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Men's Grooming in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Men's Grooming in Italy?
  • What are the major brands in Italy?
  • Are systems or disposable razors and blades more popular in shaving?
  • Which men’s category is seeing most dynamic growth?

Why 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 industry report originates from Passport, our Beauty and Personal Care market research database.

Men's Grooming in Italy - Category analysis

HEADLINES

PROSPECTS

Millennials set to drive men’s grooming growth
Interest in men’s toiletries increasing in tandem with increased interested in maintaining a youthful look
Popularity of beards set to curb growth in men’s shaving

COMPETITIVE LANDSCAPE

Multinational companies continue to lead
Men’s grooming offer to become more sophisticated
Increased interest in body shaving expected to boost men’s shaving

CATEGORY DATA

Table 1 Sales of Men’s Grooming by Category: Value 2013-2018
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 5 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Beauty and Personal Care in Italy - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to record growth in 2018
The natural trend further impacts most product areas
Companies owned by multinationals lead, with L'Oréal confirming its leadership
New product developments opting to be more natural, clean, ethical and multitasking
Beauty and personal care set to be characterised by growing polarisation

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources