Skin care saw a strong return to growth in current value terms in 2021, with most categories performing well. Sales benefited from the slowdown of the pandemic in Italy especially from April, which led consumers to lead more active social lives and to work more from the office.
Besides basic moisturisers and anti-agers, liquid/cream/gel/bar cleansers was another relatively dynamic category in 2021. This was thanks to consumers applying more make-up in 2021 (especially eye make-up, as the eyes remained the most visible part of the face in Italy, as face masks remained mandatory in indoor public places throughout the year) which then needed to be removed.
Skin care is the area of beauty and personal care where consumers typically pay more attention to formulas and where they are generally keener to invest in products with natural and plant-base ingredients. Consumers also generally look for products that are free from ingredients considered unsafe or potentially harmful to skin health, such as perfume/alcohol, especially when it comes to facial care.
Skin care is expected to continue recording positive growth over the forecast period in retail volume terms. Italians are expected to place increasing importance on skin health and will likely prioritise beauty and personal care products with a “care” positioning.
Chemists/pharmacies is expected to cement its position as the leading distribution for skin care in Italy over the forecast period. These stores benefit from the popularity of dermocosmetic brands, such as Vichy, Avene, La Roche-Posay and Filorga (a brand which was particularly dynamic in Italy at the end of the review period).
Over the forecast period, as consumers return to more active social lives and generally busier lifestyles, and spend less time at home, they are expected to increasingly demand the convenience of multi-purpose skin care products. Moreover, multi-purpose products will also likely be appreciated as they can help you to save money, which could be increasingly important in light of the rising cost of energy, oil and grocery products.
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Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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.
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
This report originates from Passport, our Skin Care research and analysis database.
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