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Learn moreJun 2020
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Skin care continued to post positive retail current value growth in 2019, largely due to the performance of facial care. Anti-agers remained the highest-value category.
Skin care products positioned as “clean and pure” or simple attracted growing interest in 2019. With the rising popularity of natural and organic ingredients, consumers showed increased sensitivity to the composition of products and became more demanding when purchasing skin care items.
Multinationals continued to lead the category by leveraging well-known brand names and utilising large budgets to invest in innovation and advertising. L'Oréal Italiana Saipo consolidated its leadership in 2019 through a wide portfolio of well-known mass and premium brands.
Sales of skin care are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected marginal rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Skin care is set to be negatively affected by the COVID-19 crisis through 2020, as many consumers are likely to eschew skin care, reduce usage considerably or try to economise by avoiding premium purchases. Even as lockdown measures are relaxed, a return to normality is likely to be slow, with self-distancing measures and a reluctance to completely abandon self-isolation or home seclusion tendencies.
Skin care is set to return to pre-COVID-19 value growth in constant 2019 terms by the mid-forecast period, although the anticipated damage to the Italian economy and consumer confidence is expected to limit growth potential. It is anticipated that more consumers will shift to mass products, as premium skin care becomes a less affordable option.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Skin Care 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 Skin Care industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.
The Skin Care in Italy market research report includes:
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Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.
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.