Super premium beauty and personal care has fared better than most other categories in luxury goods since the onset of the pandemic. Nonetheless, retail current value sales declined by almost a fifth during 2020, with demand for super premium colour cosmetics and super premium fragrances particularly weak.
Acne products are a major driver of growth in retail current value sales of super premium skin care. Super premium anti-agers and face moisturisers (the two most important skin care products used by Italians) are also increasingly popular.
The retail value share of e-commerce in super premium beauty and personal care increased significantly in 2020 and continued to grow during 2021. The closure of non-essential retail outlets for an extended period and the introduction of restrictions on movement lead some local consumers to shop online for these products for the first time, and this led both retail chains and brands to pay more attention to this channel.
The recovery in retail current value sales of super premium beauty and personal care will gather pace during 2022. However, in constant 2021 prices, retail value sales of super premium beauty and personal care will not recover to their pre-pandemic level until 2026.
Super premium colour cosmetics will be top performer in super premium beauty and personal care during the forecast period as a whole, followed by super premium fragrances, with no more than modest growth in demand for super premium skin care. Many of those who held off purchasing super premium colour cosmetics in 2020 and 2021 will purchase these items during the forecast period.
E-commerce will continue to grow in importance as a distribution channel for super premium beauty and personal care, as a growing number of local consumers split their purchases between this channel and physical stores. Retail chains will increasingly utilise click-and-collect and on-demand delivery services like Glovo as they shift to more of a hybrid model.
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Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal 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 Super Premium Beauty and Personal 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 an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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