The shampoo market - Italy

As of 2020, the global shampoo market was valued at $30.9 billion and is expected to grow at an annual rate of 3.6% to reach $39.58 billion by 2028 despite the negative impact of the Covid-19 pandemic. In Italy, despite a downturn during the pandemic, the market remained positive with notable success for 2-in-1 shampoos. France is the leading importer of Italian shampoos, reflecting a trend of geographic proximity in trade. Italian production of shampoo saw a slight overall decline of -1.5% in the decade leading to 2020, with a significant increase from 2014 to 2016 before stabilizing. The Italian market is predominantly served by large-scale retail, accounting for 77.3% of total sales in 2020. The European shampoo market is robust, with Italy as the second-largest producer, contributing to 21% of the continent's production valued at 406 million euros in 2020. Men place slightly more importance on hair care products than women, with an overall significant attention to brand trust and quality in purchasing decisions in Italy. Regulatory frameworks such as Regulation (EC) No. 1223/2009 and labeling requirements ensure product safety and informed consumer choices. Production costs for establishing a Made in Italy brand can vary greatly, depending on whether production is in-house or outsourced, and on certification updates. The top five best-selling shampoos in Italy showcase a wide price range, reflecting diverse consumer preferences. Large Italian groups such as Davines and Collistar have significant turnovers, indicating a competitive domestic market with key players positioned across various market segments..**Emerging Trends in the Italian Shampoo Market** In Italy, the shampoo market presents a dynamic and evolving landscape, showing resilience and adaptability even amidst global challenges such as the Covid-19 pandemic. Despite a dip in the annual growth rate during 2020, the market maintained a positive trajectory, highlighted by the growing popularity of specialized 2-in-1 shampoo products, which have seen the highest growth rate in the segment. Traditional standard shampoos continue to dominate the market in terms of overall share. The Italian shampoo market is characterized by a variety of products tailored to specific hair needs, including dry hair, anti-dandruff, oily hair, and colored hair solutions. This customization trend aligns with Italian consumers' inclination towards advanced shampoo features and a willingness to invest in medium to high price ranges. Over the past decade, from 2010 to 2019, there was a notable increase of between 25 and 30 percent in the overall annual turnover of the sector related to the manufacture of toiletries, including shampoos, with revenues rising from between 4.5 and 5 billion euros to more than 5.5 billion euros. Similarly, the number of enterprises and employment in the sector saw significant growth, with the number of enterprises increasing by more than 10 percent and employment by more than 30 percent until an unexpected dip in the number of enterprises in 2019. Italy not only fulfills its domestic demands but stands out in the international arena as a robust exporter of shampoos, witnessing export growth of around 30 percent over five years, with the value rising from approximately 200 million USD to over 280 million USD. This growth indicates the recognition and demand for Italian-made shampoos worldwide, with European countries being the most frequent trade partners. Furthermore, Italian consumers are highly attentive to the brands they purchase, with over one-third of the population considering brand reputation to be important. The market has witnessed a surge in demand for hair care products that offer quality, efficiency, and the inclusion of natural ingredients. Shampoos lead the way as the most purchased category within hair and scalp products, accounting for almost half of the sales. This increasing demand for superior and specialized shampoos has also influenced production within Italy, which has seen a fluctuating yet ultimately stable output over a decade. The production value had a sharp rise between 2014 and 2016 and stabilized to the level observed ten years earlier by 2020, showing minimal overall change. The distribution of shampoos in Italy.Italian Shampoo Market Champions: Pioneers and Innovators As we delve into the thriving landscape of the Italian shampoo market, several key players emerge for their innovative contributions and strong market presence. Among these, AGF88 Holding stands as a prominent figure, known for its intense focus on research and development, resulting in professional high-quality hair care products. Another notable competitor is Collistar, a beauty and cosmetics leader that has carved itself a niche not only in hair care but in a wide spectrum of beauty products. This Italian brand is renowned for its top-tier skincare and makeup products, alongside its dedicated hair care line. Among the bright stars of the industry is Davines, an eco-conscious brand that marries sustainability with luxury. With their use of natural ingredients and a strong commitment to environmental stewardship, Davines sets the bar high for ethical beauty standards. Bringing the charm of nature into their products, L'erbolario is a company with a deep-rooted love for botanical elements, which is reflected in their shampoos and other personal care offerings. Their adoption of plant-based ingredients aligns with a growing consumer trend for greener and cleaner beauty routines. A giant in personal care with a rich history to boot, Manetti & Roberts has been catering to the Italian market with its wide array of hygiene and beauty products. With a reputation for tradition and quality, their brand has become a household name in Italian homes. Finally, the Sodalis Group demonstrates agility in the competitive market with its dynamic approach to manufacturing and distributing personal care products including shampoos. Through a smart assortment of renowned brands, they've secured a tight grip on consumer loyalty. Each of these companies contributes uniquely to the rich tapestry of the Italian shampoo market, blending tradition with innovation, and sustainability with consumer needs, maintaining Italy's reputation as a frontier for beauty and personal care.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 23/05/2022

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Summary and extracts

List of charts

• Turnover of the toiletries manufacturing sector
• External trade of shampoo
• Destinations of shampoo exports
• Origins of shampoo imports
• Number of enterprises in the sector manufacture of toilet products
• Employment in the toilet product manufacturing sector
• Annual Italian production of shampoo
• Breakdown of shampoo purchases by distribution channel and change over one year
• Global shampoo market
• Dry shampoo market
• Market share of hair care products
• Shampoo producing countries
• Regularly used cosmetic products
• Consumption of cosmetic products by women
• Consumption of cosmetic products by men
• Criteria for purchasing natural and organic hair care products
• Main factors influencing the purchase of cosmetic products
• Breakdown of sales of hair and scalp products by category

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