Summary

from 2020 onwards, the global organic cosmetics market experienced significant growth, mainly due to consumers' growing preference for natural and organic personal care products. In Italy, the organic cosmetics segment accounts for 10% of the national cosmetics market, worth over one billion euros. The market's upward trend is also reflected in the steady growth of organic farmland in the EU, of which Italy is a major contributor.

Internationally, Italian cosmetics exports in the "cosmetics, beauty, make-up, skin care, manicure or pedicure, 3304" category continued to post solid figures, while France remained the main export and import partner in this market. Consumer behavior continued to shift towards products perceived as healthier and environmentally sustainable, with quality and ingredients taking precedence over price. In addition, online retailing saw double-digit growth for organic cosmetics, reflecting a shift in purchasing habits and platform preferences. On the distribution front, organic cosmetics are increasingly available through a variety of channels, including specialist stores, perfumeries and e-commerce.

Italian companies, both large international players and local players, have been active participants in this dynamic market, posting substantial growth in certified organic businesses. Despite the complexity of the market in terms of product certification and the absence of specific regulations in Italy, the organic skincare segment is set to maintain its dominant position, and the increasing number of "green cosmetics" product launches augurs well for a flourishing industry, supported by consumers' greater willingness to pay for organic options.

Consumer trends and the move towards natural beauty

In recent years, the Italian market has seen a sharp increase in demand for organic cosmetics. With consumers increasingly sensitive to and preferring natural and organic products, the Italian cosmetics market, estimated at around 11.4 billion euros, has adapted to meet these needs. Organic cosmetics, which account for a significant share of the market, have gained ground, with 1 in 4 Italians looking for "natural" or "organic" beauty products. The demand for these products is not simply a passing trend, but reflects a profound consumer shift towards a healthier lifestyle and environmental responsibility. Google trends have shown a steady increase in searches for the term "organic", indicating a growing interest in various aspects of everyday life. This interest is not limited to Italy, but is reflected worldwide, with the organic cosmetics segment thriving as consumers shift from processed to natural products.

In Italy, this segment represents around 10% of the total cosmetics market, or just over one billion euros. Consumer demand is driven by multiple factors, mainly related to health and environmental well-being. This has led to the expansion of organic farmland and a significant increase in the number of certified organic companies. In addition, events such as Cosmoprof underline the growth of the organic sector, attracting significant numbers of exhibitors and attendees interested in natural beauty solutions. The younger generation, in particular the Millennials, who represent around 13.4% of the Italian population, are at the forefront of this green consumerism. They are inclined to pay more for environmentally-friendly products, influencing a market where quality and ingredients outweigh the lure of low prices. The structure of the organic cosmetics offer in Italy is varied, with skincare products generating the highest sales. as the segment evolves, the market is moving towards full sustainability throughout the supply chain, incorporating organic ingredients and eco-friendly packaging. The use of technology has also enhanced the consumer experience, with virtual applications enabling personalized online interactions.

While the demand for organic products in Italy is clear, the higher prices of organic cosmetics compared to non-organic alternatives remain a notable challenge. This price difference is often justified by the use of natural resources and higher production costs. Nevertheless, confusion persists among consumers as to the definition of the term "organic", leading to calls for clearer labels and certification from recognized bodies such as COSMOS, ICEA, CCPB, AIAB and NaTrue. In short, the Italian market presents a dynamic demand fueled by consumer trends that increasingly favor organic and natural cosmetics.

Discovering the leaders and specialists of the Italian organic and natural cosmetics industry, the Italian beauty sector is diverse and brimming with international giants and local pioneers who are defining the direction of the market, particularly in the field of organic and natural cosmetics. Let's take a look at some of the key players who have carved out a place for themselves in the Italian beauty landscape.

Global titans and national icons

  • L'Oréal: As a global giant in the cosmetics industry, L'Oréal also has a strong presence in Italy. Its vast product portfolio meets the diverse needs of consumers, including a line of organic products that appeal to Italian buyers concerned about the environment.
  • Kiko: An Italian success story, Kiko has established itself as a national leader with a rapid growth trajectory. It is renowned for offering an extensive range of make-up and skincare products that align with the latest fashion trends while being accessible to a broad customer base.

Champions of the organic movement

  • Weleda: As a pillar of organic cosmetics, Weleda boasts a history of holistic well-being. Its emphasis on biodynamic farming and ethical sourcing underpins its reputation for natural, organic personal care products appreciated the world over.
  • Erbolario: An Italian company with a rich heritage, The Erbolario specializes in plant-based cosmetics. Committed to quality and tradition, it produces products that resonate with consumers seeking organic and plant-derived options.
  • Davines: Positioned as an ecological and sustainable brand, Davines offers skin and hair care solutions that are a blend of Italian craftsmanship and powerful natural ingredients, embraced by eco-conscious consumers and stylish salons alike.
  • Aveda: Although not originally from Italy, Aveda has found favor with Italians for its ecological ethic and plant-based products. Committed to respecting the environment, Aveda offers organic hair, skin and body care products that match the ecological values of the Italian market.
  • Lush: Another international name that resonates with the Italian public, Lush is known for its fresh, ethical and cruelty-free cosmetics. The brand's handmade products, as well as its firm stance on environmental issues, appeal to environmentally-conscious Italian consumers.
  • Manetti & Roberts: This company, with its roots in Florence, has been part of Italy's cosmetics history since the 19th century. Although not exclusively organic, the company's focus on product quality and innovation keeps it relevant in a market that places increasing importance on natural ingredients.
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  • Number of pages : 30 pages
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  • Last update : 06/12/2021
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Summary and extracts

1 Market summary

1.1 Definition and scope of study

The organic cosmetics market represents a sub-segment of the cosmetics market. A cosmetic product includes any substance used to clean, moisturize or alter a person's skin, hair, nails or teeth.

Cosmetics can be divided into two categories:

  • beauty products: make-up, perfume, skincare cream;
  • healthcare products: shampoo, soap, deodorant.

There is no legal treatment or distinction between the terms 'organic','natural' or 'naturally produced' in Italy. To be considered organic, a cosmetic product must contain at least 90% natural ingredients [Ecocert]. Nevertheless, public opinion tends to identify them as products containing ingredients of natural and unprocessed origin. We will therefore take into account these two meanings of the word (certified organic and natural) in this study.

In Italy, the cosmetics market experienced a unprecedented performance in recent years, thanks in particular to the positive perception of products. Production and exports have increased every year since 2009. More specifically, the organic sector is progressing as the trend of consumers towards natural and organic products extends from food to personal care.

 

1.2 A well oriented global market

The global cosmetics market

According to Euromonitor, the global market for beauty and personal care as a whole generates about *** billion dollars. The year **** was the best performing year since ****.

In ****, the region Asia-Pacific alone represented more than one-third of the total market value  . China is considered to be one of ...

1.3 Natural beauty in Italy

According to the annual report of the Centro studios di Cosmetica Italia on beauty, the cosmetics market in Italy is estimated at about **.* billion euros in ****.

Share of organic cosmetics in the total market

By order: Total share of cosmetics/Share of organic cosmetics

Source: ****

Indeed, the segment of organic cosmetics ...

1.4 International trade

UN Comtrade provides data on production and international trade. In ****, for the category "cosmetics, beauty, make-up, skincare, manicure or pedicure, ****", the exports in Italy amounted to approximately *.* billion dollars while the imports totalled *.* billion dollars.

Foreign trade in the cosmetics category, Italy, ****-****, millions of US dollars

By order: exports, imports, ...

2 Demand analysis

2.1 Demand that adapts to new trends

According to a study by the French Institute of Public Opinion IFOP (***) in ****, we have witnessed in recent years a profound change in the transformation affecting purchasing decisions. Consumers are giving more and more importance to organic and natural products. This new awareness is influencing preferences and purchasing habits in ...

2.2 Determining factors and levers

The rise of consumer awareness

The natural and organic cosmetics market in Italy is strongly influenced by consumer perception and awareness due to the absence of a national regulatory framework. Consequently, the demand for products is subjective, as it is strictly linked to the final consumer.

A study conducted by the ...

3 Market structure

3.1 Market organization and dynamics

The growth of the Italian organic sector as a whole is one of the drivers of the cosmetics market in Italy. In December ****, more than ** *** organic companies were identified, a *.*% increase compared to the previous year. In addition, there is a significant concentration of companies in the South of the country ...

3.2 Changing distribution channels

The specific growth and expansion of distribution channels illustrate the exceptional growth of the organic cosmetics segment.

Organic shops are representative of a state of mind that has been present in Italy for more than ** years: the opening of the first organic store in Milan dates back to ****.

However, the "natural" ...

3.3 E-commerce, a double-digit growth

The Euromonitor data highlights the exceptional performance of the online retail segment in the personal care and beauty market. The year **** showed a positive double-digit evolution of this channel, around **%.

Purchasing habits significantly adapted to digital technologies. In ****, **% of Italians have made one or more online purchase per month. This change ...

4 Analysis of the offer

4.1 The ingredients used

According to COSMOS - the international non-profit organization producing organic standards - organic cosmetics contain five categories of ingredients:

water; mineral elements; physically processed agro-ingredients; chemically processed agro-ingredients; other ingredients.

An agro-ingredient is "any substance of plant, animal or microbial origin from agriculture, aquaculture or harvesting".

Each category of ingredients must ...

4.2 A greener cosmetics offer

While there is no doubt that demand for organic products has increased, this increase has been accompanied by an evolution of the offer where we find this strong upward trend.

As mentioned above, more than **% of the total cosmetic product launches in **** were presented as "organic" - proof that the organic ...

4.3 Various supply trends

A green product across the entire value chain

In view of the interchangeable terminology (***) and the absence of harmonised regulations on organic cosmetics in Italy, it is difficult to have a complete overview of all products labelled as organic.

Not all certified entities take into consideration the entire product supply chain. ...

4.4 Structure of the offer and key products

The products of skin care undoubtedly generate the highest turnover. This applies to both the global cosmetics marketplace - which represents about $*** billion - and to the European market - which represents approximately **.* billion euros. [***]

Similarly, promising economic results can be observed for this category of organic cosmetics.

A distinction is ...

5 Rules and regulations

5.1 Higher prices compared to non-organic cosmetics

Organic cosmetics generally tend to be sold at higher prices than non-organic cosmetics. Among the reasons that can be given to explain these prices, in addition to a willingness to pay to acquire those type of product, there is also the need to use more natural resources at an increased cost ...

5.2 Terminologies that are sometimes confusing

There is a great deal of confusion about the definition and identification of "organic" cosmetics. The first step towards a better understanding of the product is to differentiate between the following categories:

natural cosmetics, which contain extracts of natural origin and/or ingredients of natural origin (***) [***]; organic cosmetics, which contain raw ...

5.3 The various regulatory bodies

European regulation

Cosmos (***) governs organic and natural cosmetic certifications. There are two certifications:

*. Organic Cosmos focus on ingredients used and finished products:

Ingredients: at least **% of physically processed "agro-ingredients" must be organic. Finished products: at least ** % of the total product must be organic - with some exceptions.

*. Natural Cosmos: ...

6 Positioning of the actors

6.1 Segmentation

List of charts

  • Part de la surface agricole bio totale
  • Part des cosmétiques biologiques dans le marché total
  • Commerce extérieur de la catégorie cosmétique
  • Destination pour les exportations de cosmétiques
  • Origine des importations de cosmétiques
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Latest news

Lush mise sur les magasins - 07/03/2023

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Sodalis Group
L’Erbolario
Davines
Aveda (Groupe Estée Lauder)
Lush
Manetti & Roberts
Conad
Coop
Bennet

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