The shampoo market - Italy

Shampoo is a product belonging to the category of hair care, usually in the form of a viscous liquid, used for the purpose of cleaning the hair. Most of the time, this product is prepared by combining a surfactant for washing and emulsifying liquids with water, with a co-surfactant that strengthens the action of the main surfactant. Based on the type of hair to which they are applied, shampoos are usually classified into numerous categories such as shampoo for dry hair, anti-dandruff shampoo, shampoo for oily hair, for colored hair, etc. In 2020, the global shampoo market was worth $30.9 billion, and despite the negative impact of the Covid-19 pandemic, the market is expected to reach a value of $39.58 billion by 2028, with an annual growth rate of 3.6 percent. The highest global market share belongs to North America, although the Asia-Pacific region is the market with the highest growth. The Italian shampoo market was also negatively affected by the pandemic, registering a decrease in the annual growth rate during 2020, although this figure remained positive. Particularly successful in the Italian market appears to be the 2-in-1 shampoo (shampoo and conditioner) which has the highest growth rate while, the highest market share belongs to the standard shampoo segment. The major players operating in the Italian shampoo market are large multinational groups such as L'Oréal Group, Procter&Gamble, Revlon Inc. but there is also the presence of some Italian companies such as Davines, which are slowly expanding their market share. As far as distribution is concerned, large-scale retail appears to be the distribution channel preferred by consumers over pharmacies and specialty stores. An emerging trend within the market is represented by an increasing inclination of the Italian population to prefer specific shampoos with increasingly advanced features and, consequently, with a medium-high price range.