Content of the study:
The shampoo market - Italy

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1.1 Definition and presentation

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 waterwith 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.

1.2 The world market and the European market

Growth and market size

The global shampoo market is expected to reach $**.** billion by ****, with a CAGR of +*.**% projected for ****-****.

Global shampoo market World, ****-*****, in billions Source: ****

A promising segment

Dry shampoos are expected to grow much faster over the same period, with a CAGR of +*.**% to reach $*.* billion ...

1.3 The Italian market is growing

The data presented in the chart below are for ATECO code **.** in the"manufacture of toiletries: perfumes, cosmetics, soaps and the like" sector, which includes the following activities:

manufacture of perfumes and cosmetics: perfumes and toilet waters, beauty and make-up products, anti-sun and tanning preparations, manicure and pedicure preparations, shampoos, hair ...

1.4 Foreign trade: Italy is a shampoo exporting country

The UN Comtrade data below is for HS Code ****** and refers to all shampoos.

The most striking fact from the chart below is Italy exports far more than it imports. In ****, it exported US$***.* million worth of shampoo and €***.* million worth of shampoo in **** for a change of +** percent in five ...


2.1 Shampoos and hair products rank fifth in the frequency of use of personal care products

In the Year **** Report, Cosmetica Italia, National Association of Cosmetic Companies, offers a comprehensive picture of Italians' habits for cosmetic products, then personal care products. From these, the following chart presents the products used regularly by Italians:

Cosmetic products used regularly Italy, ****, in % Source: ****

Hair care products rank fifth among regularly ...

2.1 Men and women: different types of consumption

From the study conducted by Cosmetica Italia, different purchasing characteristics emerge among the Italian population. Men and women have different needs regarding personal care, which is why these two categories will make different uses of cosmetics products. The graphs below present the breakdown, and it can be seen that men accord ...

2.3 Factors influencing demand and best-selling products

A **** study published by YouGov Italy was interested in the factors that influence the Italian customer's choice of a personal care product. Thus, there are several factors that will play an important role in choosing a product from this macro category, of which shampoos are a part. We can see in ...


3.1 The structure of the Italian market

As in Subpart *.*, the code to which the data refer is the ATECO code **.** for the sector"manufacture of toiletries: perfumes, cosmetics, soaps and the like." The following graphs show the trends in the number of enterprises in the sector and the number of people employed in the sector. Both experience ...

3.2 Italian production

Italian annual shampoo production experienced a gradual decline from **** to **** (***), and then stabilized and returned to the level of ** years earlier in ****, for a total change in ** years of only -*.*%.

Annual Italian shampoo production Italy, ****-****, in millions of euros Source: ****

3.3 Distribution remains dominated by large-scale retail

We see in the graph below that shampoos are bought much more in supermarkets and hypermarkets than in other distribution channels.

In detail, in **** out of ***.* million euros of shampoos sold in Italy, *** million euros were sold in large-scale retail (***). Only **.* million euros were sold in pharmacies and *.* million euros in ...


4.1 Composition of a shampoo and types of products

The composition of shampoos is regulated by the International Nomenclature of Cosmetic Ingredients (***).

Demineralized water is the main ingredient, accounting for **-**% of the composition and acting as a solvent. Washing agents, between ** and **% of the composition, dissolve the fats in the water. Shampoos also contain foaming agents (***) and preservatives. Other ...

4.2 Production costs and selling prices

When investing in a new cosmetics brand-in the shampoo business or otherwise-there are several types of costs to consider. We can analyze them below.

Costs of brand creation and management, which include: the creation or redesign of the logo, the creation of graphics for labels and packaging, the choice of packaging ...


5.1 Regulation (EC) No. 1223/2009

Regulation (***) ****/**** is based can be summarized as follows:

Harmonization of divergent regulations among member states Definition of key figures and their responsibilities Post-market surveillance system for cosmetics Centralized notification of cosmetics Clear definition of a cosmetic product Increased degree of safety of cosmetics Establishment of a system with positive and negative ...

5.2 The cosmetics label regulation

In Europe, the label of cosmetics must be drawn up in accordance with Article ** of Regulation (***) No. ****/**** of the European Parliament and of the Council and Sindacato Medici Italiani.

The label must be written accurately and correctly to ensure that consumers can make an informed choice, based on an adequate level ...


6.1 Segmentation of actors

  • L'Oréal Groupe
  • AGF88 Holding
  • Collistar
  • Davines
  • L'erbolario
  • Manetti & Roberts
  • Sodalis Group

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Reviews (3)

Reviews (3)

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

Customer cases and references

Customer cases and references
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Crédit Agricole, Information & Veille

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Philippe Dilasser
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