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  • Last update : 23/05/2022
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Summary and extracts

1 Market Overview

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 Demand analysis

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 Market structure

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 Supply analysis

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 Regulations

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 Positioning of actors

6.1 Segmentation of actors

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

List of charts presented in this market study

  • 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
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Latest news

Behind the glamour, L'Oréal's massive investments in its French factories - 01/05/2024
  • - 38 L'Oréal plants worldwide.
  • - 11 plants located in France, employing 3,000 of the country's 15,000 employees.
  • - 500 million euros invested by L'Oréal over the last five years in its French industrial base.
  • - French production accounts for 25% of L'Oréal's worldwide production volume, 80% of which is destined for export.
  • - The Caudry (Nord) plant is one of L'Oréal's largest, with 500 employees and 97% of production supplied to international markets.
  • - 7,000 new products launched each year by L'Oréal.
  • - Prada skincare products and Ralph Lauren fragrances manufactured in France since their integration into L'Oréal in 2019.
  • - 100% of L'Oréal group fragrances are made in France.
L'Oréal becomes number one in luxury cosmetics and dethrones Estée Lauder - 11/02/2024
  • 2023: the strongest year of sales growth in 20 years
  • L'Oréal, the world leader in this sector, becomes number one in the prestige skincare, make-up and fragrance segment, sold in department stores and perfumeries. It dethrones the American Estée Lauder(Estée Lauder, Clinique, La Mer, Jo Malone, Frédéric Malle, Tom Ford...).
  • sales of L'Oréal Luxe (Lancôme, Yves Saint Laurent, Biotherm, Armani, Kiehl's, Helena Rubinstein...) rose by 4.5% in 2023 to 14.92 billion).
  • L'Oréal has outperformed the luxury goods market for 13 years
  • Total group sales 41.2 billion euros in 2023 (+ 11%).
  • World leader in fragrances and skincare products.
  • Comeback ofHelena Rubinstein, thebrand founded in the United States in the early 20th century and owned by L'Oréal since 1984
  • In 2023, Helena Rubinstein exceeded one billion euros in sales.
  • Sales have increased 10-fold in ten years.
  • L'Oréal Luxe controls 32% of the prestige products market.
  • Perfumes: 20% growth.
  • Success of "La Vie est Belle", Valentino and Prada licensed fragrances (Paradoxe), Yves Saint Laurent's Libre, second best-selling fragrance for women in Europe.
  • Good start for MYSLF
  • The division dedicated to consumer products (L'Oréal Paris, Garnier, Maybelline...) has overtaken L'Oréal Luxe again

Another record year for L'Oréal - 09/02/2024
  • -Cosmetics market growth in 2023: 8.5
  • - Increase in L'Oréal sales in 2023: 7.6% (published), 11% (comparable data)
  • - L'Oréal sales in 2023: 41.18 billion euros
  • - Number of L'Oréal "billionaire" brands in 2023: 12
  • - Growth of L'Oréal's consumer division in 2023: 8.2
  • - L'Oréal consumer division sales in 2023: Over 15 billion euros
  • - L'Oréal Paris sales in 2023: 7 billion euros
  • - L'Oréal dermatological division sales in 2023: 6.4 billion euros
  • - L'Oréal dermatological division growth in 2023: 25.5
  • - Sales growth for L'Oréal's luxury division in 2023: 2% (organic)
  • - L'Oréal luxury division sales in 2023: 14.9 billion euros
  • - L'Oréal growth in Europe in 2023: 14% (published), including 9.2% in the year-end period
  • - L'Oréal growth in the United States in 2023: 10%.
L'Oréal and dermocosmetics - 12/05/2023
  • Worldwide sales of dermocosmetics products: €20 billion.
  • Share of dermocosmetics in the beauty market: over 8%.
  • L'Oréal Dermatological Beauty Division sales in 2022: 5 billion euros, with 22% year-on-year growth.
  • Sales growth for this L'Oréal division in the first quarter of 2023: 30%.
  • In France, dermocosmetics is present in specific distribution networks such as pharmacies, parapharmacies and selective distribution.
  • The Avène brand of the French Pierre Fabre group is expected to break the billion euro barrier for the first time this year.
With its Carita skincare brand, L'Oréal is making a name for itself in the luxury segment :Carita, a luxury brand from L'Oréal. - 24/04/2023
  • Espace Carita: historic 1,800 m2 salon, reopening in October 2022.
  • L'Oréal Luxe: Group's leading division, with sales of 14.6 billion euros in 2022
  • Share of high-end customers: Nearly 40% of market value in 2022, versus 35% in 2021
  • L'Oréal Luxe growth: 18.6% in 2022 (+10.2% on a like-for-like basis), outperforming market growth of 8% in 2022.
  • Lancôme: World's leading luxury beauty brand, with sales of over 3 billion euros.
  • Global fragrance market: Up from $40 billion to $48 billion between 2013 and 2022, and expected to exceed $50 billion in 2024.
  • With brands such as Lancôme, Helena Rubinstein and Kiehl\'s, L\'Oréal Luxe is expected to grow by 18.6% in 2022, outpacing a market up 8%.
  • Acquisition of Takami in 2021, created by the founder of dermatological clinics in Tokyo (50 million euros in sales), and of Mugler and Azzaro fragrances, acquired in 2020 from Clarins (340 million euros in sales)
L'Oréal again number one in fragrances - 14/04/2023
  • The fragrance market has grown at an average annual rate of 3.7% since 2016
  • Fragrance market approaches 50 billion euros
  • Global fragrance sales up 17% in 2022, L'Oréal sales up 23%.
  • L'Oréal regained its position as world leader in fragrances in 2020, with almost 11% market share.
  • The acquisition of Clarins' fragrance division (Mugler, Azzaro) brought L'Oréal an additional 340 million euros in sales.
  • By 2022, the Yves Saint Laurent and Armani brands had achieved sales of over 1.5 billion euros each.

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. :

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

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