Italy Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Italy Beauty and Personal Care Products Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Italy beauty and personal care products market is projected to grow at a CAGR of 6.2% during the forecast period (2021 - 2026).

The outbreak of COVID-19 impacted the overall sales of the market in Italy. Some personal care categories demonstrate resilience, while the beauty categories suffered more. The personal care products saw a spike in sales of liquid soap and body wash, along with premium toothpaste. For instance, Johnson & Johnson Inc. saw particularly strong growth across skincare and oral care products in the country. Furthermore, the on-premise sales through supermarkets and convenience stores witnessed a decline due to the subsequent lockdowns and the closure of retail stores, as individuals have been practising social distancing measures and avoiding gatherings and outings. However, the sales through online retail channels majorly supported the market penetration.

The increasing dental problems among children and adults due to poor eating habits and the rise in the popularity of herbal oral care products drive the oral care products market in Italy. Moreover, the rising premiumization and the consumers’ need for more targeted solutions are accelerating the market's growth. The rise in oral health-consciousness helped vendors introduce oral hygiene product categories, such as teeth-whitening products.

The improving quality of life, the positive effects of beauty and personal care on self-esteem and social interaction, and the gradual consumer shift toward premium and luxury cosmetic brands are a few factors that are likely to propel the market growth during the forecast period.

Key Market TrendsIncreasing Sales of Oral Care Products

In Italy, oral care is gaining benefits from rising consumer consciousness regarding the importance of prevention of oral problems, and proper oral hygiene. This, in turn, is increasing the export and import volumes of oral care products in Italy, thus implying an increase in the usage of products by Italian consumers, and the acceptance of Italian products by global consumers. Moreover, with the increased expenditure on oral healthcare, consumers across the country started taking preventive measures, which increased the demand for effective oral care products. About 76.3% of the respondents/patients suffering from diabetes in Italy declared that they brush their teeth after each meal (as per the data published by FAND (Associazione Italiana Diabetic). Thus, the aforementioned factors are expected to increase the usage of toothpaste and other oral care products in the country.

Pharmacy/Health Stores Hold a Prominent Share of the Market

In many countries, cosmetics and personal care products are sold primarily through a pharmacy. For instance, in Italy, more than the majority of personal care and cosmetic products, including hair care goods are sold through the pharmacy distribution channel. An increased presence of natural and organic products in pharmacies and drug stores was observed in 2016 resulting in buyers becoming more curious about such labels as they discover their benefits and therefore have been more open to trying these products out. There are varieties of options available with more key features of beauty and personal care products in pharmacies which had made it a more prominent channel for sales of these products in Italy.

Competitive Landscape

The beauty and personal care market in Italy is a highly competitive market due to the presence of numerous regional/ private label players as well as global giants. Key players in the country are Unilever PLC, Amway Corp., Johnson & Johnson Inc among others. The consumers in the country are inclining towards organic products for their everyday purpose thus following the consumer demand the players are actively participating in launching purely organic products as well acquiring small players so as to consolidate their position in the market. Moreover, the Omni- distribution channels in the country add a benefit to the manufacturers to increase their consumer base to the maximum.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

Companies Mentioned

Amway Corp.
Unilever PLC
Procter & Gamble Co
Estee Lauder Companies
Beiersdorf AG
The Avon Company
Johnson & Johnson Inc.
L'Oreal S.A.
Colgate
Palmolive Company Limited
Cosmesi Italia S.N.C

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