Italy Beauty and Personal Care Products Market - Growth, Trends, Forecast (2019 - 2024)

Italy Beauty and Personal Care Products Market is segmented By Personal Care Products, Cosmetics/Make-Up Products By Category (Premium Skin Care Products and Mass Skin Care Products) and Distribution Channel (Specialist Retail Stores Supermarkets/Hypermarkets, Convenience Stores, Pharmacies/Drug Stores, Online Retail Channels And Others)

Market Snapshot

Italy beauty and personal care1
Study Period:


Base Year:


CAGR %(2019-2024):


Largest Segment:

Skin Care

Key Players:

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Market Overview

The Italy beauty and personal care products market is growing at a CAGR of 5.9% during the forecast period (2019 - 2024).

  • Italy is a large exporter of organic cosmetics to countries such as France, Germany, United Kingdom, United States, and Spain. Skincare and haircare products dominate the Italian organic cosmetic industry and hold a share of about 50%.
  • In Italy, the pharmacy distribution channel of personal care and cosmetic products comprises of the highest share, owing to the presence of numerous pharmacy store.

Scope of the Report

Italy beauty and personal care market report is segmented based on product type, category and distribution channel. The segmentation based on product type includes facial care, lip care, and body care. By category, the market is segmented as premium products and mass skin care products. Distribution channels include specialist retail stores, supermarkets/hypermarkets, convenience stores, pharmacies/drug stores, online retail channels, and others.

By Product Type
Personal Care
Hair Care
Skin Care
Facial Care Products
Body Care Products
Lip Care Products
Bath and Shower
Shower Gels
Oral Care
Mouthwashes and Rinses
Men's Grooming Products
Deodrants and Antiperspirants
Beauty & Make-up / Cosmetics
Facial Make-up Products
Eye Make-up Products
Lip and Nail Make-up Products
Hair styling and colouring products
By Category
Premium Products
Mass Products
By Distribution Channel
Specialist Retail Stores
Convenience Stores
Pharmacies/Drug Stores
Online Retail Channels

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Key Market Trends

Increasing 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. 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 in the country.


Italy beauty and personal care2

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Pharmacy/Health Stores Held a Prominent Market

In many countries, cosmetics and personal care products are sold primarily through a pharmacy. For instance, in Italy, more than 70% of the 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.



Competitive Landscape

Beauty and Personal Care Market in Italy is a highly fragmented market due to the presence of numerous regional/ private label player as well as global giants. 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.

Major Players

  1. Amway
  2. Beiersdorf Global AG
  3. Unilever PLC
  4. L'Oreal S.A.
  5. Johnson & Johnson

* Complete list of players covered available in the table of contents below

Italy beauty and personal care5

Table of Contents


    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study



    1. 3.1 Market Overview


    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Personal Care

        1. Hair Care

          1. Shampoo

          2. Conditioners

          3. Others

        2. Skin Care

          1. Facial Care Products

          2. Body Care Products

          3. Lip Care Products

        3. Bath and Shower

          1. Shower Gels

          2. Soaps

          3. Others

        4. Oral Care

          1. Toothbrushes

          2. Toothpaste

          3. Mouthwashes and Rinses

          4. Others

        5. Men's Grooming Products

        6. Deodrants and Antiperspirants

      2. 5.1.2 Beauty & Make-up / Cosmetics

        1. Facial Make-up Products

        2. Eye Make-up Products

        3. Lip and Nail Make-up Products

        4. Hair styling and colouring products

    2. 5.2 By Category

      1. 5.2.1 Premium Products

      2. 5.2.2 Mass Products

    3. 5.3 By Distribution Channel

      1. 5.3.1 Specialist Retail Stores

      2. 5.3.2 Supermarkets/Hypermarkets

      3. 5.3.3 Convenience Stores

      4. 5.3.4 Pharmacies/Drug Stores

      5. 5.3.5 Online Retail Channels

      6. 5.3.6 Others


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Amway

      2. 6.4.2 Unilever PLC

      3. 6.4.3 Procter & Gamble Co

      4. 6.4.4 Estee Lauder Companies Inc.

      5. 6.4.5 Beiersdorf AG

      6. 6.4.6 Avon Products, Inc.

      7. 6.4.7 Johnson & Johnson

      8. 6.4.8 L'Oreal S.A.

    5. *List Not Exhaustive

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