Italy Hair Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The report covers Italy Hair Care Market Manufacturers and it is Segmented by Product Type (Shampoo, Conditioner, Hair Loss Treatment Products, Hair Colorants, Hair Styling Products, Perms and Relaxants, and Other Product Types) and Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores, Pharmacies/Drugstores, Online Retail Stores, and Other Distribution Channels). The report offers market size and values in (USD million) during the forecasted years for the above segments.

Italy Hair Care Market Size

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Italy Hair Care Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
Forecast Data Period 2024 - 2029
Historical Data Period 2019 - 2022
CAGR 3.01 %
Market Concentration Low

Major Players

Italy Hair Care Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Italy Hair Care Market Analysis

Italy's hair care market is forecasted to register a CAGR of 3.01% during the forecasted period.

  • The hair care industry has undergone significant changes over the past decade, with the emergence of a variety of hair styling, regrowth, and colorant products. The demand for premium hair care products, as well as hair styling and growth products, has been on the rise. Younger consumers aged 20-30 are particularly interested in damage care products, while older consumers are more focused on scalp care, coloring, and hair growth products. The availability of these products in supermarkets and hypermarkets, as well as the growing popularity of e-commerce, have contributed to this trend.
  • Advancements in ingredients and technologies have also led to the emergence of improved formulations for hair loss treatment products. Changing consumer dynamics and increasing product awareness have been identified as major drivers of the market. The growing number of millennial consumers and women in the workforce has further boosted demand.
  • City populations are driving sales from specialty stores, e-commerce websites, and salons. Consumers also prefer products made with natural components, and as a result, synthetic compounds such as sulfates and parabens are avoided. This has created opportunities for the organic/herbal hair care business to thrive. Countries with large populations and favorable network externalities have achieved tremendous growth in the organic hair care industry over the last five years.

Italy Hair Care Market Trends

Increased Consumption of Hair Care Products Due to Rising Incidence of Hair Related Problems

  • The incidence of hair-related problems, including alopecia areata, telogen effluvium, and other issues, has been on the rise among consumers. This trend has led to an increased demand for effective hair care products in Italy. These products are commonly used to prevent hair fall, dandruff, scalp itching, and other hair-related issues. As consumers become more aware of the availability of various hair care products, particularly in the hair oil, shampoo, and conditioner segment, the demand for these products continues to grow.
  • The penetration of organized retail in Italy has enabled consumers to seek information about various brands and compare prices and quality, which results in a better purchase decision. As of 2021, around 58 percent of the new launches of cosmetic products with "green" claims in Italy were labeled as sustainable, while 48 percent were considered natural or biological. Consumers with sensitivity tend to prefer natural and fragrance-free products.
  • According to research by the Battelle Memorial Institute and Silent Spring Institute, the analysis of 18 commonly used hair care products detected 66 chemicals with potentially toxic effects, which has increased the demand for natural ingredients in the market. This trend has led most companies to launch natural-inspired products, such as plant-based and premium botanical ingredients. For example, in June 2022, P&G launched shampoo bars with paper-based packaging for its European hair care portfolio.
  • The demand for clean ingredients and sustainable products is rising, especially among millennials, due to increased awareness. Moreover, the growing awareness about hair care products through social media, magazines, and TV advertisements encourages consumers to explore various hair care brands. All of these factors are contributing to the increased demand for hair care products in Italy.
Italy Hair Care Market: Hair Care Market : Consumption Value Of Hair And Scalp Care Products, in EUR Million, Italy, 2018-2021

Shampoo Segment Dominates the Market

  • The Italian hair care market is experiencing a surge in consumer awareness regarding hair and scalp health. As a result, there has been a rise in the import of shampoos and other hair care products from foreign markets. According to the Italian National Institute of Statistics, the import quantity of shampoos to the Italian cosmetic industry increased significantly between 2018 and 2021, with 51,867 tons of imported shampoo in 2021, up from the previous year. 
  • However, companies in Italy are also innovating their products by offering various sizes, materials, packaging, and designs to gain a larger market share. The demand for different types of shampoos to address various hair-related problems, such as hair fall, oily hair, dryness, itchiness, split ends, and others, is expected to drive the shampoo segment's growth. This growth is also supported by lifestyle changes and urbanization, along with increasing environmental stress, such as air pollution, a major cause of many hair-related problems, including dandruff. 
  • Consumers are now more aware of products and ingredients and are seeking specific solutions to their hair problems in the formulations of the products. These informed consumers prioritize hair care and hygiene and are willing to spend money to maintain their well-being, propelling the segment's growth.
Italy Hair Care Market: Hair Care Market: Consumption Value of Shampoos, By Channel, in EUR Million, Italy, 2021

Italy Hair Care Industry Overview

The Italy hair care market is dominated by established players, including L'Oreal, Procter & Gamble, and Unilever, which hold a significant market share. Significant regional players occupy the remaining market share. These players have a global presence and invest heavily in product innovation, research and development, and branding. The strength of brand identity is a crucial factor influencing end-user behavior, as consumers tend to associate strong brands with high quality.

Companies in the Italy hair care market are leveraging digital and social media advertising to increase consumer awareness of new product launches. However, the market incumbents are facing stiff competition from local and regional companies with niche labels. These competitors offer unique products that cater to specific consumer needs and preferences. As a result, the market is becoming increasingly competitive, driving the need for continued innovation and differentiation among companies.

Italy Hair Care Market Leaders

  1. L'Oréal SA

  2. Procter & Gamble

  3. Shiseido Company, Limited

  4. Oriflame Cosmetics AG

  5. Unilever Plc

*Disclaimer: Major Players sorted in no particular order

Italy Hair Care Market Concentration
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Italy Hair Care Market News

  • October 2022: AGF88 Holding, an Italian manufacturer of haircare and skincare, introduced Sinesia Brand. The professional line combines hair care and skin care, offering to multitask products and rituals treating the face, hair, and scalp.
  • June 2022: P&G launched its first paper packaging innovations for its shampoo and conditioner bars range across its European haircare portfolio: Head & Shoulders, Pantene, Herbal Essences, and Aussie. P&G said the new products would change the way people buy and use shampoo and conditioner, with each handmade bar crafted to elevate consumers' haircare experience with its high performance and unique properties.
  • May 2021: L'oreal developed a new line of green beauty-oriented Garnier shampoo bars across Europe. The bars are 94 percent plant-based and biodegradable, using 80 percent less packaging and 70 percent less fossil energy to make. They are also packaged in recyclable cardboard and cater to a range of hair types, with scents such as coconut, honey, oat, and ginger.

Italy Hair Care Market Report - Table of Contents


    1. 1.1 Study Assumptions & Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porters 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 Product Type

      1. 5.1.1 Shampoo

      2. 5.1.2 Conditioner

      3. 5.1.3 Hair Loss Treatment Products

      4. 5.1.4 Hair Colorants

      5. 5.1.5 Hair Styling Products

      6. 5.1.6 Perms and Relaxants

      7. 5.1.7 Other Product Types

    2. 5.2 Distribution Channel

      1. 5.2.1 Hypermarkets/Supermarkets

      2. 5.2.2 Specialty Stores

      3. 5.2.3 Pharmacies/Drugstores

      4. 5.2.4 Convenience Stores

      5. 5.2.5 Online Stores

      6. 5.2.6 Other Distribution Channels


    1. 6.1 Major Strategies Adopted by Key Players

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Oriflame Cosmetics AG

      2. 6.3.2 Henkel AG & Co. KGaA

      3. 6.3.3 L'oreal SA

      4. 6.3.4 Procter & Gamble

      5. 6.3.5 Shiseido Company, Limited

      6. 6.3.6 Unilever Plc

      7. 6.3.7 Coty INC.

      8. 6.3.8 Revlon Inc.

      9. 6.3.9 Kao Corporation

      10. 6.3.10 H.S.A. Cosmetics (Nouvelle)

    4. *List Not Exhaustive

**Subject to Availability
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Italy Hair Care Industry Segmentation

Hair care is an overall term for hygiene and cosmetology involving hair.

Italy's hair care market is segmented by product type and distribution channel. The market is segmented based on product type into shampoo, conditioner, hair loss treatment products, hair colorants, hair styling products, perms and relaxants, and other product types. Based on distribution channels, the market is segmented into supermarkets/hypermarkets, convenience stores, specialty stores, pharmacies/drugstores, online retail stores, and other distribution channels.

The report offers market size and values in (USD Million) during the forecasted years for the above segments.

Product Type
Hair Loss Treatment Products
Hair Colorants
Hair Styling Products
Perms and Relaxants
Other Product Types
Distribution Channel
Specialty Stores
Convenience Stores
Online Stores
Other Distribution Channels
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Italy Hair Care Market Research FAQs

The Italy Hair Care Market is projected to register a CAGR of 3.01% during the forecast period (2024-2029)

L'Oréal SA, Procter & Gamble, Shiseido Company, Limited, Oriflame Cosmetics AG and Unilever Plc are the major companies operating in the Italy Hair Care Market.

The report covers the Italy Hair Care Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Italy Hair Care Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Italy Hair Care Products Industry Report

Statistics for the 2024 Italy Hair Care Products market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Italy Hair Care Products analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Italy Hair Care Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)