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Shampoos and Conditioners - Italy - June 2009

Retail value sales in the Italian shampoos and conditioners market are expected to reach €638 million in 2009, remaining relatively stable (+0.2%) on 2008. Value sales have been hampered by a change in consumer priority due to the recession. People are increasingly purchasing products on promotion, opting for own-labels and reducing purchases through perfumeries, leading to stagnation. Consumers’ attempts to save can also be seen in the rise in sales of 2-in-1 shampoos and the declining sales of conditioners.

The shampoos and conditioners market receives one of the highest levels of NPD in the Italian C&T markets. Manufacturers have focused on NPD, delivering products for each consumer, with the aim to maintain value sales.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
        • Market in Brief

          • Stagnant sales
            • Beat the recession
              • L’Oréal leads
                • Mass-market in strong position
                  • Future
                  • Internal Market Environment

                    • Key points
                      • High standard of personal grooming
                        • Innovation
                          • Sports participation
                            • Lifestyles
                              • Warm weather
                              • Broader Market Environment

                                • Key points
                                  • Stable and ageing population hampers sales
                                    • Figure 1: Trends in Italian population, by age, 2003-13
                                  • Poor economic outlook
                                    • Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant prices (real prices), 2003-13
                                  • Unemployment on the rise
                                    • Figure 3: Trends in Italian employment, 2002-07
                                  • REACH kicks in
                                  • Who’s Innovating?

                                    • Key points
                                      • Figure 4: Percentage of new product launches in shampoos and conditioners, by country, 2006-08
                                      • Figure 5: Percentage of NPD in shampoos and conditioners, by sector, 2006-08
                                    • L’Oréal leads in NPD
                                      • Figure 6: Percentage of new product launches of shampoos and conditioners in Italy, by manufacturer, 2006-08
                                      • Figure 7: Number of new launches of shampoos and conditioners in Italy, by positioning, 2006-08
                                    • New ingredients and vitamins
                                      • Hairloss treatments
                                        • Ageing treatments
                                          • Men’s range becomes more complex
                                            • Sun protection
                                            • Market Size and Forecast

                                              • Key points
                                                • Figure 8: Italian retail value sales of shampoos and conditioners, at current and constant prices, 2004-14
                                                • Figure 9: Italian retail value sales of shampoos and conditioners, by type, 2007-09
                                              • Prospects
                                                • Factors used in the forecast
                                                • Segment Performance

                                                  • Key points
                                                    • Shampoos
                                                      • Figure 10: Italian retail value sales of shampoos, at current and constant prices, 2004-14
                                                      • Figure 11: Italian retail value sales of shampoos sold through H-S-S, by type, 2007-09
                                                    • Conditioners
                                                      • Figure 12: Italian retail value sales of conditioners, at current and constant prices, 2004-14
                                                      • Figure 13: Italian retail value sales of conditioners sold through H-S-S, by type, 2007-09
                                                  • Market Share

                                                    • Key points
                                                      • Figure 14: Manufacturers’ value shares in sales of shampoos and conditioners sold through H-S-S, 2006-08
                                                      • Figure 15: Brand’s value shares in sales of shampoos and conditioners sold through H-S-S, 2006-08
                                                    • Shampoos
                                                      • Figure 16: Manufacturers/brands’ shares in sales of standard shampoos sold through H-S-S, 2007-09
                                                      • Figure 17: Manufacturers/brands’ shares in sales of 2-in-1 shampoos sold through H-S-S, 2007-09
                                                    • Conditioners
                                                      • Figure 18: Manufacturers/brands’ shares in sales of standard conditioners sold through H-S-S, 2007-09
                                                      • Figure 19: Manufacturers/brands’ shares in sales of conditioning masks sold through H-S-S, 2007-09
                                                      • Figure 20: Manufacturers/brands’ shares in sales of hair treatments in tube and other post-shampoos sold through H-S-S, 2007-09
                                                  • Companies and Products

                                                    • L’Oréal
                                                      • Procter & Gamble
                                                        • Unilever
                                                          • Beiersdorf
                                                          • Channels to Market

                                                            • Key points
                                                              • Figure 21: Italian retail value sales of shampoos and conditioners, by outlet type, 2007-09
                                                              • Figure 22: Italian retail value sales of shampoos, by outlet type, 2007-09
                                                              • Figure 23: Italian retail value sales of conditioners, by outlet type, 2007-09

                                                          Companies Covered

                                                          To learn more about the companies covered in this report please contact us.

                                                          Shampoos and Conditioners - Italy - June 2009

                                                          £495.00 (Excl.Tax)