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Italy Beauty and Personal Care Retailing Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty and Personal Care Retailing - Italy market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines the beauty and personal care retailing market in Italy. The report combines analysis of the market in Italy, including market sizes and forecasts for consumer spending on beauty and personal care and beauty retailers’ sales, along with our in-depth consumer data which analyses shoppers’ behaviours in Italy.

  • Beauty – including makeup and colour cosmetics, nail care, fragrances and skincare
  • Personal care – including haircare, body care, hair removal and everyday toiletries such as oral hygiene, bathing and deodorants
  • BPC accessories and electricals – including hair and make-up brushes, hair styling tools, beauty and dental tools

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Retail sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Italy’s BPC market is going through a period of change. The independents and regional chains are losing market share, whilst the leading specialists are capturing more spending as they continue to expand their geographical coverage. However, price competition is intense and the country’s economic recovery has once again slowed, meaning that consumers are likely to retain their savvy shopping behaviours. Samantha Dover
Retail Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this Report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Italy: annual percentage change in total consumer spending and consumer spending on personal care, 2013-18
            • Sector size and forecast
              • Figure 2: Italy: annual percentage change in retail sales, by sector, 2013-18
            • Inflation
              • Figure 3: Italy: consumer price inflation on all items and personal care products and services, annual % change, December 2017-December 2018
            • Channels of distribution
              • Companies and brands
                • Leading players
                  • Market share
                    • Figure 4: Italy: leading BPC specialists’ estimated shares of all spending on beauty and personal care, 2018
                  • Online
                    • The consumer
                      • BPC products purchased
                        • Figure 5: Italy: beauty and personal care products purchased in the last 12 months, October 2018
                      • Where they shop
                        • Figure 6: Italy: where beauty and personal care products were purchased in the last 12 months, October 2018
                      • Attitudes to shopping for BPC products
                        • Figure 7: Italy: attitudes to buying beauty and personal care products, October 2018
                      • What we think
                      • Issues and Insights

                        • How can retailers better utilise the online channel?
                          • The facts
                            • The implications
                              • How can retailers offset intense price competition?
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • BPC spending continues to rise
                                      • Beauty outperforms personal care
                                        • Sales through specialist retailers down
                                          • BPC inflation remains low
                                            • Online-only retailers stealing spending
                                            • Consumer Spending

                                              • Economy still weak
                                                • Spending on BPC weak in 2017 but better in 2018
                                                    • Figure 8: Italy: consumer spending on beauty and personal care (incl. VAT), 2013-18
                                                  • Product market breakdown
                                                    • Beauty continues to drive growth
                                                        • Figure 9: Italy: main beauty and personal care markets, spending (inc VAT), 2013-18
                                                      • Trend looks set to continue
                                                          • Figure 10: Italy: main beauty and personal care markets, forecast spending (inc VAT), 2018-22
                                                      • Sector Size and Forecast

                                                        • Specialist sector in decline…
                                                          • Figure 11: Italy: health & beauty specialists, sales (excl VAT), 2013-18
                                                        • …but forecast to return to growth in 2019
                                                          • Figure 12: Italy: health & beauty specialists, forecast sales, excl VAT, 2018-23
                                                      • Inflation

                                                        • Personal care inflation remains low
                                                          • Figure 13: Italy: consumer prices of personal care items, annual % change, 2013-17
                                                          • Figure 14: Italy: consumer price inflation on all items and personal care products and services, annual % change, December 2017-December 2018
                                                      • Channels of Distribution

                                                        • Pharmacies losing out to other specialists
                                                          • Figure 15: Italy: estimated distribution of spending on beauty and personal care products by channel, 2018
                                                          • Figure 16: Italy: estimated channels of distribution for beauty and personal care products, 2016-18
                                                      • Companies and Brands – What You Need to Know

                                                        • Leading players strengthen their position
                                                          • Independents and smaller chains struggling
                                                            • Slow growth in the online market
                                                            • Leading Players

                                                              • Strong growth seen amongst leading players
                                                                • Figure 17: Italy: leading beauty and personal care specialists, estimated sales, 2014-18
                                                              • Store expansion looks to be slowing
                                                                • Figure 18: Italy: leading beauty and personal care specialists, estimated outlet numbers, 2014-18
                                                                • Figure 19: Italy: leading beauty specialists, estimated sales per outlet, 2014-18
                                                            • Market Shares

                                                              • Ongoing consolidation in the market
                                                                • Figure 20: Italy: leading BPC specialists’ estimated shares of all spending on beauty and personal care, 2018
                                                                • Figure 21: Italy: leading beauty specialists’ estimated share of all beauty specialists’ sales, 2014-18
                                                            • Online

                                                              • Online access
                                                                • Shopping online
                                                                  • Figure 22: Italy: online purchases in the last 12 months in key sectors, 2012-17
                                                                • Online sales and leading online players
                                                                    • Figure 23: Italy: beauty retailers: transactional websites, January 2019
                                                                • The Consumer – What You Need to Know

                                                                  • BPC purchasing remains prolific
                                                                    • Most still shop in-store
                                                                      • Both specialists and non-specialists remain popular
                                                                        • Demand for more sustainability
                                                                        • Beauty and Personal Care Products Purchased

                                                                          • More buy personal care than beauty
                                                                            • Figure 24: Italy: beauty and personal care products purchased in the last 12 months, October 2018
                                                                          • Growth potential in male beauty
                                                                            • Figure 25: Italy: beauty and personal care products purchased in the last 12 months, by age and gender, October 2018
                                                                        • Online and In-store Shopping for Beauty and Personal Care Products

                                                                          • Channel usage is stable
                                                                            • Figure 26: Italy: how beauty and personal care products were purchased in the last 12 months, October 2018
                                                                          • Young women most likely to shop online
                                                                            • Figure 27: Italy: how beauty and personal care products were purchased in the last 12 months, by age and gender, October 2018
                                                                          • Beauty categories most likely to be bought online
                                                                            • Figure 28: Italy: how beauty and personal care products were purchased in the last 12 months, by products purchased, October 2018
                                                                        • Where Beauty and Personal Care Products are Purchased

                                                                          • Supermarkets most used channel
                                                                            • Figure 29: Italy: where beauty and personal care products were purchased in the last 12 months, October 2018
                                                                          • Women favour specialists
                                                                            • Figure 30: Italy: type of retailer used to purchase beauty and personal care products in the last 12 months, by age and gender, October 2018
                                                                          • Customer profiles
                                                                            • Figure 31: Italy: where beauty and personal care products were purchased in the last 12 months, by age and income, October 2018
                                                                          • Where people shopped and what they bought
                                                                            • What consumers bought from the specialists
                                                                              • Figure 32: Italy: where beauty and personal care products were purchased in the last 12 months, by products purchased, October 2018
                                                                            • What consumers bought from the non-specialists
                                                                              • Figure 33: Italy: where beauty and personal care products were purchased in the last 12 months, by products purchased, October 2018
                                                                          • Attitudes to Shopping for Beauty and Personal Care Products

                                                                              • Online influence on BPC buying decisions
                                                                                • Figure 34: Italy: beauty and personal care buying behaviour, October 2018
                                                                              • Women more engaged shoppers
                                                                                • Figure 35: Italy: beauty and personal care buying behaviour, by gender, October 2018
                                                                              • Older consumers want natural ingredients
                                                                                  • Figure 36: Italy: beauty and personal care buying behaviour, by age and income, October 2018
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Data sources
                                                                                  • Acqua & Sapone

                                                                                      • What we think
                                                                                        • Online site highlights in-store promotions but is missing out on online sales
                                                                                          • Active social media platforms
                                                                                            • Company background
                                                                                              • Company performance
                                                                                                • Figure 37: Acqua & Sapone: group sales performance, 2013-17
                                                                                                • Figure 38: Acqua & Sapone: outlet data, 2013-17
                                                                                              • Retail offering
                                                                                              • AS Watson

                                                                                                  • What we think
                                                                                                    • Diverse collection of businesses
                                                                                                      • Recent focus on service and online
                                                                                                        • Marionnaud a poor fit for AS Watson structure
                                                                                                          • Where next?
                                                                                                            • Company background
                                                                                                              • Company performance
                                                                                                                • Figure 39: AS Watson (Europe): group financial performance, 2013-17
                                                                                                                • Figure 40: AS Watson (Europe): outlet data, 2013-17
                                                                                                              • Retail offering
                                                                                                                • Rossmann
                                                                                                                  • Kruidvat and Superdrug
                                                                                                                    • Savers and Prijsmepper
                                                                                                                      • Other businesses
                                                                                                                        • Figure 41: AS Watson Europe, operating companies, 2017
                                                                                                                    • Douglas Group

                                                                                                                        • What we think
                                                                                                                          • New CEO’s bold new strategy to rejuvenate and reposition the brand more upmarket
                                                                                                                            • Modernising bricks-and-mortar stores
                                                                                                                              • Website enhancements help grow online sales
                                                                                                                                • Innovative and exclusive product mix
                                                                                                                                  • High value of Beauty Card members
                                                                                                                                    • Company background
                                                                                                                                      • Company performance
                                                                                                                                        • Figure 42: Douglas Group: group sales performance, 2013/14-2017/18
                                                                                                                                        • Figure 43: Douglas Group: estimated outlet data, 2013/14-2017/18
                                                                                                                                      • Retail offering
                                                                                                                                      • Kiko Milano

                                                                                                                                          • What we think
                                                                                                                                            • Hits the buffers in key markets including US, UK and Germany
                                                                                                                                              • Injection of capital will allow it to retarget its expansion
                                                                                                                                                • Online offers wide international coverage but some stores will be necessary
                                                                                                                                                  • Company background
                                                                                                                                                    • Company performance
                                                                                                                                                      • Figure 44: Kiko Milano: group financial performance, 2013-17
                                                                                                                                                      • Figure 45: Kiko Milano: outlet data, 2013-17
                                                                                                                                                    • Retail offering
                                                                                                                                                    • Lush Retail Ltd

                                                                                                                                                        • What we think
                                                                                                                                                          • Lush responds to consumer demand with its ‘Community Products’
                                                                                                                                                            • Lush goes packaging-free
                                                                                                                                                              • Lush enables customers to make their own bath bombs
                                                                                                                                                                • Wales’ first Lush Spa Shop opens in Cardiff
                                                                                                                                                                  • Company background
                                                                                                                                                                    • Company performance
                                                                                                                                                                      • Figure 46: Lush Retail Ltd: group financial performance, 2013/14-2017/18
                                                                                                                                                                      • Figure 47: Lush Retail Ltd: outlet data, 2013/14-2017/18
                                                                                                                                                                    • Retail offering
                                                                                                                                                                    • Sephora

                                                                                                                                                                        • What we think
                                                                                                                                                                          • Continuous product launches help drive success
                                                                                                                                                                            • Pursuing new expansion in Germany and Russia
                                                                                                                                                                              • Use of technology and service drives store appeal
                                                                                                                                                                                • Company background
                                                                                                                                                                                  • Company performance
                                                                                                                                                                                    • Figure 48: Sephora: group financial performance, 2013-17
                                                                                                                                                                                    • Figure 49: Sephora: outlet data, 2013-17
                                                                                                                                                                                  • Retail offering
                                                                                                                                                                                  • Yves Rocher

                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Focused on creating a more immersive in-store experience
                                                                                                                                                                                          • Creative pop-up store and bespoke off-site experiences
                                                                                                                                                                                            • Acquisition to boost market penetration outside the euro area
                                                                                                                                                                                              • Alternative packaging breakthrough to reduce ecological footprint
                                                                                                                                                                                                • Company background
                                                                                                                                                                                                  • Company performance
                                                                                                                                                                                                    • Figure 50: Rocher Groupe: estimated group sales performance, 2014-18
                                                                                                                                                                                                    • Figure 51: Rocher Groupe: estimated outlet data, 2014-18
                                                                                                                                                                                                  • Retail offering