Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

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

Consumer spending on personal care goods and services in Italy continued to underperform overall household spending in Italy in 2018, growing just 0.9% compared to 1.9% for overall private consumption in the country. Mintel estimates that consumption of beauty and personal care (BPC) products was virtually flat in 2019, barely rising 0.5% to €26.4 billion.


Meanwhile, retail sales through Health & Beauty (H&B) specialists are estimated to have increased just 0.4% to €29.4 billion in 2019, even though retail sales of cosmetics and perfumery continued to grow at a healthy pace, rising 2.9% compared to 2018.


In our consumer research carried out for last year’s report, we saw that Italian consumers are sensitive to price and we believe this continues to be a driver in the country. However, we have seen demand for more sustainable products and packaging coming more to the fore in 2019. We expect these issues to influence how the market develops throughout the course of 2020.

Expert analysis from a specialist in the field

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

Consumer spending on beauty and personal care in Italy has been rising for the past six years but has seen a slowdown in the past two years, with retail sales stagnating in 2018. Nevertheless, the leading specialists have continued to outperform the market, and although Italians appear to remain sensitive to price, both specialists and non-specialists have been showing a stronger focus on sustainability, simplicity and experiential retail in an attempt to remain competitive Armando Falcao
European Retail Analyst

mintelcontainerpage
82075
995.0000
593
2020-01-31T00:00:00+0000
217
581
607
635

What's included

What's included

Table of contents

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 % change in total consumer spending on beauty and personal care and total household spending, 2013-19
            • Sector size and forecast
              • Figure 2: Italy: annual % change in retail sales, 2013-19
            • Inflation
              • Figure 3: Italy: Consumer price inflation on personal care products and services, annual % change, 2013-19
            • Channels of distribution
              • Figure 4: Italy: Estimated distribution of spending on beauty and personal care products by channel, 2019
            • Companies and brands
              • Key metrics
                • Market shares
                  • Figure 5: Italy: Leading BPC specialists’ estimated share of all spending on beauty and personal care, 2019
                • Online
                  • The consumer
                    • Beauty and personal care products purchased
                      • Figure 6: Italy: Beauty and personal care products purchased in the last 12 months, November 2019
                    • Online and in-store shopping for beauty and personal care products
                      • Figure 7: Italy: In-store and online buyers of beauty and personal care products, November 2019
                    • Where beauty and personal care products are purchased
                      • Figure 8: Italy: Where beauty and personal care products where purchased, November 2019
                    • Attitudes to shopping for beauty and personal care products
                      • Figure 9: Italy: Attitudes to buying beauty and personal care products, November 2019
                    • What we think
                    • Issues and insights

                      • In-store experience is key to success
                        • The facts
                          • The implications
                            • Interest in sustainability continues and extends to packaging
                              • The facts
                                • The implications
                                • The market – What you need to know

                                  • Spending on personal care slows down in 2018 and 2019
                                    • Facial skincare leads in sales but fragrances have grown the fastest
                                      • Health and beauty specialists’ sales remain stagnant
                                        • Unchanged inflation for personal care services and deflation for products
                                          • Hypermarkets and supermarkets are main channel of distribution
                                          • Consumer spending

                                                • Figure 10: Italy: Consumer spending on beauty and personal care (incl. VAT), 2014-19
                                              • Product market breakdown
                                                  • Figure 11: Italy: Main beauty and personal care markets, spending (incl. VAT), 2013-19
                                                  • Figure 12: Italy: Main beauty and personal care markets, forecast spending (incl. VAT), 2020-23
                                              • Sector size and forecast

                                                  • Figure 13: Italy: Health & beauty specialists, sales (excl. VAT), 2014-19
                                                  • Figure 14: Italy: Health & beauty specialists, forecast sales (excl. VAT), 2020-24
                                              • Inflation

                                                  • Figure 15: Italy: Consumer prices of personal care items, annual % change, 2013-19
                                                  • Figure 16: Italy: Consumer price inflation on personal care products and services, annual % change, January 2018 – December 2019
                                              • Channels of distribution

                                                  • Figure 17: Italy: Estimated distribution of spending on beauty & personal care products by channel, 2019
                                                  • Figure 18: Italy: Estimated distribution of spending on beauty and personal care products by channel, 2014-19
                                              • Companies and brands – What you need to know

                                                • In spite of stagnation, leading players continue to grow
                                                  • Acqua & Sapone remains leader but Tigotá is gaining ground
                                                    • Larger players outperforming smaller regional chains
                                                      • Online sales still have room to grow
                                                      • Leading players

                                                        • Leading players continue to grow despite stagnant consumer spending
                                                            • Figure 19: Italy: Leading beauty and personal care specialists, sales, 2015-19
                                                          • Store network expansion slows down further
                                                            • Figure 20: Italy: Leading beauty and personal care specialists, outlets, 2015-19
                                                            • Figure 21: Italy: Leading beauty and personal care specialists, sales per outlet, 2015-19
                                                        • Market shares

                                                            • Figure 22: Italy: Leading BPC specialists’ estimated share of all spending on beauty and personal care, 2019
                                                            • Figure 23: Italy: Leading BPC specialists’ estimated share of all spending on beauty and personal care, 2015-2019
                                                        • Online

                                                          • Online activity
                                                            • Figure 24: Italy: Broadband penetration as % of all households, 2008-19
                                                          • Shopping online
                                                            • Figure 25: Italy: Online purchases in the last 12 months in key sectors, 2008-19
                                                          • Online BPC sales
                                                            • Figure 26: Italy: Estimated online sales by product category, 2018
                                                          • Leading online players
                                                            • Figure 27: Italy: Beauty retailers: transactional websites, December 2019
                                                        • The consumer – What you need to know

                                                          • BPC purchasing is highest among women and increases with age
                                                            • Online growing but more popular with women
                                                              • Pharmacies are used by the oldest and most affluent consumers
                                                                • Italians are concerned with the environment and value the in-store experience
                                                                • Beauty and personal care products purchased

                                                                  • Beauty and personal care remain universal product categories
                                                                    • Figure 28: Italy: Beauty and personal care products purchased in the last 12 months, November 2019
                                                                  • Women are the main buyers of haircare, beauty and skincare
                                                                    • Figure 29: Italy: Beauty and personal care products purchased in the last 12 months, by gender, November 2019
                                                                  • Age and gender of buyers vary considerably across product categories
                                                                    • Figure 30: Italy: Beauty and personal care products purchased in the last 12 months, by age group and gender, November 2019
                                                                • Online and in-store shopping for beauty and personal care products

                                                                  • Italians continue to shop mainly in-store
                                                                    • Figure 31: Italy: In-store and online buyers of beauty and personal care products, November 2019
                                                                  • Women are more likely to shop online
                                                                    • Figure 32: Italy: In-store and online buyers of beauty and personal care products, by gender, November 2019
                                                                  • Online shopping appeals to professionals and young families
                                                                    • Figure 33: Italy: In-store and online buyers of beauty and personal care products, by age group, November 2019
                                                                • Where beauty and personal care products are purchased

                                                                  • Specialists used by nearly three-quarters of consumers
                                                                    • Figure 34: Italy: Where beauty and personal care products were purchased, October 2018 and November 2019
                                                                  • Customer profiles
                                                                    • Figure 35: Italy: Where beauty and personal care products were purchased, by age and income, November 2019
                                                                  • Where people shopped and what they bought
                                                                    • Figure 36: Italy: Beauty and personal care products purchased by retailer used: beauty specialists, November 2019
                                                                    • Figure 37: Italy: BPC products purchased by retailer used: non-specialists, November 2019
                                                                  • Women shop around the most
                                                                    • Figure 38: Italy: Repertoire of where they purchased beauty and personal care items in the last 12 months, by gender, November 2019
                                                                    • Figure 39: Italy: Repertoire of where they purchased beauty and personal care items in the last 12 months, by age group, November 2019
                                                                • Attitudes to shopping for beauty and personal care products

                                                                  • Consumers enjoy shopping experience and are concerned with the environment
                                                                    • Opportunity for masstige brands
                                                                      • Brand loyalty is lower among Italians
                                                                        • Figure 40: Italy: Attitudes to shopping for BPC products and BPC retailers, November 2019
                                                                      • Kiko and Sephora shoppers value the in-store experience the most
                                                                        • Figure 41: Italy: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: beauty specialists, November 2019
                                                                      • Pharmacy and Amazon shoppers are the most concerned with sustainability
                                                                        • Figure 42: Italy: Attitudes to shopping for BPC products and BPC retailers by where they shopped for BPC products in the last 12 months: non-specialists, November 2019
                                                                    • Appendix – Data sources, abbreviations and supporting information

                                                                      • Abbreviations
                                                                        • Data sources
                                                                        • Douglas Group

                                                                            • What we think
                                                                              • Expanded online beauty offering with marketplace proposition
                                                                                • Strengthening its position in the luxury cosmetic sector
                                                                                  • Store makeovers offering expanded services and innovative experiences
                                                                                    • Beauty-on-demand
                                                                                      • Tapping into the ‘clean’ beauty trend
                                                                                        • Company background
                                                                                          • Company performance
                                                                                            • Figure 43: Douglas Group: group sales performance, 2014/15-2018/19
                                                                                            • Figure 44: Douglas Group: Store data, September 2018
                                                                                            • Figure 45: Douglas Group: Outlet data, 2014/15-2018/19
                                                                                          • Retail offering
                                                                                          • Kiko Milano

                                                                                              • What we think
                                                                                                • Brand new store concept and personalised lipstick
                                                                                                  • More store traffic means more opportunities for sales
                                                                                                    • Shifting physical expansion eastwards
                                                                                                      • Targeting a bigger share of the online beauty market
                                                                                                        • Company background
                                                                                                          • Company performance
                                                                                                            • Figure 46: Kiko Milano: Estimated group financial performance, 2014-18
                                                                                                            • Figure 47: Kiko Milano: Estimated outlet data, 2014-18
                                                                                                          • Retail offering
                                                                                                          • Sephora

                                                                                                              • What we think
                                                                                                                • Hyper personalised in-store experience
                                                                                                                  • Transforming the at-home beauty experience
                                                                                                                    • A more transparent beauty shopping experience
                                                                                                                      • Tapping into the embryonic cannabis-infused beauty market
                                                                                                                        • Innovative new beauty products
                                                                                                                          • Loyalty-driven credit card and enhanced Beauty Insider perks for frequent shoppers
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                • Figure 48: Sephora: group sales performance, 2014-18
                                                                                                                                • Figure 49: Sephora: Estimated outlet data, 2014-18

                                                                                                                            This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                                                                            • Market

                                                                                                                              Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                                                                            • Consumer

                                                                                                                              Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                                                                            • Brand/Company

                                                                                                                              Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                                                                            • Data

                                                                                                                              Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                                                                            Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                            Description