“The major chains of specialist beauty and personal care retailers, which are still primarily store-based businesses, have an opportunity to help their customers deal with the cost of living crisis by using discounts to build goodwill and increase loyalty which will bear fruit in the future. Faced at the same time with growing consumer demand for them to become more sustainable, these retailers also have an opportunity to encourage their customers to adopt more sustainable behaviours – which may also be rewarded with discounts or lower prices – and use this to drive footfall back into their stores, as part of a wider strategy of giving customers a compelling reason to shop in-store again, rather than online.”
– Michael Oliver, Senior Retail Analyst
Key issues covered in this Report:
- The impact of the cost of living crisis on the beauty and personal care sector and how savvy shopping consumers are adapting
- Channels used to shop for beauty and personal care goods and which retailers they use
- Key strategies adopted by consumers to cut back on beauty and personal care spending during the cost of living crisis
- Attitudes of beauty and personal care shoppers towards areas of innovations among retailers.
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Overview
- Key issues covered in this Report
- Market context
- Areas covered in this Report
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Executive Summary
- The five-year outlook for BPC retailing
- Figure 1: Italy: beauty and personal care retailing outlook, 2023-28
- The market
- Consumer spending
- Figure 2: Italy: trends in total consumer spending and consumer spending on personal care goods and services, 2017-22
- Retail sector size and forecast
- Figure 3: Italy: Trends in beauty and personal care specialists’ sales vs all retail sales, 2017-22
- Channels to market
- Figure 4: Italy: where beauty and personal care products have been bought in-store or online in last 12 months, 2022
- The consumer
- Purchasing of beauty and personal care products
- Figure 5: Italy: beauty and personal care products purchased in the last 12 months by detailed product category, 2022
- Channels used to purchase BPC products
- Figure 6: Italy: channels used to purchase beauty and personal care products, 2022
- Retailers shopped at
- Figure 7: Italy: retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
- Cost-saving strategies
- Figure 8: Italy: how consumers would cut back on beauty and personal care spending, 2022
- Attitudes towards innovations in BPC products and retailing
- Figure 9: Italy: attitudes towards beauty and personal care products and retailing, 2022
- Companies and brands
- Leading players
- Market shares
- Figure 10: Italy: leading beauty and personal care specialists’ shares of all personal care spending, 2021
- Online
- The five-year outlook for BPC retailing
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Issues and Insights
- How will the cost of living crisis impact on beauty and personal care retailers in 2023 and how can they respond?
- Help customers now, benefit later
- Short-term discounts are popular…
- … as are bigger value packs
- The bulk-buy opportunity
- The refill opportunity
- Discounts should be tied to loyalty schemes for maximum benefit
- Flexible payments can help to smooth out customer cash flows
- How can beauty and personal care retailers capitalise on the increased focus on sustainability to boost their revenues?
- Sustainability is not going to go away
- The packaging return opportunity
- The refill opportunity
- Better transparency/labelling can act as a driver
- Second-hand not such a big opportunity but still some potential
- Online needs to play its part too
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The market
- Market size and performance
- Figure 11: ITALY: CONSUMER SPENDING ON BEAUTY AND PERSONAL CARE (INCLUDING VAT), 2017-22
- Retail sector size and forecast
- Figure 12: Italy: beauty and personal care retailers’ sales (excluding VAT), 2017-24
- Channels to market
- Online is biggest gainer from pandemic
- Figure 13: Italy: where beauty and personal care products have been bought in-store or online in last 12 months, 2022
- Market size and performance
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Market drivers
- The economy
- Figure 14: Italy: key economic indicators, % annual change, 2021-24
- Inflation
- Figure 15: Italy: consumer prices* of personal care items, annual % change, 2017-22
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- Figure 16: Italy: monthly consumer price inflation* trends for personal care products and services, annual % change, 2021-23
- Consumer confidence starts to recover again
- Figure 17: ITALY: TRENDS IN LEVELS OF CONSUMER CONFIDENCE*, 2022-23
- The impact of the cost of living crisis
- Italian consumers’ financial situation
- Figure 18: Italy: financial situation of Italian consumers, 2022-23
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- Figure 19: Italy: consumers’ financial situation compared to a year ago, 2023
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- Figure 20: Italy: consumers’ expectations of their financial situation in the next year, 2023
- Which cost of living pressures have Italian consumers been experiencing?
- Figure 21: Italy: issues affecting Italian consumers in the past two months, 2023
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- Figure 22: Italy: expected responses to rising prices, 2023
- The impact of the cost of living crisis on giving beauty and toiletries as gifts
- Figure 23: Italy: spending over Christmas 2022 period compared to usual Christmas spending on beauty products and toiletries as gifts, 2023
- Beauty trends
- Beauty spending
- Figure 24: Italy: trends in spending on beauty products and toiletries*, 2019-23
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- Figure 25: Italy: beauty and grooming behaviours in last 3 months, 2022-23
- The growth of the online channel
- Figure 26: Italy: factors to drive online beauty/grooming purchases, 2022
- Diversity, equity and inclusivity
- Figure 27: Italy: self-described skin tones, 2022
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- Figure 28: Italy: self-described hair type, 2022
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- Figure 29: Italy: Diversity and inclusion factors that drive beauty/grooming brand choices, 2022
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- Figure 30: Italy: beauty/grooming retailer responsibilities relating to diversity and inclusion, 2022
- Sustainability
- Figure 31: Italy: attitudes to sustainability issues, impacts and responsibilities, 2022
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- Figure 32: Italy: sustainable behaviours in the last 12 months, 2022
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- Figure 33: Italy: important factors when choosing beauty/grooming products, 2022
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- Figure 34: Italy: marketing information that would encourage people to buy sustainable products, 2022
- Attitudes to beauty
- Figure 35: Italy: attitudes to beauty, 2023
- The economy
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Purchasing of beauty and personal care products
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- Figure 36: Italy: beauty and personal care products purchased in past 12 months by broad product category (nets), 2022
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- Figure 37: Italy: beauty and personal care products purchased in past 12 months by detailed product category, 2022
- Product demographics
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Channels used to purchase BPC products
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- Figure 38: Italy: channels used to purchase beauty and personal care products, 2022
- Channel demographics
- Channel combinations
- Figure 39: Italy: combinations of channels used to purchase beauty and personal care products, 2022
- Products purchased by channels used
- Figure 40: Italy: beauty and personal care products purchased in past 12 months by detailed product category, by channels used to purchase beauty and personal care products, 2022
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Retailers shopped at for beauty and personal care products
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- Figure 41: Italy: retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
- Specialist retailer demographics
- Figure 42: Italy: retailers shopped at for beauty and personal care products in-store or online in the last 12 months, by gender and age group, 2022
- Retailer strengths and weaknesses by channel
- Figure 43: Italy: retailers shopped at for beauty and personal care products in-store or online in the last 12 months, by channels used to purchase beauty and personal care products, 2022
- Retailer strengths and weaknesses by product
- Figure 44: Italy: beauty and personal care products purchased in past 12 months by detailed product category, by retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
- Retailer overlap
- Figure 45: Italy: retailers shopped at for beauty and personal care products in-store or online in the last 12 months, by retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
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How consumers would cut back on BPC product spending
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- Figure 46: Italy: how consumers would cut back on beauty and personal care spending, 2022
- Cost-saving strategy demographics
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- Figure 47: Italy: how consumers would cut back on beauty and personal care spending, by gender and age, 2022
- Cost-saving preferences by specialist retailer shopped at
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- Figure 48: Italy: how consumers would cut back on beauty and personal care spending, by specialist retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
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Attitudes towards innovations in BPC products and retailing
- Strong support for rewarding return of empty packaging
- Shoppers would like to see premium brands from more retailers
- Online plays vital role for demonstrations and reviews
- One-third of shoppers believe value brands are as effective as premium ones
- Figure 49: Italy: attitudes towards beauty and personal care products and retailing, 2022
- Attitudes by specialist retailer shopped at
- Figure 50: Italy: attitudes towards beauty and personal care products and retailing, by specialist retailers shopped at for beauty and personal care products in-store or online in the last 12 months, 2022
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Companies and brands
- HIG aims to overhaul and enhance efficiency of Acqua e Sapone
- Tigotà consolidates second position
- Douglas leads second tier
- Other players
- Figure 51: ITALY: LEADING BEAUTY SPECIALISTS, SALES, 2017-21
- Figure 52: ITALY: LEADING BEAUTY SPECIALISTS, OUTLETS, 2017-21
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Market shares
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- Figure 53: Italy: Leading beauty specialists: Shares of spending on BPC goods, 2017-21
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Online
- Online activity
- Online BPC sales
- Leading online players
- Douglas grows online contribution
- Notino is the leading online-only player
- Sephora stands out among omnichannel retailers
- Figure 54: ITALY: SEARCH INTEREST ON GOOGLE, SELECTED BPC RETAILERS, LAST 12 MONTHS, 2022-23
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Appendix: Research methodology, data sources and abbreviations
- Abbreviations
- Consumer research methodology
- Data sources
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