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.
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Table of contents
Issues in the Market
- Definition
- Consumer research
Market in Brief
- Stagnant sales
- Beat the recession
- L’Oréal leads
- Mass-market in strong position
- Future
- Stagnant sales
Internal Market Environment
- Key points
- High standard of personal grooming
- Innovation
- Sports participation
- Lifestyles
- Warm weather
- Key points
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
- Key points
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
- Key points
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
- Key points
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
- Key points
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
- Key points
Companies and Products
- L’Oréal
- Procter & Gamble
- Unilever
- Beiersdorf
- L’Oréal
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
- Key points
Shampoos and Conditioners - Italy - June 2009