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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