Table of Contents
Executive summary
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- The market
- Consumer spending
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- Figure 1: Italy: Annual % change in total consumer spending on beauty and personal care and total household spending, 2013-19
- Sector size and forecast
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- Figure 2: Italy: annual % change in retail sales, 2013-19
- Inflation
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- Figure 3: Italy: Consumer price inflation on personal care products and services, annual % change, 2013-19
- Channels of distribution
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- Figure 4: Italy: Estimated distribution of spending on beauty and personal care products by channel, 2019
- Companies and brands
- Key metrics
- Market shares
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- 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
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- 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
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- Figure 7: Italy: In-store and online buyers of beauty and personal care products, November 2019
- Where beauty and personal care products are purchased
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- Figure 8: Italy: Where beauty and personal care products where purchased, November 2019
- Attitudes to shopping for beauty and personal care products
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- Figure 9: Italy: Attitudes to buying beauty and personal care products, November 2019
- What we think
Issues and insights
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- 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
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- 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
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- Figure 10: Italy: Consumer spending on beauty and personal care (incl. VAT), 2014-19
- Product market breakdown
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- Figure 11: Italy: Main beauty and personal care markets, spending (incl. VAT), 2013-19
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- Figure 12: Italy: Main beauty and personal care markets, forecast spending (incl. VAT), 2020-23
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Sector size and forecast
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- Figure 13: Italy: Health & beauty specialists, sales (excl. VAT), 2014-19
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- Figure 14: Italy: Health & beauty specialists, forecast sales (excl. VAT), 2020-24
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Inflation
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- 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
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Channels of distribution
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- Figure 17: Italy: Estimated distribution of spending on beauty & personal care products by channel, 2019
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- Figure 18: Italy: Estimated distribution of spending on beauty and personal care products by channel, 2014-19
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Companies and brands – What you need to know
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- 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
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- Leading players continue to grow despite stagnant consumer spending
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- Figure 19: Italy: Leading beauty and personal care specialists, sales, 2015-19
- Store network expansion slows down further
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- 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
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- 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
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Online
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- Online activity
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- Figure 24: Italy: Broadband penetration as % of all households, 2008-19
- Shopping online
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- Figure 25: Italy: Online purchases in the last 12 months in key sectors, 2008-19
- Online BPC sales
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- Figure 26: Italy: Estimated online sales by product category, 2018
- Leading online players
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- Figure 27: Italy: Beauty retailers: transactional websites, December 2019
The consumer – What you need to know
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- 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
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- Beauty and personal care remain universal product categories
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- 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
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- 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
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- 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
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- Italians continue to shop mainly in-store
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- Figure 31: Italy: In-store and online buyers of beauty and personal care products, November 2019
- Women are more likely to shop online
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- 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
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- 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
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- Specialists used by nearly three-quarters of consumers
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- Figure 34: Italy: Where beauty and personal care products were purchased, October 2018 and November 2019
- Customer profiles
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- Figure 35: Italy: Where beauty and personal care products were purchased, by age and income, November 2019
- Where people shopped and what they bought
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- Figure 36: Italy: Beauty and personal care products purchased by retailer used: beauty specialists, November 2019
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- Figure 37: Italy: BPC products purchased by retailer used: non-specialists, November 2019
- Women shop around the most
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- Figure 38: Italy: Repertoire of where they purchased beauty and personal care items in the last 12 months, by gender, November 2019
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- 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
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- Consumers enjoy shopping experience and are concerned with the environment
- Opportunity for masstige brands
- Brand loyalty is lower among Italians
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- 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
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- 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
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- 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
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- Abbreviations
- Data sources
Douglas Group
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- 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
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- Figure 43: Douglas Group: group sales performance, 2014/15-2018/19
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- Figure 44: Douglas Group: Store data, September 2018
- Figure 45: Douglas Group: Outlet data, 2014/15-2018/19
- Retail offering
Kiko Milano
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- 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
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- Figure 46: Kiko Milano: Estimated group financial performance, 2014-18
- Figure 47: Kiko Milano: Estimated outlet data, 2014-18
- Retail offering
Sephora
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- 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
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- Figure 48: Sephora: group sales performance, 2014-18
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- Figure 49: Sephora: Estimated outlet data, 2014-18
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