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COVID-19の流行は、2020年のイタリアにおける美容・パーソナルケアの金額売上に大きな影響を与え、消費者はそれに応じてライフスタイルを調整した。美容・パーソナルケアは、2021年4月以降、パンデミック状況の改善の恩恵を受け、2021年には現在の金額ベースでの成長に戻ったが、第1四半期は新たな感染者の波による影響を受けている。単価は、ほとんどの流通チャネル（特に美容専門店）で概ね上昇し...

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製品のカバー範囲ベビー＆子供専用製品、バス＆シャワー、カラーコスメティック、デオドラント、脱毛剤、ダーモコスメティック ビューティ＆パーソナルケア、フレグランス、ヘアケア、マスビューティ＆パーソナルケア、メンズグルーミング、オーラルケア、パワー歯ブラシを除くオーラルケア、プレミアムビューティ＆パーソナルケア、プレステージビューティ＆パーソナルケア、スキンケア、サンケア。

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Beauty and Personal Care in Italy
Euromonitor International
May 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN ITALY
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mixed fortunes seen across mass beauty and personal care as the pandemic affects sales in different ways
Demand for mass make-up picks up supporting strong growth for L'Oréal Paris and Kiko Milano
Brands see healthy growth as stores reopen and restrictions ease
PROSPECTS AND OPPORTUNITIES
Positive outlook for mass beauty and personal care
The end of the pandemic could spell bad news for some categories
Demographic and lifestyle trends could put pressure on sales in some categories
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Reopening of stores gives a lift to premium beauty and personal care
Premium fragrances and skin care remain the backbone of the category
Leading players see improved sales as the market conditions improve
PROSPECTS AND OPPORTUNITIES
Speedy recovery predicted for premium beauty and personal care as consumers come out of enforced hibernation
Beauty products likely to be at the heart of growth
Dolce & Gabbana Beauty hoping to breathe new life into the brand
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Return to class-based learning helps drive a sales recovery in 2021
Parents go natural when it comes to their children
Johnson’s Baby retains the lead following investment in reformulating its products
PROSPECTS AND OPPORTUNITIES
Short-term sales boost set to give way to longer term downward trend
Family Act hopes to redress falling birth rates
E-commerce has further room for growth but store-based retailing will remain dominant
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales stabilise as fears around COVID-19 soften
Mixed results seen in 2021 as the easing of restrictions impacts sales in different ways
Brands focus on natural and antibacterial claims with growing focus on health and wellness
PROSPECTS AND OPPORTUNITIES
Demand for hand hygiene products expected to drop as pandemic fears dissipate
Limited growth opportunities in the pipeline for bath and shower
Economic pressures could force consumers to look for value in more affordable distribution channels
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Face masks remain a barrier to the recovery of colour cosmetics
The eyes remain in focus when purchasing make-up
Increased foot traffic in beauty specialist retailers key to recovery
PROSPECTS AND OPPORTUNITIES
Financial pressures could curb the recovery of colour cosmetics
Eye make-up set to drive growth
Consumers are likely to look for more from their colour cosmetics moving forward, including a longer-lasting effect and skin care benefits
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deodorants sees partial recovery as COVID-19 fears soften
Mixed results seen across the different deodorant formats
New product development at the heart of deodorants as competition intensifies
PROSPECTS AND OPPORTUNITIES
Easing fears around COVID-19 set to boost demand for deodorants
Little change expected in the distribution landscape but e-commerce stands to gain further share
Deodorants set to see a growing focus on health and the environment
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for depilatories slows as consumers return to beauty salons
New product development focuses on natural claims
Consumer priorities shift towards health and wellness
PROSPECTS AND OPPORTUNITIES
Economic pressures could benefit sales of depilatories over the forecast period
Distribution likely to favour value and convenience
Sustainability a growing concern for consumers
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2016-2021
Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fragrances bounces back strongly in 2021 as COVID-19 fears soften
New product launches help to attract shoppers back to fragrances
Leading players continue to invest in new product development to drive growth
PROSPECTS AND OPPORTUNITIES
Stable outlook for fragrances but economic pressures could take their toll
Distribution landscape could be disrupted by search for the best value
Players expected to move towards a more sustainable positioning as consumers become more ethical shoppers
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2016-2021
Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
The recovery of hair salons delivers mixed results for hair care in 2021
Styling agents falling out of fashion while standard shampoos and conditioners and treatments see a more stable performance
L'Oréal benefits from strong investment in new product development and marketing
PROSPECTS AND OPPORTUNITIES
Modest growth projections for hair care
Focus on hair health could offer opportunities for growth
Growing focus on natural and sustainable ingredients could be curtailed by demand for antibacterial properties
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2016-2021
Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales benefit from a return to more active social lives in Italy
Beards present challenges and opportunities to producers of men’s grooming products
New product development focuses on sustainability and those with sensitive skin
PROSPECTS AND OPPORTUNITIES
Modest growth projections for men’s fragrances with the market facing several challenges
Men become more educated about the importance of a good skin care routine
Beard growing remains a threat to the growth of men’s shaving
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for oral care remains stable in 2021 with a strong focus on prevention
Health and hygiene fuel demand and inform new product development
Antibacterial properties and natural ingredients feature prominently in new product launches
PROSPECTS AND OPPORTUNITIES
Growing focus on oral hygiene bodes well for category sales
Economic pressures likely to inform purchasing decisions but buzz remains around electric toothbrushes
Little change expected in the distribution landscape albeit with e-commerce set to take further share
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2016-2021
Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 102 Sales of Toothbrushes by Category: Value 2016-2021
Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Skin care sales rebound as social activity picks up
Mandatory face masks help drive demand for skin care solutions
Large number of product launches seen in 2021 as players come out fighting
PROSPECTS AND OPPORTUNITIES
Positive outlook for skin care as consumers focus on preventative health
Chemists/pharmacies remain key to the development of skin care
Economic pressures could favour multi-purpose and value for money products
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2016-2021
Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales pick up as domestic and inbound tourism returns
Consumer awareness growing around the importance of a high SPF
Players focus on producing products that are kinder to the environment
PROSPECTS AND OPPORTUNITIES
Sun care looks set for a full recovery as COVID-19 fears soften
Players focus on creating new demand during the off season
The threat from blue light exposure presents new opportunities for innovation
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2016-2021
Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026