The Italian haircare market has been one of the most consistent and stable among cosmetics and toiletries sectors, with sales growing steadily until 2004 when growth was cut as a result of a prolonged stagnant economy and reduced purchasing power of Italian consumers. Sales improved slightly in 2005, driven largely by the good performance of conditioners and hair colourants, to stand at €1.22 billion, up by 1% on the previous year and 13% on 2000.

About the market:

The Italian haircare market has been one of the most consistent and stable among cosmetics and toiletries sectors, with sales growing steadily until 2004 when growth was cut as a result of a prolonged stagnant economy and reduced purchasing power of Italian consumers. Sales improved slightly in 2005, driven largely by the good performance of conditioners and hair colourants, to stand at €1.22 billion, up by 1% on the previous year and 13% on 2000.

The French multinational L’Oréal is the indisputable number-one in the market, accounting for nearly half of total value sales in 2005, with an overwhelming presence in colourants. Procter & Gamble ranks second, but with a value share around a quarter of L’Oréal’s. The market is highly concentrated with the top five manufacturers generating some 77% of value sales.

Given the Italians’ strong interest in personal care products, particularly those that can help hide the signs of ageing, the market is set to see further growth, albeit at a slightly lower rate.

This report on haircare products forms part of the Consumer Goods Intelligence series of reports which reviews consumer markets in France, Germany, Italy, Spain and the UK.