Europe – Italy: Hair Care Market Report 2017

Italy’s hair care market took a bigger tumble in 2016, but could brands re-engage consumers with their latest developments?

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Source: Cosmetica Italia

When it comes to purchasing beauty products, Italians are in line with other European consumers – happy to spend on colour cosmetics and fragrances, but scaling back on personal cleansing and hair care. Although hair care sales had improved in 2015, in 2016 the market sank back into a steeper decline.

According to figures from Cosmetica Italia’s Cosmetics By Numbers report, released in June 2017, Italy’s hair care market declined by 4.1% to €1.06bn last year. “Negative trends were seen across the board for hair care products, particularly for shampoos, down 3% and dyes and coloured mousses, with a decrease of 5.6%” says the Italian cosmetics industry association. Shampoo sales totalled €469.9m with sales through the largest channel, supermarkets and hypermarkets, retracting by 5.5%, while the €218.4m dyes and coloured mousse sector also lost out through this channel, with sales falling by 8.9%.

Even last year’s star segment, lotions and shock treatments, fell out of favour as sales decreased by 3.4% to €77m. Post-shampoo treatments, balsams and masks had also fared well in the 2015 results, but last year these slid off consumers’ radars too, falling by 4% to total €141.6m. The steepest declines were however reserved for the same struggling sectors as before: styling products including fixers and structuring mousses (-9% to €31.3m) and gels, waters and gums (-6.5% to €50.4m). Lacquers also fell 3.5% to €74.5m.

According to Cosmetica Italia, competition from . . .

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