Italy has one of the largest cosmetics markets worldwide. Specifically, in 2021 the country was the third leading market for cosmetics products in Europe, while the first three largest players worldwide were the United States, China, and Japan. The most important market for Italian cosmetics is the domestic market, which accounts for the largest amount of revenue. However, the export of beauty products worldwide has been increasing in the last few years in terms of value.
A closer look at the Italian consumer
The main brands chosen by Italians are Dove, Nivea, Lines, and Garnier. According to a recent survey from 2022, the main factors that influence their choice of personal care products are quality, brand, and scent. The results of the survey also revealed that the most used personal care products by Italian consumers belong to the oral and dental care, bath and shower, and perfume categories. In 2021, the average monthly spending on beauty products in Italy amounted to approximately 32 euros for women and 28 for men, and most consumers preferred to buy said products in supermarkets or specialized stores. The main reasons for in-store shopping were the possibility of testing the products in person and verifying them, as stated by the majority of both male and female surveyed respondents.
Most popular product categories
In the domestic market, body care, facial care, hair care, and perfumes are the most valuable products. The face care products generating the largest consumption value were anti-aging, anti-wrinkle, moisturizing, and nutrient creams. In recent years, the consumption value of cosmetics products in Italy increased overall, peaking at nearly 10.82 billion euros in 2019 and reaching 10.64 billion euros in 2021. In that year, in terms of consumption value, the largest share of face care products was sold in pharmacies, while large retail channels and perfume shops ranked second and third as the most valuable channels for this category.
Main distribution channels
Another important retail channel in the cosmetics market is e-commerce. Indeed, the number of online purchasers of cosmetics increased significantly over time. Increasingly, people are making these purchases on their phones. According to the results of a survey, the share of consumers that purchase cosmetics and make-up online by smartphone has steadily increased since 2013. The main reasons why Italian consumers choose online shopping for cosmetics are the better prices and special deals they find online. An additional factor that might lead shoppers to choose to buy online is the large choice provided by online shopping.
1. Global market overview
Description: In 2021, the revenue of the global cosmetics markets increased by over eight billion dollars to 80.74 billion U.S. dollars. The Statista Consumer Market Outlook estimates that revenue surpass 100 billion dollars by 2022 and by 2026 reach an annual revenue of around 131 billion U.S dollars.
Description: In 2021, the revenue of the global cosmetics markets experienced a growth of approximately 11.6 percent compared to the previous year. The Statista Consumer Outlook estimates that this value will add up to nearly 16 percent by 2023.
Description: This chart shows a ranking of the top European cosmetics companies between 2014 and 2021, according to their market value in billion euros. According to the source, Germany was the leader of the European market in 2021 with a market value of 13.6 billion euros. From 2015 to 2020, the value of the French market remained relatively stable, fluctuating between a market value of 11.3 and 11.5 billion euros, reaching around 12 billion euros in 2021.
Description: As of 2020, France had the largest number of small and medium enterprises in the cosmetics manufacturing industry in Europe, reaching 840. It was followed by Italy with 735 SMEs and Poland, having 606 cosmetic manufacturing small and medium enterprises.
Description: Cosmetics build a dynamic market in Europe. As displayed in the present statistic, the consumption value of cosmetics and personal care products reached 79.84 billion euros in 2019 and over 80 billion euros in 2021.
Description: Within the European cosmetics market, Germany consumed the largest amount of cosmetics in 2021, valued at approximately 13.6 billion euros. This was followed by France and Italy, at approximately 12 billion euros and 10.6 billion euros, respectively.
2. Key figures of the industry
Description: According to data, the worldwide turnover of the Italian cosmetics industry increased steadily between 2013 and 2019. Meanwhile in 2020, this figure added up to slightly over 10 billion euros and increased again by almost ten percent in the following year.
Description: In 2021, exports accounted for the largest share of turnover in the cosmetics industry in Italy. Mass markets and other channels followed with 26.4percent, while pharmacies held around eight percent of the total share.
Description: In 2021, the turnover of the Italian cosmetics industry amounted to nearly seven billion euros, an increase compared to the previous years. Between 2019 and 2020, the turnover of this industry decreased by over eight percent.
Description: In 2021, the revenue of the Italian cosmetics supply chain amounted to around 16.98 billion euros. The packaging sector generated about 3.75 billion euros that year, whereas this value was roughly 366 million euros for machinery.
Description: According the data, the annual export value of the Italian cosmetics industry increased steadily between 2013 and 2019. Meanwhile in 2020, this figure added up to about 4.26 billion euros, decreasing by 725 million euros compared to the previous year. Export value rebounded on 2021 and amounted to approximately 4.85 billion euros.
Description: In 2021, imports of cosmetics to Italy were worth approximately 2.1 billion euros. Compared to the previous year, this figure increased by 8.8 percent. Between 2010 and 2021, the largest increase was registered in 2016, when the import value grew by 9.2 percent, going from around 1.83 billion euros to almost two billion euros.
Description: In 2021, with over 550 million euros of cosmetics imported, France was the leading destination country for Italian cosmetics. The second most important destination market was the United States, where Italian companies exported 528 million euros worth of cosmetics. The exports of the Italian cosmetics industry increased steadily in the last few years, at least until the outbreak of the Covid-19 pandemic. The latest data available showed that exports of the sector reached a total value of about 4.85 billion euros.
Cosmetics industry in Italy
The cosmetics industry in Italy is well established and registers increasing revenues year-on-year. Preliminary data shows that the turnover of the cosmetics and perfumes industry in Italy reached a value of over 6.9 billion euros in 2021, experiencing an increase by around 7.3 percent compared to the previous year.
Italians love cosmetics
In Italy, appearance and skin care and body care seem to be a prominent sector. Data show that the consumption of cosmetics products in the country reached a value of over nine billion euros in 2020 and over ten billion euros in 2021. Furthermore, a closer look at the most popular product categories reveals that face care products were the most preferred products by Italians in both years.
Description: In 2021, the consumption value of cosmetic products in Italy amounted to approximately 10.64 billion euros, an increase compared to the previous year, when this figure added up to some 9.78 billion euros. The cosmetic industry in Italy is well established and mostly registered increasing revenues in recent years, peaking at around 7.09 billion euros in 2019.
Description: In 2021, facial care and body care were the two leading segments of the cosmetics market in Italy. These two product categories represented 17.4 percent and 15.7 percent of the cosmetic products consumed in the country, respectively. By contrast, products for men accounted for a mere 1.6 percent of the cosmetics consumption.
Description: The consumption of cosmetic products in Italy is a large business worth more than ten billion euros a year. In terms of value, the largest share of products in 2021 was sold in hypermarkets, supermarkets, single-brand stores, and herbalist shops. Indeed, these retail channels held over 46 percent of the total consumption value of cosmetics items in Italy. Perfume shops and pharmacies were the second and third most valuable channels for this category of products.
Description: In 2021, the consumption of body care products in Italy was worth 1.36 billion euros. According to data, the consumption of deodorants and antiperspirants accounted for about 473 million euros, ranking as the most valuable product in this category. Additionally, the consumption of sunscreens and pigmenting products added up to roughly 357 million euros.
Description: In 2021, the consumption value of face care products in Italy was worth 1.5 billion euros. More specifically, the consumption of anti-aging and anti-wrinkle creams accounted for the largest amount of this value, roughly 661 million euros. Face care products with the lowest consumption value were depigmenting products, whose consumption added up to 23.6 million euros.
Description: In 2021, the consumption of body hygiene products in Italy was worth over one billion euros. Specifically, the consumption of bath and shower foams amounted to approximately 420.6 million euros. Moreover, products for intimate hygiene accounted for around 282.1 million euros, ranking as the second most valuable category of products.
4. Leading companies
Description: This statistics presents a ranking of the leading contract manufacturers in the cosmetics industry in Italy in 2021, by turnover. According to the data, Intercos was the leading cosmetics’ contract manufacturer in the country with an annual turnover of around 674 million euros.
Description: This statistic presents the leading manufacturers of beauty products for pharmacies in Italy from 2019 until 2021 in terms of revenue. According to the data, in 2021, Istituto Ganassini was the leading manufacturer with a revenue of 168 million euros. Second in the ranking came ICIM International with a value of almost 81 million euros.
Description: In 2020, the leading Italian beauty company was Sodalis, reporting a revenue of 585 million euros, an increase compared to the previous year. Moreover, Euroitalia followed in the ranking with 373 million euros.
Description: In 2020, the revenue of the Italian beauty company AGF88 Holding grew by 33 percent, the largest increase depicted in the chart. The beauty company with the second highest revenue growth in 2020 was Coswell, which registered an increase by approximately 10 percent compared to the previous year.
Description: The annual sales value of the Italian beauty company Davines S.p.A. increased between 2015 and 2019. In 2019, the sales value of the company amounted to 163 million euros, while in 2020 they added up to around 153 million euros.
Description: This statistic displays the annual sales value of the Italian beauty company AGF88, which controls, among others, the brands Fanola and Echosline, from 2018 to 2020. According to the data, the annual sales value of the company increased in this time frame, passing from 144 million euros in 2018 to 160 million euros in 2020.
Description: In 2020, the annual sales value of the Italian beauty company Sodalis S.r.l. amounted to 588 million euros. Compared to the previous year, the figure experienced an increase.
Description: This statistic displays the annual sales value of the Italian beauty company L. Manetti & H. Roberts Spa, which controls, among others, the brands Neutro Roberts and Chilly, from 2015 to 2020. According to the data, the annual sales value of the company increased over the period, passing from 291 million euros in 2015 to 163 million euros in 2020.
Description: The annual sales value of the Italian beauty company Kiko S.p.A. experienced an increase between 2015 and 2017. Afterwards, the sales value decreased to around 365 million euros as of 2020.
5. Cosmetics in pharmacies
Description: In Italian pharmacies, the sales value of face make-up in 2021 amounted to around 43 million euros in the period between December 2020 and December 2021. Sales of eye make-up were worth some 33 million euros during that 12-month period.
Description: This statistic depicts the sales value of hair care products in pharmacies in Italy in 2021, by product. According to data, sales value of specific products for the haircare added up to over 50 million euros. Moreover, the sales of shampoos were worth around 32 million euros, while the selling of hair colorants reached 11 million euros.
Description: This statistic depicts the sales value of shampoos in pharmacy in Italy in 2021 by type of shampoo. According to data, the sales of anti-dandruff shampoos were worth over 32 thousand euros, whereas the selling of shampoos for normal hair accounted for around 12 thousand euros.
Description: In Italy, the sales value of body creams sold in pharmacies registered its highest figure in 2021, when it amounted to around 119.6 million euros. In the following year, this value decreased by almost four percent.
Description: In Italy, the sales value of anti-cellulite care products sold in pharmacies registered its highest figure in 2020, when it amounted to around 33.6 million euros. As of 2022, this figure amounted to approximately 31.2 million euros.
Description: In Italy, the sales value of sun care products sold in pharmacies registered its highest figure in 2020, when it amounted to around 132.74 million euros. As of 2022, this value reached approximately 131.21 million euros.
6. Consumer behavior
Description: In Italy, the leading purchasing channel for beauty products in 2021 was supermarkets, as stated by 53 percent of respondents in a recent survey. Specialized stores ranked second with a percentage of 46. They were followed by e-commerce and pharmacies, cited by 45 and 37 percent of participants, respectively.
Description: In 2021, the main reason for Italian women to shop for beauty products in physical stores rather than online was the chance to test said products in person, as stated by 55 percent of respondents in a survey. Around 34 percent also expressed that they enjoyed walking around the store and discovering new products, while only about 12 percent shopped in physical stores because they did not trust online shopping.
Description: In 2021, the main reason to shop for beauty products in physical stores was the chance to test said products in person, as stated by 55 percent of female respondents and 44 percent of male respondents in Italy. Another common reason among Italian consumers was to have the possibility of verifying the product.
Description: In 2021, 31 percent of online shoppers considered better prices as the main driver for online purchases in Italy. Additionally, other important reasons to choose online shopping for cosmetics products were special deals, a large choice, and bundles with other purchases .
Description: The number of online purchasers of cosmetics and make up products in Italy increased significantly between 2015 and 2021. As of the survey period, the number of the online purchasers of cosmetics grew from 3.6 million in 2015, to 9.5 million as of 2021.
Description: In Italy, the average monthly spending for beauty products in 2021 was around 30 euros for both genders. As far as women were concerned, their monthly spending on beauty products added up to approximately 32 euros.
Description: The displayed data on purchase criteria for personal care shows results of the Statista Global Consumer Survey conducted in Italy in 2022. Some 63 percent of respondents answered the question “Based on which criteria do you usually select your body care and cosmetics products?” with “Quality”.
Description: This statistic presents the leading twenty health and beauty brands ranked by consumer reach points (a measure of brand penetration and consumer choice) in Italy in 2021. That year, Dove and Nivea were the leading brands for health and beauty in Italy, with approximately 49 and 46 million consumer reach points. Lines ranked in third place, with 42 million consumer reach points.
Source from Statista
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