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Summary and extracts
1 Market Overview
1.1 Definition and presentation
Shampoo is a product belonging to the category of hair care, usually in the form of a viscous liquid, used for the purpose of cleaning the hair. Most of the time, this product is prepared by combining a surfactant for washing and emulsifying liquids with water, with a co-surfactant that strengthens the action of the main surfactant.
Based on the type of hair to which they are applied, shampoos are usually classified into numerous categories such as shampoo for dry hair, anti-dandruff shampoo, shampoo for oily hair, for colored hair, etc.
In 2020, the global shampoo market was worth $30.9 billion, and despite the negative impact of the Covid-19 pandemic, the market is expected to reach a value of $39.58 billion by 2028, with an annual growth rate of 3.6 percent. The highest global market share belongs to North America, although the Asia-Pacific region is the market with the highest growth.
The Italian shampoo market was also negatively affected by the pandemic, registering a decrease in the annual growth rate during 2020, although this figure remained positive. Particularly successful in the Italian market appears to be the 2-in-1 shampoo (shampoo and conditioner) which has the highest growth rate while, the highest market share belongs to the standard shampoo segment.
The major players operating in the Italian shampoo market are large multinational groups such as L'Oréal Group, Procter&Gamble, Revlon Inc. but there is also the presence of some Italian companies such as Davines, which are slowly expanding their market share. As far as distribution is concerned, large-scale retail appears to be the distribution channel preferred by consumers over pharmacies and specialty stores.
An emerging trend within the market is represented by an increasing inclination of the Italian population to prefer specific shampoos with increasingly advanced features and, consequently, with a medium-high price range.
1.2 The world market and the European market
Growth and market size
The global shampoo market is expected to reach $**.** billion by ****, with a CAGR of +*.**% projected for ****-****.
Global shampoo market World, ****-*****, in billions Source: ****
A promising segment
Dry shampoos are expected to grow much faster over the same period, with a CAGR of +*.**% to reach $*.* billion by ****. They are expected to account for **% of the market within five years.
Dry shampoo market World, ****-*****, in billions Source: ****
Shampoo in the hair care market
Shampoos are included in the hair care market. This market was worth $**.* billion in ****. Asia-Pacific dominates the hair care market with ** percent of ...
1.3 The Italian market is growing
The data presented in the chart below are for ATECO code **.** in the"manufacture of toiletries: perfumes, cosmetics, soaps and the like" sector, which includes the following activities:
manufacture of perfumes and cosmetics: perfumes and toilet waters, beauty and make-up products, anti-sun and tanning preparations, manicure and pedicure preparations, shampoos, hair lacquers, waving and ironing preparations, toothpastes and oral hygiene preparations, including preparations to facilitate denture adhesion, shaving preparations, including pre- and post-shaving preparations, deodorants and bath salts, depilatory products manufacture of herbal products for cosmetic use manufacture of cosmetic soaps
We see that in Italy the sector is dynamic : in ...
1.4 Foreign trade: Italy is a shampoo exporting country
The UN Comtrade data below is for HS Code ****** and refers to all shampoos.
The most striking fact from the chart below is Italy exports far more than it imports. In ****, it exported US$***.* million worth of shampoo and €***.* million worth of shampoo in **** for a change of +** percent in five years. Its imports, in addition to being much lower, increased much less, from US$***.* million to US$***.* million for a change of +**.*% over the same period.
External trade in shampoo Italy, ****-****, in millions of USD Source: ****
France
It is assumed that this market follows a logic of proximity, because, ...
2 Demand analysis
2.1 Shampoos and hair products rank fifth in the frequency of use of personal care products
In the Year **** Report, Cosmetica Italia, National Association of Cosmetic Companies, offers a comprehensive picture of Italians' habits for cosmetic products, then personal care products. From these, the following chart presents the products used regularly by Italians:
Cosmetic products used regularly Italy, ****, in % Source: ****
Hair care products rank fifth among regularly used personal care products. Hair care products are of various types; all products included in this market are analyzed in Part * of this study.
2.1 Men and women: different types of consumption
From the study conducted by Cosmetica Italia, different purchasing characteristics emerge among the Italian population. Men and women have different needs regarding personal care, which is why these two categories will make different uses of cosmetics products. The graphs below present the breakdown, and it can be seen that men accord greater importance to hair care products than women, but only by *% . The difference is not very significant. The Italian population, confused men and women, pay a lot of attention to the product they buy. In fact, the global average on brand attention to buying hair care products is **%, while in ...
2.3 Factors influencing demand and best-selling products
A **** study published by YouGov Italy was interested in the factors that influence the Italian customer's choice of a personal care product. Thus, there are several factors that will play an important role in choosing a product from this macro category, of which shampoos are a part. We can see in the chart below that in first place is the quality of the product, followed by efficiency, the customer's past experience with the product, the presence of natural ingredients, price, etc.
Main factors influencing the purchase of cosmetic products Italy, ****, in % Source: ****
the organic sector of shampoos and hair care ...
3 Market structure
3.1 The structure of the Italian market
As in Subpart *.*, the code to which the data refer is the ATECO code **.** for the sector"manufacture of toiletries: perfumes, cosmetics, soaps and the like." The following graphs show the trends in the number of enterprises in the sector and the number of people employed in the sector. Both experience steady growth, apart from an unexpected drop in the number of enterprises in ****.
The number of enterprises grew by +**.* percent from **** to **** while the number of employees grew by +** percent over the same period.
Number of enterprises in the toilet manufacturing sector Italy, ****-****, units Source: ****
Employment in the manufacturing ...
3.2 Italian production
Italian annual shampoo production experienced a gradual decline from **** to **** (***), and then stabilized and returned to the level of ** years earlier in ****, for a total change in ** years of only -*.*%.
Annual Italian shampoo production Italy, ****-****, in millions of euros Source: ****
3.3 Distribution remains dominated by large-scale retail
We see in the graph below that shampoos are bought much more in supermarkets and hypermarkets than in other distribution channels.
In detail, in **** out of ***.* million euros of shampoos sold in Italy, *** million euros were sold in large-scale retail (***). Only **.* million euros were sold in pharmacies and *.* million euros in perfumeries: the latter channel being the one that experienced the sharpest decrease from **** to ****, -**.*%.
Breakdown of shampoo purchases by distribution channel Italy, **** Source: ****
4 Supply analysis
4.1 Composition of a shampoo and types of products
The composition of shampoos is regulated by the International Nomenclature of Cosmetic Ingredients (***).
Demineralized water is the main ingredient, accounting for **-**% of the composition and acting as a solvent. Washing agents, between ** and **% of the composition, dissolve the fats in the water. Shampoos also contain foaming agents (***) and preservatives. Other emulsifying agents and additives, such as silicone, oils, or citric acid, can be found in the composition of shampoos. Although this is the classic composition of shampoos, some movements advocate the use of natural products to wash hair because of the environmental danger of classic shampoos, such as the No ...
4.2 Production costs and selling prices
When investing in a new cosmetics brand-in the shampoo business or otherwise-there are several types of costs to consider. We can analyze them below.
Costs of brand creation and management, which include: the creation or redesign of the logo, the creation of graphics for labels and packaging, the choice of packaging and gift wrapping, the analysis of the market and trends, the creation of materials to be able to sell products online. Production costs and bureaucratic processes. In order to establish a product with the Made in Italy label, higher costs must be expected, which involve product research and development, product ...
5 Regulations
5.1 Regulation (EC) No. 1223/2009
Regulation (***) ****/**** is based can be summarized as follows:
Harmonization of divergent regulations among member states Definition of key figures and their responsibilities Post-market surveillance system for cosmetics Centralized notification of cosmetics Clear definition of a cosmetic product Increased degree of safety of cosmetics Establishment of a system with positive and negative ingredient lists Reference to international standards
This regulation can be read at this link.
5.2 The cosmetics label regulation
In Europe, the label of cosmetics must be drawn up in accordance with Article ** of Regulation (***) No. ****/**** of the European Parliament and of the Council and Sindacato Medici Italiani.
The label must be written accurately and correctly to ensure that consumers can make an informed choice, based on an adequate level of information about the characteristics, composition and function of the cosmetic product.
For products placed on the market in Italy, the label shall be written in Italian. it is possible to provide for multilingual labels, but in this case for products intended for the Italian market at least some information ...
6 Positioning of actors
6.1 Segmentation of actors
- L'Oréal Groupe
- AGF88 Holding
- Collistar
- Davines
- L'erbolario
- Manetti & Roberts
- Sodalis Group
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the shampoo market | Italy
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