D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Body care market in Italy - statistics & facts
The body care market includes various products, from deodorants and soap to body lotions, most of which are used daily by consumers of all ages. For this reason, it is one of the most profitable segments of the Italian cosmetics market, ranking as the second most important product category, with a market share of almost 16 percent as of 2021. According to the findings of a recent survey, personal hygiene products, such as deodorants or bath and shower products, are among the most used by Italians. In the same year, the most valuable product in the body care category were deodorants and antiperspirants, with a consumption value of over 470 million euros.
Main distribution channels
In 2021, approximately 439 million euros worth of body care products were purchased in pharmacies in Italy. Meanwhile, large retail and other channels registered the most significant consumption value of body hygiene products, with roughly 796 million euros. In 2021, the sales value for bath and shower foams was highest for drugstores, followed by hypermarkets and supermarkets. Drugstores experienced an increase of almost six percent. In the same year, sales of body deodorants in drugstores registered a value of over 114 million euros, with an average product price of approximately 15.89 euros.Leading brands & companies
Dove, Nivea, and Lines ranked as the most popular brands among Italian consumers in 2021. As of 2022, the brand value of Dove amounted to approximately 5.1 billion U.S. dollars, which was slightly inferior to the brand value of Nivea. Some of the most renowned Italian companies that produce body care products include Davines SpA and L. Manetti & H. Roberts SpA. The former generated 153 million euros in sales in 2020 and also deals with the manufacturing of hair care products. L. Manetti & H. Roberts SpA owns some of the most popular personal care and hygiene brands in Italy, like Neutro Roberts, Somatoline, Acqua alle Rose, Chilly, and Borotalco. However, in the last few years, the company has been experiencing a decrease in sales value, falling from 291 million euros in 2015 to 163 million euros in 2020.
