Executive Summary
New Report Guarantee
PROSPECTS
Leading brands invest in natural and organic hair care
Italian consumers are increasingly well informed and sensitive regarding the ingredients contained in hair care products. They look for a high percentage of natural and organic ingredients and for formulations that are free from substances considered harmful such as parabens, sulphates and silicone.
Polarised demand favours salon professional products
Demand for hair care is increasingly polarised in Italy, with a move towards premium and professional on the one hand, and for low-priced products on the other. This trend is expected to continue to benefit salon professional hair care, which, along with the smaller hair loss treatments category, is set to deliver the highest CAGR over the forecast period.
Slower economy could increase demand for economy hair care over the forecast period
In the meantime, the higher uncertainty regarding the Italian economy, which recorded a GDP decrease in the second half of 2018, is likely to boost the demand for economy hair care over the forecast period. Consumers’ confidence is currently decreasing in Italy and many consumers will likely remain cautious about spending on hair care, looking for promotions and discounted hair care, a trend which will lead unit prices of most hair care types to decrease in constant terms and which, in turn, will curb value sales development.
COMPETITIVE LANDSCAPE
L’Oréal dominates
L’Oréal remained the indisputable leader of hair care in Italy, counting on a rich portfolio of renowned brands operating in both the mass and premium areas, such as Wellmate, Garnier Fructis, Elvive, Garnier Ultra Doux and L'Oréal Paris Excellence. L’Oréal benefited from its ongoing commitment to product innovation and advertising in 2018.
Procter & Gamble remains strong
Procter & Gamble followed L’Oréal in 2018, continued to be strong in hair care, after having sold Wella Professionals to Coty during the review period, thanks to its popular mass brands including Pantene, Head & Shoulders and Herbal Essences. Procter & Gamble continued to focus its investments on Pantene in hair care in Italy and strongly promoted the brand on Italian TV, with a new advert featuring long-time brand ambassador and top influencer Chiara Ferragni.
