Cosmetic products market value in Italy 2021, by channel

With a sales value of over four billion euros, mass markets represented the preferred sale channels by Italian consumers to purchase cosmetics in 2021. Perfume shops followed with a sales value of approximately 1.9 billion euros. Facial care and body care are the leading two market segments, representing 16.8 percent and 15.9 percent of the cosmetic products consumed in Italy respectively.

Appearance matters

Italy’s cosmetics market is one of the largest in Europe both in terms of turnover and consumption. When compared to other European countries, Italy ranks fourth in terms of total consumption. When considering the size of the population, the consumption per capita is even higher. Moreover, the worldwide turnover of the Italian cosmetics and personal care industry reached an estimated value of over ten billion euros in 2020.

Key player in the sector worldwide

Italy is also a key player in the export of cosmetics, with products being purchased all over the world. The exports value of Italian cosmetics reached five billion euros in 2019 and 4.1 billion euros in 2020, growing significantly since 2013, when the value was equal to 3.2 billion euros. France and Germany were the leading importers of Italian cosmetics. The two countries together imported approximately over 900 million euros of cosmetics from Italy in 2020.