Cosmetics market share in Italy 2018, by product category

In 2018, facial care and body care were the leading two leading segments of the cosmetics market in Italy. These two product categories represented 17.2 percent and 16.3 percent of the cosmetic products consumed in the country, respectively. By contrast, products for men accounted for a mere 1.7 percent of the cosmetics consumption.

 Cosmetics market in Italy

  The cosmetics market in Italy is one of the largest for production and consumer use. Italians consumed over ten billion euros worth of cosmetics in 2018. In Italy, perfume shops have the highest market share, with nearly one fifth of cosmetic and personal care products sold in perfume shops. Perfume shops also have the highest market value with figures reaching over 2 billion euros.

 Cosmetics’ exports 

  Italy is also a key player in the export trade of cosmetics goods, with products being sent all over the world. The value of exports of the Italian cosmetics industry increased steadily in the last few years and the latest data available show that exports of the sector reached a total value of 4.8 billion euros in 2018. France is the country that imports the most cosmetics from Italy, even more than the United States and Germany, with a value of 566.8 million euros in 2018.

Distribution of cosmetics consumption value in Italy in 2018, by product category*

Share of consumption
Facial care17.2%
Body care16.3%
Alcohol-based perfume products12.7%
Body hygiene12.2%
Hair and scalp care11.7%
Oral hygiene7.5%
Facial make-up5%
Eye make-up4.4%
Baby toileties3.5%
Lip care2.1%
Hand care1.7%
Products for men1.7%
Gift packs1.4%
Make-up packs0.6%
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Source

Release date

June 2019

Region

Italy

Survey time period

2018

Supplementary notes

* Refers to products sold in traditional retail channels, i.e. pharmacies, perfume shops, the mass market, door-to-door and mail order sales.

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