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Cosmetics market in Italy- statistics & facts

Italy has one of the largest cosmetics markets worldwide. Specifically, in 2021 the country was the third leading market for cosmetics products in Europe, while the first three largest players worldwide were the United States, China, and Japan. The most important market for Italian cosmetics is the domestic market, which accounts for the largest amount of revenue. However, the export of beauty products worldwide has been increasing in the last few years in terms of value.

A closer look at the Italian consumer

The main brands chosen by Italians are Dove, Nivea, Lines, and Garnier. According to a recent survey from 2022, the main factors that influence their choice of personal care products are quality, brand, and scent. The results of the survey also revealed that the most used personal care products by Italian consumers belong to the oral and dental care, bath and shower, and perfume categories. In 2021, the average monthly spending on beauty products in Italy amounted to approximately 32 euros for women and 28 for men, and most consumers preferred to buy said products in supermarkets or specialized stores. The main reasons for in-store shopping were the possibility of testing the products in person and verifying them, as stated by the majority of both male and female surveyed respondents.

Most popular product categories

In the domestic market, body care, facial care, hair care, and perfumes are the most valuable products. The face care products generating the largest consumption value were anti-aging, anti-wrinkle, moisturizing, and nutrient creams. In recent years, the consumption value of cosmetics products in Italy increased overall, peaking at nearly 10.82 billion euros in 2019 and reaching 10.64 billion euros in 2021. In that year, in terms of consumption value, the largest share of face care products was sold in pharmacies, while large retail channels and perfume shops ranked second and third as the most valuable channels for this category.

Main distribution channels

Another important retail channel in the cosmetics market is e-commerce. Indeed, the number of online purchasers of cosmetics increased significantly over time. Increasingly, people are making these purchases on their phones. According to the results of a survey, the share of consumers that purchase cosmetics and make-up online by smartphone has steadily increased since 2013. The main reasons why Italian consumers choose online shopping for cosmetics are the better prices and special deals they find online. An additional factor that might lead shoppers to choose to buy online is the large choice provided by online shopping.


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