Abstract
The Italian men' s toiletries market is estimated to be worth € 719 million in 2007, up by 2.3% on 2006 and a mere 9% on 2002 at current prices. Influenced by lifestyle trends and fashion magazines, men' s attitudes towards their appearance are changing and becoming more open to using toiletries and skincare. The consumer base however has remained small.
Shaving preparations are really the only C&T products that Italian men view as essential. This is reflected in the maturity of the market. Toiletry products such as deodorants and shower products are mainly purchased in the unisex variant as women are still responsible for household shopping. Skincare products have performed well but remain a niche market.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Men' s toiletries include:
- male fragrances, eg aftershaves, colognes, pre-shaves
- male deodorants and bodysprays
- male-targeted shower gels
- male-targeted haircare, including shampoos and styling products, eg gel, wax, cream
- shaving preparations
- men' s skincare
- men' s bodycare products, eg body gels, abdominal gels, body lotions.
Excluded:
- Razors, blades and electrical shavers are excluded
- Duty-free products and products bought overseas are also excluded from market size data.
View Cart
