PROSPECTS AND OPPORTUNITIES
Body wash/shower gel set to be the main growth driver with a focus on new innovations
Bath and shower in Italy is expected to record moderate growth in value terms (at constant 2024 prices) over the forecast period, influenced by a series of contrasting factors. Value growth will likely be constrained by a gradual decrease in unit prices, after the sharp increases recorded during and immediately after the COVID-19 pandemic.
Skinification trend expected to inform new product development
Bath and shower is expected to see a growing presence of products that incorporate skin care properties that are designed to offer benefits beyond simple cleansing. The importance of this trend lies in the increased awareness of Italian consumers regarding the link between skin care and general wellbeing.
Functional fragrances could elevate bath and shower experiences
Despite the maturity of the category, the leading players are expected to increase their investment in innovation over the forecast period. This strategic move will aim to counter the growing penetration of private label and revitalise the category with added-value propositions.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bath and Shower industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bath and Shower in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Bath and Shower in Italy?
- Which are the leading brands in Italy?
- How are products distributed in Italy?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Italy - Category analysis
KEY DATA FINDINGS
Hygiene and sustainability concerns two big factors influencing demand
Dove remains perched on the top following brand relaunch while private label takes off with strong value positioning
Distribution remains focused on presenting the best value for the consumer
Body wash/shower gel set to be the main growth driver with a focus on new innovations
Skinification trend expected to inform new product development
Functional fragrances could elevate bath and shower experiences
Beauty and Personal Care in Italy - Industry Overview
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care ?
DISCLAIMER
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Bath and Shower research and analysis database.
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