Cosmetics Sector

An Expert's View about Medical, Health and Cosmetics Products in Italy

Posted on: 11 Dec 2011

The Italian cosmetic market recorded a positive performance in 2010, showing good consumption dynamics. Cosmetics have become an important element in the buying patterns of Italians.

Cosmetics Sector in Italy The Italian cosmetic market recorded a positive performance in 2010, showing good consumption dynamics. Cosmetics have become an important element in the buying patterns of Italians. Market overview In 2010, the turnover of the Italian cosmetic industry exceeded ?8.6bn, with an increase of 5.2% over the previous year. Domestic demand in Italy generated a positive impact on production volumes, which increased by 1.3% to a value of nearly ?6.2 bn. At a closer look, the domestic market reveals positive trends in some retail channels, such as pharmacies (+3.3%), door-to-door and mail order sales (+6%) and herbalist shops (+5.5%). 2010 ended with moderately positive results also for the perfume shop channel (+1.2%) and with a slight drop (-0.3%) in mass distribution. Exports achieved a major success, sustaining overall turnover of the Italian cosmetics industry with a 17% increase over 2009 and reaching a total value of over ?2.4 bn. Imports also show a positive trend, with a 11.9% increase that confirms a rise in domestic consumption and substantial recovery in major areas of the market. Key opportunities The total value of the cosmetics purchased in Italy in 2010 was ?9.272 bn, up by 1.1% over the previous year. British companies should identify the most appropriate distribution channel. With the exception of the mass market, all the traditional channels increased their value in 2010: ? Pharmacies showed once again the most dynamic trend, up by 3.3%, whereas herbalist shops and door-to-door sales both ended the year with increases of 5.5%. These channels are becoming increasingly important in consumers? buying patterns and are now a well- established feature of the Italian market. ? The perfume shop channel recorded a 1.2% increase which reversed a previously negative trend. ? The mass distribution market suffered a slight setback of 0.3% in 2010, as it did not managed to achieve a balance between the nearly 2% reduction of sales in general mass markets and the increasing trend of specialised mass distribution. ? Professional channels ? beauty and hairdressing salons ? ended the year with a modest recovery. ? Mail order sales were the most successful channel with a 20% increase. Latest export opportunities ? Clothing, Footwear and Fashion Latest export opportunities ? Italy Getting into the market In addition to the usual barriers that a company has to face when entering a new market, in the cosmetic sector there are many restrictions for health and safety purposes. Companies introducing perfumes/cosmetics into Italy must have a technical consultant upon whom they can rely to examine products, take any corrective action (e.g. additional labelling) and register all alcoholic products and toiletries that come into Italy. You can find further information on the Ministry for Health website: More about doing business in Italy Contacts Market intelligence is critical when doing business overseas, and UKTI can provide bespoke market research and support during overseas visits though our chargeable Overseas Market Introduction Service (OMIS). To commission research or for general advice about the market, get in touch with our specialists in country - or contact your local international trade team. ? Alessandra Macagnino, British General Consulate Milan. Tel: +39 02 72300216 or email: Contact your local international trade team UKTI Events UKTI runs a range of events for exporters, including seminars in the UK, trade missions to overseas markets and support for attendance at overseas trade shows. Latest events ? Education & Training Major Events Cosmoprof Date: 9-12 March 2012 Website: Pitti Fragranze Date: September 2012 Website: Esxence, The Scent of Excellence Date: 29 March- 1 April 2012 Website: Useful links More about OMIS and other UKTI services for exporters
Posted: 11 December 2011

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