The Italian market of products with a sun protection factor (SPF) showed good results in 2011: +3.9% in value over the previous year.
Suncare product sector in Italy
The Italian market of products with a sun protection factor (SPF) showed good results in 2011:
+3.9% in value over the previous year. Producers can opt for several distribution channels
Beauty products with a Sun Protection Factor (SPF) are very popular in Italy, a country with a
Mediterranean climate where inhabitants can enjoy a long sun-bathing season.
In 2011 the market of sun care products showed an increase for all cosmetics (+0.9%). Body
products with SPF were the best performers (+1.9%).
As to the distribution of suncare products, the perfumery channel covers 19% of sales (with a
value of € 61 million) and registers a positive trend if compared with 2010. Good results for
supermarkets and hypermarkets which cover 46% of the market followed by pharmacies with
35%. (Source: NPD Group).
Suncare products and cosmetics in general are also sold by drugstores and stationery stores and
this is an important distribution channel especially in sea and tourist resorts.
The main competitors of suncare products in the Italian market are:
Elizabeth Arden, Dior,
La Prairie, Sisley
MED eido, Lancaster, Collistar, Lancôme, Biopoint, Hampton Sun, Arval, IUM Shis Clarins, Stendhal, Payot, Hanorah
LOW Garnier, Deborah Bioetyc, L’Oreal Paris, Australian Gold, Blu Orange, Piz Buin, Coco Monoï, Ecran Lemonoil, Equilibra, Cielo Alto, Nivea
The Italian market confirms a high potential for sun protection and after sun products even if it
registers a decrease in the self tanning segment.
Big players are the face sun protection formulas with an increase of 2.7% in value on 2010; this
reflects the importance given to protection from aging signs. An interesting opportunity is
represented not only by face products with SPF but also by all anti aging face products, which
are now used by most Italian consumers.
Winning formulations are multi-tasking products. They should offer advanced technologies to
protect cellular DNA from UV rays and infrareds; anti-aging ingredients that stimulate and
accelerate tanning; and sensual textures.
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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.
Each company introducing perfumes/cosmetics in Italy should have a technical consultant upon
whom they can rely to examine the products, take any corrective action (e.g. additional labelling)
and register all alcoholic products and toiletries that export to Italy.
Further information on the Ministry for Health website:
More about doing business in Italy
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.
ξ Alessandra Macagnino, British Consulate General Milan. Tel: +39 02 72300216 or
Contact your local international trade team
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.
Date: 8-11 March 2013
Website address: http://www.cosmoprof.com
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Latest events - Italy
More about OMIS and other UKTI services for exporters