Hair care market in Italy - statistics & facts

Shampoo: an evergreen product

Generating nearly 340 million euros in retail trade turnover, shampoo proved to be one of the favorite hair care products for Italian consumers. With an average cost of 2.16 euros per unit as of 2020, shampoo was among the most sold hair and scalp care products in the European country. In the next year, approximately 117.4 million euros' worth of shampoo was bought in drugstores, whereas the consumption of said product in pharmacies was worth roughly 95.7 million euros. In Italy, it is still very common to buy cosmetics and personal care products in pharmacies, especially specific types, which are used to fight certain conditions or when in need of deeper care. As of 2021, anti-dandruff shampoo was the most sought-after kind of hair product in Italian pharmacies, followed by shampoo for normal hair.

Leading Italian players

Several beauty companies can be found in Italy, producing different kinds of cosmetic products and exporting them to numerous countries. As far as hair care is concerned, a great number of successful companies comes to mind: Davines SpA, L’Erbolario Srl, Collistar SpA, and so on. One of the most lucrative ones is AGF88 Holding Srl, the revenue of which has been increasing in the last years and has reached around 160 million euros in 2020. The company owns renowned hair care brands like Fanola, Be Hair, and B.Barber. Another Italian company that obtained outstanding results in 2020 was Sodalis Srl, which generated around 588 million euros in that same period. Sodalis exports a fair amount of its products to other countries and controls several brands, such as BioNike, Tesori d’Oriente, Biopoint, and Vidal, all of which are very popular in Italy too.

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