About this reportRetail value sales in the Italian shampoos and conditioners market are expected to reach '638 million in 2009, remaining relatively stable (+0.2%) on 2008. Value sales have been hampered by a change in consumer priority due to the recession. People are increasingly purchasing products on promotion, opting for own-labels and reducing purchases through perfumeries, leading to stagnation. Consumers' attempts to save can also be seen in the rise in sales of 2-in-1 shampoos and the declining sales of conditioners.The shampoos and conditioners market receives one of the highest levels of NPD in the Italian C&T markets. Manufacturers have focused on NPD, delivering products for each consumer, with the aim to maintain value sales.The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UKEuropean Consumer Goods IntelligenceEuropean Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.Each report contains comprehensive analysis into: * Market sizes * Market trends * Leading manufacturers * Consumer trends * Sales forecastsIf you want more details about this particular report, please contact the Mintel information team on +1 312-932-0400 in the U.S., +44 028-90-241-849 in Northern Ireland, +353 048-90-241-849 in the Republic of Ireland or +44 (0)20-7606-6000 in the UK and the rest of the world, or email info@mintel.com.

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Shampoos and Conditioners - Italy - June 2009
Published on July 2009
Report Summary
About this report
Retail value sales in the Italian shampoos and conditioners market are expected to reach '638 million in 2009, remaining relatively
stable (+0.2%) on 2008. Value sales have been hampered by a change in consumer priority due to the recession. People are
increasingly purchasing products on promotion, opting for own-labels and reducing purchases through perfumeries, leading to
stagnation. Consumers' attempts to save can also be seen in the rise in sales of 2-in-1 shampoos and the declining sales of
conditioners.
The shampoos and conditioners market receives one of the highest levels of NPD in the Italian C&T markets. Manufacturers have
focused on NPD, delivering products for each consumer, with the aim to maintain value sales.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK
European Consumer Goods Intelligence
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and
incorporating exclusive insight into consumer activity and market trends.
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused
towards genuine demand and real opportunity.
Each report contains comprehensive analysis into:
* Market sizes
* Market trends
* Leading manufacturers
* Consumer trends
* Sales forecasts
If you want more details about this particular report, please contact the Mintel information team on +1 312-932-0400 in the U.S., +44
028-90-241-849 in Northern Ireland, +353 048-90-241-849 in the Republic of Ireland or +44 (0)20-7606-6000 in the UK and the rest
of the world, or email info@mintel.com.
Table of Content
Contents
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Issues in the Market
Definition
Consumer research
Market in Brief
Stagnant sales
Beat the recession
L'Oréal leads
Mass-market in strong position
Future
Internal Market Environment
Key points
High standard of personal grooming
Innovation
Sports participation
Lifestyles
Warm weather
Broader Market Environment
Key points
Stable and ageing population hampers sales
Figure 1: Trends in Italian population, by age, 2003-13
Poor economic outlook
Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant prices (real prices), 2003-13
Unemployment on the rise
Figure 3: Trends in Italian employment, 2002-07
REACH kicks in
Who's Innovating'
Key points
Figure 4: Percentage of new product launches in shampoos and conditioners, by country, 2006-08
Figure 5: Percentage of NPD in shampoos and conditioners, by sector, 2006-08
L'Oréal leads in NPD
Figure 6: Percentage of new product launches of shampoos and conditioners in Italy, by manufacturer, 2006-08
Figure 7: Number of new launches of shampoos and conditioners in Italy, by positioning, 2006-08
New ingredients and vitamins
Hairloss treatments
Ageing treatments
Men's range becomes more complex
Sun protection
Market Size and Forecast
Key points
Figure 8: Italian retail value sales of shampoos and conditioners, at current and constant prices, 2004-14
Figure 9: Italian retail value sales of shampoos and conditioners, by type, 2007-09
Prospects
Factors used in the forecast
Segment Performance
Key points
Shampoos
Figure 10: Italian retail value sales of shampoos, at current and constant prices, 2004-14
Figure 11: Italian retail value sales of shampoos sold through H-S-S, by type, 2007-09
Conditioners
Figure 12: Italian retail value sales of conditioners, at current and constant prices, 2004-14
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Figure 13: Italian retail value sales of conditioners sold through H-S-S, by type, 2007-09
Market Share
Key points
Figure 14: Manufacturers' value shares in sales of shampoos and conditioners sold through H-S-S, 2006-08
Figure 15: Brand's value shares in sales of shampoos and conditioners sold through H-S-S, 2006-08
Shampoos
Figure 16: Manufacturers/brands' shares in sales of standard shampoos sold through H-S-S, 2007-09
Figure 17: Manufacturers/brands' shares in sales of 2-in-1 shampoos sold through H-S-S, 2007-09
Conditioners
Figure 18: Manufacturers/brands' shares in sales of standard conditioners sold through H-S-S, 2007-09
Figure 19: Manufacturers/brands' shares in sales of conditioning masks sold through H-S-S, 2007-09
Figure 20: Manufacturers/brands' shares in sales of hair treatments in tube and other post-shampoos sold through H-S-S, 2007-09
Companies and Products
L'Oréal
Procter & Gamble
Unilever
Beiersdorf
Channels to Market
Key points
Figure 21: Italian retail value sales of shampoos and conditioners, by outlet type, 2007-09
Figure 22: Italian retail value sales of shampoos, by outlet type, 2007-09
Figure 23: Italian retail value sales of conditioners, by outlet type, 2007-09
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