Men’s grooming is expected to mixed results during the forecast period, although it should benefit from the development of men’s fragrances and men’s toiletries which are both set see growth in retail volume terms. In the short-term, demand for mass products will likely be supported by price sensitive consumers.
The pandemic era encouraged Italian men to pay more attention towards their appearance and health. This is a shift that started in the last decade, with men breaking certain toxic notions of masculinity that discouraged them from taking care of their looks and in turn developing a greater sensitivity towards beauty.
Sales of men’s shaving will likely continue to decline in volume terms over the forecast period This projection is mainly based on the growing number of men choosing to grow beards in Italy which is unlikely to lose momentum in the short term. This shift is resulting in a drop in sales of products such as pre-shave and post-shave but simultaneously it has also created a growing market for beard care.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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