The market for shaving preparations, deodorants, antiperspirants, and bath preparations in Italy has shown a fluctuating trend from 2013 to 2023. Starting at 271.13 million kilograms in 2013, it experienced both declines and growth, reaching 329.22 million kilograms in 2023. There were notable declines in 2015 and 2016, but the market rebounded with a significant increase in 2017. This upward trend continued, marked by steady growth years, especially notable from 2020 onwards despite a minor dip in 2021. Over the last two years, the year-on-year growth rates were 2.48% in 2022 and 2.4% in 2023. The Compound Annual Growth Rate (CAGR) over the past five years (ending in 2023) stands at 2.69%.
Looking forward from 2024, the market is forecasted to continue its growth trajectory, reaching 366.65 million kilograms by 2028 with a 5-year CAGR of 1.71%. This indicates a steady but slower growth rate compared to the previous period, suggesting a maturing market. The total forecasted growth rate from 2024 to 2028 is anticipated to be 8.84%.
Future trends to watch for:
- Innovation in product formulations focusing on natural and organic ingredients
- Increased consumer demand for multifunctional grooming products
- Growth in online retail channels and digital marketing strategies
- Impact of sustainability and eco-friendly packaging on consumer preferences
