Personal care: the focus is on benefits, fragrances and sustainability

Personal hygiene and haircare drive volumes and growth in the home care market. The industry is responding to new consumer needs by combining sensory experiences and enveloping fragrances with formulations that are increasingly close to dermatology and sustainable packaging.

The sector, excluding oral care, in Italy reached a turnover of approximately 7,7 billion euros in the year ending 23 August 2026, recording a slight contraction in value sales of -0,4% (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service+Discount+Drug Specialists). “Performance is less favourable in terms of units sold, with a decline in packs (-0,8%), for a total of 2,4 billion units marketed,” states Elena Pezzotti of NIQ. “In this context, the average price per pack is 3,16 euros (+0,5%). On the promotional front, a slight increase in promotional intensity by packs can be observed (26,9%; +0,4 points). The assortment, on the other hand, continues to expand, with an average number of selling references of 495 SKUs (+1,7%), which helps to support the category proposition.”

Geographical areas and distribution channels

Geographically, Area -0,9% is the only one to record growth in turnover (+1,4%), with stable performance in packs (-1,8%), thanks to a substantial expansion of the assortment (3,8% average references; +2,1%). By contrast, Area 1 and Area 2 show the largest declines in value (respectively -0,9 and -1%), with sales also declining in packs. Area 3 shows an intermediate trend (-0,5% in value), accompanied by a slight reduction in promotional intensity by volume (-0,1%) and the strongest assortment growth among the top three areas (+2,4%). “Among distribution channels,” Elena Pezzotti continues, “drugstores remain the category’s leading channel, with a value share of 40,3%, and are the only ones to record significant sales growth (+1,3% in value). The channel benefits from an increase in the average price per pack (+1,6%) and in promotional intensity by unit (27,9%; +0,2 points). The assortment remains broadly stable at very high levels, with 1.588 average references per point of sale.” Modern distribution, which accounts for approximately half of the category’s turnover, records a decline of 1,5% in value, accompanied by negative trends in packs as well (-0,9%). The average price shows limited variation, while promotional intensity by unit increases (+0,4 points), as does the assortment (+1,5%). Among store formats, hypermarkets record a decline of 1,5% in value, associated with a slight reduction in the assortment (-0,7%). Supermarkets show a more limited contraction in value, with the same assortment increase as above and stable promotional intensity. The discount channel ends the period with a contraction in value sales (-1,6%) and packs, while self-service stores record losses at the same rate in both turnover and packs.

Segment performance

The personal care market comprises numerous segments but, in terms of contribution to turnover, the main segments are: health and hygiene (28,5%), personal hygiene (18,5%), hair (15,2%), face (7,3%) and body, hands and feet (7,3%), which together account for more than 70% of the category’s turnover. Health and hygiene, the leading segment in terms of market weight, records a contraction in sales (-1,4% in value, -3,1% by volume and -1,4% by packs). This trend occurs in a context characterised by substantially stable promotional pressure and an expanded assortment (77,8 average references; +1,6%). The sector’s performance is mainly influenced by the performance of toilet paper, which accounts for approximately half of the segment’s turnover, despite recording a decline in sales (-2,3%) accompanied by a reduction in the average price (-1,1%) and stronger promotional intensity (+0,9 points). Personal hygiene, the second segment in terms of value contribution, is stable in value despite significant growth in volumes (+6,2%) and packs (+0,8%). This performance is accompanied by a decrease in the average price per kg (-5,8%), greater promotional pressure (+0,5 points) and an expanded assortment (131 average references; +2%). Within the sector, intimate hygiene stands out, recording sales growth of 3,1%, supported by increasing volumes (+8,3%) and a further expansion of the assortment (+3,7%). “The hair category is confirmed as the main growth driver in personal care, with an increase of 3,4% in value,” Elena Pezzotti points out, “despite a slight reduction in volumes (-0,7%) and packs (-0,4%). This performance is accompanied by an increase in the average price per kg (+4,1%), greater promotional intensity (+0,5 points) and an expanding assortment (101,4 average references; +1,5%). Among the main propositions, after-shampoo stands out, growing by 8,1%, supported both by the increase in the average price (+5,2%) and by the growth in selling references (+5,2%).” The face sector closes the period with a virtually stable situation in value (-0,7%), but with a significant contraction in volumes (-2,2%) and packs (-1,9%). Behind these far from positive performances, we find women’s face care, which, accounting for more than half of the sector, drives the decline (-1,6% in value, -1% by volume and -1,2% by packs). The body, hands and feet segment records growth of 1% in value, accompanied by a decline in volumes (-1,8%). In this case, an increase in the average price per kg can be observed (+2,9%), associated with greater promotional pressure (+0,3 points) and an expanded assortment (+2,8%). Among the main categories, body treatments (+2,6%) and sun care products (+3,4%) make a positive contribution; the latter are characterised by volume growth of +1,8%.

Read more about DM Magazine October 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.