The personal care market goes far beyond simple beauty

The personal care market today represents an especially rich and diverse universe of products, capable of expressing content and values that go far beyond aesthetic and indulgent aspects, without however overlooking pleasure.

In the year ending 24 August 2025, the sector (NIQ data, total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount stores+Drug specialists) achieved a turnover of over 8,7 billion euros, with growth of 1% compared with the previous year. However, trends are slightly negative for sales by volume (-0,4%) and by pack (-0,2%), totalling respectively 22,4 billion kilograms and 2,8 billion packs sold.

Geographical areas and distribution channels

«Geographically – explains Benedetta Ballabio of NIQ – performance is driven by Area 4, which accounts for 25,8 of total turnover, with growth of +0,2% by value and 35,9% by volume. The other areas recorded positive trends by value, but negative ones by volume and by pack. In particular, Area 1 (which accounts for 30,4% of turnover) grew by value by 0,5%, but fell by 0,7% by volume and by 0,5% in packs; Area 2 (sales location by value 23,1%) recorded +0,6% by value, but -1,3% by volume and -0,5% in packs, while Area 3 (sales location by value 23,7%) recorded +0,3% by value, -1,7% by volume and -1% in packs». Among distribution channels, modern distribution represents 50,1% of turnover. Drug specialists, on the other hand, with 38,7%, remain the leading channel. In particular, they are the only ones contributing positively to the category's performance, recording sales growth of +3,5% by value, +2,2% by volume and +2,4% in packs. In terms of promotional efforts, across Italy as a whole, personal care products record a promotional index intensity by volume of the same number of points, slightly up on the previous year (the corresponding previous-year figure). The highest levels are nevertheless observed in hypermarkets (the same level) and among drug specialists (31,2%).

Performance of the segments

The personal care market comprises the segments of health and hygiene products, personal hygiene, hair, oral hygiene, face, body-hands-feet, baby care, shaving and hair removal, cosmetics, perfumery and parapharmaceuticals. It is therefore a broad and diverse sector, made up of numerous categories, but the main ones are health and hygiene products, personal hygiene and hair products. «Within this scope – clarifies Benedetta Ballabio – the health and hygiene products category holds the largest share (25,8% by value and 68,5% by volume). However, the segment is showing a slightly negative trend both by value (-0,8%) and by volume (-0,1%) and in terms of packs sold (-0,8%), contributing significantly to the market's decline. Next comes the personal hygiene category, which represents 16,4% by value. The segment is growing, with an increase of 1,3% by value, 6,2% by volume and 0,4% in packs sold. It also stands out for the breadth of its range, recording the highest number of references per point of sale (128), up 2,4% on the previous year. The hair products category ranks third by value share (13%) and shows significant growth (+5% by value), driven mainly by an increase in prices. The average price, in fact, rose from 8,46 to 8,81 euros per kilo, marking an increase of 4,2%. This category is also growing thanks to its broad range, with an average of 99,1 references per point of sale, up 2,1% on the previous year».

Read more about DM Magazine October 2025

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.