Hair preparations market in Italy

Earlier Report Observations

The Italian hair preparations market expanded from 313 млн долл. США in 2018 to 627 млн долл. США in 2021, more than doubling in value. This sustained growth was fueled by improved economic conditions and lifestyle changes that boosted demand for conditioners and professional hair treatments. Major global players like L'Oreal, Procter & Gamble, and Unilever strengthened their market presence through continuous investment in product innovation and branding, while rising consumer awareness via social media and advertising drove interest in specialized products for different hair types. The COVID-19 pandemic in 2020 shifted consumption patterns, notably increasing demand for hair curling and straightening preparations, and by 2021, the growing preference for natural and organic products in the premium segment provided additional momentum.

Market volume contracted sharply to 262 млн долл. США in 2022 before recovering to 286 млн долл. США in 2023. The rebound was supported by heightened consumer focus on scalp health and the personalization of salon treatments based on hair type and lifestyle. In 2024, the market reached 387 млн долл. США, driven by the increasing prevalence of hair disorders such as alopecia, which boosted demand for effective treatment solutions, alongside technological innovations in hair loss delivery systems and the rising popularity of deep-conditioning hair masks over traditional rinses.

Production hair preparations in Italy

In value, 2017-2020, M $ US

In 2018, Italy's hair preparations output reached its lowest point at 1 158 million US dollars, declining by 7.0% from the previous year. The following year, 2019, saw production peak at 1 278 million US dollars, marking a significant 10.4% increase. However, in 2020, output fell slightly to 1 261 million US dollars, representing a 1.4% decrease compared to 2019.

Annual dynamics of production in Italy in value, 2017-2020, M $ US

Exports hair preparations from Italy

Exports in kind, K t

Italy's exports of hair preparations in volume terms showed mixed trends between 2017 and 2020. In 2018, shipments increased by 4.8%, reaching a peak of 259.2 thousand tonnes in 2019. However, in 2020, exports dropped sharply to 232.9 thousand tonnes, a 10.1% decline from the previous year. Overall, from 2017 to 2020, exports decreased by 3.6%, averaging an annual decline of 1.2%.

Annual dynamics of product's exports from Italy in kind, 2017-2020, K t

Between 2017 and 2020, Italy's hair preparations exports in volume terms were distributed across a diverse range of markets. The top three destinations—Spain (11.2%), France (10.0%), and the United Kingdom (7.4%)—collectively accounted for just 28.5% of total exports. The remaining 71.5% was spread among numerous smaller partners, highlighting the broad geographic reach of Italy's exports.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Italy in kind, 2017-2020

Exports in value, M $ US

Italy's hair preparations exports in value terms grew over the 2017-2020 period, with a notable 11.2% increase in 2018. Exports peaked in 2019 at 1 115 million US dollars, but then declined in 2020 to 1 071 million US dollars, a modest 4.0% drop from the previous year. Overall, from 2017 to 2020, exports rose by 7.3%, with an average annual growth rate of 2.4%.

Annual dynamics of product's exports from Italy in value, 2017-2020, M $ US

From 2017 to 2020, Italy's hair preparations exports in value terms were characterized by a wide distribution among partner countries. The United States (10.5%), Spain (8.6%), and France (8.0%) were the top three markets, but together they represented only 27.1% of total export value, indicating a highly diversified export structure.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Italy in value, 2017-2020

Imports hair preparations to Italy

Imports in kind, K t

Italy's imports of hair preparations in volume terms fluctuated between 2017 and 2020. In 2018, imports fell to a low of 77.5 thousand tonnes, a 5.0% decrease from the previous year. However, imports rebounded in 2019 and continued to rise in 2020, reaching 89.6 thousand tonnes—a 9.9% increase from 2019. Over the entire period, imports grew by 9.9%, with an average annual growth rate of 3.2%.

Annual dynamics of product's imports to Italy in kind, 2017-2020, K t

From 2017 to 2020, Italy's hair preparations imports in volume terms were heavily concentrated among a few key suppliers. France dominated with 43.2% of imports, followed by Poland at 17.7% and Germany at 16.0%. Together, these three countries accounted for 76.9% of total import volume, underscoring a more focused import structure compared to exports.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Italy in kind, 2017-2020

Imports in value, M $ US

Italy's hair preparations imports in value terms showed varied performance from 2017 to 2020. In 2018, imports dipped to 265 million US dollars, a 2.8% decline, but then surged by 7.9% in 2019. In 2020, imports reached 297 million US dollars, up 3.9% from the previous year. Overall, imports increased by 9.0% over the period, with an average annual growth rate of 2.9%.

Annual dynamics of product's imports to Italy in value, 2017-2020, M $ US

Between 2017 and 2020, Italy's hair preparations imports in value terms were led by three main partners: France (32.4%), Germany (19.3%), and Spain (11.7%). Collectively, these countries accounted for 63.3% of total import value, indicating a significant reliance on these key suppliers for hair preparations.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Italy in value, 2017-2020