Shampoos, hair sprays and waving or straightening preparations market in Italy

Earlier Report Observations

The market for shampoos and hair styling products in Italy grew from $350.6 million in 2018 to $396.4 million in 2019, supported by rising consumer demand for specialized hair care items, increased imports, and product innovations such as solid shampoos launched by major players like L'Oréal and P&G. The entry of new global competitors further expanded product availability and variety. In 2020, the market dipped slightly to $382.1 million, though demand for at-home hair care products rose during the COVID-19 pandemic as salons temporarily closed, helping to cushion the decline.

A sharp surge lifted the market to $612.7 million in 2021, a 60% increase from the previous year. This jump was driven by a substantial rise in imports, the launch of sustainable packaging and solid shampoos by leading brands, and growing consumer preference for natural and organic ingredients—58% of new cosmetic launches were labeled as sustainable. The expansion of the scalp care segment and the 'skinification' trend, which applies skincare principles to hair, also contributed. However, the market corrected in 2022, falling 12% to $540.8 million, likely reflecting a post-pandemic normalization after the exceptional growth.

In the following years, the market stabilized, declining modestly to $534.6 million in 2023 and $522.8 million in 2024. Consumer interest continued to shift toward scalp‑care products, active ingredients targeting graying and environmental damage, and hair care inspired by skincare rituals. Despite the overall market size easing, innovation and a focus on sustainability remained central to the category, with major companies launching premium and eco‑friendly variants to meet evolving demands.

Production shampoos, hair sprays and waving or straightening preparations in Italy

In value, 2017-2020, M $ US

After two years of growth, production of shampoos, hair sprays, and waving or straightening preparations in Italy declined. In 2019, output reached its peak at 590.0 million US dollars, but fell to 565.0 million US dollars in 2020, marking a 4.2% decrease. Over the 2017-2020 period, production rose by 8.6%, with an average annual growth rate of 2.8%. The most significant increase occurred in 2018, at 8.0%.

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

Exports shampoos, hair sprays and waving or straightening preparations from Italy

Exports in kind, K t

Following two years of gains, Italy's exports of shampoos, hair sprays, and waving or straightening preparations declined. In 2019, shipments peaked at 117.5 thousand tonnes, but dropped to 109.8 thousand tonnes in 2020, a 6.6% fall from the previous year. Over 2017-2020, exports decreased by 5%, with an average annual decline of 1.7%. The largest increase was recorded in 2019, at 0.9%.

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

From 2017 to 2020, Italy's exports of shampoos, hair sprays, and waving or straightening preparations were distributed across a diverse range of partner countries. France accounted for 13.8% of exports by volume, Spain for 12.7%, and the United Kingdom for 10.0%. Together, these three countries represented just 36.6% of total export flows.

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 exports of shampoos, hair sprays, and waving or straightening preparations declined for the second consecutive year. In 2018, exports reached their highest value at 328.7 million US dollars, but fell to 313.3 million US dollars in 2020, down 4.2% from 2019. Over the 2017-2020 period, exports increased by 4.4%, with an average annual growth rate of 1.5%. The largest increase occurred in 2018, at 9.6%.

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

Between 2017 and 2020, Italy supplied shampoos, hair sprays, and waving or straightening preparations to a wide array of markets. France accounted for 11.8% of export value, Spain for 9.0%, and the United Kingdom for 8.5%. Combined, these three destinations made up only 29.3% of total export value, with numerous smaller markets comprising the remaining 70.7%.

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

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

Imports shampoos, hair sprays and waving or straightening preparations to Italy

Imports in kind, K t

Italy's imports of shampoos, hair sprays, and waving or straightening preparations increased for the second consecutive year. In 2018, imports hit their lowest point at 45.9 thousand tonnes, but rose to 46.9 thousand tonnes in 2020, up 2.3% from 2019. Over the 2017-2020 period, imports grew by 6%, with an average annual increase of 2.0%. The largest decline was in 2018, at 7.1%, while the most significant increase occurred in 2019, at 11.5%.

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

From 2017 to 2020, Italy's imports of shampoos, hair sprays, and waving or straightening preparations were heavily concentrated. France dominated with 57.9% of imports by volume, followed by Poland at 19.1% and Germany at 10.7%. Together, these three countries accounted for 87.6% of total import flows, establishing them as the primary sources.

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 imports of shampoos, hair sprays, and waving or straightening preparations in 2020 amounted to 130.4 million US dollars, down 2.2% from 2019. In 2018, imports were at their lowest at 117.3 million US dollars, while 2019 saw the peak at 133.3 million US dollars. Over the 2017-2020 period, imports increased by 9.9%, with an average annual growth rate of 3.2%. The largest increase was recorded in 2019, at 13.6%.

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

During 2017-2020, Italy's imports of shampoos, hair sprays, and waving or straightening preparations in value terms were led by a key group of markets. France accounted for 48.3% of import value, Germany for 14.6%, and Poland for 13.8%. Together, these three countries formed 76.7% of total import flows.

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

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