Shampoos market in Italy

Earlier Report Observations

The Italian shampoo market expanded significantly from $231.5 million in 2018 to $506.8 million in 2021. This growth was driven by the segment's strong position in hair care, with rising demand for shampoos tailored to different hair types and those made with natural ingredients. The pandemic in 2020 temporarily slowed momentum, but a surge in e-commerce sales helped sustain the market. In 2021, the professional hair care sector recovered strongly, contributing to double-digit growth as consumers sought more specialized and sustainable formulations.

After peaking in 2021, the market value declined to $432.8 million by 2024. A key factor in 2022 was the withdrawal of shampoos containing banned substances like lilial, which reduced available products. Simultaneously, average shampoo prices rose by 3.3% while volumes slightly contracted. Major players like P&G introduced solid shampoos with paper-based packaging, aligning with sustainability trends. Consumer preference continued to favor natural, sulfate-free options and personalized products, including dry shampoos and those for men, but these trends did not offset the overall contraction in market size.

Production shampoos in Italy

In value, 2017-2020, M $ US

Italy's shampoo production increased for the second consecutive year. In 2020, output was valued at 464.8 million US dollars, showing minimal change from 2019. Over the period from 2017 to 2020, production grew by 10.6%, with a compound annual growth rate of 3.4%. The lowest value was recorded in 2018 at 419.6 million US dollars, which saw a decline of 0.2%. The largest increase occurred in 2019, with a rise of 10.3%.

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

Exports shampoos from Italy

Exports in kind, K t

After two years of growth, Italy's shampoo exports declined. In 2020, exports reached 104.6 thousand tonnes, a decrease of 4.9% compared to the previous year. The highest value was recorded in 2019 at 110.0 thousand tonnes, which saw an increase of 1.7%.

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

From 2017 to 2020, the export market for shampoos in kind was diverse. France accounted for 14.6% of exports, Spain for 13.0%, and the United Kingdom for 10.6%, together making up 38.2% of total flows. The remaining 61.8% was distributed among numerous other countries.

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 shampoo export value declined for the second consecutive year. In 2020, exports totaled 285.8 million US dollars, a decrease of 2.8% from the previous year. Over the period from 2017 to 2020, exports increased by 7.8%, with a compound annual growth rate of 2.5%. The highest value was recorded in 2018 at 294.6 million US dollars, which saw an increase of 11.1%.

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

Data from 2017 to 2020 show that Italy's shampoo exports in value terms were not concentrated on a few key destinations. France accounted for 12.5% of exports, Spain for 9.2%, and the United Kingdom for 9.1%, together representing only 30.8% of total flows.

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 to Italy

Imports in kind, K t

Italy's shampoo imports increased for the second consecutive year. In 2020, imports totaled 50.0 thousand tonnes, reflecting a modest increase of 3.4% over the past year. Over the period from 2017 to 2020, imports grew by 4.1%, with a compound annual growth rate of 1.4%. The lowest value was recorded in 2018 at 43.0 thousand tonnes, which saw a decline of 10.4%. The largest increase occurred in 2019, with a rise of 12.5%.

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

Throughout 2017 to 2020, France, Poland, and Germany formed the core group of markets for shampoo imports in kind. France accounted for 59.3% of imports, Poland for 20.0%, and Germany for 8.8%, together representing 88.1% of total flows.

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 shampoo import value increased for the second consecutive year. In 2020, imports amounted to 119.7 million US dollars, marking a gain of 0.7% year-over-year. Between 2017 and 2020, imports increased by 9.1%, equating to an annualized rate of 2.9%. The lowest value was recorded in 2018 at 106.5 million US dollars, which saw a decline of 3.0%. The largest increase occurred in 2019, with a rise of 11.6%.

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

From 2017 to 2020, France, Poland, and Germany were the main markets for shampoo imports in value terms. France accounted for 50.5% of imports, Poland for 15.0%, and Germany for 12.1%, together accounting for 77.6% of total flows.

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

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