Shaving preparations market in Italy

Earlier Report Observations

The Italian shaving preparations market exhibited notable fluctuations between 2018 and 2021. It opened the period at 40 million USD, supported by growing consumer interest in specialized cosmetic products like pre-shave balms and after-shave creams with soothing properties, alongside frequent shaving habits that underpinned demand. After a contraction in 2019, the market recovered in 2020 before declining again in 2021.

A sustained expansion began in 2022, with the market value rising by over 40% to reach 58 million USD in 2023. This growth was driven by a shift toward mid-to-high-end products offering specific skin benefits and the launch of innovative multifunctional razors, catering to heightened male grooming attention. By 2024, the market stabilized at this high level, supported by continuous innovation in high-performance formulations, a trend toward premium lightweight textures with natural ingredients, and further product segmentation for diverse skin and beard types.

Production shaving preparations in Italy

In value, 2017-2020, K $ US

Italy's production of shaving preparations has declined for the third year in a row. In 2020, output was valued at 61 347 thousand US dollars, down 2.0% from the previous year. From 2017 to 2020, production fell by 31.5%, which translates to an average annual decline of 11.9%.

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

Exports shaving preparations from Italy

Exports in kind, K unit

Italy's export volume of shaving preparations has decreased for the third consecutive year. In 2020, exports amounted to 32 476 thousand units, a 23.8% drop compared to 2019. Between 2017 and 2020, exports declined by 47.5%, with an average annual rate of decrease of 19.3%.

Annual dynamics of product's exports from Italy in kind, 2017-2020, K unit

From 2017 to 2020, Italy's shaving preparations exports in volume terms were spread across numerous markets. Germany accounted for 25.9% of exports, the Netherlands for 13.8%, and the United Kingdom for 7.3%. Together, these three countries made up only 47.1% 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, K $ US

Italy's shaving preparations exports in value terms have fallen for the third year running. In 2020, exports totaled 38 196 thousand US dollars, a 16.5% decrease from 2019. Over the period from 2017 to 2020, exports dropped by 29.8%, with an average annual decline of 11.1%.

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

Between 2017 and 2020, the country structure of Italy's shaving preparations exports in value terms remained highly diversified. Germany represented 15.2% of exports, the Netherlands 12.1%, and France 7.6%. Combined, these three markets accounted for just 34.9% of total flows, while a long list of smaller countries made up the remaining 65.1%.

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

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

Imports shaving preparations to Italy

Imports in kind, K unit

Import volumes showed significant volatility during these years. In 2018, imports hit their lowest point at 33 110 thousand units, then surged to 80 651 thousand units in 2020, marking a 95.8% increase from the previous year. The largest decline occurred in 2018, with a 56.5% drop. Overall, imports varied by a factor of 2.4 between the low in 2018 and the high in 2020.

Annual dynamics of product's imports to Italy in kind, 2017-2020, K unit

From 2017 to 2020, Belgium consistently dominated Italy's shaving preparations imports in volume terms, accounting for 78.5% of the total. The remaining share was distributed among other countries.

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, K $ US

Italy's imports of shaving preparations in value terms have declined for the third consecutive year. In 2020, imports were valued at 20 636 thousand US dollars, down 2.7% from the previous year. Between 2017 and 2020, imports fell by 30.2%, with an average annual decrease of 11.3%.

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

Throughout 2017 to 2020, Belgium, Germany, and France were the key partners for Italy's shaving preparations imports in value terms. Belgium accounted for 36.7% of imports, Germany for 19.3%, and France for 16.9%. Together, these three countries represented 72.9% 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