Better value for money drives Italian personal hygiene market, says report

Better value for money is driving the personal hygiene market in Italy, finds a new research by UK-based research firm Canadean – Health & Beauty.

The report ‘Consumer Trends in the Personal Hygiene Market in Italy, 2011’ reveals that up to 33% of Italians felt better value for money has influenced their overall consumption of personal hygiene productions during 2011, while 22% cited experience seeking and over 19% beauty.

All the three segments of the industry – comprising antiperspirants & deodorants, bath & shower products, and soap – too have witnessed similar influence like that of overall market in 2011.

Interestingly, older consumers in Italy accounted for a leading market share during the year with about 35%, followed by mid-lifers only at over 17%.

Among the educated level achieved group, those in upper secondary and post secondary – non tertiary stage had outpaced others, together holding more than 56%, with former leading the group with about 33%.

Affluent Italians had spent more on personal hygiene products compared to others, which is reflected by its top share of more than 38%, Canadean’s survey revealed. People hard pressed for money stood second with 23.4% share.

Time poor Italians, who had only one to three hours of leisure time per day, significantly led the market with about 38% share, next being time pressed individuals with close to 23%.

In terms of market value, bath & shower products emerged the leading segment with 42%, while antiperspirants & deodorants stood next at 37%, followed by soap pegged at 21%.

Even in volume terms, bath & shower products stood atop with over 42.5% share. However, soap, occupied the second spot with a significant 33% share leaving antiperspirants & deodorants at the bottom with 24.4% share.

In Italy, branded products managed a notable lead over private labels, restricting the latter to less than 6% share in all segments.

Rural market made a moderate penetration with close to 20% market share in Italian personal hygiene market, which is dominated by women.

Canadean report also provides analysis on retailer volume share by category and levels of retailer switching in the last six months of 2011.

Click here for more details of the report.