Better value for money drives Italy’s haircare market: Report

Better value for money seems to be the driving force for Italy’s haircare market, finds a new analysis by the UK-based research firm Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Haircare Market in Italy, 2011’, nearly 30% of consumers in Italy have cited the trend ‘better value for money’ to have influenced their overall haircare consumption, followed by beauty and health at 28% and 22% respectively.

The same trend was observed to be influencing all the haircare sectors in the market comprising conditioner, hair colourants, perms & relaxers, shampoo, and styling agents.

Interestingly, the Italians, having hardly one to three hours of leisure time, accounted for the leading share in the market.

The older consumers in Italy have demonstrated increased passion towards haircare with more than 27%, followed by pre-mid-lifers and mid-lifers with more or less similar share around 19%.

From the education fraternity, the upper secondary students led the market with over 29%, while the affluent Italians continue to be driving the market with 40% value share.

In Italy, private label products are still to find ways to penetrate as they could not cross even 3% share in any of the sectors.

Hair colourants emerged the leader in terms of market value holding about 33%, followed by styling agents at 25%, shampoo at 22% and conditioner and perms & relaxers at 12% and 7% respectively.

While hair colourants retained the top spot even in volume terms, styling agents lost its second position to shampoo and settled at the bottom after perms & relaxers and conditioner.

Click here for more details of the report.