Men's grooming is expected to perform positively in the coming period, thanks to the continuous evolution of the perception of male beauty and the tearing down of stereotypes that once limited the interest in men’s personal care. This cultural change is leading to an increase in attention for the category, which is no longer limited to historical categories such as men’s fragrances and men’s shaving but is increasingly extending to include skin care and hair care.
Gen Z represent a key target audience for men’s grooming, with this younger generation revolutionising the way men approach personal care. This generation is characterised by a fluid and inclusive approach to beauty and personal care, rejecting traditional gender stereotypes and embracing a wider range of products, from skin care to hair care and even make-up.
Men’s grooming in Italy will likely be characterised by a strong focus on innovation, driven by the ever-increasing demand for specific products for male beauty and personal care. Personalisation will be increasingly central, with products and services designed to meet the individual needs of consumers, thanks also to the integration of technologies such as AI and skin analysis.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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