Italian cosmetic industry boosted by exports in 2011

By Michelle Yeomans

- Last updated on GMT

Related tags Cent Italy Cosmetics International trade

Italian cosmetic industry boosted by exports in 2011
According to Unipro, the Italian cosmetics industry association, “exports have reached €2.9bn in 2011, increasing 19 per cent year on year and boosting the industry as a whole by 6 per cent.”

“Foreign markets boosted the industry’s sales, while the domestic market at +1.3 per cent only had a marginal impact on the industry’s turnover”, ​revealed a Unipro spokesperson.

In recent years, many industries across the board have been faced with challenges in a climate of economic uncertainty and slowdown. The Italian cosmetics industry in particular is “growing again, albeit at a slow pace​”, they added.

A detailed look at export figures confirms the dynamism of foreign markets; “Of all Italy’s top twenty customers, only sales to The Netherlands and Greece decreased in 2010. Germany is up by 38 per cent, the United States by 29.7 per cent and Russia by 22.6 per cent​”, they said.

Unipro president Fabio Franchina drew attention to Italian manufacturers and their efforts; “The member companies from all over Italy make the cosmetic industry one of excellence, distinguishing themselves in the framework of the Confederation of Italian Industry (Confindustria) as one of the few sectors with a positive balance of trade​,” he said.

Market Trends

According to the association, one of the fastest ways to grow sales again is via the internet. “46 per cent of Italian beauty companies utilise their internet sites as a product window, an increase of almost 8 per cent compared with 2009. Some 80 per cent of retailers have a new internet site this year​.”

Still, more work needs to be done. “Only 25 per cent of retailers consider e-tailing important and only 5 per cent are selling to the final consumer​.”

One-third of the industry is said to be evaluating e-commerce, an 18 per cent rise compared with last year, which, according to Franchina; “is a clear sign the industry’s future retail landscape is set to diversify”.

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