Facts & Figures
40 years of Unipro Unipro (Italian Association of Cosmetics Companies) is now into its fortieth year and, in an encounter organized November 6th in Milan - it celebrated the enterprises, people and products that have made the beauty industry a bastion of Made in Italy. The cosmetics industry in fact accounts for some 35,000 employees that reach 100,000 if one considers the supplier industry, with a turnover touching on 9 billions a year. Over and beyond the simple celebration of a happy event, all the same, Fabio Franchina clearly reiterated Unipro’s commitment to “look ahead”: the association in fact still intends continuing to analyse the present to understand how to tackle the future, identifying the main competitive weapons both for the small-tomedium-sized concerns as well as the multinationals.
punti percentuali. La presenza di nuove marche legate a prodotti naturali e a prodotti di nicchia, del resto, ha fatto sì che i trend di crescita del canale siano tra i più alti degli ultimi cinque anni. Da segnalare il crescente fenomeno delle parafarmacie, che però a tutt’oggi sono rilevate ancora con poca attendibilità. • L’andamento dei consumi nella GDO evidenzia segnali di ripresa, pur in presenza di un marcato fenomeno di polarizzazione: da un lato si assiste alla ricerca di prodotti di fascia di prezzo medio-bassa con evidente rapporto qua-
still slow on the domestic market due to the new methods of approach of services and treatments on offer. • Consumption in the herbalist’s shop channel, instead, is growing, with an 8% increase during the second half of 2007 and predictions for a further 6% increase during the first half of 2008. It should be added that sales of cosmetics at herbalist shops are still marginal (3.2% of the total) but are nonetheless symptomatic of the new lifestyle
lità/convenienza, dall’altro crescono le attenzioni verso l’alta gamma, verso prodotti sempre più specifici. Nella seconda parte del 2007 le rilevazioni indicano una crescita del 2,2%, e del 2% nel primo semestre 2008. • Il canale della profumeria (che copre il 26% dei consumi di cosmetici) conferma anche nel 2007 i trend degli ultimi esercizi. Il secondo semestre 2007 si assesta infatti con una crescita del 2,7% mentre per il primo semestre 2008 è atteso un tasso di sviluppo del 2%. L’evoluzione positiva degli ultimi periodi è confermata dall’andamento degli investimenti pubblicitari: l’impennata delle campagne televisive, meno costose in Italia che all’estero, è infatti un evidente segnale dell’attenzione delle imprese all’apertura del canale selettivo. Occorre tuttavia richiamare alcune difficoltà nel misurare in anticipo l’esatta portata dei nuovi lanci, vista anche le stagionalità che caratterizzano il canale.
IL FENOMENO OUTSOURCING In occasione di questa rilevazione è stato inoltre proposto un approfondimento
choices made by consumers, who demonstrate greater preference for natural products that are emotionally reassuring. • The pharmaceutical channel also recorded extremely positive growth trends in 2007. The second half of last year ended with an 8.5% increase in sales, while forecasts for the first half of 2008 point to an increase of 7 per cent. Furthermore, new brands of natural and niche products have made the channel’s growth trend
A healthy segment - The central moment of the Milanese encounter was the study presented by Andrea Colli (Università Bocconi, Milan, “Entrepreneurs and entrepreneurship of the cosmetics industry in Italy”) that, as well as offering a profile of the sector, points out its strong - as well as its weakpoints, offering a fresh view of the sector’s economical-financial structure by way of the analyses of several companies with all the distinguishing features of Made in Italy, or that is that very creativity, specialisation, dynamism and innovation that enables the providing of niche products ever closer to consumer needs. Not to be afraid - Thanks to its propositive spirit, Unipro confidently faces onto the global challenges. For example, after signing the Mutual Understanding agreement with CAFFCI (Chinese Cosmetics Industry Association), Unipro has further confirmed its interest for this truly strategic country, taking part at the recent Shanghai Cosmoprof (Eastern “emanation” of the beauty fair by definition - Cosmoprof/Cosmopack - organized by Sogecos) with a plentiful delegation of concerns. Indeed the Chinese market constitutes an important opportunity for the Italian cosmetics concerns: in 2006 exports to China of cosmetics products grew 24.1% to a value of 14.2 million Euro; in the first 9 months of 2007 the value of exports was over 10 million Euro.
the best of the past five years. Also worth a mention is the growing phenomenon of parapharmaceuticals, although they are still relatively little known. • Consumption trends for broadscale distribution are showing signs of picking up in spite of a polarisation of the market: on the one hand, there is a preference for low to medium priced products offering a good quality/convenience ratio; on the other hand, there is greater interest in more specific top
end products. Results indicate a growthrate of 2.2% in the second half of 2007 and of 2% in the first half of 2008. • The perfume channel (accounting for 26% of consumption of cosmetics) in 2007 confirmed the trend of the previous years. There was a 2.7% increase in the second half of 2007, and a 2% growth trend is expected for the first half of 2008. The growth in recent times is confirmed by investments in advertising: the surge in television
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