Home » Recovery tests for cosmetics: after a negative 2020, this year it is growing again

Recovery tests for cosmetics: after a negative 2020, this year it is growing again

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2021 will be the year of the restart for cosmetics, after the long period marked by the crisis following the pandemic. The levels of 2019 will not be reached, but the trend will change to a positive sign thanks to the boom of e-commerce which will continue to grow at a rapid pace and the rebound of professional salons and perfumeries which will recover the heavy losses recorded last year due to repeated closings. These are the forecasts of Cosmetica Italia – the trade association that brings together over 600 companies – which underlines how the sector has reacted better than one might have expected to the health emergency, giving hope for this year although, it warns: “the real recovery will not take place before 2022 ».

Industrial conversion

«The key numbers of our sector – comments Renato Ancorotti, president of Cosmetica Italia – describe a less critical trend than other manufacturing sectors in a year that was difficult for everyone. The indispensability of cosmetic products in people’s lives both from a hygienic-sanitary point of view and for general well-being has helped us a lot at this moment in addition to the fact that our sector has been able to reinvent itself quickly: 25% of companies in fact, during the first lockdown, it converted industrial production in favor of hand sanitizing gels that were often donated to health facilities that were also helped with fundraisers. Which makes me reaffirm that cosmetics are confirmed as an industry that is good for the country and that, as an excellence of Made in Italy, it must also be protected and supported in its recovery by the government. The 2020 data, albeit negative, give us a reasonable hope of a restart given the strong ability to react to the crisis that the companies in the sector have shown ».

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2020 and 2021 forecasts

If, in fact, last year closed with a turnover of 10.5 billion euros, down by 12.9%, for 2021 an increase of 6.1% is expected with the value of Italy going from – 10.2% to + 6.7% and exports recovering by 5% compared to a drop of 16.7% to almost 4.2 billion. “Exports were one of the items most penalized by the pandemic – comments Gian Andrea Positano, head of the Cosmetica Italia Study Center – just think that our first five reference markets have suffered the greatest contractions due to the Covid-19 effect : France, the leading importer of made in Italy beauty, has in fact sold 18.1% for a value of 504 million; Germany, second, fell by 20.8% (448 million); the USA by 19.3% (414 million); while the United Kingdom (268 million) and Spain (246 million) lost respectively 24.8% and 19.2% ».

How the internal market is changing

On the consumption front, the upheaval caused by the Coronavirus has affected the buying habits of Italians and, consequently, on the preferred product categories – with a leap up for body hygiene and hair care at the expense of perfumes and make-up for the so-called “mask effect” – and on the trend of the sales channels.

The undisputed protagonist of this complex period is ecommerce which has now become the fourth sales channel in the sector with a rise of 42% and a value of 707 million euros on the total 9.7 billion, a decrease of 9.9% compared to 2019. , but with a growth forecast of between 5.3% and 8.8% “depending on the trend of the pandemic and consequently the government reopening plan which will obviously also affect the performance of other types of shops – he explains Positano -. Online sales are a trend accelerated by the pandemic and destined not to slow down, but to consolidate so much that a further increase of between 38 and 44% is expected for this year “.

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