Italian Shavers Market continues strong growth in August 2008

19 November 2008
Italy, Small Domestic Appliances

The latest GfK Retail and Technology figures from Italy indicate good news for the Italian Shavers market. It continues to show a positive performance in terms of volume (+13%) and value (+9,8%) with a slight decrease in the average price (-1.8%).

This growth has been mainly driven by the most important segments such as Men Shavers (+3.3% compared to last year ending), Epilators (+6.3%) and Nose/Ear Trimmers (+78% sales units) which make up 80% of the total shavers market. In particular the Nose/Ear Trimmers segment is expanding strongly, becoming the third largest segment in terms of sales. New emerging segments such as Ladies Trimmers (+212% Sales Units), Ladies Trim&Shape (+49%), and Precision Groomers (+43% Sales Units) are also increasing, even if they still have less importance compared to the other shaver's segments.

The average price of Total Shavers has fallen slightly to 56 Euros (-1,8% Sep07-Aug08 vs. Sep06-Aug07); however segments such as as Men's Shavers, Nose/Ear Trimmers and Epilators are showing price increases: +2,4% (84 Euro), +36% (15 Euro), +2% (54 Euro) respectively. This is mainly due to an increasing relevance of additional features such as: Shaving Head for Epilators, as well as Body Grooming Functions and a 1-foil Shaving System for Men’s Shavers. Italian customers therefore appear to be willing to pay more for higher end products.

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GfK Retail and Technology, www.gfkrt.com