Dishwashing Detergents - Italy

Published by: Mintel International Group Ltd.

Published: Apr. 1, 2009

Table of Contents

Issues in the Market

Definition

Consumer research

Abbreviations

Market in Brief

Value sales maintained positive growth in 2008

Price-cut promotion hits dishwasher products

In the hands of a few players

Mass-market dominates distribution

Future

Internal Market Environment

Key points

Dishwasher ownership

Figure 1: Ownership of an electric dishwasher, by country, 2004-08

Eating out vs eating in

The green wave

REACH moving forwards

Broader Market Environment

Key points

Ageing population

Figure 2: Trends in Italian population, by age, 2003-13

Rise in female employment

Figure 3: Trends in Italian employment, 2002-07

Consumer expenditure - economic situation

Figure 4: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13

Who’s Innovating?

Key points

NPD declines in Italy

Figure 5: Percentage of new product launches in dishwashing products, by country, 2005-08

Dishwasher care on the rise

Figure 6: Percentage of new product launches in dishwashing products, by type, 2005-08

NPD trends reinforced

Figure 7: New product launches in dishwashing products, by positioning, 2005-08

Dishwasher products

Hand-dishwashing detergents

Market Size and Forecast

Key points

Figure 8: Italian retail value sales of dishwashing detergents, at current and constant prices, 2004-14

Figure 9: Italian retail value sales of dishwashing products, by type, 2006-08

Prospects

Factors used in the forecast

Segment Performance

Key points

Hand-dishwashing

Figure 10: Italian retail value sales of hand-dishwashing detergents, at current and constant prices, 2004-14

Figure 11: Italian retail value sales of hand-dishwashing detergents, by type, 2006-08

Dishwasher products

Figure 12: Italian retail value sales of dishwasher products, at current and constant prices, 2004-14

Figure 13: Italian retail value sales of dishwasher products, by type, 2006-08

Figure 14: Italian retail value sales of dishwasher detergents, by format, 2006-08

Market Share

Key points

Figure 15: Manufacturers’ value shares of dishwashing products sold through H-S-S, 2006-08

Hand-dishwashing detergents

Figure 16: Brands’ value shares of hand-dishwashing products sold through H-S-S, 2006-08

Dishwasher products

Figure 17: Brands’ value shares of dishwasher detergents sold through H-S-S, 2006-08

Figure 18: Brands’ value shares of dishwasher additives sold through H-S-S, 2006-08

Companies and Products

Reckitt Benckiser

Henkel

Unilever

Procter & Gamble

Channels to Market

Key points

Figure 19: Italian retail value sales of hand-dishwashing detergents, by outlet type, 2006-08

Figure 20: Italian retail value sales of dishwashing products, by outlet type, 2006-08

APPENDIX: RESEARCH METHODOLOGY

Abstract

Dishwashing Detergents - Can the dishwasher ever replace the kitchen sink?

The Italian dishwashing products market was worth €563 million in 2008, up by almost 3% on 2007. Both hand-dishwashing detergents and dishwasher products registered similar growth, 3% and 4% respectively. Cut-price promotion that hampered value sales in hand-dishwashing detergents eased in the last three years (2006-08).

However, while volume sales of hand-dishwashing detergents were stagnant in 2008, volume sales of dishwasher products grew faster than value sales, signalling pressure on prices. The launch of Fairy by Procter & Gamble through cut-price promotion heightened competition in the market.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK

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