Household Fresheners - Italy

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2009 - 45 Pages

Table of Contents

ISSUES IN THE MARKET

Definition

Consumer research

Abbreviations

MARKET IN BRIEF

Sales growth has come to a halt

Battery-operated devices defy the trend

Many players but high concentration

Mass-market channels dominate sales

Future

INTERNAL MARKET ENVIRONMENT

Key points

Houseproud Italians

Environmentally-concerned consumers on the rise

Health risk

Weather and seasons influence sales

BROADER MARKET ENVIRONMENT

Key points

Evolving with the ages

Figure 1: Trends in Italian population, by age, 2003-13

Rising one-person household

Figure 2: Trends in household size in Italy, 2002-06

Rise in female employment

Figure 3: Trends in Italian employment, 2002-07

Consumer expenditure

Figure 4: Trends in Italian PDI (at constant prices), consumer expenditure and GDP (at current prices), 2004-14

REACH moving forwards

WHO’S INNOVATING?

Key points

Figure 5: Percentage of new product launches in household fresheners, by country, 2006-09

Figure 6: Percentage of new product launches in household fresheners, by category, Italy 2006-09

Figure 7: Percentage of new product launches, by manufacturer, Italy 2006-09

Figure 8: Number of new product launches in household fresheners, by positioning, 2006-09

MARKET SIZE AND FORECAST

Key points

Figure 9: Italian retail value sales of household fresheners, at current and constant prices, 2004-14

Figure 10: Italian retail value sales of household fresheners, by type, 2007-09

Factors used in the forecast

SEGMENT PERFORMANCE

Key points

Slow-release fresheners

Figure 11: Italian retail value sales of slow-release fresheners, at current and constant prices, 2004-14

Figure 12: Italian retail value sales of slow-release fresheners, by type, 2007-09

Figure 13: Italian retail value sales of non-powered slow-release fresheners, by type, 2007-09

Spray fresheners

Figure 14: Italian retail value sales of spray fresheners, at current and constant prices, 2004-14

Figure 15: Italian retail value sales of spray fresheners, by type, 2007-09

Candles/burners

Figure 16: Italian retail value sales of candles/burners, at current and constant prices, 2004-14

Figure 17: Italian retail value sales of candles/burners through H-S-S, by type, 2007-09

In-car fresheners

Figure 18: Italian retail value sales of in-car fresheners, at current and constant prices, 2004-14

Figure 19: Italian retail value sales of in-car fresheners through H-S-S, by type, 2007-09

MARKET SHARE

Key points

Household fresheners

Figure 20: Brands’ value shares of household fresheners through H-S-S, 2007-09

Slow-release fresheners

Figure 21: Brands’ value shares of non-electric slow-release fresheners for small areas, through H-S-S, 2007-09

Figure 22: Brands’ value shares of non-electric gel slow-release fresheners, through H-S-S, 2007-09

Figure 23: Brands’ value shares of non-electric liquids slow-release fresheners, through H-S-S, 2007-09

Figure 24: Brands’ value shares of plug-in slow-release fresheners, through H-S-S, 2007-09

Figure 25: Brands’ value shares of battery-operated slow-release fresheners, through H-S-S, 2007-09

Spray fresheners

Figure 26: Brands’ value shares of standard spray fresheners, through H-S-S, 2007-09

Figure 27: Brands’ value shares of mini-spray fresheners, through H-S-S, 2007-09

Candles/burners

Figure 28: Brands’ value shares of candles, through H-S-S, 2007-09

Figure 29: Brands’ value shares of burners, through H-S-S, 2007-09

In-car fresheners

Figure 30: Manufacturers’ value shares of in-car fresheners, through H-S-S, 2007-09

COMPANIES AND PRODUCTS

SC Johnson

Reckitt Benckiser

Sara Lee

Tavola

CHANNELS TO MARKET

Key points

Figure 31: Italian retail value sales of household fresheners, by outlet type, 2007-09

APPENDIX: RESEARCH METHODOLOGY

Abstract

The Italian household fresheners market is worth an estimated €210 million in 2009, declining by less than 1% on 2008, and following a 1% decline reported the previous year. Sales growth registered between 2006 and 2007 came to a halt in response to the economic downturn. In addition, NPD activity, which was the main market driver, has slowed. The market has, however, shown signs that consumers have been trading up, as sales of battery-operated fresheners doubled between 2007 and 2009 to reach €34 million. This is the only sector to have reported positive growth, while other segments have lost ground.

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

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