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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