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Home Care in Italy

Home Care in Italy

The Italian economy improved in 2017, with consumers spending more following the recent crisis. However, bleach production raw material prices grew during the year due to the enforcement of EU regulations and oil price fluctuations. Nevertheless, the impact of rising raw material costs was partially offset by the increase in the value of the euro during 2017. Overall, volume sales continued to fall in key home care areas in 2017, although higher average unit prices boosted value sales. During th...

Euromonitor International's Home Care in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2022 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Home Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.


HOME CARE IN ITALY
Euromonitor International
February 2018
LIST OF CONTENTS AND TABLES
Executive Summary
Italian Economy and Home Care Market Recover in 2017
Amazon Introduces New Dash Buttons for Home Care Brands
Focus on Premium Offerings Boosts Private Label Sales
Concentration Trend Ongoing, Consumers More Relaxed About Spending on Quality
Good Growth Expected Over Forecast Period, Although Innovation Will Be Crucial
Market Indicators
Table 1 Households 2012-2017
Market Data
Table 2 Sales of Home Care by Category: Value 2012-2017
Table 3 Sales of Home Care by Category: % Value Growth 2012-2017
Table 4 NBO Company Shares of Home Care: % Value 2013-2017
Table 5 LBN Brand Shares of Home Care: % Value 2014-2017
Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017
Table 7 Distribution of Home Care by Format: % Value 2012-2017
Table 8 Distribution of Home Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Home Care by Category: Value 2017-2022
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022
Sources
Summary 1 Research Sources
Headlines
Prospects
Air Care Sales Decline Further, Despite Good Performance of Some Areas
Scented Candles Driving Candle Air Freshener Sales
Communication Crucial for Good Results in Air Care
Competitive Landscape
Johnson Wax Leads Sales Due To Success of Glade Candles
Private Label Ranges Performing Well and Meeting Consumer Needs
Domestic Players Perform Well, Although Multinationals Continue To Lead Sales
Category Data
Table 11 Sales of Air Care by Category: Value 2012-2017
Table 12 Sales of Air Care by Category: % Value Growth 2012-2017
Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017
Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017
Table 15 NBO Company Shares of Air Care: % Value 2013-2017
Table 16 LBN Brand Shares of Air Care: % Value 2014-2017
Table 17 Forecast Sales of Air Care by Category: Value 2017-2022
Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Production Costs Rise in 2017 Due To EU Regulations
Prices Continue Decreasing, Intense Use of Promotions Sustains Volume Sales
Focus on Product Differentiation and Shift Away From Price Competition
Competitive Landscape
Domestic Brands Continue To Dominate Sales
Shift Towards Concentration Due To Augmented Production Costs
Smapu Group Launches Innovative Tablet Bleach
Category Data
Table 19 Sales of Bleach: Value 2012-2017
Table 20 Sales of Bleach: % Value Growth 2012-2017
Table 21 NBO Company Shares of Bleach: % Value 2013-2017
Table 22 LBN Brand Shares of Bleach: % Value 2014-2017
Table 23 Forecast Sales of Bleach: Value 2017-2022
Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022
Headlines
Prospects
Value Sales Boosted by Rising Demand for Convenient Formats
Shift Away From Promotional Activity
Demand for Eco-friendly Products and Packaging Continues To Grow
Competitive Landscape
Reckitt Benckiser Leads Dishwashing Thanks To Its Renowned Finish Brand
Growing Number of Procter & Gamble Brands Available Via Amazon Dash Buttons
Private Label Sales Boosted by Good Performance of Premium Lines
Category Indicators
Table 25 Household Possession of Dishwashers 2012-2017
Category Data
Table 26 Sales of Dishwashing by Category: Value 2012-2017
Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017
Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017
Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017
Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022
Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022
Headlines
Prospects
Tiger Mosquito Emergency Intensifies Awareness of Home Insecticides
Average Unit Prices Dragged Down by Good Performance of Private Label
Rising Demand for Safety, Especially Within Other Home Insecticides
Competitive Landscape
Johnson Wax Leads Sales in 2017 Thanks To Comprehensive Offer
Private Label Ranges Benefit From Favourable Market Conditions
Domestic Producer Facco Performs Well Due To Strong Brand Awareness and Offer
Category Data
Table 32 Sales of Home Insecticides by Category: Value 2012-2017
Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017
Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017
Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017
Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022
Headlines
Prospects
Concentration Trend Continues in 2017
Launch of Lenor Unstoppable Fuels Innovation Within Other Laundry Aids in 2017
Fabric Softener Innovation Focused on New Scents
Competitive Landscape
Multinationals Dominate, But Domestic Players Benefit From Ties With Retailers
Lenor Unstoppable Launch Unable To Halt Decline in Procter & Gamble Sales Share
Private Label Ranges Performing Well, Especially Premium Offerings
Category Indicators
Table 39 Household Possession of Washing Machines 2012-2017
Category Data
Table 40 Sales of Laundry Care by Category: Value 2012-2017
Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017
Table 42 Sales of Laundry Aids by Category: Value 2012-2017
Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017
Table 44 Sales of Laundry Detergents by Category: Value 2012-2017
Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017
Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017
Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017
Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017
Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017
Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017
Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017
Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017
Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022
Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Polishes Struggles in 2017 Due To Contemporary Lifestyles
Declining Shoe Polish Sales, Despite Importance of Elegance in Italian Culture
Furniture Polishes Adjusting To Growing Use of New Materials
Competitive Landscape
Bolton Manitoba Seen As Reliable and Appreciated by Italian Consumers
Innovation Focused on Easy-cleaning Materials
Domestic Player Sutter Performs Well in Floor Polish Thanks To Ecological Claims
Category Data
Table 55 Sales of Polishes by Category: Value 2012-2017
Table 56 Sales of Polishes by Category: % Value Growth 2012-2017
Table 57 NBO Company Shares of Polishes: % Value 2013-2017
Table 58 LBN Brand Shares of Polishes: % Value 2014-2017
Table 59 Forecast Sales of Polishes by Category: Value 2017-2022
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022
Headlines
Prospects
Rising Production Costs Negatively Impact Surface Care Sales
Disinfectant Claims Appeal To Consumers
Home Care Wipes Perform Well, But Recycling Issue Will Soon Be Crucial
Competitive Landscape
Bolton Manitoba Launches Citrosil Brand
Domestic Manufacturers Benefit From Links With Retailers
Local Companies Invest in Innovation
Category Data
Table 61 Sales of Surface Care by Category: Value 2012-2017
Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017
Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017
Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of Surface Care: % Value 2013-2017
Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017
Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017
Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017
Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022
Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022
Headlines
Prospects
Concentrated Products Continue Growing at Expense of Standard Options
Tablets Sales Boosted by Novelty Factor
Scope for New Innovative Developments
Competitive Landscape
Bolton Manitoba Leads Sales, Attracting Consumers Via TV and Social Media
Domestic Player Smapu Group Introduces New Innovative Toilet Care Products
Private Label Ranges Performing Well in 2017, Offering Good Quality for Price
Category Data
Table 71 Sales of Toilet Care by Category: Value 2012-2017
Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017
Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017
Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017
Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022
Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022

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