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Home Care in Italy

  • ID: 2321807
  • Report
  • February 2022
  • Region: Italy
  • 70 Pages
  • Euromonitor International
After the height of the Coronavirus (COVID-19) outbreaks in Italy in 2020 and the first half of 2021, when cleaning regimes were prioritising hygiene and sanitisation, helping to drive home care sales, particularly in areas like bleach and surface care, the situation was slowly starting to return to normal in the second half of 2021, helped by the roll-out of the country’s vaccination programme.

The 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 2026 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.

The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.
Note: Product cover images may vary from those shown

HOME CARE IN ITALY
EXECUTIVE SUMMARY
  • Home care in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
  • CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
  • CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
  • Table 1 Households 2016-2021
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2016-2021
  • Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
  • Table 4 NBO Company Shares of Home Care: % Value 2017-2021
  • Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
  • Table 7 Distribution of Home Care by Format: % Value 2016-2021
  • Table 8 Distribution of Home Care by Format and Category: % Value 2021
  • Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Vaccination roll-out and increased mobility help support laundry care sales
  • Scent boosters continue to benefit from the desire for pleasant-smelling laundry
  • Sustainability has continued to develop in laundry care during the pandemic
PROSPECTS AND OPPORTUNITIES
  • Laundry care and laundry appliances increasingly intertwined
  • Liquid tablet detergents set to see growth over the forecast period
  • Rising prices for softeners
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2016-2021
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021
  • Table 14 Sales of Laundry Aids by Category: Value 2016-2021
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021
  • Table 16 Sales of Laundry Detergents by Category: Value 2016-2021
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021
  • Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Consumers dining out more often in 2021, reducing demand for dishwashing products
  • Some consumers still pre-washing homewares
  • Green products gaining in popularity
PROSPECTS AND OPPORTUNITIES
  • Automatic dishwashing tablets continue to be most dynamic
  • Launch of Mrs Meyer’s Clean Day in Italy part of a greater focus expected on environmental issues
  • Auto dosing a threat to brand awareness?
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2016-2021
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021
  • Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Sales return to stagnation in 2021 after the growth spike seen in 2020
  • New product references added under the same umbrella brand during the pandemic
  • E-commerce sales boom for surface care in 2020
PROSPECTS AND OPPORTUNITIES
  • Players to look for different ways of communicating with consumers as sales stagnate in the forecast period
  • Disinfecting lines look to build brand awareness
  • Home care as an opportunity for some discounters to regain traction
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2016-2021
  • Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021
  • Table 38 NBO Company Shares of Surface Care: % Value 2017-2021
  • Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021
  • Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Bleach value sales start declining again in 2021 after the sales spike seen in 2020
  • Bleach driving store traffic during the pandemic
  • Domestic brands and private label continue holding sway in bleach
PROSPECTS AND OPPORTUNITIES
  • Bleach facing competition from green products
  • Some consumers concerned about online shipments
  • Packaging scrutinised by consumers in addition to the product inside
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2016-2021
  • Table 45 Sales of Bleach: % Value Growth 2016-2021
  • Table 46 NBO Company Shares of Bleach: % Value 2017-2021
  • Table 47 LBN Brand Shares of Bleach: % Value 2018-2021
  • Table 48 Forecast Sales of Bleach: Value 2021-2026
  • Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • New habits thanks to the pandemic
  • Limited presence of green products in toilet care
  • Drugstores have large portfolios and strong promotional activities
PROSPECTS AND OPPORTUNITIES
  • Sanitaryware care neglected by most brands
  • Consumers increasingly dislike the use of plastic in their toilet care products and packaging
  • Modern bathroom design working against in-cistern devices
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2016-2021
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021
  • Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Polishes has been trending downwards for a number of years
  • Smaller-sized stores offer more visibility for shoe and metal polish
  • Sutter Industries closing the gap on leading player SC Johnson
PROSPECTS AND OPPORTUNITIES
  • Communicating to men, not only to women
  • Internet as an opportunity to push brand awareness
  • As social lives return to normal, this could offer hope for in-home polish products
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2016-2021
  • Table 57 Sales of Polishes by Category: % Value Growth 2016-2021
  • Table 58 NBO Company Shares of Polishes: % Value 2017-2021
  • Table 59 LBN Brand Shares of Polishes: % Value 2018-2021
  • Table 60 Forecast Sales of Polishes by Category: Value 2021-2026
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • More household cleaning and opening of windows dampen demand for air care during the pandemic
  • Metal containers easy to recycle
  • SC Johnson continues to lead air care
PROSPECTS AND OPPORTUNITIES
  • Air care performance expected to improve as the forecast period progresses
  • Further growth expected for e-commerce, but grocery retailers will continue to dominate air care sales
  • Home cooking forecast to decline
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2016-2021
  • Table 63 Sales of Air Care by Category: % Value Growth 2016-2021
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021
  • Table 65 NBO Company Shares of Air Care: % Value 2017-2021
  • Table 66 LBN Brand Shares of Air Care: % Value 2018-2021
  • Table 67 Forecast Sales of Air Care by Category: Value 2021-2026
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN ITALYKEY DATA FINDINGS
2021 DEVELOPMENTS
  • Climate change playing a role in spreading sales throughout the year
  • The biodiversity conservation dilemma
  • Henkel launches new 2-in-1 gel moth proofer with natural ingredients
PROSPECTS AND OPPORTUNITIES
  • Home insecticides not a “sexy” front-of-shelf product
  • Potential collaboration with air treatment appliance manufacturers
  • Demand for more natural products set to increase
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2016-2021
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
Note: Product cover images may vary from those shown