Demand for home care products continued to fall in 2022, following a return to pre-pandemic cleaning and sanitisation regimes, which were less rigorous than during the height of the COVID-19 outbreaks in 2020 and the first half of 2021. Overall, Italians felt less anxious about contacting the virus, thanks to the milder symptoms of new variants and low rates of hospitalisation.
The publisher'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 2027 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.
The publisher'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 2027 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.
Table of Contents
HOME CARE IN ITALYEXECUTIVE SUMMARY
- Home care in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- Table 1 Households 2017-2022
- Table 2 Sales of Home Care by Category: Value 2017-2022
- Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
- Table 4 NBO Company Shares of Home Care: % Value 2018-2022
- Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
- Table 7 Distribution of Home Care by Format: % Value 2017-2022
- Table 8 Distribution of Home Care by Format and Category: % Value 2022
- Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Rising energy costs lead to decline in number of washing cycles, although scent boosters gain traction amongst consumers
- Sustainability grows in importance
- Henkel retains its lead, while appliance manufacturers focus on introducing their own laundry care lines
- Environmental concerns will play a key role, with appliance manufacturers and laundry care players working together to produce optimal laundry care solutions
- Difficult economic conditions will restrict sales of non-essential products, with smaller packaging sizes expected to grow in importance
- Large brands to build critical mass in production of green products
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2017-2022
- Table 12 Sales of Laundry Care by Category: Value 2017-2022
- Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
- Table 14 Sales of Laundry Aids by Category: Value 2017-2022
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
- Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
- Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
- Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
- Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
- Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
- Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Return to pre-pandemic out-of-home socialising habits dampens demand, although inflationary pressures restrict number of dining out occasions
- Green products grow in popularity
- Finish continues to lead sales, in context of decline in promotional activity by leading players
- Consumers will become more mindful of their water use, in line with sustainability trends
- Advancements in appliance technology could harm sales of dishwashing products
- Last expected to grow following acquisition
- CATEGORY INDICATORS
- Table 69 Household Possession of Dishwashers 2017-2022
- Table 70 Sales of Dishwashing by Category: Value 2017-2022
- Table 71 Sales of Dishwashing by Category: % Value Growth 2017-2022
- Table 72 NBO Company Shares of Dishwashing: % Value 2018-2022
- Table 73 LBN Brand Shares of Dishwashing: % Value 2019-2022
- Table 74 Forecast Sales of Dishwashing by Category: Value 2022-2027
- Table 75 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Demand for surface care products remains higher than pre-pandemic
- Continued hygiene concerns prompt manufacturers to expand their product portfolios, including those formerly operating in the professional space
- Unilever continues to lead sales, while Nuncas increases its store presence
- Disinfectant lines look to build brand awareness
- Design innovation to focus on convenience
- Sustainability will remain a key trend
- Table 27 Sales of Surface Care by Category: Value 2017-2022
- Table 28 Sales of Surface Care by Category: % Value Growth 2017-2022
- Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
- Table 30 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
- Table 31 NBO Company Shares of Surface Care: % Value 2018-2022
- Table 32 LBN Brand Shares of Surface Care: % Value 2019-2022
- Table 33 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
- Table 34 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
- Table 35 Forecast Sales of Surface Care by Category: Value 2022-2027
- Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Bleach continues to suffer from old-fashioned image
- Environmental concerns hinder sales
- Ace brand leads sales, amid increasing competition from private label
- Bleach will remain a low-cost option for cash-strapped consumers
- Wastewater management will become a crucial issue
- Spillage issues will need to be addressed, if manufactures are to capitalise on growth in e-commerce
- Table 37 Sales of Bleach: Value 2017-2022
- Table 38 Sales of Bleach: % Value Growth 2017-2022
- Table 39 NBO Company Shares of Bleach: % Value 2018-2022
- Table 40 LBN Brand Shares of Bleach: % Value 2019-2022
- Table 41 Forecast Sales of Bleach: Value 2022-2027
- Table 42 Forecast Sales of Bleach: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Soaring inflation and waning concerns over COVID-19 hit consumer spending on toilet care,
- SC Johnson innovates in the form of Duck Fresh Stickers, but category remains notable by its absence of ‘green’ alternatives
- Bolton Manitoba grows share amid rising pressure from private label products
- Manufacturers and retailers set to capitalise on ongoing hygiene concerns
- Green products will grow in prominence
- Innovations in sanitary ware will have an impact on toilet care, although smart toilets will remain a niche area
- Table 43 Sales of Toilet Care by Category: Value 2017-2022
- Table 44 Sales of Toilet Care by Category: % Value Growth 2017-2022
- Table 45 NBO Company Shares of Toilet Care: % Value 2018-2022
- Table 46 LBN Brand Shares of Toilet Care: % Value 2019-2022
- Table 47 Forecast Sales of Toilet Care by Category: Value 2022-2027
- Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Evolution of consumer habits reduces use of polishes
- Shoe polish benefits from increased availability via shoe retailers, although casualisation trends restrict sales to some extent
- Sutter Industries overtakes SC Johnson to become leading player in 2022
- Unfavourable outlook for polishes
- Return to office working wills- support sales of shoe polish
- E-commerce represents an opportunity for low-rotation products
- Table 49 Sales of Polishes by Category: Value 2017-2022
- Table 50 Sales of Polishes by Category: % Value Growth 2017-2022
- Table 51 NBO Company Shares of Polishes: % Value 2018-2022
- Table 52 LBN Brand Shares of Polishes: % Value 2019-2022
- Table 53 Forecast Sales of Polishes by Category: Value 2022-2027
- Table 54 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Despite air quality remaining of paramount importance, demand for air care products continues to fall, as consumers turn away from non-essential products.
- Metal containers demonstrate sustainability credentials
- SC Johnson continues to lead air care amid increasing competition
- Reduction in home cleaning, combined with an increase in car commuting could impact sales of air car products
- New fragrances based on forest therapy and collaboration with manufacturers of smart appliances represent opportunities for leading air care players
- Further growth expected for e-commerce, but grocery retailers will continue to dominate air care sales
- Table 55 Sales of Air Care by Category: Value 2017-2022
- Table 56 Sales of Air Care by Category: % Value Growth 2017-2022
- Table 57 Sales of Air Care by Fragrance: Value Ranking 2020-2022
- Table 58 NBO Company Shares of Air Care: % Value 2018-2022
- Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
- Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
- Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
- HOME INSECTICIDES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Extreme weather temperatures contribute to spreading sales of home insecticides, while environmental concerns are hard to uphold in this context
- SC Johnson continues to lead sales amid increased marketing activity by Facco SpA
- Conad grows its presence
- Expected increase in home-based activity will present an opportunity for manufacturers, but increased product visibility is needed
- Climate change is expected to fuel insect problems
- Demand for more natural products set to increase
- Table 62 Sales of Home Insecticides by Category: Value 2017-2022
- Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
- Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
- Table 65 NBO Company Shares of Home Insecticides: % Value 2018-2022
- Table 66 LBN Brand Shares of Home Insecticides: % Value 2019-2022
- Table 67 Forecast Sales of Home Insecticides by Category: Value 2022-2027
- Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
