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Home Care in Italy

  • ID: 2321807
  • Report
  • February 2020
  • Region: Italy
  • 6 pages
  • Euromonitor International
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Home care experienced a mixed performance in Italy in 2019, due to the maturity of several larger categories. Laundry care, dishwashing and surface care all continued to record low declines in demand overall, as consumers increasingly searched for time-saving and convenient home care solutions.

The author'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 2024 illustrate how the market is set to change.

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.
Note: Product cover images may vary from those shown
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List Of Contents And Tables
  • Executive Summary
  • Mixed Performance Within Home Care With Strongly Performing Products Addressing Consumer Demand For Greater Convenience And Multi-Functional Attributes
  • Growing Environmental Awareness Amongst Population Is Slowly Increasing Demand For Ecological Development Within Home Care
  • Major Global Players Lead Home Care Due To Large Product Portfolios That Enjoy Consumer Recognition And Wide Distribution
  • Streamlining Of Portfolios Noted In Home Care In 2019, Although Air Wick Offers Interesting Concept
  • Improved Performance For Home Care With Higher Current Value Sales Driven By Willingness Of Italians To Invest In Innovative, Convenient Or Ecological Products
  • Market Indicators
  • Table 1 Households 2014-2019
  • Market Data
  • Table 2 Sales Of Home Care By Category: Value 2014-2019
  • Table 3 Sales Of Home Care By Category: % Value Growth 2014-2019
  • Table 4 Nbo Company Shares Of Home Care: % Value 2015-2019
  • Table 5 Lbn Brand Shares Of Home Care: % Value 2016-2019
  • Table 6 Penetration Of Private Label In Home Care By Category: % Value 2014-2019
  • Table 7 Distribution Of Home Care By Format: % Value 2014-2019
  • Table 8 Distribution Of Home Care By Format And Category: % Value 2019
  • Table 9 Forecast Sales Of Home Care By Category: Value 2019-2024
  • Table 10 Forecast Sales Of Home Care By Category: % Value Growth 2019-2024
  • Sources
  • Summary 1 Research Sources
  • Headlines
  • Prospects
  • Italians Continue To Move Away From Traditional Methods Of Air Care
  • More Natural Slow-Releasing Fragrant Air Care Formats Continue To Find Favour With Consumers
  • Producers Of Dynamic Candle Air Fresheners Likely To Increasingly Focus On Younger Audience
  • Competitive Landscape
  • Major Global Players Retain Dominance Of Air Care But Private Label Continues To Gain Share
  • Yankee Candle Continues To Record Impressive Performance Due To Global Reputation Of Its Candle Air Fresheners
  • New Concept To Italy, Air Wick V.I.Poo May Appeal To Female Consumers
  • Category Data
  • Table 11 Sales Of Air Care By Category: Value 2014-2019
  • Table 12 Sales Of Air Care By Category: % Value Growth 2014-2019
  • Table 13 Sales Of Air Care By Fragrance: Value Ranking 2018-2019
  • Table 14 Nbo Company Shares Of Air Care: % Value 2015-2019
  • Table 15 Lbn Brand Shares Of Air Care: % Value 2016-2019
  • Table 16 Forecast Sales Of Air Care By Category: Value 2019-2024
  • Table 17 Forecast Sales Of Air Care By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Traditional Usages Of Bleach Face Increasing Pressure From Substitute Products
  • Declining Demand For Bleach Over The Forecast Period In Line With Increasing Concerns Over Impact Of Using Harsh Chemicals In The Home
  • Bulky Packaging And Risk Of Spillage Could Discourage Potential Stronger Online Sales
  • Competitive Landscape
  • Consolidated Competitive Landscape Dominated By Domestic Brands And Private Label
  • Deco Industrie Scpa Remains Solid Manufacturer For Its Own Line Of Bleach And Private Label
  • Bleach Is Not A Strong Area Of Focus For Major Global Brands
  • Category Data
  • Table 18 Sales Of Bleach: Value 2014-2019
  • Table 19 Sales Of Bleach: % Value Growth 2014-2019
  • Table 20 Nbo Company Shares Of Bleach: % Value 2015-2019
  • Table 21 Lbn Brand Shares Of Bleach: % Value 2016-2019
  • Table 22 Forecast Sales Of Bleach: Value 2019-2024
  • Table 23 Forecast Sales Of Bleach: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Automatic Dishwashing Drives Growth, In Line With Increasing Penetration Of Dishwashers In Italy
  • Despite Declining Demand, Hand Dishwashing Will Remain Largest Volume Category Over Forecast Period
  • Growing Interest In Environmental Issues But Offer Of Ecological Products Remains Limited
  • Competitive Landscape
  • Consolidated Competitive Landscape Led By Reckitt Benckiser Due To Strong Presence Within Automatic Dishwashing
  • Henkel Strongly Placed Across Both Automatic And Hand Dishwashing
  • Unilever Strengthens Leadership Of Hand Dishwashing
  • Category Indicators
  • Table 24 Household Possession Of Dishwashers 2014-2019
  • Category Data
  • Table 25 Sales Of Dishwashing By Category: Value 2014-2019
  • Table 26 Sales Of Dishwashing By Category: % Value Growth 2014-2019
  • Table 27 Nbo Company Shares Of Dishwashing: % Value 2015-2019
  • Table 28 Lbn Brand Shares Of Dishwashing: % Value 2016-2019
  • Table 29 Forecast Sales Of Dishwashing By Category: Value 2019-2024
  • Table 30 Forecast Sales Of Dishwashing By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Ongoing Demand For Home Insecticides Supported By Changing Climate Which Prolongs Insect Breeding Season
  • Further Development Of Ecological Home Insecticides Which Repel Rather Than Kill Insects Is Likely
  • Cost Continues To Play Important Role In Purchasing Decision With Higher Demand Predicted For Electric Insecticides Due To Fall In Average Unit Price
  • Competitive Landscape
  • Sc Johnson Retains Leadership With Wide Product Portfolio Of Trusted Global Brands
  • Vape Well Placed In High-Value Categories
  • Orphea Most Associated With Moth Proofers But Now Offers Wider Product Portfolio
  • Category Data
  • Table 31 Sales Of Home Insecticides By Category: Value 2014-2019
  • Table 32 Sales Of Home Insecticides By Category: % Value Growth 2014-2019
  • Table 33 Sales Of Spray/Aerosol Insecticides By Type: % Value 2014-2019
  • Table 34 Nbo Company Shares Of Home Insecticides: % Value 2015-2019
  • Table 35 Lbn Brand Shares Of Home Insecticides: % Value 2016-2019
  • Table 36 Forecast Sales Of Home Insecticides By Category: Value 2019-2024
  • Table 37 Forecast Sales Of Home Insecticides By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Consumers Appreciate More Sophisticated Multi-Purpose Formats Offered By Liquid Tablet Detergents
  • Mixed Performance For Maturing Laundry Aids
  • Despite Move Towards More Ecological Laundry Care And Sustainable Packaging
  • Competitive Landscape
  • Henkel Looks To Streamline Product Portfolio, Leading To Loss Of Share
  • Procter & Gamble’S Promotional Activity Leads To Strong Volume Share Gain For Dash 3-In-1 Liquid Tablet Detergents
  • Reckitt Benckiser Focuses On More Niche Areas Of Laundry Care
  • Category Indicators
  • Table 38 Household Possession Of Washing Machines 2014-2019
  • Category Data
  • Table 39 Sales Of Laundry Care By Category: Value 2014-2019
  • Table 40 Sales Of Laundry Care By Category: % Value Growth 2014-2019
  • Table 41 Sales Of Laundry Aids By Category: Value 2014-2019
  • Table 42 Sales Of Laundry Aids By Category: % Value Growth 2014-2019
  • Table 43 Sales Of Laundry Detergents By Category: Value 2014-2019
  • Table 44 Sales Of Laundry Detergents By Category: % Value Growth 2014-2019
  • Table 45 Sales Of In-Wash Spot And Stain Removers By Type: % Value Breakdown 2014-2019
  • Table 46 Nbo Company Shares Of Laundry Care: % Value 2015-2019
  • Table 47 Lbn Brand Shares Of Laundry Care: % Value 2016-2019
  • Table 48 Nbo Company Shares Of Laundry Aids: % Value 2015-2019
  • Table 49 Lbn Brand Shares Of Laundry Aids: % Value 2016-2019
  • Table 50 Nbo Company Shares Of Laundry Detergents: % Value 2015-2019
  • Table 51 Lbn Brand Shares Of Laundry Detergents: % Value 2016-2019
  • Table 52 Forecast Sales Of Laundry Care By Category: Value 2019-2024
  • Table 53 Forecast Sales Of Laundry Care By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Changing Consumer Lifestyles And Cleaning Habits Continue To Have Negative Impact On Demand For Polishes
  • Casual Trend Reduces Need For Polishing More Formal Footwear, Influencing Performance Of Shoe Polish
  • Modern Surfaces That Require Minimal Maintenance Reduce Need For Specific Polishes
  • Competitive Landscape
  • Change Of Leadership Within Intense Competitive Landscape
  • Emulsio Is Well-Established And Trusted Brand Name, Expanding Its Offer With Ecological Line
  • Mixed Performance For Sc Johnson
  • Category Data
  • Table 54 Sales Of Polishes By Category: Value 2014-2019
  • Table 55 Sales Of Polishes By Category: % Value Growth 2014-2019
  • Table 56 Nbo Company Shares Of Polishes: % Value 2015-2019
  • Table 57 Lbn Brand Shares Of Polishes: % Value 2016-2019
  • Table 58 Forecast Sales Of Polishes By Category: Value 2019-2024
  • Table 59 Forecast Sales Of Polishes By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Increasing Maturity For Popular Multi-Purpose Cleaners
  • Home Care Disinfectants To Continue Outperforming Category In Volume Growth Terms
  • Ban On Edc May Encourage Higher Number Of Players To Develop Ecological Surface Care
  • Competitive Landscape
  • Unilever Retains Narrow Lead Within Intensifying Competitive Landscape
  • Italian Consumers Identify Ajax With Bathrooms With The Brand Launching Its Easy Rinse Line Targeting This Area
  • Surface Care Could See Further Development Of Ecological Brands Over Forecast Period As Younger Consumers Gain Greater Awareness Of Environmental Issues
  • Category Data
  • Table 60 Sales Of Surface Care By Category: Value 2014-2019
  • Table 61 Sales Of Surface Care By Category: % Value Growth 2014-2019
  • Table 62 Sales Of Home Care Wipes And Floor Cleaning Systems By Category: Value 2014-2019
  • Table 63 Sales Of Home Care Wipes And Floor Cleaning Systems By Category: % Value Growth 2014-2019
  • Table 64 Nbo Company Shares Of Surface Care: % Value 2015-2019
  • Table 65 Lbn Brand Shares Of Surface Care: % Value 2016-2019
  • Table 66 Nbo Company Shares Of Home Care Wipes And Floor Cleaning Systems: % Value 2015-2019
  • Table 67 Lbn Brand Shares Of Home Care Wipes And Floor Cleaning Systems: % Value 2016-2019
  • Table 68 Forecast Sales Of Surface Care By Category: Value 2019-2024
  • Table 69 Forecast Sales Of Surface Care By Category: % Value Growth 2019-2024
  • Headlines
  • Prospects
  • Stable Demand For Toilet Care Due To Italians’ Fastidious Cleaning Routines In This Area
  • Toilet Care Marked By Loyalty To Established Brands And Trusted Private Label Offers
  • Higher Value Growth To Be Driven By Greater Innovation And Further Development Of Ecological Toilet Care
  • Competitive Landscape
  • Bolton Manitoba Benefits From Strong Brand Loyalty To Wc Net
  • Private Label Continues To Gain Share, Driven By Reputation Of Coop
  • Duck Offers Wide Product Portfolio, Recognised As A Quality Global Brand
  • Category Data
  • Table 70 Sales Of Toilet Care By Category: Value 2014-2019
  • Table 71 Sales Of Toilet Care By Category: % Value Growth 2014-2019
  • Table 72 Nbo Company Shares Of Toilet Care: % Value 2015-2019
  • Table 73 Lbn Brand Shares Of Toilet Care: % Value 2016-2019
  • Table 74 Forecast Sales Of Toilet Care By Category: Value 2019-2024
  • Table 75 Forecast Sales Of Toilet Care By Category: % Value Growth 2019-2024
Note: Product cover images may vary from those shown
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