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Home Care in Italy

  • ID: 2321807
  • Report
  • February 2021
  • Region: Italy
  • 69 pages
  • Euromonitor International
In 2020, home care benefits from the outbreak of Coronavirus (COVID-19) in Italy. Due to fear of catching the infection and bringing it home, local consumers substantially increased their attention towards home and personal hygiene in 2020. As a result, cleaning and sanitising regimens became especially important during the first lockdown in spring, to the benefit of home care.

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 2025 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.
Note: Product cover images may vary from those shown
EXECUTIVE SUMMARY
  • COVID-19 impact on home care
  • COVID-19 country impact
  • Company response
  • Retailing shift
  • What next for home care?
  • Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
  • Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
  • Table 1 Households 2015-2020
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2015-2020
  • Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
  • Table 4 NBO Company Shares of Home Care: % Value 2016-2020
  • Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
  • Table 7 Distribution of Home Care by Format: % Value 2015-2020
  • Table 8 Distribution of Home Care by Format and Category: % Value 2020
  • Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES
  • Summary 1 Research Sources
KEY DATA FINDINGS

2020 IMPACT
  • Laundry care benefits from increased focus on hygiene in 2020
  • Consumers are limited by what they can buy in stores
  • Shift towards more ecological laundry care and sustainable packaging continues
RECOVERY AND OPPORTUNITIES
  • Strong growth projected for forecast period
  • Liquid tablet detergents may become more appealing
  • Promising potential for growth
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2015-2020
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
  • Table 14 Sales of Laundry Aids by Category: Value 2015-2020
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
  • Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
  • Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Home seclusion and increased cooking boosts sales in 2020
  • Demand for dishwashing from home care rentals is hurt due to the lockdown
  • Confidence in online purchases increases
RECOVERY AND OPPORTUNITIES
  • Automatic dishwashing will drive recovery in the forecast period
  • More consumer interest expected in dishwashing additives
  • More focus expected on environmental issues
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2015-2020
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020
  • Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Consumers seek out products to clean and sanitise all surfaces in 2020
  • New brands and formulas launched to meet demand
  • Surface care products with disinfecting properties benefit from a resurgence
RECOVERY AND OPPORTUNITIES
  • Branded players set to drive growth in the forecast period
  • Discounters will benefit from value driven consumers
  • Online channels may become more prominent
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2015-2020
  • Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
  • Table 38 NBO Company Shares of Surface Care: % Value 2016-2020
  • Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
  • Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Previously bleak performance jumpstarted by the pandemic in 2020
  • Fluctuations in prices due to unprecedented demand
  • Domestic brands and private label continue paving the way
RECOVERY AND OPPORTUNITIES
  • Manufacturers will have to address consumer concerns to keep momentum in the forecast period
  • Smell will become of greater consumer focus
  • Risk of spillage could deter consumers from online purchases
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2015-2020
  • Table 45 Sales of Bleach: % Value Growth 2015-2020
  • Table 46 NBO Company Shares of Bleach: % Value 2016-2020
  • Table 47 LBN Brand Shares of Bleach: % Value 2017-2020
  • Table 48 Forecast Sales of Bleach: Value 2020-2025
  • Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Toilet care experiences a boost from increased focus on bathroom hygiene in 2020
  • High demand experiences from public facilities once allowed to reopen
  • Brand loyalty guides most consumers’ purchasing decisions
RECOVERY AND OPPORTUNITIES
  • Toilet care products associated with hygiene will drive sales in the forecast period
  • Smaller brands will have strong developmental opportunities
  • In-cistern devices set to lose popularity
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2015-2020
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020
  • Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Consumers become more attracted to sanitising properties in 2020 to the detriment of polishes
  • Convenient alternatives further diminish demand for furniture polish
  • Shoe polish struggles with low demand
RECOVERY AND OPPORTUNITIES
  • Bleak outlook for polishes in the forecast period
  • Floor polish brands will have to adapt to become more attractive to young consumers
  • Partnerships with apparel and footwear specialist retailers may provide hope for shoe polish
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2015-2020
  • Table 57 Sales of Polishes by Category: % Value Growth 2015-2020
  • Table 58 NBO Company Shares of Polishes: % Value 2016-2020
  • Table 59 LBN Brand Shares of Polishes: % Value 2017-2020
  • Table 60 Forecast Sales of Polishes by Category: Value 2020-2025
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • Lacklustre performance of air care in 2020 due to increased cleaning habits
  • Northern Italy typically holds higher demand for air care
  • Grocery retailers dominate sales due to constant promotional activities
RECOVERY AND OPPORTUNITIES
  • Car air fresheners will benefit from sustained demand in the forecast period
  • Future development expected to align with aromatherapy
  • Collaborations with smart appliances may emerge in the forecast period
CATEGORY DATA
  • Table 62 Sales of Air Care by Category: Value 2015-2020
  • Table 63 Sales of Air Care by Category: % Value Growth 2015-2020
  • Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020
  • Table 65 NBO Company Shares of Air Care: % Value 2016-2020
  • Table 66 LBN Brand Shares of Air Care: % Value 2017-2020
  • Table 67 Forecast Sales of Air Care by Category: Value 2020-2025
  • Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS

2020 IMPACT
  • More time spent in private outdoor areas in 2020 prompts higher need for home insecticides
  • Smaller retailers benefit from better safety perception among consumers
  • High consumer trust in branded offerings drives sales
RECOVERY AND OPPORTUNITIES
  • Slight slowdown expected in the forecast period
  • Demand for more natural products set to increase
  • Insecticide baits may strengthen presence
CATEGORY DATA
  • Table 69 Sales of Home Insecticides by Category: Value 2015-2020
  • Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020
  • Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
  • Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020
  • Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020
  • Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025
  • Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

Note: Product cover images may vary from those shown
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