Household Care in Italy
Euromonitor International's Household 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, 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 illustrate how the market is set to change.
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Tables: 111 | Publication date: Aug 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Good retail value growth thanks to innovation
Current value sales posted healthy growth in 2007, propelled in part by continued investment in product innovation. Innovation featured value-added properties, as manufacturers sought to differentiate their products in an industry characterised by increasing commoditisation and hold back the advance of private label products. The improved Italian economy, at least in the first part of the year, further stimulated consumer demand in 2007.
Consumers call for efficiency and convenience
In 2007, busier lifestyles and increasingly demanding consumers continued to favour sales of convenience household care devices and more efficient cleaning formulations. Manufacturers and retailers, seeking higher margins in the mature Italian household care industry, readily responded to consumer demand by phasing out old-fashioned, economy cleaners and actively supporting more modern, advanced products. In laundry care, for example, the trend was towards products such as Dash Impeccabile a Freddo, which is effective even at low temperatures and guarantees energy savings. Within surface care, consumer demand for efficiency and time saving household care devices translated into growth for task-specific products such as bathroom cleaners. However, in dishwashing products, multi-functional offerings, for example 5-in-1 products, followed the trend for convenience.
Multinationals dominate household care
Multinationals continued to dominate the competitive landscape in 2007. Reckitt Benckiser Italia SpA, Henkel SpA and Unilever Italia SpA followed the leading company Procter & Gamble Italia SpA. The four leading players accounted for over one half of household care retail value sales in 2007. Their success can be attributed to highly recognised brands, strong advertising campaigns and in-store promotions including regular price discounts. Despite the strength of multinationals, a number of domestic manufacturers such as Italsilva SpA, Realchimica SpA and Tavola SpA remain competitive.
Supermarkets/hypermarkets leads distribution
Supermarkets/hypermarkets dominated distribution in 2007; it increased its retail value share year-on-year over the review period. The leading distribution channel improved its share mainly at the expense of independent small grocers, which are increasingly unable to compete with the low prices offered by large modern retailers. Discounters also increased its retail value share over the review period, as Italian consumers continued to look for convenience and lower prices. The proportion of sales generated through convenience stores increased marginally in 2007, driven by the on-the-go/top-up shopping trend, although its share remained small.
New added-value products to drive growth
Household care is expected to continue to grow over the future, with sales driven by manufacturer-led innovations, which will create an increasing range of added-value products. Constant value sales growth will be driven by an improved performance by dishwashing products, and the stable development of laundry care. Within dishwashing products, automatic dishwashing tablets is expected to be the most dynamic category. However, insecticides is likely register the fastest growth over the forecast period. These three categories will benefit from new product launches and investments in marketing and advertising, which will help to offset the poor performances predicted for surface care, polishes and toilet care products.
Table of contents
HOUSEHOLD CARE IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Good retail value growth thanks to innovation
Consumers call for efficiency and convenience
Multinationals dominate household care
Supermarkets/hypermarkets leads distribution
New added-value products to drive growth
KEY TRENDS AND DEVELOPMENTS
The threat of an economic downturn
Environmental concerns drive the demand for eco-friendly products
Busier consumers call for convenience and effectiveness
New product development aims to offset commoditisation
The rise of private label
MARKET INDICATORS
Table 1 Consumer Expenditure on Health Goods and Medical Services 2001-2006
Table 2 Households 2002-2007
MARKET DATA
Table 3 Sales of Household Care by Sector: Value 2002-2007
Table 4 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 5 Household Care Company Shares 2003-2007
Table 6 Household Care Brand Shares 2004-2007
Table 7 Penetration of Private Label by Sector 2003-2007
Table 8 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 11 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
BOLTON MANITOBA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bolton Manitoba SpA: Key Facts
Summary 3 Bolton Manitoba SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Bolton Manitoba SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Bolton Manitoba SpA: Competitive Position 2007
DECO INDUSTRIE SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Deco Industrie SpA: Key Facts
Summary 7 Deco Industrie SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Deco Industrie SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Deco Industrie SpA: Competitive Position 2007
GUABER SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Guaber SpA: Key Facts
Summary 11 Guaber SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Guaber SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Guaber SpA: Competitive Position 2007
HENKEL SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Henkel SpA: Key Facts
Summary 15 Henkel SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Henkel SpA: Competitive Position 2007
ITALSILVA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Italsilva SpA Key Facts
Summary 18 Italsilva SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Italsilva SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Italsilva SpA: Competitive Position 2007
PAGLIERI SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Paglieri SpA: Key Facts
Summary 22 Paglieri SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 23 Paglieri SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 24 Paglieri SpA: Competitive Position 2007
REALCHIMICA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 25 Realchimica SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Realchimica SpA: Competitive Position 2007
RECKITT BENCKISER ITALIA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Reckitt Benckiser Italia SpA: Key Facts
Summary 28 Reckitt Benckiser Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 Reckitt Benckiser Italia SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 30 Reckitt Benckiser Italia SpA: Competitive Position 2007
UNILEVER ITALIA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Unilever Italia SpA: Key Facts
Summary 32 Unilever Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 33 Unilever Italia SpA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 34 Unilever Italia SpA: Competitive Position 2007
LAUNDRY CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 12 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 13 Sales of Laundry Care by Subsector: Value 2002-2007
Table 14 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 15 Sales of Laundry Detergents by Type: Value 2002-2007
Table 16 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 18 Sales of Laundry Aids by Type: Value 2002-2007
Table 19 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 20 Laundry Care Company Shares 2003-2007
Table 21 Laundry Care Brand Shares 2004-2007
Table 22 Laundry Detergents Company Shares 2003-2007
Table 23 Laundry Detergents Brand Shares 2004-2007
Table 24 Laundry Aids Company Shares 2003-2007
Table 25 Laundry Aids Brand Shares 2004-2007
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 31 Dishwashing Products Company Shares 2003-2007
Table 32 Dishwashing Products Brand Shares 2004-2007
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2002-2007
Table 36 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 37 Sales of Wipes by Type: Value 2002-2007
Table 38 Sales of Wipes by Type: % Value Growth 2002-2007
Table 39 Surface Care Company Shares 2003-2007
Table 40 Surface Care Brand Shares 2004-2007
Table 41 Wipes Company Shares 2003-2007
Table 42 Wipes Brand Shares 2004-2007
Table 43 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 46 Sales of Chlorine Bleach: Value 2002-2007
Table 47 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 48 Chlorine Bleach Company Shares 2003-2007
Table 49 Chlorine Bleach Brand Shares 2004-2007
Table 50 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 54 Toilet Care Products Company Shares 2003-2007
Table 55 Toilet Care Products Brand Shares 2004-2007
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2002-2007
Table 59 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 60 Polishes Company Shares 2003-2007
Table 61 Polishes Brand Shares 2004-2007
Table 62 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
CANDLES
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2002-2007
Table 65 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 66 Air Care Fragrances Rankings by Value 2006-2007
Table 67 Air Care Company Shares 2003-2007
Table 68 Air Care Brand Shares 2004-2007
Table 69 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2002-2007
Table 72 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 73 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 74 Insecticides Company Shares 2003-2007
Table 75 Insecticides Brand Shares 2004-2007
Table 76 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 77 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012