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: 112 | Publication date: Aug 2007
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
Better performance in 2006
In 2006 household care saw a significant increase in value – a better performance than in 2004 and 2005, when the entire market was negatively affected by the poor condition of the Italian economy. Growth was mainly driven by the good performance of spray/aerosol air fresheners – which benefited from the very successful performance of the newly launched Oust – and laundry aids. In 2006 the overall market also benefited from a decline in the use of promotions by manufacturers, to attract consumers and generate volume sales. Due to the slightly better economic conditions, consumers were less sensitive to prices, allowing manufacturers to compete in terms other than just price.
The importance of innovation
In 2006 innovation continued to play a key role in manufacturers’ efforts to generate higher value sales in the mature household care market. As an example, Procter & Gamble Italia SpA entered Italian dishwashing products, particularly the categories with highest growth potential (e.g. automatic dishwashing tablets), launching the first liquid tablets under its Fairy brand. The company will have to face strong competition from the well-established leading brand Finish.
Procter & Gamble consolidates leadership
The Italian household care market is very concentrated with the three leading players accounting for around half of market value. In 2006 Procter & Gamble consolidated its leadership, followed by multinational players Reckitt Benckiser Italia SpA and Henkel SpA in second and third place respectively. Private label also saw its value share rise. This was attributed to the effect of the period of recession, which affected consumer spending, pushing consumers to shop in discounters and buy cheaper private label alternatives.
Supermarkets/hypermarkets consolidates its dominance
Supermarkets/hypermarkets continued to lead in sales of household care in 2006, accounting for 80% of total market value. Its increase in share occurred at the expense of independent food stores. Thanks to the greater buying power of distributors, larger grocery stores can offer more competitive prices than independent stores. Supermarkets/hypermarkets also benefit from the changing lifestyle of Italian consumers, who increasingly favour a weekly shopping trip for groceries. Discounters saw its value share rise to over 6%, benefiting from the uncertain economic situation, particularly during the first half of the year.
Sign of improvement expected
Italian household care is predicted to experience stagnancy in the medium term. Laundry care, particularly liquid detergents and laundry aids, is predicted to lead in growth terms. Considering that laundry care accounts for almost half of total market value, the future performance of this sector will remain key to the health or otherwise of the overall market. Dishwashing products (especially automatic dishwashing tablets) and insecticides (especially electric and coils) will also contribute to growth. Automatic dishwashing tablets will also benefit from the rising penetration rate of dishwashers in Italian households – a trend that will be accelerated with any upturn in the economy.
Table of contents
HOUSEHOLD CARE IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Better performance in 2006
The importance of innovation
Procter & Gamble consolidates leadership
Supermarkets/hypermarkets consolidates its dominance
Sign of improvement expected
KEY TRENDS AND DEVELOPMENTS
Increase in smaller households
The key role of innovation
Fewer promotions benefit value sales
Environmental issues remain a minor influence
Consumers seeking new fragrances
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ITALY
BOLTON MANITOBA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Bolton Manitoba SpA: Key Facts
Summary 2 Bolton Manitoba SpA Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Bolton Manitoba SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Bolton Manitoba SpA: Competitive Position 2006
DECO INDUSTRIE SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Deco Industrie SpA: Key Facts
Summary 6 Deco Industrie SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 7 Deco Industrie SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Deco Industrie SpA: Competitive Position 2006
GUABER SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Guaber SpA: Key Facts
Summary 10 Guaber SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Guaber SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Guaber SpA: Competitive Position 2005
HENKEL SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Henkel SpA: Key Facts
Summary 14 Henkel SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Henkel SpA: Competitive Position 2005
ITALSILVA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Italsilva SpA Key Facts
Summary 17 Italsilva SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Italsilva SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 19 Italsilva SpA: Competitive Position 2006
PAGLIERI SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Paglieri SpA: Key Facts
Summary 21 Paglieri SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 Paglieri SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 23 Paglieri SpA: Competitive Position 2006
PROCTER & GAMBLE ITALIA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Procter & Gamble Italia SpA: Key Facts
Summary 25 Procter & Gamble Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Procter & Gamble Italia SpA: Competitive Position 2006
REALCHIMICA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Realchimica SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 28 Realchimica SpA: Competitive Position 2006
RECKITT BENCKISER ITALIA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Reckitt Benckiser Italia SpA: Key Facts
Summary 30 Reckitt Benckiser Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 31 Reckitt Benckiser Italia SpA: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 32 Reckitt Benckiser Italia SpA: Competitive Position 2006
UNILEVER ITALIA SPA - HOUSEHOLD CARE - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Unilever Italia SpA: Key Facts
Summary 34 Unilever Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 35 Unilever Italia SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 36 Unilever Italia SpA: Competitive Position 2005
LAUNDRY CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Biological versus Non-biological Automatic Detergents: % Analysis 2006
Table 17 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 18 Sales of Laundry Aids by Type: Value 2001-2006
Table 19 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 20 Laundry Care Company Shares 2002-2006
Table 21 Laundry Care Brand Shares 2003-2006
Table 22 Laundry Detergents Company Shares 2002-2006
Table 23 Laundry Detergents Brand Shares 2003-2006
Table 24 Laundry Aids Company Shares 2002-2006
Table 25 Laundry Aids Brand Shares 2003-2006
Table 26 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 27 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 28 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 29 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 30 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 31 Dishwashing Products Company Shares 2002-2006
Table 32 Dishwashing Products Brand Shares 2003-2006
Table 33 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 34 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 35 Sales of Surface Care by Subsector: Value 2001-2006
Table 36 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 37 Sales of Wipes by Type: Value 2001-2006
Table 38 Sales of Wipes by Type: % Value Growth 2001-2006
Table 39 Surface Care Company Shares 2002-2006
Table 40 Surface Care Brand Shares 2003-2006
Table 41 Wipes Company Shares 2002-2006
Table 42 Wipes Brand Shares 2003-2006
Table 43 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 44 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Chlorine Bleach: Value 2001-2006
Table 46 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 47 Chlorine Bleach by Type: % Value Analysis 2005-2006
Table 48 Chlorine Bleach Company Shares 2002-2006
Table 49 Chlorine Bleach Brand Shares 2003-2006
Table 50 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 51 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 53 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 54 Toilet Care Products Company Shares 2002-2006
Table 55 Toilet Care Products Brand Shares 2003-2006
Table 56 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 57 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Polishes by Subsector: Value 2001-2006
Table 59 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 60 Polishes Company Shares 2002-2006
Table 61 Polishes Brand Shares 2003-2006
Table 62 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 63 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Air Care by Subsector: Value 2001-2006
Table 65 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 66 Leading Fragrances for Air Care 2006
Table 67 Air Care Company Shares 2002-2006
Table 68 Air Care Brand Shares 2003-2006
Table 69 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 70 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Sales of Insecticides by Subsector: Value 2001-2006
Table 72 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 73 Insecticides Company Shares 2002-2006
Table 74 Insecticides Brand Shares 2003-2006
Table 75 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 76 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011