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Country Report

Italy Flag Home Insecticides in Italy

| Pages: 20

Price: US$990

About this Report

Executive Summary

TRENDS

  • Promotions and discounts had a negative impact on sales of home insecticides in 2015. Consumers, in times of recession, have become accustomed to looking for lower prices, thus putting pressure on the sales margins of producers and retailers. Furthermore, customers have become used to buying cheaper options, such as insecticide coils, which guarantee excellent value for money. These factors, combined with the ever-increasing presence of private label, resulted in the further decline of the category in 2015, with the category declining more in current value terms than in volume. Home insecticides was unable to perform well from an economic standpoint, especially the more expensive products like electric insecticides.

COMPETITIVE LANDSCAPE

  • Johnson Wax's Raid and Baygon brands support the company’s leading position in home insecticides, with it holding a 40% value share in 2015. With its Vape and Grey Mat brands, Guaber Srl was ranked second in 2015 with a 28% value share. Both Johnson Wax and Guaber strongly support their products through investments in television commercials, online advertising, and marketing campaigns. As a result, both companies have benefitted from strong brand awareness and wide availability within the main retailers. Both Johnson Wax and Guaber saw a healthy increase in their respective value shares in 2015, as they released new products that benefited from their good reputations. However, they mainly focused on refining their popular Raid and Vape brands.

PROSPECTS

  • Home insecticides is set to decline at a constant 2015 value CAGR of 1% over the forecast period. Success will be dependent upon innovation and the weather. With the economy set to recover, home insecticides should be in a better position over the forecast period than in the review period, but it will still be affected by seasonality and the weather. Consumers are expected to buy more scented and less harmful insecticides, as many are specifically on the search for products that will not put their health in jeopardy.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Home Insecticides industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Home Insecticides industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Home Insecticides in Italy market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Home Insecticides in Italy?
  • What are the major brands in Italy?
  • Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Italy?
  • What are the key new product launches in the insecticides market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Table of Contents

Home Insecticides in Italy - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Home Insecticides by Category: Value 2010-2015
  • Table 2 Sales of Home Insecticides by Category: % Value Growth 2010-2015
  • Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2010-2015
  • Table 4 NBO Company Shares of Home Insecticides: % Value 2011-2015
  • Table 5 LBN Brand Shares of Home Insecticides: % Value 2012-2015
  • Table 6 Forecast Sales of Home Insecticides by Category: Value 2015-2020
  • Table 7 Forecast Sales of Home Insecticides by Category: % Value Growth 2015-2020

Home Insecticides in Italy - Company Profiles

Guaber Srl in Home Care (Italy)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Guaber Srl: Key Facts
  • Summary 2 Guaber Srl: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 Guaber Srl: Competitive Position 2015

Home Care in Italy - Industry Context

EXECUTIVE SUMMARY

Endless promotions keeps industry subdued

Private label grows

Henkel Italia Srl retains its lead

Health and beauty specialist retailers gain ground

Environmental challenges are increasingly becoming opportunities

KEY TRENDS AND DEVELOPMENTS

Environmentally friendly and green products are increasing their penetration

Private label continues to improve its position

The battle within home care is increasingly fought on pricing

MARKET INDICATORS

  • Table 8 Households 2010-2015

MARKET DATA

  • Table 9 Sales of Home Care by Category: Value 2010-2015
  • Table 10 Sales of Home Care by Category: % Value Growth 2010-2015
  • Table 11 NBO Company Shares of Home Care: % Value 2011-2015
  • Table 12 LBN Brand Shares of Home Care: % Value 2012-2015
  • Table 13 Penetration of Private Label in Home Care by Category: % Value 2010-2015
  • Table 14 Distribution of Home Care by Format: % Value 2010-2015
  • Table 15 Distribution of Home Care by Format and Category: % Value 2015
  • Table 16 Forecast Sales of Home Care by Category: Value 2015-2020
  • Table 17 Forecast Sales of Home Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 4 Research Sources

Segmentation

This market research report includes the following:

  • Home Insecticides
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
    • Other Home Insecticides

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Type
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita

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