Home Care in Italy

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Italy report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Italy?
  • Which are the leading brands in Home Care in Italy?
  • How are products distributed in Home Care in Italy?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Italy

EXECUTIVE SUMMARY

Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2019-2026 Chart 2 Home Care Impact of Drivers on Value Sales: 2019-2026

MARKET INDICATORS

Table 1 Households 2016-2021

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2016-2021 Table 3 Sales of Home Care by Category: % Value Growth 2016-2021 Table 4 NBO Company Shares of Home Care: % Value 2017-2021 Table 5 LBN Brand Shares of Home Care: % Value 2018-2021 Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021 Table 7 Distribution of Home Care by Format: % Value 2016-2021 Table 8 Distribution of Home Care by Format and Category: % Value 2021 Table 9 Forecast Sales of Home Care by Category: Value 2021-2026 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Vaccination roll-out and increased mobility help support laundry care sales
Scent boosters continue to benefit from the desire for pleasant-smelling laundry
Sustainability has continued to develop in laundry care during the pandemic

PROSPECTS AND OPPORTUNITIES

Laundry care and laundry appliances increasingly intertwined
Liquid tablet detergents set to see growth over the forecast period
Rising prices for softeners

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2016-2021

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2016-2021 Table 13 Sales of Laundry Care by Category: % Value Growth 2016-2021 Table 14 Sales of Laundry Aids by Category: Value 2016-2021 Table 15 Sales of Laundry Aids by Category: % Value Growth 2016-2021 Table 16 Sales of Laundry Detergents by Category: Value 2016-2021 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2016-2021 Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2016-2021 Table 19 NBO Company Shares of Laundry Care: % Value 2017-2021 Table 20 LBN Brand Shares of Laundry Care: % Value 2018-2021 Table 21 NBO Company Shares of Laundry Aids: % Value 2017-2021 Table 22 LBN Brand Shares of Laundry Aids: % Value 2018-2021 Table 23 NBO Company Shares of Laundry Detergents: % Value 2017-2021 Table 24 LBN Brand Shares of Laundry Detergents: % Value 2018-2021 Table 25 Forecast Sales of Laundry Care by Category: Value 2021-2026 Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

Dishwashing in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Consumers dining out more often in 2021, reducing demand for dishwashing products
Some consumers still pre-washing homewares
Green products gaining in popularity

PROSPECTS AND OPPORTUNITIES

Automatic dishwashing tablets continue to be most dynamic
Launch of Mrs Meyer’s Clean Day in Italy part of a greater focus expected on environmental issues
Auto dosing a threat to brand awareness?

CATEGORY INDICATORS

Table 27 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 28 Sales of Dishwashing by Category: Value 2016-2021 Table 29 Sales of Dishwashing by Category: % Value Growth 2016-2021 Table 30 NBO Company Shares of Dishwashing: % Value 2017-2021 Table 31 LBN Brand Shares of Dishwashing: % Value 2018-2021 Table 32 Forecast Sales of Dishwashing by Category: Value 2021-2026 Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026

Surface Care in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sales return to stagnation in 2021 after the growth spike seen in 2020
New product references added under the same umbrella brand during the pandemic
E-commerce sales boom for surface care in 2020

PROSPECTS AND OPPORTUNITIES

Players to look for different ways of communicating with consumers as sales stagnate in the forecast period
Disinfecting lines look to build brand awareness
Home care as an opportunity for some discounters to regain traction

CATEGORY DATA

Table 34 Sales of Surface Care by Category: Value 2016-2021 Table 35 Sales of Surface Care by Category: % Value Growth 2016-2021 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2016-2021 Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2016-2021 Table 38 NBO Company Shares of Surface Care: % Value 2017-2021 Table 39 LBN Brand Shares of Surface Care: % Value 2018-2021 Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2021 Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2021 Table 42 Forecast Sales of Surface Care by Category: Value 2021-2026 Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026

Bleach in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Bleach value sales start declining again in 2021 after the sales spike seen in 2020
Bleach driving store traffic during the pandemic
Domestic brands and private label continue holding sway in bleach

PROSPECTS AND OPPORTUNITIES

Bleach facing competition from green products
Some consumers concerned about online shipments
Packaging scrutinised by consumers in addition to the product inside

CATEGORY DATA

Table 44 Sales of Bleach: Value 2016-2021 Table 45 Sales of Bleach: % Value Growth 2016-2021 Table 46 NBO Company Shares of Bleach: % Value 2017-2021 Table 47 LBN Brand Shares of Bleach: % Value 2018-2021 Table 48 Forecast Sales of Bleach: Value 2021-2026 Table 49 Forecast Sales of Bleach: % Value Growth 2021-2026

Toilet Care in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

New habits thanks to the pandemic
Limited presence of green products in toilet care
Drugstores have large portfolios and strong promotional activities

PROSPECTS AND OPPORTUNITIES

Sanitaryware care neglected by most brands
Consumers increasingly dislike the use of plastic in their toilet care products and packaging
Modern bathroom design working against in-cistern devices

CATEGORY DATA

Table 50 Sales of Toilet Care by Category: Value 2016-2021 Table 51 Sales of Toilet Care by Category: % Value Growth 2016-2021 Table 52 NBO Company Shares of Toilet Care: % Value 2017-2021 Table 53 LBN Brand Shares of Toilet Care: % Value 2018-2021 Table 54 Forecast Sales of Toilet Care by Category: Value 2021-2026 Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026

Polishes in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Polishes has been trending downwards for a number of years
Smaller-sized stores offer more visibility for shoe and metal polish
Sutter Industries closing the gap on leading player SC Johnson

PROSPECTS AND OPPORTUNITIES

Communicating to men, not only to women
Internet as an opportunity to push brand awareness
As social lives return to normal, this could offer hope for in-home polish products

CATEGORY DATA

Table 56 Sales of Polishes by Category: Value 2016-2021 Table 57 Sales of Polishes by Category: % Value Growth 2016-2021 Table 58 NBO Company Shares of Polishes: % Value 2017-2021 Table 59 LBN Brand Shares of Polishes: % Value 2018-2021 Table 60 Forecast Sales of Polishes by Category: Value 2021-2026 Table 61 Forecast Sales of Polishes by Category: % Value Growth 2021-2026

Air Care in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

More household cleaning and opening of windows dampen demand for air care during the pandemic
Metal containers easy to recycle
SC Johnson continues to lead air care

PROSPECTS AND OPPORTUNITIES

Air care performance expected to improve as the forecast period progresses
Further growth expected for e-commerce, but grocery retailers will continue to dominate air care sales
Home cooking forecast to decline

CATEGORY DATA

Table 62 Sales of Air Care by Category: Value 2016-2021 Table 63 Sales of Air Care by Category: % Value Growth 2016-2021 Table 64 Sales of Air Care by Fragrance: Value Ranking 2019-2021 Table 65 NBO Company Shares of Air Care: % Value 2017-2021 Table 66 LBN Brand Shares of Air Care: % Value 2018-2021 Table 67 Forecast Sales of Air Care by Category: Value 2021-2026 Table 68 Forecast Sales of Air Care by Category: % Value Growth 2021-2026

Home Insecticides in Italy

KEY DATA FINDINGS

2021 DEVELOPMENTS

Climate change playing a role in spreading sales throughout the year
The biodiversity conservation dilemma
Henkel launches new 2-in-1 gel moth proofer with natural ingredients

PROSPECTS AND OPPORTUNITIES

Home insecticides not a “sexy” front-of-shelf product
Potential collaboration with air treatment appliance manufacturers
Demand for more natural products set to increase

CATEGORY DATA

Table 69 Sales of Home Insecticides by Category: Value 2016-2021 Table 70 Sales of Home Insecticides by Category: % Value Growth 2016-2021 Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021 Table 72 NBO Company Shares of Home Insecticides: % Value 2017-2021 Table 73 LBN Brand Shares of Home Insecticides: % Value 2018-2021 Table 74 Forecast Sales of Home Insecticides by Category: Value 2021-2026 Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026
The following categories and subcategories are included:

Home Care

    • Candle Air Fresheners
    • Car Air Fresheners
    • Electric Air Fresheners
    • Gel Air Fresheners
    • Liquid Air Fresheners
    • Spray/Aerosol Air Fresheners
      • Carpet Fresheners
      • Odour Neutralisers
      • Refrigerator Fresheners
      • Waste Bin Fresheners
      • Other Other Air Care
  • Bleach
      • Automatic Dishwashing Liquids
      • Automatic Dishwashing Powders
      • Automatic Dishwashing Tablets
      • Dishwashing Additives
    • Hand Dishwashing
    • Electric Insecticides
    • Insecticide Baits
    • Insecticide Coils
    • Spray/Aerosol Insecticides
      • Foggers/Bombs
      • In-Home Insect Repellents
      • Moth Proofers
      • Other Other Home Insecticides
    • Carpet Cleaners
      • Dryer Sheets
      • Liquid Fabric Softeners
      • Colour Safe Laundry Bleach
      • Fabric Fresheners
        • In-Wash Spot and Stain Removers
        • Pre-Wash Spot and Stain Removers
      • Starch/Ironing Aids
      • Water Softeners
        • Blues/Bluing
        • Colour Catchers
        • Colour Enhancers
        • Laundry Sanitiser
        • Scent Booster
        • Whiteners
        • Other Other Laundry Aids
          • Standard Powder Detergents
          • Concentrated Powder Detergents
          • Compact Powder Tablet Detergents
          • Liquid Tablet Detergents
          • Standard Liquid Detergents
          • Concentrated Liquid Detergents
        • Standard Powder Detergents
        • Standard Liquid Detergents
        • Concentrated Powder Detergents
        • Concentrated Liquid Detergents
        • Compact Powder Tablet Detergents
        • Liquid Tablet Detergents
        • Bar Detergents
        • Hand Wash Detergents
        • Fine Fabric Detergents
    • Floor Polish
    • Furniture Polish
    • Metal Polish
    • Shoe Polish
        • Starter Kits/Sweepers/Sticks (Dry Electro-Static)
        • Wipes and Refills (Dry Electro-Static)
          • Cleaning Solution
          • Refill Wipes/Pads
        • Starter Kits/Trigger Device
        • All Purpose Cleaning Wipes
        • Furniture Polish Wipes
        • Toilet Care Wipes
        • Window/Glass Wipes
        • Other Impregnated Wipes
      • Starter Kits/Sweepers/Sticks (Excluding Wipes)
      • Wipes (Excluding Starter Kits/Sweepers/Sticks)
    • Bathroom Cleaners
    • Descalers
    • Drain Openers
      • Standard Floor Cleaners
      • Wash and Wax Floor Cleaners
    • Home Care Disinfectants
    • Kitchen Cleaners
    • Multi-Purpose Cleaners
    • Oven Cleaners
    • Scouring Agents
    • Window/Glass Cleaners
    • In-Cistern Devices
      • Rim Blocks
      • Rim Liquids
    • Toilet Care Tablets/Powders
    • Toilet Cleaning Systems
    • Toilet Liquids/Foam

Home Care

This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.

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This report originates from Passport, our Home Care research and analysis database.

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