Despite enforced periods of lockdown and limitations on outdoor activities, consumers increased their demand for laundry care in 2020 to ensure proper hygiene in light of the pandemic. All apparel worn to go out for grocery shopping and other activities was carefully cleaned and sanitised by consumers in 2020, especially when public transportation was used, to curb the spread of COVID-19.
Hand wash detergents and bar detergents were quite sleepy categories pre-pandemic, however they benefited from somewhat of a resurgence with COVID-19 in 2020. Consumer interest in such laundry care products peaked for two reasons in 2020.
Although concerns related to COVID-19 represent a top priority for Italian consumers in 2020, environmental sustainability remains important as well. As a result, consumers continue gradually moving towards more “green” products within laundry care.
Personal hygiene will continue being paramount for consumers in 2021 and onwards in the forecast period, supporting the growth of laundry care. In fact, laundry care is set to continue gradually strengthening its rate of current retail value growth throughout the forecast period.
While Italians have typically used concentrated liquid detergents, liquid tablet detergents is showing strong potential for current retail value growth in the forecast period. However, some of that growth may be a result of the fact that liquid tablet detergents remain quite expensive in comparison to other liquid detergents.
Italy has experienced a steady growth in the sales of dryers and washer dryers, which is also forecasted to continue increasing in Italian homes in the forecast period. Contamination concerns stemming from the pandemic have also resulted in a higher focus on sanitising and cleaning, which will support the growth of laundry care in the forecast period.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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