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Country Report

Surface Care in

Surface Care in Italy

Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Home care disinfectants and multipurpose cleaners perform well

In 2018 Italian consumers continued to favour surface care products such as multipurpose cleaners, over more specific ones designed only for a particular surface, given the higher convenience provided also in terms of product optimisation and savings. Home care disinfectants also performed well as a means to keep Italians’ homes free from germs and bacteria and ensure high hygiene.

New regulation to impact some surface care products

In 2018 the home care market was hit by the European Commission’s decision to ban products that contain EDC (Endocrine Disrupting Chemicals) as these are chemical substances that are considered to pose a health risk for consumers. In particular, several products designed for personal hygiene as well as for home care (such as surface care) include EDC.

The importance of sustainability

Italians’ strong interest in eco-friendly products was impacting surface care in Italy in 2018 and it is considered an important characteristic of differentiation that can lead to the success of one company at the expense of others.

COMPETITIVE LANDSCAPE

Unes supermarkets launch Green Oasis Casa

In 2018 the Unes supermarkets launched a product line called Green Oasis Casa, providing sustainable home care products (including also surface care products) suggested also by Legambiente (an Italian environmental association), formulated with vegetable ingredients including sugar beet waste. Packaging is made from recycled plastic, to further highlight its sustainable nature.

Green products hitting the marketplace

In 2017 Mapa Spontex launched and promoted YOU from Newell Brands, which aims to respond to the need to provide safer surface care products used for home care. In fact domestic pollution is one of the main risk factors for consumers’ health, given the presence of chemicals.

New launch for Unilever

In 2017 Unilever Italia launched Cif DUO, two variants of detergent: Cif Duo with bleach and Cif Duo with bicarbonate, which thanks to the double usage of the spray closure allows one to have a mousse, useful for cleaning vertical surfaces and treating textiles before washing them, as well as a classical function for the daily cleaning of surfaces. In terms of communication the company focuses on the product performance, working to convince consumers about the quality and value of the product itself.

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Surface Care Market Sample Report Surface Care Market Sample Data

Overview

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care 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 Surface Care industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care 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 Surface Care in Italy?
What are the major brands in Italy?
What are the fastest growth categories within surface care?
What are the key new product launches in the polishes 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.

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Surface Care in Italy - Category analysis

HEADLINES

PROSPECTS

Home care disinfectants and multipurpose cleaners perform well

New regulation to impact some surface care products

The importance of sustainability

COMPETITIVE LANDSCAPE

Unes supermarkets launch Green Oasis Casa

Green products hitting the marketplace

New launch for Unilever

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Italy - Industry Overview

EXECUTIVE SUMMARY

Good performance for home care in Italy

“Green” and innovative products drive growth of home care

Larger players lead the home care arena

Sustainability and new fragrances remain key within NPDs

Stable, positive outlook for home care

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Megatrends

Country Report

Surface Care in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Home care disinfectants and multipurpose cleaners perform well

New regulation to impact some surface care products

The importance of sustainability

COMPETITIVE LANDSCAPE

Unes supermarkets launch Green Oasis Casa

Green products hitting the marketplace

New launch for Unilever

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Surface Care in Italy - Category analysis

HEADLINES

PROSPECTS

Home care disinfectants and multipurpose cleaners perform well

New regulation to impact some surface care products

The importance of sustainability

COMPETITIVE LANDSCAPE

Unes supermarkets launch Green Oasis Casa

Green products hitting the marketplace

New launch for Unilever

CATEGORY DATA

Home Care in Italy - Industry Overview

EXECUTIVE SUMMARY

Good performance for home care in Italy

“Green” and innovative products drive growth of home care

Larger players lead the home care arena

Sustainability and new fragrances remain key within NPDs

Stable, positive outlook for home care

MARKET INDICATORS

MARKET DATA

SOURCES

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