Surface Care in Italy

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.

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