Home Care in Italy

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,650	74 Pages	Euromonitor International	February, 2024	EP18576007

Best Price Guarantee
Price	from $2,650
Length	74 Pages
Publisher	Euromonitor International
Published Date	February, 2024
SKU	EP18576007

Home Care in Italy

Value growth in home care in Italy in 2023 was primarily supported by high inflation, bringing up unit prices as volume sales slowed or declined. Though pandemic-related fears of virus infection through surface contact have waned, Italian consumers nonetheless remained mindful of the importance of rigorous hygiene and sanitation practices. The focus, however, was on finding a balance between the quest for good hygiene, less time at home and less time spent cleaning as work and social lives got b...

Euromonitor International's Home Care in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Home Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Home Care in Italy
Euromonitor International
February 2024
List Of Contents And Tables
HOME CARE IN ITALY
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS: Table 1 Households 2018-2023
MARKET DATA: Table 2 Sales of Home Care by Category: Value 2018-2023; Table 3 Sales of Home Care by Category: % Value Growth 2018-2023; Table 4 NBO Company Shares of Home Care: % Value 2019-2023; Table 5 LBN Brand Shares of Home Care: % Value 2020-2023; Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023; Table 7 Distribution of Home Care by Format: % Value 2018-2023; Table 8 Distribution of Home Care by Format and Category: % Value 2023; Table 9 Forecast Sales of Home Care by Category: Value 2023-2028; Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES: Summary 1 Research Sources
LAUNDRY CARE IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Consumers focus on saving money and energy in 2023
Henkel maintains lead in laundry care, while increased socialising boosts sales in fine fabric detergents and fresheners
Dryer sheets fall thanks to reduced use of automatic dryers, and sustainability trends persist in laundry care
PROSPECTS AND OPPORTUNITIES
Environmental factors to have increased impact on trends and development
Growth forecast for automatic laundry detergents as consumers prioritise spending
Water will be increasingly scarce, with green products expanding throughout laundry care
CATEGORY INDICATORS: Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA: Table 12 Sales of Laundry Care by Category: Value 2018-2023; Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023; Table 14 Sales of Laundry Aids by Category: Value 2018-2023; Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023; Table 16 Sales of Laundry Detergents by Category: Value 2018-2023; Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023; Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023; Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023; Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023; Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023; Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023; Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023; Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023; Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028; Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales continue to normalise post-pandemic
Additives sees slower decline in 2023, and green focus remains strong
Players push sales through promotions and partnerships
PROSPECTS AND OPPORTUNITIES
Automatic dishwashing tablets will continue to drive overall category growth
Dishwashing additives to see further falls as sustainability concerns rise
Advertising and partnerships as key growth drivers
CATEGORY INDICATORS: Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA: Table 28 Sales of Dishwashing by Category: Value 2018-2023; Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023; Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023; Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023; Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028; Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Sales still falling as consumers seek out low-cost options amid inflation
Brand development still informed by pandemic experience
Procter & Gamble retains overall leadership in 2023
PROSPECTS AND OPPORTUNITIES
As overall demand falls private label will expand
Convenience and sustainability to remain central concerns
Intensifying competition between distribution channels
CATEGORY DATA: Table 34 Sales of Surface Care by Category: Value 2018-2023; Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023; Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023; Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023; Table 38 NBO Company Shares of Surface Care: % Value 2019-2023; Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023; Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023; Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023; Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028; Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Waning interest in bleach post-pandemic
Bleach remains widely available on retailers’ shelves
Shift towards softer, kinder products undermines growth in bleach
PROSPECTS AND OPPORTUNITIES
Bleach’s sales prospects lie in its perception as a cheap alternative to surface care products
Increased focus on environmental impact and water disposal
Rising interest in alternatives to liquid bleach driven by online delivery issues
CATEGORY DATA: Table 44 Sales of Bleach: Value 2018-2023; Table 45 Sales of Bleach: % Value Growth 2018-2023; Table 46 NBO Company Shares of Bleach: % Value 2019-2023; Table 47 LBN Brand Shares of Bleach: % Value 2020-2023; Table 48 Forecast Sales of Bleach: Value 2023-2028; Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care falls in 2023 as consumers rationalise their budgets
Bolton Manitoba remained number one company in 2023, while new construction softened overall decline
Brands respond to evolving demand, with environmental concerns less important in toilet care than elsewhere
PROSPECTS AND OPPORTUNITIES
Volume sales to improve during forecast period, with direct selling holding some potential
In-cistern devices will fall fastest, while opportunities for overall category growth could be found with small businesses
E-Commerce will push sails in ITBs as green products expand within toilet care
CATEGORY DATA: Table 50 Sales of Toilet Care by Category: Value 2018-2023; Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023; Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023; Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023; Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028; Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polishes suffers from perception of unnecessary products
SC Johnson takes the lead, while Henkel announces new consumer brands division
Shoe polish fares better than the rest, supported by fuller social lives and checkout positioning
PROSPECTS AND OPPORTUNITIES
Negative outlook forecast though there may be potential in combining some features and products
Shoe polish set to see worsening performance
Cross-selling may offer opportunity for growth
CATEGORY DATA: Table 56 Sales of Polishes by Category: Value 2018-2023; Table 57 Sales of Polishes by Category: % Value Growth 2018-2023; Table 58 NBO Company Shares of Polishes: % Value 2019-2023; Table 59 LBN Brand Shares of Polishes: % Value 2020-2023; Table 60 Forecast Sales of Polishes by Category: Value 2023-2028; Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air care sees further decline in 2023, with all category members falling in terms of volume sales
Reckitt Benckiser steals lead, while Just and Irge extends into air care
Sustainability remains relevant
PROSPECTS AND OPPORTUNITIES
Declines will persist though potential for growth exists
Demand for air care ‘solutions’ set to escalate
E-Commerce continues to rise though store-based grocery retailing still dominates
CATEGORY DATA: Table 62 Sales of Air Care by Category: Value 2018-2023; Table 63 Sales of Air Care by Category: % Value Growth 2018-2023; Table 64 Sales of Air Care by Fragrance: Value Ranking 2021-2023; Table 65 NBO Company Shares of Air Care: % Value 2019-2023; Table 66 LBN Brand Shares of Air Care: % Value 2020-2023; Table 67 Forecast Sales of Air Care by Category: Value 2023-2028; Table 68 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN ITALY
KEY DATA FINDINGS
2023 DEVELOPMENTS
Insects proliferate thanks to climate change though most of category remains in decline
SC Johnson continues to lead sales amid increased marketing activity by Facco
Consumers willing to spend when urgent; Conad continues to expand
PROSPECTS AND OPPORTUNITIES
Increased product visibility necessary to capitalise on growth opportunities
A need for new habits from consumers and new formulas from producers
Sustainability to inform innovation
CATEGORY DATA: Table 69 Sales of Home Insecticides by Category: Value 2018-2023; Table 70 Sales of Home Insecticides by Category: % Value Growth 2018-2023; Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023; Table 72 NBO Company Shares of Home Insecticides: % Value 2019-2023; Table 73 LBN Brand Shares of Home Insecticides: % Value 2020-2023; Table 74 Forecast Sales of Home Insecticides by Category: Value 2023-2028; Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028