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Report
Home Care in Italy
Market Direction I 2023-01-25 I 72 Pages I Euromonitor
Demand for home care products continued to fall in 2022, following a return to pre-pandemic cleaning and sanitisation regimes, which were less rigorous than during the height of the COVID-19 outbreaks in 2020 and the first half of 2021. Overall, Italians felt less anxious about contacting the virus, thanks to the milder symptoms of new variants and low rates of hospitalisation. This was in marked contrast to 2020, when home care sales saw healthy growth in volume terms, driven by an increased fo...
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 2027 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Italy
Euromonitor International
January 2023
List Of Contents And Tables
HOME CARE IN ITALY
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising energy costs lead to decline in number of washing cycles, although scent boosters gain traction amongst consumers
Sustainability grows in importance
Henkel retains its lead, while appliance manufacturers focus on introducing their own laundry care lines
PROSPECTS AND OPPORTUNITIES
Environmental concerns will play a key role, with appliance manufacturers and laundry care players working together to produce optimal laundry care solutions
Difficult economic conditions will restrict sales of non-essential products, with smaller packaging sizes expected to grow in importance
Large brands to build critical mass in production of green products
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2017-2022
Table 19 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 20 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 21 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 22 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 23 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 25 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Return to pre-pandemic out-of-home socialising habits dampens demand, although inflationary pressures restrict number of dining out occasions
Green products grow in popularity
Finish continues to lead sales, in context of decline in promotional activity by leading players
PROSPECTS AND OPPORTUNITIES
Consumers will become more mindful of their water use, in line with sustainability trends
Advancements in appliance technology could harm sales of dishwashing products
Last expected to grow following acquisition
CATEGORY INDICATORS
Table 69 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 70 Sales of Dishwashing by Category: Value 2017-2022
Table 71 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 73 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 74 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 75 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for surface care products remains higher than pre-pandemic
Continued hygiene concerns prompt manufacturers to expand their product portfolios, including those formerly operating in the professional space
Unilever continues to lead sales, while Nuncas increases its store presence
PROSPECTS AND OPPORTUNITIES
Disinfectant lines look to build brand awareness
Design innovation to focus on convenience
Sustainability will remain a key trend
CATEGORY DATA
Table 27 Sales of Surface Care by Category: Value 2017-2022
Table 28 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 30 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Surface Care: % Value 2018-2022
Table 32 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 33 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 34 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 35 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 36 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Bleach continues to suffer from old-fashioned image
Environmental concerns hinder sales
Ace brand leads sales, amid increasing competition from private label
PROSPECTS AND OPPORTUNITIES
Bleach will remain a low-cost option for cash-strapped consumers
Wastewater management will become a crucial issue
Spillage issues will need to be addressed, if manufactures are to capitalise on growth in e-commerce
CATEGORY DATA
Table 37 Sales of Bleach: Value 2017-2022
Table 38 Sales of Bleach: % Value Growth 2017-2022
Table 39 NBO Company Shares of Bleach: % Value 2018-2022
Table 40 LBN Brand Shares of Bleach: % Value 2019-2022
Table 41 Forecast Sales of Bleach: Value 2022-2027
Table 42 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Soaring inflation and waning concerns over COVID-19 hit consumer spending on toilet care,
SC Johnson innovates in the form of Duck Fresh Stickers, but category remains notable by its absence of 'green' alternatives
Bolton Manitoba grows share amid rising pressure from private label products
PROSPECTS AND OPPORTUNITIES
Manufacturers and retailers set to capitalise on ongoing hygiene concerns
Green products will grow in prominence
Innovations in sanitary ware will have an impact on toilet care, although smart toilets will remain a niche area
CATEGORY DATA
Table 43 Sales of Toilet Care by Category: Value 2017-2022
Table 44 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 46 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 47 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 48 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Evolution of consumer habits reduces use of polishes
Shoe polish benefits from increased availability via shoe retailers, although casualisation trends restrict sales to some extent
Sutter Industries overtakes SC Johnson to become leading player in 2022
PROSPECTS AND OPPORTUNITIES
Unfavourable outlook for polishes
Return to office working wills- support sales of shoe polish
E-commerce represents an opportunity for low-rotation products
CATEGORY DATA
Table 49 Sales of Polishes by Category: Value 2017-2022
Table 50 Sales of Polishes by Category: % Value Growth 2017-2022
Table 51 NBO Company Shares of Polishes: % Value 2018-2022
Table 52 LBN Brand Shares of Polishes: % Value 2019-2022
Table 53 Forecast Sales of Polishes by Category: Value 2022-2027
Table 54 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite air quality remaining of paramount importance, demand for air care products continues to fall, as consumers turn away from non-essential products.
Metal containers demonstrate sustainability credentials
SC Johnson continues to lead air care amid increasing competition
PROSPECTS AND OPPORTUNITIES
Reduction in home cleaning, combined with an increase in car commuting could impact sales of air car products
New fragrances based on forest therapy and collaboration with manufacturers of smart appliances represent opportunities for leading air care players
Further growth expected for e-commerce, but grocery retailers will continue to dominate air care sales
CATEGORY DATA
Table 55 Sales of Air Care by Category: Value 2017-2022
Table 56 Sales of Air Care by Category: % Value Growth 2017-2022
Table 57 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 58 NBO Company Shares of Air Care: % Value 2018-2022
Table 59 LBN Brand Shares of Air Care: % Value 2019-2022
Table 60 Forecast Sales of Air Care by Category: Value 2022-2027
Table 61 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN ITALY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Extreme weather temperatures contribute to spreading sales of home insecticides, while environmental concerns are hard to uphold in this context
SC Johnson continues to lead sales amid increased marketing activity by Facco SpA
Conad grows its presence
PROSPECTS AND OPPORTUNITIES
Expected increase in home-based activity will present an opportunity for manufacturers, but increased product visibility is needed
Climate change is expected to fuel insect problems
Demand for more natural products set to increase
CATEGORY DATA
Table 62 Sales of Home Insecticides by Category: Value 2017-2022
Table 63 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 65 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 66 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 67 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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