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PUBLISHER: Euromonitor International | PRODUCT CODE: 1655664
PUBLISHER: Euromonitor International | PRODUCT CODE: 1655664
Home Care in Italy
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PAGES: 72 Pages
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Sales of home care saw steady growth in current value terms in 2024 although this was mainly driven by higher unit prices rather than a significant increase in volume terms. Elevated inflation, alongside an overall reduction in the the promotional activity across retailing served to push prices up during the final few years of the review period, although prices were more stable in 2024 than in the previous two years as inflation also stabilised. Despite consumers continuing to look at reducing t...
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 2029 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.
Product Code: HCPIT
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
- Home care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
MARKET INDICATORS
- Table 1 Households 2019-2024
MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2019-2024
- Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
- Table 4 NBO Company Shares of Home Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
- Table 7 Distribution of Home Care by Format: % Value 2019-2024
- Table 8 Distribution of Home Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
- Summary 1 Research Sources
LAUNDRY CARE IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- More premium home laundry appliances in the market thanks to government stimulus programme
- Colour safe laundry bleach has become a staple but financial pressures limit demand for some other types of laundry aids
- Consumers looking to increase the lifespan of their apparel as sustainability concerns grow
PROSPECTS AND OPPORTUNITIES
- Consumers looking for greater convenience
- Packaging coming under the microscope as sustainability concerns grow
- Laundry care players could tap into the wellness trend
CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2019-2024
CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2019-2024
- Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
- Table 14 Sales of Laundry Aids by Category: Value 2019-2024
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
- Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
- Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
- Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
- Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
- Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
DISHWASHING IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- All-in-one solutions welcomed while private label sales benefit from the challenging economic environment
- Automatic dishwashing benefits from new product development and increased sales of dishwashers
- Deco aiming for a fairer world with products that are kinder to the environment
PROSPECTS AND OPPORTUNITIES
- Direct selling losing relevance as e-commerce comes to the fore
- New technology and advertising will be key in encouraging consumers to switch to using dishwashers
- Brands from adjacent industries venturing into dishwashing but established global players likely to retain their lead
CATEGORY INDICATORS
- Table 27 Household Possession of Dishwashers 2019-2024
CATEGORY DATA
- Table 28 Sales of Dishwashing by Category: Value 2019-2024
- Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
- Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
- Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
- Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
- Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
SURFACE CARE IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Sales of home care disinfectants decline as financial pressures take their toll on sales
- Drain openers and scouring agents two bright spots in surface care as consumers focus on home maintenance
- Procter & Gamble extends its lead in surface care in 2024 but private label the big winner
PROSPECTS AND OPPORTUNITIES
- Concerns around the environmental and health impact of using surface care likely to influence demand
- Improve quality and lifetime of surface care tabs, or make smaller packages
- Clean floors likely to remain a priority but economic and demographic factors likely to put pressure on overall sales of surface care
CATEGORY DATA
- Table 34 Sales of Surface Care by Category: Value 2019-2024
- Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
- Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
- Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
- Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
- Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
- Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
- Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
- Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
BLEACH IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Bleach sales under pressure due to increasingly negative perceptions of the category
- Ace remains on top but faces mounting competition from private label
- Bleach tabs receive growing interest
PROSPECTS AND OPPORTUNITIES
- Rising pet population presents growth opportunities for bleach
- Using bleach outdoors could open up potential new areas for growth
- Private label expected to make further gains but bleach faces a bleak future
CATEGORY DATA
- Table 44 Sales of Bleach: Value 2019-2024
- Table 45 Sales of Bleach: % Value Growth 2019-2024
- Table 46 NBO Company Shares of Bleach: % Value 2020-2024
- Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
- Table 48 Forecast Sales of Bleach: Value 2024-2029
- Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
TOILET CARE IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Limited editions bring new novelties to toilet care but price remains the key consumer concern
- Standard bleach seen as an effective and affordable replacement for toilet care
- Henkel streamlines its portfolio while WC Net loses share to private label
PROSPECTS AND OPPORTUNITIES
- Fulcron could look to expand into toilet care but private label likely to remain the big winner
- More paper packaging welcomed as consumers focus more on the environment
- Promotional activity likely to remain low with players under pressure to give consumers more for their money
CATEGORY DATA
- Table 50 Sales of Toilet Care by Category: Value 2019-2024
- Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
- Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
- Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
- Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
- Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
POLISHES IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Modern surfaces need less polishing
- E-commerce and drugstores benefit from offering a broader range of products
- Leather polishes get more appreciation at specialists' retailers stores
PROSPECTS AND OPPORTUNITIES
- Shoe polish unlikely to bounce back despite signs of some positive trends
- Modern flooring requires less polishing
- Furniture polish can improve look of older products
CATEGORY DATA
- Table 56 Sales of Polishes by Category: Value 2019-2024
- Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
- Table 58 NBO Company Shares of Polishes: % Value 2020-2024
- Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
- Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
- Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
AIR CARE IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Focus on indoor air quality helps sustain demand for air care despite the challenging economic situation
- Instant release products show mixed results
- Drugstores and e-commerce thriving thanks to wide product offer while global players continue to dominate sales
PROSPECTS AND OPPORTUNITIES
- Air care players expected to focus on the wellbeing market while also looking to increase their visibility in stores and online
- Air care faces new challenges and opportunities as consumers look to keep their home environment as pleasant as possible
- Air care could undergo a period of polarisation with designer brands eyeing the market while private label players are also looking to expand
CATEGORY DATA
- Table 62 Sales of Air Care by Category: Value 2019-2024
- Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
- Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
- Table 65 NBO Company Shares of Air Care: % Value 2020-2024
- Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
- Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
- Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
HOME INSECTICIDES IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Sales of moth proofers rise sharply while sales of electric insecticides benefit from efforts to tackle insect infestations
- Spray/aerosol insecticides remain popular but environmental concerns put a dent in the category's sales
- SC Johnson and Henkel retain a stronghold over sales of home insecticides with trusted brands
PROSPECTS AND OPPORTUNITIES
- Home insecticides expected to face increased competition from outside the category
- Insecticide coils rapidly falling out of fashion in the war on mosquitoes
- Mosquitoes present a real threat to health as climate change takes its toll
CATEGORY DATA
- Table 69 Sales of Home Insecticides by Category: Value 2019-2024
- Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
- Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
- Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
- Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
- Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
- Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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