Home Care in Italy

HOME CARE IN ITALY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Mixed Performance for Air Care

Communication As A Growth Driver

Very Good Performance of Candle Air Fresheners

Competitive Landscape

Johnson Wax Leads in Air Care

New Launch for Air Wick

Private Label Is Gaining Share

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Bleach Performance Declining

Differentiation As A Driver for Growth

Providing Consumers With Information on A Variety of Levels Will Be An Important Means To Boost Demand for Bleach

Competitive Landscape

Domestic Manufacturers and Private Label Lead in Bleaches

Weak Innovation in 2018

the Importance of the Retail Sector Within Bleach

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Main Trends Within Dishwashing

the Growing Trend of Sustainability

the Importance of Online Communication

Competitive Landscape

Finish Brand Is the Category Leader

New Launches From Pam Panorama

New Formula and New Graphic for Winni's

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

Good Performance for Home Insecticides

Home Insecticides Will Strive To Offer Natural and Ecological Products

Unit Prices Are Decreasing

Competitive Landscape

New Launches Aiming for Sustainability

New Launch From Zanzarella

Tavola Presents A New Product and Compelling New Graphic

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Good Performance for Liquid Detergents

Important Features of Laundry Care Products

Sustainability on the Rise

Competitive Landscape

Innovation Within Sustainability for Biochimica

Rising Trend for Scent Booster

Products for Modern Fibres

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2013-2018

Table 46 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 47 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 48 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 49 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 50 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 51 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 52 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 53 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Changing Habits Lead To Poor Performance

Shoe Polish Declines

Innovation and More Information Needed

Competitive Landscape

Bolton Manitoba and Sutter Chimica Remain the Main Players

Sustainability Important Also Within Polishes

New Materials Need Innovation

Category Data

Table 54 Sales of Polishes by Category: Value 2013-2018

Table 55 Sales of Polishes by Category: % Value Growth 2013-2018

Table 56 NBO Company Shares of Polishes: % Value 2014-2018

Table 57 LBN Brand Shares of Polishes: % Value 2015-2018

Table 58 Forecast Sales of Polishes by Category: Value 2018-2023

Table 59 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Toilet Care Growth Remains Positive But Is Slowing Down

Time Saving and Efficiency Is What Italians Are Looking for

the Importance of Sustainable Claims on Labels

Competitive Landscape

Good Performance for Private Label

Innovation As A Key To Success

Sustainability As A Key for Growth

Category Data

Table 60 Sales of Toilet Care by Category: Value 2013-2018

Table 61 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 62 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 63 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 64 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 65 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023