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Clothes Washing Products - Italy - January 2009

Italian sales of clothes washing products remained stable in 2008, coming in at €1.6 billion. The growth which characterised the market in 2006 and 2007 has come to a halt, as consumers opt for cheaper brands and own-labels. Laundry detergents are the most affected, due to high penetration and their commodity image. Manufacturers have tried to maintain value sales through NPD, especially focusing on environmentally-friendly credentials.

However, both NPD and media advertising expenditure slowed in 2008. Fabric conditioners and ancillary products did better than laundry detergents, managing to maintain value growth in 2008, even if this was below the growth registered in previous years. NPD was also low in these sectors.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Growth again comes to a halt
              • Little growth in all sectors in 2008
                • Market concentration on the rise
                  • Mass-market dominates distribution
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Washing machine technology
                          • High personal standards
                            • Environmentally-friendly claims take off
                              • Sports participation
                                • 2009: The International Year of Natural Fibres
                                  • But technology could pose a threat: the era of nanotechnology
                                  • Broader Market Environment

                                    • Key points
                                      • Ageing population
                                        • Figure 1: Trends in Italian population, by age, 2003-13
                                      • A gloomy outlook
                                        • Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13
                                      • Rise in female employment
                                        • Figure 3: Trends in Italian employment, 2002-07
                                      • REACH moving forwards
                                      • Who’s Innovating?

                                        • Key points
                                          • Italy lacking in NPD
                                            • Figure 4: New product launches in clothes washing products, % by country, 2006-08
                                          • Ancillary products lose their appeal
                                            • Figure 5: New product launches in clothes washing products in Italy, % by category, 2006-08
                                          • Environment leads innovation
                                            • Figure 6: New product launches in clothes washing products in Italy, % by claim, 2006-08
                                          • Italsilva ranks first for NPD
                                            • Figure 7: New product launches in clothes washing products in Italy, % by company, 2006-08
                                          • NPD trends
                                            • Environment and convenience
                                              • Fragrance still plays a key role
                                                • Sensible skin
                                                  • Long lasting fragrances for fabric conditioners
                                                    • 2-in-1 and convenience drive innovation in ancillary products
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Figure 8: Italy retail value sales of clothes washing products, at current and constant prices, 2003-13
                                                        • Figure 9: Italian retail value sales of clothes washing products, by type, 2006-08
                                                      • Prospects
                                                        • Factors used in the forecast
                                                        • Segment Performance

                                                          • Key points
                                                            • Laundry detergents
                                                              • Figure 10: Italian retail value sales of laundry detergents, at current and constant prices, 2003-13
                                                              • Figure 11: Italian retail value sales of laundry detergents, by type, 2006-08
                                                              • Figure 12: Italian retail value sales of laundry detergents, by type, 2006-08
                                                              • Figure 13: Italian retail value sales of laundry detergents*, by type, 2006-08
                                                              • Figure 14: Italian retail value sales of delicate fabric detergents, by type, 2006-08
                                                            • Laundry and ironing aids
                                                              • Figure 15: Italian retail value sales of laundry & Ironing aids, at current and constant prices, 2003-13
                                                              • Figure 16: Italian retail value sales of laundry & ironing aids, by type, 2006-08
                                                              • Figure 17: Italian retail value sales of fabric conditioners, by type, 2006-08
                                                            • Ancillary products
                                                              • Figure 18: Italian retail value sales of ancillary products, at current and constant prices, 2003-13
                                                              • Figure 19: Italian retail value sales of ancillary products, by type, 2006-08
                                                          • Market Share

                                                            • Key points
                                                              • Clothes washing products
                                                                • Figure 20: Manufacturers’ retail value shares of clothes washing products, 2006-08
                                                              • Laundry detergents
                                                                • Figure 21: Brands’ retail value shares of laundry detergents, 2006-08
                                                              • Fabric conditioners
                                                                • Figure 22: Brands’ retail value shares of fabric conditioners, 2006-08
                                                              • Ancillary products
                                                                • Figure 23: Brands’ retail value shares of ancillary products, 2006-08
                                                            • Companies and Products

                                                              • Procter & Gamble
                                                                • Henkel
                                                                  • Reckitt Benckiser
                                                                    • Bolton Manitoba
                                                                      • Unilever
                                                                      • Brand Communication and Promotion

                                                                        • Key points
                                                                          • Figure 24: Main monitored media advertising expenditure on clothes washing products, by country, 2005-08
                                                                          • Figure 25: Main monitored media advertising expenditure on clothes washing products in Italy, by manufacturer, Jan-Jul 2008
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Figure 26: Italian retail value sales of clothes washing products, by outlet type, 2006-08

                                                                      Companies Covered

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                                                                      Clothes Washing Products - Italy - January 2009

                                                                      £495.00 (Excl.Tax)