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Dishwashing Detergents - Italy - April 2009

The Italian dishwashing products market was worth €563 million in 2008, up by almost 3% on 2007. Both hand-dishwashing detergents and dishwasher products registered similar growth, 3% and 4% respectively. Cut-price promotion that hampered value sales in hand-dishwashing detergents eased in the last three years (2006-08).

However, while volume sales of hand-dishwashing detergents were stagnant in 2008, volume sales of dishwasher products grew faster than value sales, signalling pressure on prices. The launch of Fairy by Procter & Gamble through cut-price promotion heightened competition in the market.

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

            • Value sales maintained positive growth in 2008
              • Price-cut promotion hits dishwasher products
                • In the hands of a few players
                  • Mass-market dominates distribution
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Dishwasher ownership
                          • Figure 1: Ownership of an electric dishwasher, by country, 2004-08
                        • Eating out vs eating in
                          • The green wave
                            • REACH moving forwards
                            • Broader Market Environment

                              • Key points
                                • Ageing population
                                  • Figure 2: Trends in Italian population, by age, 2003-13
                                • Rise in female employment
                                  • Figure 3: Trends in Italian employment, 2002-07
                                • Consumer expenditure – economic situation
                                  • Figure 4: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13
                              • Who’s Innovating?

                                • Key points
                                  • NPD declines in Italy
                                    • Figure 5: Percentage of new product launches in dishwashing products, by country, 2005-08
                                  • Dishwasher care on the rise
                                    • Figure 6: Percentage of new product launches in dishwashing products, by type, 2005-08
                                  • NPD trends reinforced
                                    • Figure 7: New product launches in dishwashing products, by positioning, 2005-08
                                  • Dishwasher products
                                    • Hand-dishwashing detergents
                                    • Market Size and Forecast

                                      • Key points
                                        • Figure 8: Italian retail value sales of dishwashing detergents, at current and constant prices, 2004-14
                                        • Figure 9: Italian retail value sales of dishwashing products, by type, 2006-08
                                      • Prospects
                                        • Factors used in the forecast
                                        • Segment Performance

                                          • Key points
                                            • Hand-dishwashing
                                              • Figure 10: Italian retail value sales of hand-dishwashing detergents, at current and constant prices, 2004-14
                                              • Figure 11: Italian retail value sales of hand-dishwashing detergents, by type, 2006-08
                                            • Dishwasher products
                                              • Figure 12: Italian retail value sales of dishwasher products, at current and constant prices, 2004-14
                                              • Figure 13: Italian retail value sales of dishwasher products, by type, 2006-08
                                              • Figure 14: Italian retail value sales of dishwasher detergents, by format, 2006-08
                                          • Market Share

                                            • Key points
                                              • Figure 15: Manufacturers’ value shares of dishwashing products sold through H-S-S, 2006-08
                                            • Hand-dishwashing detergents
                                              • Figure 16: Brands’ value shares of hand-dishwashing products sold through H-S-S, 2006-08
                                            • Dishwasher products
                                              • Figure 17: Brands’ value shares of dishwasher detergents sold through H-S-S, 2006-08
                                              • Figure 18: Brands’ value shares of dishwasher additives sold through H-S-S, 2006-08
                                          • Companies and Products

                                            • Reckitt Benckiser
                                              • Henkel
                                                • Unilever
                                                  • Procter & Gamble
                                                  • Channels to Market

                                                    • Key points
                                                      • Figure 19: Italian retail value sales of hand-dishwashing detergents, by outlet type, 2006-08
                                                      • Figure 20: Italian retail value sales of dishwashing products, by outlet type, 2006-08

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  Dishwashing Detergents - Italy - April 2009

                                                  £495.00 (Excl.Tax)