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Household Cleaning Products - Italy - July 2009

he buoyant growth registered between 2004 and 2007, supported by the launch of super power cleaners and a reduced level of cut-price promotions, slowed down in 2008 and fell into decline in 2009. Italian sales of household cleaning products are expected to reach an estimated €859 million in 2009, down by just less than 1% on 2008.

Price-conscious consumers have turned to own-labels and discounters and are opting to buy products on promotion in order to cut down on costs during the current recession. On a positive note, own-labels are benefiting from this trend but their share of the review market in mass-market channels remains small (10%). Discounters have also increased, although not dramatically, and despite some leading brands reporting a decline in sales, they are holding up well overall.

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

            • Sales stagnate
              • Window and glass cleaners drive sales
                • Brands hold
                  • Mass-market dominates distribution
                    • Future
                    • Internal Market Environment

                      • Key points
                        • High cleaning standards
                          • House-proud Italians
                            • Environmental concerns on the rise
                              • And Ecolabel expands
                              • Broader Market Environment

                                • Key points
                                  • Ageing population
                                    • Figure 1: Trends in Italian population, by age, 2003-13
                                  • Consumer expenditure
                                    • Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-08
                                  • Employment
                                    • Figure 3: Trends in Italian employment, 2003-07
                                  • REACH moving forwards
                                  • Who’s Innovating?

                                    • Key points
                                      • Italy sees decline in NPD
                                        • Figure 4: Percentage of new product launches, by country, 2006-08
                                        • Figure 5: Percentage of new product launches, by category, 2006-08
                                        • Figure 6: Percentage of new product launches, by manufacturer, 2006-08
                                      • Environmental credentials attract launches
                                        • Figure 7: Number of new product launches, by positioning, 2006-08
                                      • Anti-ageing…
                                        • Specialisation increases
                                        • Market Size and Forecast

                                          • Key points
                                            • Figure 8: Italian retail value sales of household cleaning products, at current and constant prices, 2004-14
                                            • Figure 9: Italian retail value sales of household cleaning products, by type, 2007-09
                                          • The future
                                            • Factors used in the forecast
                                            • Segment Performance

                                              • Key points
                                                • Surface cleaners
                                                  • Figure 10: Italian retail value sales of surface cleaners, at current and constant prices, 2004-14
                                                  • Figure 11: Italian retail value sales of surface cleaners, by type, 2007-09
                                                • Toilet care products
                                                  • Figure 12: Italian retail value sales of toilet care products, at current and constant prices, 2004-14
                                                  • Figure 13: Italian retail value sales of toilet care products, by type, 2007-09
                                                • Specialist cleaners
                                                  • Figure 14: Italian retail value sales of specialist cleaners, at current and constant prices, 2004-14
                                                  • Figure 15: Italian retail value sales of specialist cleaners, by type, 2007-09
                                                • Bleaches and disinfectants
                                                  • Figure 16: Italian retail value sales of bleaches and disinfectants, at current and constant prices, 2004-14
                                                • Floor and furniture care
                                                  • Figure 17: Italian retail value sales of floor and furniture care, at current and constant prices, 2004-14
                                                  • Figure 18: Italian retail value sales of floor and furniture care, by type, 2007-09
                                                • Window and glass cleaners
                                                  • Figure 19: Italian retail value sales of window and glass cleaners, at current and constant prices, 2004-14
                                              • Market Share

                                                • Key points
                                                  • Bolton Manitoba leads
                                                    • Small surface cleaners
                                                      • Figure 20: Brands’ values shares of small surface cleaners through H-S-S, 2007-09
                                                    • Floor cleaners
                                                      • Figure 21: Brands’ value shares of floor cleaners through H-S-S, 2007-09
                                                    • Toilet care products
                                                      • Figure 22: Brands’ value shares of toilet care products through H-S-S, 2007-09
                                                    • Floor polishes
                                                      • Figure 23: Brands’ value shares of floor polishes through H-S-S, 2007-09
                                                    • Specialist cleaners – metal care, oven cleaners, anti-limescale
                                                      • Figure 24: Brands’ value shares of limescale removers through H-S-S, 2007-09
                                                      • Figure 25: Brands’ value shares of metal cleaners through H-S-S, 2007-09
                                                      • Figure 26: Brands’ value shares of oven and other household cleaners through H-S-S, 2007-09
                                                    • Glass and window cleaners
                                                      • Figure 27: Brands’ value shares glass and window cleaners through H-S-S, 2007-09
                                                    • Liquid bleach and disinfectants
                                                    • Companies and Products

                                                      • Bolton Manitoba
                                                        • Unilever
                                                          • Procter & Gamble
                                                            • Colgate Palmolive
                                                              • SC Johnson
                                                                • Reckitt Benckiser
                                                                  • Real Chimica
                                                                  • Channels to Market

                                                                    • Key points
                                                                      • Discounters benefit from price-conscious consumers
                                                                        • Figure 28: Italian retail value sales of household cleaning products, by outlet type, 2007-09

                                                                    Companies Covered

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                                                                    Household Cleaning Products - Italy - July 2009

                                                                    £495.00 (Excl.Tax)