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Household Fresheners - Italy - October 2009

The Italian household fresheners market is worth an estimated €210 million in 2009, declining by less than 1% on 2008, and following a 1% decline reported the previous year. Sales growth registered between 2006 and 2007 came to a halt in response to the economic downturn. In addition, NPD activity, which was the main market driver, has slowed. The market has, however, shown signs that consumers have been trading up, as sales of battery-operated fresheners doubled between 2007 and 2009 to reach €34 million. This is the only sector to have reported positive growth, while other segments have lost ground.

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 growth has come to a halt
              • Battery-operated devices defy the trend
                • Many players but high concentration
                  • Mass-market channels dominate sales
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Houseproud Italians
                          • Environmentally-concerned consumers on the rise
                            • Health risk
                              • Weather and seasons influence sales
                              • Broader Market Environment

                                • Key points
                                  • Evolving with the ages
                                    • Figure 1: Trends in Italian population, by age, 2003-13
                                  • Rising one-person household
                                    • Figure 2: Trends in household size in Italy, 2002-06
                                  • Rise in female employment
                                    • Figure 3: Trends in Italian employment, 2002-07
                                  • Consumer expenditure
                                    • Figure 4: Trends in Italian PDI (at constant prices), consumer expenditure and GDP (at current prices), 2004-14
                                  • REACH moving forwards
                                  • Who’s Innovating?

                                    • Key points
                                      • Figure 5: Percentage of new product launches in household fresheners, by country, 2006-09
                                      • Figure 6: Percentage of new product launches in household fresheners, by category, Italy 2006-09
                                      • Figure 7: Percentage of new product launches, by manufacturer, Italy 2006-09
                                      • Figure 8: Number of new product launches in household fresheners, by positioning, 2006-09
                                  • Market Size and Forecast

                                    • Key points
                                      • Figure 9: Italian retail value sales of household fresheners, at current and constant prices, 2004-14
                                      • Figure 10: Italian retail value sales of household fresheners, by type, 2007-09
                                    • Factors used in the forecast
                                    • Segment Performance

                                      • Key points
                                        • Slow-release fresheners
                                          • Figure 11: Italian retail value sales of slow-release fresheners, at current and constant prices, 2004-14
                                          • Figure 12: Italian retail value sales of slow-release fresheners, by type, 2007-09
                                          • Figure 13: Italian retail value sales of non-powered slow-release fresheners, by type, 2007-09
                                        • Spray fresheners
                                          • Figure 14: Italian retail value sales of spray fresheners, at current and constant prices, 2004-14
                                          • Figure 15: Italian retail value sales of spray fresheners, by type, 2007-09
                                        • Candles/burners
                                          • Figure 16: Italian retail value sales of candles/burners*, at current and constant prices, 2004-14
                                          • Figure 17: Italian retail value sales of candles/burners through H-S-S, by type, 2007-09
                                        • In-car fresheners
                                          • Figure 18: Italian retail value sales of in-car fresheners*, at current and constant prices, 2004-14
                                          • Figure 19: Italian retail value sales of in-car fresheners through H-S-S, by type, 2007-09
                                      • Market Share

                                        • Key points
                                          • Household fresheners
                                            • Figure 20: Brands’ value shares of household fresheners through H-S-S, 2007-09
                                          • Slow-release fresheners
                                            • Figure 21: Brands’ value shares of non-electric slow-release fresheners for small areas, through H-S-S, 2007-09
                                            • Figure 22: Brands’ value shares of non-electric gel slow-release fresheners, through H-S-S, 2007-09
                                            • Figure 23: Brands’ value shares of non-electric liquids slow-release fresheners, through H-S-S, 2007-09
                                            • Figure 24: Brands’ value shares of plug-in slow-release fresheners, through H-S-S, 2007-09
                                            • Figure 25: Brands’ value shares of battery-operated slow-release fresheners, through H-S-S, 2007-09
                                          • Spray fresheners
                                            • Figure 26: Brands’ value shares of standard spray fresheners, through H-S-S, 2007-09
                                            • Figure 27: Brands’ value shares of mini-spray fresheners, through H-S-S, 2007-09
                                          • Candles/burners
                                            • Figure 28: Brands’ value shares of candles, through H-S-S, 2007-09
                                            • Figure 29: Brands’ value shares of burners, through H-S-S, 2007-09
                                          • In-car fresheners
                                            • Figure 30: Manufacturers’ value shares of in-car fresheners, through H-S-S, 2007-09
                                        • Companies and Products

                                          • SC Johnson
                                            • Reckitt Benckiser
                                              • Sara Lee
                                                • Tavola
                                                • Channels to Market

                                                  • Key points
                                                    • Figure 31: Italian retail value sales of household fresheners, by outlet type, 2007-09

                                                Companies Covered

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

                                                Household Fresheners - Italy - October 2009

                                                £495.00 (Excl.Tax)