Clothes Washing Products - Italy - January 2009
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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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