Dishwashing Detergents - Italy - April 2009
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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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