Table of Content

Home Care in Italy
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Laundry care benefits from increased focus on hygiene in 2020
Consumers are limited by what they can buy in stores
Shift towards more ecological laundry care and sustainable packaging continues
RECOVERY AND OPPORTUNITIES
Strong growth projected for forecast period
Liquid tablet detergents may become more appealing
Promising potential for growth
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2015-2020
Table 19 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 20 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 21 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 22 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 23 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 24 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 25 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion and increased cooking boosts sales in 2020
Demand for dishwashing from home care rentals is hurt due to the lockdown
Confidence in online purchases increases
RECOVERY AND OPPORTUNITIES
Automatic dishwashing will drive recovery in the forecast period
More consumer interest expected in dishwashing additives
More focus expected on environmental issues
CATEGORY INDICATORS
Table 27 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 28 Sales of Dishwashing by Category: Value 2015-2020
Table 29 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 30 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 31 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 32 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers seek out products to clean and sanitise all surfaces in 2020
New brands and formulas launched to meet demand
Surface care products with disinfecting properties benefit from a resurgence
RECOVERY AND OPPORTUNITIES
Branded players set to drive growth in the forecast period
Discounters will benefit from value driven consumers
Online channels may become more prominent
CATEGORY DATA
Table 34 Sales of Surface Care by Category: Value 2015-2020
Table 35 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 38 NBO Company Shares of Surface Care: % Value 2016-2020
Table 39 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 42 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Previously bleak performance jumpstarted by the pandemic in 2020
Fluctuations in prices due to unprecedented demand
Domestic brands and private label continue paving the way
RECOVERY AND OPPORTUNITIES
Manufacturers will have to address consumer concerns to keep momentum in the forecast period
Smell will become of greater consumer focus
Risk of spillage could deter consumers from online purchases
CATEGORY DATA
Table 44 Sales of Bleach: Value 2015-2020
Table 45 Sales of Bleach: % Value Growth 2015-2020
Table 46 NBO Company Shares of Bleach: % Value 2016-2020
Table 47 LBN Brand Shares of Bleach: % Value 2017-2020
Table 48 Forecast Sales of Bleach: Value 2020-2025
Table 49 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Toilet care experiences a boost from increased focus on bathroom hygiene in 2020
High demand experiences from public facilities once allowed to reopen
Brand loyalty guides most consumers’ purchasing decisions
RECOVERY AND OPPORTUNITIES
Toilet care products associated with hygiene will drive sales in the forecast period
Smaller brands will have strong developmental opportunities
In-cistern devices set to lose popularity
CATEGORY DATA
Table 50 Sales of Toilet Care by Category: Value 2015-2020
Table 51 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 52 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 53 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 54 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers become more attracted to sanitising properties in 2020 to the detriment of polishes
Convenient alternatives further diminish demand for furniture polish
Shoe polish struggles with low demand
RECOVERY AND OPPORTUNITIES
Bleak outlook for polishes in the forecast period
Floor polish brands will have to adapt to become more attractive to young consumers
Partnerships with apparel and footwear specialist retailers may provide hope for shoe polish
CATEGORY DATA
Table 56 Sales of Polishes by Category: Value 2015-2020
Table 57 Sales of Polishes by Category: % Value Growth 2015-2020
Table 58 NBO Company Shares of Polishes: % Value 2016-2020
Table 59 LBN Brand Shares of Polishes: % Value 2017-2020
Table 60 Forecast Sales of Polishes by Category: Value 2020-2025
Table 61 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Lacklustre performance of air care in 2020 due to increased cleaning habits
Northern Italy typically holds higher demand for air care
Grocery retailers dominate sales due to constant promotional activities
RECOVERY AND OPPORTUNITIES
Car air fresheners will benefit from sustained demand in the forecast period
Future development expected to align with aromatherapy
Collaborations with smart appliances may emerge in the forecast period
CATEGORY DATA
Table 62 Sales of Air Care by Category: Value 2015-2020
Table 63 Sales of Air Care by Category: % Value Growth 2015-2020
Table 64 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 65 NBO Company Shares of Air Care: % Value 2016-2020
Table 66 LBN Brand Shares of Air Care: % Value 2017-2020
Table 67 Forecast Sales of Air Care by Category: Value 2020-2025
Table 68 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More time spent in private outdoor areas in 2020 prompts higher need for home insecticides
Smaller retailers benefit from better safety perception among consumers
High consumer trust in branded offerings drives sales
RECOVERY AND OPPORTUNITIES
Slight slowdown expected in the forecast period
Demand for more natural products set to increase
Insecticide baits may strengthen presence
CATEGORY DATA
Table 69 Sales of Home Insecticides by Category: Value 2015-2020
Table 70 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 72 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 73 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 74 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025