Table of Contents
- 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
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