Abstract
Italian retail value sales of clothes-washing products are estimated at €1.7 billion in 2007, growing by some 4% on 2006, and 7% on 2002 at current prices. Between 2003 and 2005, sales lost ground due to promotion strategies based mainly on price-cutting, but manufacturers have changed strategy in 2006 and 2007 to benefit market growth.
Innovation focusing on improved product effectiveness as well as new fragrances is a key driver of market growth. Sales of ancillary products have done extremely well thanks to a convenience proposition.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
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