Clothes Washing Products - Italy - January 2008

Table of Contents

• Definition
• Abbreviations
• Market in Brief
• Back to growth
• Laundry detergents are the largest sector, but laundry boosters are in the spotlight
• High concentration by manufacturers...
• ...and retailers
• Future
• Internal Market Environment
• Key Points
• Effectiveness sells
• Green waves
• Appealing to emotions
• Innovation is a key driver
• Universal washing machine ownership
• Launderettes
• Manufacturers sign up to the AISE initiative
• Eco-legislation
• Broader Market Environment
• Key Points
• The mixed burdens of the Italian economy
  • Figure 1: Trends in Italian PDI, consumer expenditure and GDP, at current prices, 2002-12
• More women in full time employment
  • Figure 2: Trends in Italian employment, 2000-05
• Population trends
  • Figure 3: Trends in Italian population, by age, 2002-12
• Who' s Innovating?
• Key Points
• Innovation in a European context
  • Figure 4: New launches by country, 2003-07
• Automatic detergents and additives
  • Figure 5: New launches by sub-category, Italy, 2005-07
• Bolton and Henkel lead innovation
  • Figure 6: New launches by company, Italy, 2005-07
• Multiple product claims
• More sophisticated fragrances
• 2-in-1 on the rise
• Sensitive skin
• Supersoft
• Ancillary products
• Market Size and Forecast
• Key Points
  • Figure 7: Italian retail value sales of clothes-washing products, at current and constant prices, 2002-12
  • Figure 8: Italian retail value sales of clothes-washing products, by type, 2005-07 and 2012
• Prospects
• Forecast -- an improvement on past performance
  • Figure 9: % growth/decline in Italian retail sales of clothes-washing products by sector, 2002-12
• Factors used in the forecast
• Segment Performance
• Key Points
  • Figure 10: Italian retail value sales of clothes-washing products, by type, 2002-12
• Laundry detergents
  • Figure 11: Italian retail value sales of laundry detergents, at current and constant prices, 2002-12Figure 12: Italian retail value sales of laundry detergents, by type, 2005-07Figure 13: Italian % growth/decline in sales of laundry detergents by type, 2005-07
• Washing machine detergents
  • Figure 14: Italian retail value sales of washing machine detergents, by format, 2005-07
• Delicate fabric detergents
  • Figure 15: Italian retail value sales of delicate detergents, by type, 2005-07
• Fabric conditioners
  • Figure 16: Italian retail value sales of fabric conditioners, at current and constant prices, 2002-12Figure 17: Italian retail value sales of fabric conditioners, by formulation, 2005-07
• Ancillary products
  • Figure 18: Italian retail value sales of ancillary products, at current and constant prices, 2002-12Figure 19: Italian retail value sales of ancillary products, by type, 2005-07
• Market Share
• Key Points
• Procter & Gamble leads
  • Figure 20: Manufacturers' retail value shares of clothes-washing detergents, 2005-07
• Laundry detergents
  • Figure 21: Manufacturers' retail value shares of laundry detergents, 2005-07
• Fabric conditioners
  • Figure 22: Brands' retail value shares of fabric conditioners, 2005-07
• Ancillary products
  • Figure 23: Manufacturers' retail value shares of ancillary products, 2005-07
• Companies and Products
• Procter & Gamble
• Henkel
• Reckitt Benckiser
• Bolton Manitoba Group
• Colgate-Palmolive
• Unilever
• Italsilva
• Realchimica
• Brand Communication and Promotion
• Key Points
  • Figure 24: Main monitored media advertising expenditure on laundry products, by country, 2005-07Figure 25: Main monitored media advertising expenditure on laundry products, Italy, 2005-07
  • Figure 26: Main monitored media advertising expenditure on laundry products, by selected companies and brands, Italy, Jan-Nov 2007
• Channels to Market
• Key Points
  • Figure 27: Italian retail value shares of clothes-washing products, by outlet type, 2005-07
• The Consumer -- Purchasing Behaviour
• Key points
  • Figure 28: Household purchasing patterns for laundry and cleaning products, Italy, 2006
• Brand loyalty higher for laundry detergent than all other products
• Italians search out the best fabric softener for their needs
• Laundry product purchasing patterns compared by country
  • Figure 29: Household purchasing patterns for laundry detergent, by country, 2006/07
• Italian loyalty to laundry detergent brands is lower than UK and France
  • Figure 30: Household purchasing patterns for fabric softener, by country, 2006/07
• Brand owners less able to count on customer loyalty in fabric softeners