Abstract
The Italian market for dishwashing products was worth € 548 million in 2007, growing by 3% on 2006; the best recorded growth of the review period. Between 2002-06, growth was achieved by sales of dishwasher products while sales of hand-dishwashing detergents declined due to intense price-cutting.
In 2007 however, price increases led value sales of hand-dishwashing detergents to grow by almost 4% while dishwasher products reported 2% growth. Procter & Gamble' s entry into the dishwasher products market with its Fairy brand now means that the competition not only relies on innovation but increasingly on price.
Hand-dishwashing detergents is a mature and stable sector. There is still potential for the market to grow in value by using marketing strategies other than price promotions. Dishwasher products also has great potential due to the low dishwasher ownership in Italy. However, sales in this sector rely on sales of dishwashers, which have not shown the significant increase that many had expected.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
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