Dishwashing Detergents - Italy - April 2008

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• Back to growth
• Hand-dishwashing detergents set the pace
• High concentration
• Mass-market channels dominate
• Internal Market Environment
• Key points
• Low and stable dishwasher ownership
  • Figure 1: Dishwasher ownership, by country, 2002-07
• Less time for cooking
• Environmentally friendly not yet an issue
• Ecolabel
• REACH legislation
• Broader Market Environment
• Key points
• Stable consumer base
  • Figure 2: Trends in Italian population, by age, 2002-12
• Consumer expenditure
  • Figure 3: Trends in Italian PDI, consumer expenditure and GDP, at Constant 2008 prices (real prices), 2003-13
• Female employment
  • Figure 4: Trends in Italian employment, 2000-05
• Who' s Innovating?
• Key points
• Innovation in a European context
  • Figure 5: New launches by country, % of European new product launches, 2003-07
• Hand-dishwashing
  • Figure 6: New launches by sub-category, Italy, 2005-07
• Henkel leads in NPD
  • Figure 7: New launches by company, Italy*, 2005-07
• Hand-dishwashing detergents
• Dishwasher products
• Market Size and Forecast
• Key points
  • Figure 8: Italian retail value sales of dishwashing detergents, at current and constant prices, 2002-13
• Positive growth for hand-dishwashing detergents
  • Figure 9: Italian retail value sales of dishwashing products, by type, 2005-07
• Prospects
• Forecast
• Dishwasher detergents motor for growth
• Factors used in the forecast
• Segment Performance
• Key points
• Hand-dishwashing detergents
  • Figure 10: Italian retail value sales of hand-dishwashing detergents, at current and constant prices, 2002-13
• Standard variants lead over concentrates
  • Figure 11: Italian retail value sales of hand-dishwashing detergents, by type, 2005-07Figure 12: Italian retail value sales of hand-dishwashing detergents, through H-S-S*, by type, 2005-07
• Dishwasher products
  • Figure 13: Italian retail value sales of dishwasher products, at current and constant prices, 2002-13
• Added-value helps sales
  • Figure 14: Italian retail value sales of dishwasher products, by type, 2005-07
• Convenience defines format
  • Figure 15: Italian retail value sales of dishwasher detergents, by format, 2005-07
• Market Share
• Key points
  • Figure 16: Manufacturers' value shares of dishwashing products sold through H-S-S, 2005-07
• Hand-dishwashing detergents
  • Figure 17: Brands' value shares of hand-dishwashing detergents sold through H-S-S, 2005-07
• Dishwasher products
  • Figure 18: Brands' value shares of dishwasher detergents sold through H-S-S, 2005-07
  • Figure 19: Brands' value shares of dishwasher additives sold through H-S-S, 2005-07
• Companies and Products
• Reckitt Benckiser
• Unilever
• Henkel
• Procter & Gamble
• Brand Communication and Promotion
• Key points
• Record advertising expenditure in Italy
  • Figure 20: Main monitored media advertising expenditure on dishwashing products, by country, 2005-07
• Top advertiser: Reckitt Benckiser
  • Figure 21: Main monitored media advertising expenditure on dishwashing products, by, 2005-07
  • Figure 22: Main monitored media advertising expenditure on dishwashing products, by company and brand, Italy, 2007
• Channels to Market
• Key points
• Dishwashing products
  • Figure 23: Italian retail value sales of dishwashing products, by outlet type, 2005-07
  • Figure 24: Italian retail value sales of hand-dishwashing detergents, by outlet type, 2005-07
  • Figure 25: Italian retail value sales of dishwasher products, by outlet type, 2005-07