Household Cleaning Products - Italy - July 2008

Abstract

The Italian market for household cleaning products is estimated at €883 million in 2008, growing by 22% at current prices on 2003. The market has until now survived the poor Italian economic situation well compared to other consumer goods markets, sustained by the high cleaning standards of Italian women and intense NPD.

The best growth was seen in 2006, a 7% increase on the previous year, when the market was supported by the launch of power cleaners, the demand for task-specific products and a reduced level of price promotions. Power cleaners lost their verve in 2007 and the economic climate took a turn for the worse, reducing consumer expenditure. The growth rate slowed to 5% in 2007, and is expected to be just over 2% in 2008.

Overall, household cleaners benefit from high penetration and frequency of use, therefore offering little opportunity for volume growth. Value sales can be supported through constant NPD. In addition, in-store advertising and alternative marketing activities will help to differentiate brands that are fighting for USP on increasingly crowded shelves.

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