HOME CARE IN ITALY Euromonitor International February 2018 LIST OF CONTENTS AND TABLES Executive Summary Italian Economy and Home Care Market Recover in 2017 Amazon Introduces New Dash Buttons for Home Care Brands Focus on Premium Offerings Boosts Private Label Sales Concentration Trend Ongoing, Consumers More Relaxed About Spending on Quality Good Growth Expected Over Forecast Period, Although Innovation Will Be Crucial Market Indicators Table 1 Households 2012-2017 Market Data Table 2 Sales of Home Care by Category: Value 2012-2017 Table 3 Sales of Home Care by Category: % Value Growth 2012-2017 Table 4 NBO Company Shares of Home Care: % Value 2013-2017 Table 5 LBN Brand Shares of Home Care: % Value 2014-2017 Table 6 Penetration of Private Label in Home Care by Category: % Value 2012-2017 Table 7 Distribution of Home Care by Format: % Value 2012-2017 Table 8 Distribution of Home Care by Format and Category: % Value 2017 Table 9 Forecast Sales of Home Care by Category: Value 2017-2022 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2017-2022 Sources Summary 1 Research Sources Headlines Prospects Air Care Sales Decline Further, Despite Good Performance of Some Areas Scented Candles Driving Candle Air Freshener Sales Communication Crucial for Good Results in Air Care Competitive Landscape Johnson Wax Leads Sales Due To Success of Glade Candles Private Label Ranges Performing Well and Meeting Consumer Needs Domestic Players Perform Well, Although Multinationals Continue To Lead Sales Category Data Table 11 Sales of Air Care by Category: Value 2012-2017 Table 12 Sales of Air Care by Category: % Value Growth 2012-2017 Table 13 Sales of Electric Air Fresheners by Battery Operated vs Plug-in: % Value 2012-2017 Table 14 Sales of Air Care by Fragrance: Value Ranking 2012-2017 Table 15 NBO Company Shares of Air Care: % Value 2013-2017 Table 16 LBN Brand Shares of Air Care: % Value 2014-2017 Table 17 Forecast Sales of Air Care by Category: Value 2017-2022 Table 18 Forecast Sales of Air Care by Category: % Value Growth 2017-2022 Headlines Prospects Production Costs Rise in 2017 Due To EU Regulations Prices Continue Decreasing, Intense Use of Promotions Sustains Volume Sales Focus on Product Differentiation and Shift Away From Price Competition Competitive Landscape Domestic Brands Continue To Dominate Sales Shift Towards Concentration Due To Augmented Production Costs Smapu Group Launches Innovative Tablet Bleach Category Data Table 19 Sales of Bleach: Value 2012-2017 Table 20 Sales of Bleach: % Value Growth 2012-2017 Table 21 NBO Company Shares of Bleach: % Value 2013-2017 Table 22 LBN Brand Shares of Bleach: % Value 2014-2017 Table 23 Forecast Sales of Bleach: Value 2017-2022 Table 24 Forecast Sales of Bleach: % Value Growth 2017-2022 Headlines Prospects Value Sales Boosted by Rising Demand for Convenient Formats Shift Away From Promotional Activity Demand for Eco-friendly Products and Packaging Continues To Grow Competitive Landscape Reckitt Benckiser Leads Dishwashing Thanks To Its Renowned Finish Brand Growing Number of Procter & Gamble Brands Available Via Amazon Dash Buttons Private Label Sales Boosted by Good Performance of Premium Lines Category Indicators Table 25 Household Possession of Dishwashers 2012-2017 Category Data Table 26 Sales of Dishwashing by Category: Value 2012-2017 Table 27 Sales of Dishwashing by Category: % Value Growth 2012-2017 Table 28 NBO Company Shares of Dishwashing: % Value 2013-2017 Table 29 LBN Brand Shares of Dishwashing: % Value 2014-2017 Table 30 Forecast Sales of Dishwashing by Category: Value 2017-2022 Table 31 Forecast Sales of Dishwashing by Category: % Value Growth 2017-2022 Headlines Prospects Tiger Mosquito Emergency Intensifies Awareness of Home Insecticides Average Unit Prices Dragged Down by Good Performance of Private Label Rising Demand for Safety, Especially Within Other Home Insecticides Competitive Landscape Johnson Wax Leads Sales in 2017 Thanks To Comprehensive Offer Private Label Ranges Benefit From Favourable Market Conditions Domestic Producer Facco Performs Well Due To Strong Brand Awareness and Offer Category Data Table 32 Sales of Home Insecticides by Category: Value 2012-2017 Table 33 Sales of Home Insecticides by Category: % Value Growth 2012-2017 Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value 2012-2017 Table 35 NBO Company Shares of Home Insecticides: % Value 2013-2017 Table 36 LBN Brand Shares of Home Insecticides: % Value 2014-2017 Table 37 Forecast Sales of Home Insecticides by Category: Value 2017-2022 Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2017-2022 Headlines Prospects Concentration Trend Continues in 2017 Launch of Lenor Unstoppable Fuels Innovation Within Other Laundry Aids in 2017 Fabric Softener Innovation Focused on New Scents Competitive Landscape Multinationals Dominate, But Domestic Players Benefit From Ties With Retailers Lenor Unstoppable Launch Unable To Halt Decline in Procter & Gamble Sales Share Private Label Ranges Performing Well, Especially Premium Offerings Category Indicators Table 39 Household Possession of Washing Machines 2012-2017 Category Data Table 40 Sales of Laundry Care by Category: Value 2012-2017 Table 41 Sales of Laundry Care by Category: % Value Growth 2012-2017 Table 42 Sales of Laundry Aids by Category: Value 2012-2017 Table 43 Sales of Laundry Aids by Category: % Value Growth 2012-2017 Table 44 Sales of Laundry Detergents by Category: Value 2012-2017 Table 45 Sales of Laundry Detergents by Category: % Value Growth 2012-2017 Table 46 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2012-2017 Table 47 NBO Company Shares of Laundry Care: % Value 2013-2017 Table 48 LBN Brand Shares of Laundry Care: % Value 2014-2017 Table 49 NBO Company Shares of Laundry Aids: % Value 2013-2017 Table 50 LBN Brand Shares of Laundry Aids: % Value 2014-2017 Table 51 NBO Company Shares of Laundry Detergents: % Value 2013-2017 Table 52 LBN Brand Shares of Laundry Detergents: % Value 2014-2017 Table 53 Forecast Sales of Laundry Care by Category: Value 2017-2022 Table 54 Forecast Sales of Laundry Care by Category: % Value Growth 2017-2022 Headlines Prospects Polishes Struggles in 2017 Due To Contemporary Lifestyles Declining Shoe Polish Sales, Despite Importance of Elegance in Italian Culture Furniture Polishes Adjusting To Growing Use of New Materials Competitive Landscape Bolton Manitoba Seen As Reliable and Appreciated by Italian Consumers Innovation Focused on Easy-cleaning Materials Domestic Player Sutter Performs Well in Floor Polish Thanks To Ecological Claims Category Data Table 55 Sales of Polishes by Category: Value 2012-2017 Table 56 Sales of Polishes by Category: % Value Growth 2012-2017 Table 57 NBO Company Shares of Polishes: % Value 2013-2017 Table 58 LBN Brand Shares of Polishes: % Value 2014-2017 Table 59 Forecast Sales of Polishes by Category: Value 2017-2022 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2017-2022 Headlines Prospects Rising Production Costs Negatively Impact Surface Care Sales Disinfectant Claims Appeal To Consumers Home Care Wipes Perform Well, But Recycling Issue Will Soon Be Crucial Competitive Landscape Bolton Manitoba Launches Citrosil Brand Domestic Manufacturers Benefit From Links With Retailers Local Companies Invest in Innovation Category Data Table 61 Sales of Surface Care by Category: Value 2012-2017 Table 62 Sales of Surface Care by Category: % Value Growth 2012-2017 Table 63 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2012-2017 Table 64 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2012-2017 Table 65 NBO Company Shares of Surface Care: % Value 2013-2017 Table 66 LBN Brand Shares of Surface Care: % Value 2014-2017 Table 67 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2013-2017 Table 68 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2017 Table 69 Forecast Sales of Surface Care by Category: Value 2017-2022 Table 70 Forecast Sales of Surface Care by Category: % Value Growth 2017-2022 Headlines Prospects Concentrated Products Continue Growing at Expense of Standard Options Tablets Sales Boosted by Novelty Factor Scope for New Innovative Developments Competitive Landscape Bolton Manitoba Leads Sales, Attracting Consumers Via TV and Social Media Domestic Player Smapu Group Introduces New Innovative Toilet Care Products Private Label Ranges Performing Well in 2017, Offering Good Quality for Price Category Data Table 71 Sales of Toilet Care by Category: Value 2012-2017 Table 72 Sales of Toilet Care by Category: % Value Growth 2012-2017 Table 73 NBO Company Shares of Toilet Care: % Value 2013-2017 Table 74 LBN Brand Shares of Toilet Care: % Value 2014-2017 Table 75 Forecast Sales of Toilet Care by Category: Value 2017-2022 Table 76 Forecast Sales of Toilet Care by Category: % Value Growth 2017-2022