Retail value sales within the Italian home care market increased by a small degree in 2012, making it another relatively stable year in value terms for this rather mature and saturated market. In volume terms, the majority of the product categories already enjoy a high penetration per household and consequently potential for growth is limited.
However, higher prices, mainly from retailers, boosted the performances of several categories. In addition, some categories witnessed a good performance thanks to the growing popularity of some more expensive products with significant added value or multifunction products.
2012 continued to see move of consumers towards concentrated and super-concentrated formulas, in capsules or bottles, for laundry and automatic dishwashing. Their image as modern and innovative products, as well as their possibilities in environmental care and sustainability, allowed for the good performance of these products, even considering the turbulent economic situation and further decreased purchasing power amongst Italians.
Procter & Gamble, Henkel and Reckitt Benckiser remained the undisputed leaders within the Italian home care industry through 2012. Multinationals in general are leading the key categories for sales penetration, such as laundry care, surface care, home insecticides and dishwashing.
In addition, the leading three multinationals continue to be present with long-standing and reliable brands, such as Dash, Finish and Dixan, also benefiting from the extensive distribution networks of their parent companies, particularly in grocery retailers.
Home care constant value sales are expected to decline over the next five years. Even though many of the categories in home care are expected to maintain their value sales in the coming years, the key ones in terms of sales penetration such as laundry care and surface care will register -5% and -3% growth in constant value terms, restricting the average home care compound annual growth rate (CAGR) to -1%.
Overall these two categories as well as the rest have already reached a significant grade of maturity and therefore they have low potential for growth.
For more information on the Italian home care market, see the latest research: Italian Home Care Market
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