Home Care in Italy

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Home Care

Industry Performance

CHART 2 Sc Johnson's Mr. Muscle Diversifies Its Formats to Accommodate Consumers' Needs

Sustainability Shapes Home Care Innovation and Regulations

CHART 3 Paglieri Invests in Improving Its Production Processes for Enhanced Sustainability Standards

Retailers Adapt to Private Label's Growth with New Offerings

CHART 4 Caddys.Jpg

CHART 5 Value Sales of Home Care 2020-2030

CHART 6 Volume Sales of Home Care 2020-2030

CHART 7 Sales of Home Care by Category 2025

What's Next?

Resilience and Adaptation: the Future Landscape of Italian Home Care

CHART 8 Analyst Insight for Home Care

Circular Economy Challenges and Regulatory Shifts

The Digital Transformation of Home Care Purchasing Habits

CHART 9 Forecast Sales of Home Care 2020-2030

CHART 10 Forecast Sales of Home Care by Category 2025-2030

Competitive Landscape

Leading Companies Maintain Strength through Innovation but Private Label Makes Further Gains

Strategic Acquisitions and Innovations Reshape Competitive Landscape

CHART 11 Company Shares of Home Care 2025

CHART 12 Brand Shares of Home Care 2025

Channels

Grocery Retailers Lead Home Care Distribution through Supermarkets

Retail E-Commerce Gains Traction with Double-Digit Growth

Nuncas Opens Live Experience Space to Drive Engagement

CHART 13 Retail Channels for Home Care 2020-2025

Economic Context

CHART 14 Economic Context for Home Care

CHART 15 Real Gdp Growth 2020-2030

CHART 16 Inflation 2020-2030

Consumer Context

CHART 17 Consumer Context for Home Care

CHART 18 Population 2020-2030

CHART 19 Consumer Expenditure 2020-2030

CHART 20 Population by Generation 2025

Country Reports Disclaimer

LAUNDRY CARE IN ITALY

• Key Data Insights
• 2025 Developments
• Efficiency and Energy Conservation Drive Interest in Cold Wash Solutions
• Key Industry Trends
• CHART 21 Key Industry Trends for Laundry Care
• Industry Performance
• CHART 22 Unilever's Coccolino Launches Wonder Wash Liquid Detergent with Pro-S Technology
• Mood-Boosting Ingredients and the 100-Day Scent Innovation
• CHART 23 Paglieri Makes Further Investments in Ita Fiori Di Luna Line
• Multifunctionality Gains Traction Amidst Economic Uncertainty
• CHART 24 Perlana Revamp From Specific Product to Daily Use
• CHART 25 Volume Sales of Laundry Care 2020-2030
• CHART 26 Value Sales of Laundry Care by Category 2025
• What's Next?
• Resilience in Mature Laundry Care
• Circularity and Energy Efficiency as Part of the Sustainable Movement
• CHART 27 Analyst Insight for Laundry Care
• The Multifunctional Future of Italian Laundry Care
• CHART 28 Forecast Sales of Laundry Care 2020-2030
• CHART 29 Forecast Sales of Laundry Care by Category 2025-2030

Competitive Landscape

• Leading Players Maintain Grip Despite Emerging Competition
• Strategic Move to Potentially Reshape Competitive Dynamics
• CHART 30 Company Shares of Laundry Care 2025
• CHART 31 Brand Shares of Laundry Care 2025
• Channels
• Health and Beauty Specialists Drive Laundry Care Sales
• Retail E-Commerce Grows Moderately Despite Offline Preferences
• CHART 32 Retail Channels for Laundry Care 2020-2025
• Economic Context
• CHART 33 Economic Context for Laundry Care
• CHART 34 Real Gdp Growth 2020-2030
• CHART 35 Inflation 2020-2030
• Consumer Context
• CHART 36 Consumer Context for Laundry Care
• CHART 37 Population 2020-2030
• CHART 38 Consumer Expenditure 2020-2030
• CHART 39 Population by Generation 2025
• Country Reports Disclaimer

DISHWASHING IN ITALY

• Key Data Insights
• 2025 Developments
• Low Temperature Innovation and the Rise of Automatic Dishwashing
• Key Industry Trends
• CHART 40 Key Industry Trends for Dishwashing
• Industry Performance
• CHART 41 Finish Quantum Dissolves Rapidly
• Addressing Consumer Pain Points in Dishwashing with Innovative Formats
• CHART 42 Pril Excellence Premium 5 in 1 Caps Awarded Product of the Year 2025
• Sustainability Claims Influence Consumer Choices
• CHART 43 Italchimica Launches Orizon
• CHART 44 Value Sales of Dishwashing 2020-2030
• CHART 45 Volume Sales of Dishwashing 2020-2030
• CHART 46 Sales of Dishwashing by Category 2025
• What's Next?
• Consumers to Drive Growth with Eco-Friendly and Convenient Solutions
• CHART 47 Analyst Insight for Dishwashing
• The Rise of Specialised Formats and Machine Maintenance
• E-Commerce and Private Label to Reshape Competitive Landscape
• CHART 48 Forecast Sales of Dishwashing 2020-2030
• CHART 49 Forecast Sales of Dishwashing by Category 2025-2030

Competitive Landscape

• Reckitt Benckiser and Unilever Maintain Lead with Innovative Products
• Private Label Continues to Make Notable Gains
• CHART 50 Company Shares of Dishwashing 2025
• CHART 51 Brand Shares of dishwashing 2025
• Channels
• Grocery Retailers Dominate Dishwashing Sales in 2025
• Retail E-Commerce Gains Traction in Dishwashing Sales
• CHART 52 Retail Channels for Dishwashing 2020-2025
• Economic Context
• CHART 53 Economic Context for Dishwashing
• CHART 54 Real Gdp Growth 2020-2030
• CHART 55 Inflation 2020-2030
• Consumer Context
• CHART 56 Consumer Context for Dishwashing
• CHART 57 Population 2020-2030
• CHART 58 Consumer Expenditure 2020-2030
• CHART 59 Population by Generation 2025
• Country Reports Disclaimer

SURFACE CARE IN ITALY

• Key Data Insights
• 2025 Developments
• Value Growth and Biotechnical Innovation in Surface Care
• Key Industry Trends
• CHART 60 Key Industry Trends for Surface Care
• Industry Performance
• CHART 61 Unilever Launches Cif Infinite+Clean
• Format Diversification Leads to Launch of Specific Air Fryer Cleaner
• CHART 62 Italchimica Launches Dual Power Cleaner for Air Fryers
• Sustainability Certifications Boost Brand Credibility and Consumer Trust
• CHART 63 In 2025, Arexons Gains Silver Rating for Ecovadis Certification
• CHART 64 Value Sales of Surface Care 2020-2030
• CHART 65 Volume Sales of Surface Care 2020-2030
• CHART 66 Sales of Surface Care by Category 2025
• What's Next?
• Cost-Conscious and Convenience-Driven Consumers to Favour Multifunctional Surface Care
• CHART 67 Analyst Insight for Surface Care
• Evolving Domestic Environments and Appliance Trends to Shape Future Surface Care Demand
• Sustainability and Water Conservation to Influence Product Development
• CHART 68 Forecast Sales of Surface Care 2020-2030
• CHART 69 Forecast Sales of Surface Care by Category 2025-2030

Competitive Landscape

• Leading Brands Maintain Positions with Wide Surface Care Portfolios
• Acquisitions and Innovations Reshape Competitive Dynamics
• CHART 70 Company Shares of Surface Care 2025
• CHART 71 Brand Shares of Surface Care 2025
• Channels
• Grocery Retailers Dominate Surface Care Sales through Supermarkets
• Retail E-Commerce Grows Moderately as Consumers Seek Convenience
• CHART 72 Retail Channels for Surface Care 2020-2025
• Economic Context
• CHART 73 Economic Context for Surface Care
• CHART 74 Real Gdp Growth 2020-2030
• CHART 75 Inflation 2020-2030
• Consumer Context
• CHART 76 Consumer Context for Surface Care
• CHART 77 Population 2020-2030
• CHART 78 Consumer Expenditure 2020-2030
• CHART 79 Population by Generation 2025
• Country Reports Disclaimer

BLEACH IN ITALY

• Key Data Insights
• 2025 Developments
• Post-Pandemic Normalisation Continues to Reduce Demand for Bleach in Italy
• Key Industry Trends
• CHART 80 Key Industry Trends for Bleach
• Industry Performance
• Smapiu Drives Growth with Innovative Bleach Tabs
• CHART 81 Smapiu Increases Production of Bleach Tabs
• CHART 82 Value Sales of Bleach 2020-2030
• CHART 83 Volume Sales of Bleach 2020-2030
• What's Next?
• Pet Ownership and Evolving Hygiene Standards to Influence Future of Bleach
• Fragrance Innovation and Compact Formats to Shape Future Development
• Building Modernisation and Mould Prevention
• CHART 84 Forecast Sales of Bleach 2020-2030

Competitive Landscape

• Fater Spa and Deco Industrie Drive Share Changes
• CHART 85 Company Shares of Bleach 2025
• CHART 86 Brand Shares of Bleach 2025
• Channels
• E-Commerce Growth Driven by Convenient Product Formats
• CHART 87 Retail Channels for Bleach 2020-2025
• Economic Context
• CHART 88 Economic Context for Bleach
• CHART 89 Real Gdp Growth 2020-2030
• CHART 90 Inflation 2020-2030
• Consumer Context
• CHART 91 Consumer Context for Bleach
• CHART 92 Population 2020-2030
• CHART 93 Consumer Expenditure 2020-2030
• CHART 94 Population by Generation 2025
• Country Reports Disclaimer

TOILET CARE IN ITALY

• Key Data Insights
• 2025 Developments
• Rising Incomes and Premium Innovation Enhance Value of Toilet Care in Italy
• Key Industry Trends
• CHART 95 Key Industry Trends for Toilet Care
• Industry Performance
• CHART 96 Fater Extends ACE WC Gel Line with Multi-Jet Glitter Options
• Sustainability Efforts Gain Traction among Manufacturers
• CHART 97 Henkel Utilises Renewable or Recycled Materials for Packaging of WC Bref Rim Blocks
• Private Label and Emerging Retailers Reshape Market Dynamics
• CHART 98 Value Sales of Toilet Care 2020-2030
• CHART 99 Volume Sales of Toilet Care 2020-2030
• CHART 100 Sales of Toilet Care by Category 2025
• What's Next?
• Premiumisation and Convenience Set to Drive Future Demand and Value
• CHART 101 Analyst Insight for Home Care
• Legacy Brand Resilience and High-Performance Innovation
• Sustainable Innovation and Digital Engagement Strategies
• CHART 102 Forecast Sales of Toilet Care 2020-2030
• CHART 103 Forecast Sales of Toilet Care by Category 2025-2030

Competitive Landscape

• Bolton Manitoba Leads Fairly Concentrated Competitive Landscape
• Newprinces Spa's Acquisition and Innovative Launches Reshape Competition
• CHART 104 Brand Shares of Toilet Care 2025
• Channels
• Grocery Retailers Dominates Toilet Care Distribution
• Retail E-Commerce Gains Traction
• CHART 105 Retail Channels for Toilet Care2020-2025
• Economic Context
• CHART 106 Economic Context for Toilet Care
• CHART 107 Real Gdp Growth 2020-2030
• CHART 108 Inflation 2020-2030
• Consumer Context
• CHART 109 Consumer Context for Toilet Care
• CHART 110 Population 2020-2030
• CHART 111 Consumer Expenditure 2020-2030
• CHART 112 Population by Generation 2025
• Country Reports Disclaimer

POLISHES IN ITALY

• Key Data Insights
• 2025 Developments
• Premiumisation Drives Value Growth Despite Volume Decline
• Key Industry Trends
• CHART 113 Key Industry Trends for Polishes
• Industry Performance
• Nuncas Drives Multifunctionality with a Diverse Product Portfolio
• CHART 114 Nuncas Catalogue Offers Specific Products for All Consumer Needs
• CHART 115 Value Sales of Polishes 2020-2030
• CHART 116 Volume Sales of Polishes 2020-2030
• CHART 117 Value Sales of Polishes by Category 2025
• What's Next?
• Legacy Maintenance and Circular Economy to Help Shape Niche Demand for Polishes
• Athleisure and Wellbeing Trends to Place Further Pressure on Shoe Polish
• CHART 118 Forecast Value Sales of Polishes 2020-2030
• CHART 119 Forecast Value Sales of Polishes by Category 2025-2030

Competitive Landscape

• Sc Johnson and Bolton Manitoba Drive Consolidated Landscape
• Stanhome's Ownership Change May Reshape Competitive Dynamics
• CHART 120 Company Shares of Polishes 2025
• CHART 121 Brand Shares of Polishes 2025
• Channels
• Offline Sales Dominate through Grocery Retailers
• Retail E-Commerce Gains Traction with Specialised Shoe Polish
• CHART 122 Retail Channels for Polishes 2020-2025
• Economic Context
• CHART 123 Economic Context for Polishes
• CHART 124 Real Gdp Growth 2020-2030
• CHART 125 Inflation 2020-2030
• Consumer Context
• CHART 126 Consumer Context for Polishes
• CHART 127 Population 2020-2030
• CHART 128 Consumer Expenditure 2020-2030
• CHART 129 Population by Generation 2025
• Country Reports Disclaimer

AIR CARE IN ITALY

• Key Data Insights
• 2025 Developments
• Specialised Segments and Wellbeing Trends Drive Air Care Growth
• Key Industry Trends
• CHART 130 Key Industry Trends for Air Care
• Industry Performance
• CHART 131 Arbre Magique Launches New Car Spray Neutrodor Fresh Citrus
• Rising Second-Hand Car Market and Odour Neutralisation Remain Prevalent Growth Drivers
• Sustainability Influences Consumer Choices and New Product Development
• CHART 132 Italchimica Deploys Sustainability Target to Improve its Products
• CHART 133 Value Sales of Air Care 2020-2030
• CHART 134 Volume Sales of Air Care 2020-2030
• CHART 135 Sales of Air Care by Category 2025
• What's Next?
• Rising Incomes and Evolving Household Needs to Shape Air Care Demand
• CHART 136 Analyst Insight for Air Care
• Dynamics in Second-Hand Car Market Offers Further Potential for Car Air Fresheners
• Sustainability and Health Trends Drive Air Care Innovation
• CHART 137 Forecast Sales of Air Care 2020-2030
• CHART 138 Forecast Value Sales of Air Care by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Grip Despite Shifts in Shares
• New Capital Injection and Promotions Reshape Competitive Landscape
• CHART 139 Company Shares of Air Care 2025
• CHART 140 Brand Shares of Air Care 2025
• Channels
• Grocery Retailers Dominates Air Care Sales through Hypermarkets
• E-Commerce Maintains Double-Digit Share with Steady Growth
• CHART 141 Retail Channels for Air Care 2020-2025
• Economic Context
• CHART 142 Economic Context for Air Care
• CHART 143 Real Gdp Growth 2020-2030
• CHART 144 Inflation 2020-2030
• Consumer Context
• CHART 145 Consumer Context for Air Care
• CHART 146 Population 2020-2030
• CHART 147 Consumer Expenditure 2020-2030
• CHART 148 Population by Generation 2025
• Country Reports Disclaimer

HOME INSECTICIDES IN ITALY

• Key Data Insights
• 2025 Developments
• Decline in Home Insecticide Sales Due to Economic Constraints
• Key Industry Trends
• CHART 149 Key Industry Trends of Home Insecticides
• Industry Performance
• Environmental Drivers and Sustainable Innovation
• CHART 150 Orphea's Baits Target Entire Insect colonies, not single insects
• Health Concerns Drive Innovation
• CHART 151 Fumakilla's New Vape Powdered Insecticide Targets Crawling Insects for Indoor and Outdoor Use
• CHART 152 Value Sales of Home Insecticides 2020-2030
• CHART 153 Volume Sales of Home Insecticides 2020-2030
• CHART 154 Sales of Home Insecticides by Category 2025
• What's Next?
• Pet Ownership to Drive Demand for Safer Solutions
• Climate Change and Health Consciousness to Reshape Demand
• CHART 155 Analyst Insight for Home Insecticides
• Shift Towards Long-Term Protection and Preventative Maintenance
• CHART 156 Forecast Sales of Home Insecticides 2020-2030
• CHART 157 Forecast Sales of Home Insecticides by Category 2025-2030

Competitive Landscape

• Leading Companies Maintain Positions through Strong Portfolios and Innovation
• New Product Launches and Mergers Look Set to Drive Future Growth
• CHART 158 Company Shares of Home Insecticides 2025
• CHART 159 Brand Shares of Home Insecticides 2025
• Channels
• Grocery Retailers Dominate Home Insecticide Sales
• Retail E-Commerce Gains Traction Slowly
• CHART 160 Retail Channels for Home Insecticides 2020-2025
• Economic Context
• CHART 161 Economic Context for Home Insecticides
• CHART 162 Real Gdp Growth 2020-2030
• CHART 163 Inflation 2020-2030
• Consumer Context
• CHART 164 Consumer Context for Home Insecticides
• CHART 165 Population 2020-2030
• CHART 166 Consumer Expenditure 2020-2030
• CHART 167 Population by Generation 2025
• Country Reports Disclaimer