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Summary
The global market for household cleaning products has witnessed significant growth due to enhanced hygiene awareness prompted by the COVID-19 pandemic. This growth translated to a 17.8% increase in value terms for home care products in Italy during 2020, with significant increases in demand for disinfectants (+100%), bleaches (+53.3%), and other detergents (+76%). The pandemic effect cascaded into e-commerce with a massive surge in online purchases of home care items. The market is also driven by four major trends: a focus on sustainability, new technologies such as robotics, professional staff shortages, and rising costs due to global conflicts and inflation. These factors, combined with the impact of the Russian-Ukrainian conflict, have led to a 9.8% increase in consumer prices for these products from January 2022 to October 2023. Additionally, the market structure exhibits resilience with a marginal decrease in the number of active enterprises in relevant sectors and is characterized by a predominance of Joint Stock Companies and Limited Liability Companies. Key players like Winni's, Spuma di Sciampagna, and Chanteclair have maintained their market presence, with Winni's reporting a turnover of €88.8 million in 2022. Overall, the sector continues to be an essential part of Italy's economy, with consumers increasingly gravitating towards eco-friendly products.
Market Trends and Consumer Insight into Household Care Products in Italy
The Italian market for household care products has shown a resilient and positive trajectory over the recent years, with a notable boom influenced by socio-economic factors and a growing consumer consciousness towards cleanliness and sustainability. Amidst this growth, several key trends outline the shape and dynamics of this product domain. Firstly, the average monthly household expenditure on cleaning and maintenance products in Italy has seen a significant upswing of around 10.1% from 2018 to 2022. This indicates a robust demand in the Italian economy, with a current monthly expenditure of approximately €20 per household, resulting in a market value soaring to over half a billion euros. The composition of Italian households—33% single-member and around 28% two-member—further amplifies the market's potential. The lion's share of house cleaning responsibilities still fall predominantly upon women, who dedicate on average 5 hours a day to such activities, compared to around 2 hours contributed by men. This discrepancy underscores not just a cultural dimension to household product consumption but also signifies potential growth areas within the demographic-specific marketing strategies.
Another prominent trend is the alarmingly high focus on sustainability and eco-friendly products, compelling a shift in consumer preferences. Italy has witnessed a remarkable surge in the 'green' home care sector, with turnover exceeding €550 million for products labeled as biodegradable or made with recycled plastic. This trend is fortified by data showing that up to 40% of consumers prioritize sustainability in their purchasing decisions, demonstrating a willingness to pay a premium for products that align with eco-friendly practices. The geographical dispersion of the demand sheds additional light on consumer behavior, with the Southern regions taking the lead on average monthly expenditures on cleaning and maintenance products, indicating a 25% higher spend compared to the northern parts of the country. When it comes to market size, Italy boasts between 25 to 30 million households, and the focus on cleaning and hygiene has been intensified by the COVID-19 pandemic. This shift in consumer behavior has turned the spotlight onto products such as disinfectants, witnessing a staggering growth of 100%, and bleaches, which saw a 53.3% spike in consumption. The influence of digitalization is also palpable, with e-commerce experiencing triple-digit growth in the home care sector. This trend reflects a wider phenomenon wherein consumers have continued to embrace online shopping for household goods post-lockdown, driven by factors like convenience and a newfound emphasis on domestic wellness. In conclusion, the Italian market for household care.
Key Market Players in the Italian Household Care Industry
The household care sector in Italy is vibrant and dynamic, featuring organizations with a rich history and innovative newcomers, both of whom offer an array of products to meet the varied needs of consumers. Several main players have established themselves as leaders through a combination of tradition, innovation, and a growing focus on sustainability. Below are brief profiles of some of the principal companies that define the Italian household care landscape.
- Winni's - Madel s.p.a Winni's leads the eco-friendly segment of the Italian detergent market and enjoys a presence in various European and non-European countries. With a strong commitment to the environment, Winni's offers a product line that employs plant-based ingredients and eschews artificial dyes and additives, ensuring complete biodegradability. Their progressive approach extends to their environmentally friendly packaging, complementing their eco-conscious product range comprising laundry detergents, surface cleaners, dish, and floor care.
- Spuma di Sciampagna - Italsilva s.r.l. An iconic brand in the Italian detergent sector with a history dating back to the 1930s, Spuma di Sciampagna has been rejuvenated under Italsilva's ownership since 1989. The brand is synonymous with innovation and a broad assortment of products tailored for laundry, surface, and personal care. Internationally recognized, Spuma di Sciampagna is a testament to the enduring value of tradition infused with modern sensibilities.
- Chanteclair - Real Chimica s.r.l. Regarded for its extensive catalog of household cleaning items, Chanteclair is famed for reintroducing Marseille soap to consumer use in the 1990s. With products ranging from laundry detergents and fabric softeners to soaps, Chanteclair enjoys domestic popularity and an expanding footprint in global markets such as France, Belgium, Germany, and China.
- Felce Azzurra - Paglieri Owned by the Paglieri group, Felce Azzurra's roots stretch back to 1876, originating as a perfume manufacturer and now offering a diversified lineup of cleaning and personal care products. A prominent brand within Italy's detergent industry, Felce Azzurra has expanded its international reach to over 50 countries.
- Soft - Biochemistry s.p.a. Established over three decades ago, Soft by Biochimica Spa is renowned for its comprehensive washing machine detergent solutions, including liquid and powder detergents, as well as fabric softeners.
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- Number of pages : 30 pages
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- Last update : 05/12/2023
Summary and extracts
1 Synthèse du marché
1.1 Introduction
Household care products are items designed to clean, maintain, and improve home spaces.
This market encompasses a wide range of items, including general cleaning agents, specific cleaners for surfaces (such as floors, glass, sanitary ware), laundry products (detergents, fabric softeners, bleaches), fabric and material care and treatment products (such as stain removers, leather softeners), home appliance care products, room scenters, cleaning accessories, and more.
The origins of personal and object cleaning date back to the dawn of time, when water was considered the only means of ensuring primitive hygiene. The oldest evidence for the existence of soap dates back to 2800 B.C., found in excavations in ancient Babylon. The Egyptians used a combination of animal fat or vegetable oils and a salt called "Trona" to make soap. The Gauls, Teutons and Romans also had soap production. In the Middle Ages, hygienic conditions deteriorated, contributing to the spread of disease. It was not until the 17th century that cleanliness and the bathing habit made a comeback in Europe, and the soap trade became profitable. Until the late 19th century, soap was the only detergent with surfactant properties, but in the 20th century, synthetic detergents were introduced because of the two world wars. In 1946, the first laundry product totally "built" with synthetic surfactants and hardness sequestrants was introduced in the United States. This paved the way for the development of new products that were effective, easy to use, and safe for consumers and the environment.[Soapsuds]
The size of the global market for household cleaning products will grow from the$247.9 billion in 2022to335.1 billion dollars in 2029, with aCAGRof4,4%during the forecast period.
This study will focus on the economic and structural characteristics of the market for household use products; for more detailed information on the industrial cleaning sector, please refer to the other specific studies available in the Businesscoot catalog.
1.2 The global market
The size of the global market for household cleaning products will grow from $***.* billion in **** to $***.* billion in ****, with a CAGR of *.* percent during the forecast period. The growth of this market has been strongly influenced by the spread of the Covid-** pandemic, which brought with it increased hygiene precautions and ...
1.3 The local market
To find out the size of the local market, household spending on Household Cleaning and Maintenance Products is analyzed; the total is multiplied by the number of households in Italy.
The data indicate that there are **.* million households in Italy. [***]
Average monthly household expenditure on household cleaning and maintenance products Italy, ...
1.4 Analysis of Imports and Exports
In Italy, exports of home care products register a considerable value, indicative of a significant presence in the global market. However, it is interesting to dwell on the value of the coverage rate, which represents the relationship between exports and imports, where it shows an increase of**.* percent in recent years. ...
1.5 Impact of COVID-19
The home care sector marked *.*% in the pre-Covid period. As a result of the spread of the virus and the consequent increase in attentiveness on the part of Italians, an increase in value terms of **.*% was recorded for products related to home care. The detergent compartments represent a clear snapshot of ...
1.6 Impact of the Russian-Ukrainian conflict
The outbreak of the Russian-Ukrainian conflict in February **** led to an across-the-board increase in the consumer price index; the latter is a useful indicator to know the change in prices from the reference level (***) assigned a value of ***. In the specific case of the consumption of household care products, it is ...
2 Analyse de la demande
2.1 Demand characteristics
Demand for household cleaning and maintenance products tends to be very high in Italy; specifically, below is the monthly household expenditure (***) for the mentioned products. We note a growth of **.*% during the period under analysis, attesting to the presence of a strong market that is central to national economic growth.
Average ...
2.2 Consumer characteristics
The demand for household care-related products is strongly influenced by the number of households in Italy. Specifically, the more households there are, the larger the expenditure is in the context being analyzed. As of January *, ****, **,***,*** people reside in Italy, ** percent are men, **.* percent are women , and*.* percent are people with foreign ...
2.3 Geographical distribution of demand
To visualize the geographic distribution of demand, a map was created with the average monthly expenditure of Italian households on household cleaning and maintenance products and items.
The distribution of demand across the territory is extremely varied. The Mezzogiorno has the highest average monthly expenditure, with nearly ** euros spent by households. ...
2.4 New demand trends: the increased focus on ecology
The green home care sector consists of all those products with claims and features on the label such as "biodegradable," "vegetable," "nickel-free," "recycled plastic," "less plastic," "phosphate-free," and "allergen-free." Overall, the *,*** household cleaning products with at least one of the seven "green" claims detected exceeded €*** million in turnover, putting them up ...
3 Structure du marché
3.1 Market structure and dynamics
To find out the size of enterprises active in the sector, two items concerning the production of soaps, detergents, cleaning and polishing products and specialty chemicals (***) are examined. The activity size of the enterprises tends to be very solid, recording no significant declines in inactivity. In the case of Manufacture of ...
3.2 Value Chain
Essential raw materials in the production of detergents
Surfactants: these are the main ingredients that make up detergents. They help remove dirt from fabrics and surfaces. Surfactants can be anionic (***). Builders: improve the efficiency of surfactants. They bind minerals in hard water to prevent the formation of scale deposits. Enzymes: proteins ...
3.3 Distribution channels
Distribution channels for household chemicals and detergents involve several intermediaries before reaching the end customer. These products follow a route that includes the manufacturer the wholesaler, the retailer , and finally the consumer. Detergent and household chemical companies sell their products in large quantities to wholesalers, who in turn distribute them to ...
3.4 Main actors
The following are the main players in the manufacture of useful household care products:
Winni's: a leading brand in the eco segment of detergents in Italy, it is also known in the markets of multiple European and non-European countries. The products are used with ingredients of plant origin, without artificial dyes ...
4 Analyse de l'offre
4.1 Type of Offering
Household cleaning products are essential for degreasing, dusting, disinfecting and sanitizing all surfaces in the home (***). To carry out household chores, it is essenial to choose functional products.
Detergents for the kitchen
The kitchen is a delicate environment, prone to being a place where dirt, crumbs, limescale, food residue and bacteria ...
4.2 Prices
The supply is so vast that prices change depending on the type of product chosen. Specific examples are given below.
Detergents for the kitchen
Bathroom Cleaners
Detergents for the bedroom or study
Laundry Detergents
4.3 New technologies for home care
New home care technologies have led to significant advances in technological products, particularly in the field of detergents and cleaners. Here are some of the most interesting innovations:
Detergent Capsules and Pods (***)
Single-dose capsules (***) are particularly convenient products, consisting of an already pre-dosed amount of detergent but a slightly higher cost. ...
5 Règlementation
5.1 Rules and regulations
In Italy, detergent regulations are regulated at both European and national levels:
Community Regulations
In Europe, the production of household products, including detergents, is regulated by several laws that ensure chemical safety and sustainability:
Regulation (***) No. ***/**** - and its amendments: rules are established for the production and sale of detergents in ...
6 Positionnement des acteurs
6.1 Segmentation
- Chanteclair (Real Chimica)
- Felce Azzurra (Paglieri)
- Winni's (Madel)
- Spuma di Sciampagna (Italsilva)
- Soft (Biochimica)
- Nuncas
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