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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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