Home Care in Italy

In spite of economic crisis which hit Italy in 2011, home care registered positive growth. This positive performance was driven by the launch of innovative and more expensive products in every home care category. Nevertheless, consumers remained generally price-sensitive when purchasing home care products. However, specific products such as liquid tablet detergents and spot and stain removers in laundry care and automatic dishwashing liquids registered good value growth due to their convenience... Euromonitor International's Home Care in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2016 illustrate how the market is set to change. Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care. Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data. Why buy this report' * Get a detailed picture of the Home Care market; * Pinpoint growth sectors and identify factors driving change; * Understand the competitive environment, the market's major players and leading brands; * Use five-year forecasts to assess how the market is predicted to develop.

Home Care in Italy

Table of Contents
HOME CARE IN ITALY Euromonitor International November 2012 LIST OF CONTENTS AND TABLES Executive Summary Home Care Marginally Recovers in 2011 Innovation Means Sustainability Private Label Gains Ground in Home Care Grocery Retailers Lose Ground To Specialist Home Care Retail Outlets the Prospects for Home Care in Italy Remain Bleak Key Trends and Developments Essential Home Care Products and Brands Sold Under Price Promotions Remain Popular Home Care Remains A Highly Polarised Industry Environmental Concerns Continue To Influence Home Care Health and Beauty Specialist Retailers Gain Share at the Expense of Grocery Retailers the Influence of Private Label Continues To Expand in Home Care Market Indicators Table 1 Households 2006-2011 Market Data Table 2 Sales of Home Care by Category: Value 2006-2011 Table 3 Sales of Home Care by Category: % Value Growth 2006-2011 Table 4 Home Care Company Shares 2007-2011 Table 5 Home Care Brand Shares 2008-2011 Table 6 Penetration of Private Label by Category 2006-2011 Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011

Home Care in Italy

Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011 Table 9 Forecast Sales of Home Care by Category: Value 2011-2016 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016 Sources Summary 1 Research Sources Biochimica SpA in Home Care (italy) Strategic Direction Key Facts Summary 2 Biochimica SpA: Key Facts Company Background Production Competitive Positioning Summary 3 Biochimica SpA: Competitive Position 2011 Deco Industrie SpA in Home Care (italy) Strategic Direction Key Facts Summary 4 Deco Industrie SpA: Key Facts Summary 5 Deco Industrie SpA: Operational Indicators Company Background Production Summary 6 Deco Industrie SpA: Production Statistics 2011 Competitive Positioning Summary 7 Deco Industrie SpA: Competitive Position 2011 Guaber SRL in Home Care (italy) Strategic Direction Key Facts Summary 8 Guaber Srl: Key Facts Company Background Production Competitive Positioning Summary 9 Guaber Srl: Competitive Position 2011

Home Care in Italy

Italsilva SpA in Home Care (italy) Strategic Direction Key Facts Summary 10 Italsilva SpA: Key Facts Company Background Production Summary 11 Italsilva SpA: Production Sites 2011 Competitive Positioning Summary 12 Italsilva SpA: Competitive Position 2011 Madel SpA in Home Care (italy) Strategic Direction Key Facts Summary 13 Madel SpA: Key Facts Summary 14 Madel SpA: Operational Indicators Company Background Production Competitive Positioning Summary 15 Madel SpA: Competitive Position 2011 Nuncas Italia SpA in Home Care (italy) Strategic Direction Key Facts Summary 16 Nuncas Italia SpA: Key Facts Summary 17 Nuncas Italia SpA: Operational Indicators Company Background Production Competitive Positioning Summary 18 Nuncas Italia SpA: Competitive Position 2011 Paglieri SpA in Home Care (italy) Strategic Direction Key Facts Summary 19 Paglieri SpA: Key Facts

Home Care in Italy

Summary 20 Paglieri SpA: Operational Indicators Company Background Production Competitive Positioning Summary 21 Paglieri SpA: Competitive Position 2011 Realchimica SpA in Home Care (italy) Strategic Direction Key Facts Summary 22 Realchimica SpA: Key Facts Summary 23 Realchimica SpA: Operational Indicators Company Background Production Competitive Positioning Summary 24 Realchimica SpA: Competitive Position 2011 Sutter Chimica SpA in Home Care (italy) Strategic Direction Key Facts Summary 25 Sutter Chimica SpA: Key Facts Company Background Production Competitive Positioning Summary 26 Sutter Chimica SpA: Competitive Position 2011 Tavola SpA in Home Care (italy) Strategic Direction Key Facts Summary 27 Tavola SpA: Key Facts Company Background Production Competitive Positioning Summary 28 Tavola SpA: Competitive Position 2011 Headlines

Home Care in Italy

Trends Competitive Landscape Prospects Scented Candles Category Data Table 11 Total Candles Market Size 2008-2013 Table 12 Total Candles Brand Rankings 2009-2011 Table 13 Sales of Air Care by Category: Value 2006-2011 Table 14 Sales of Air Care by Category: % Value Growth 2006-2011 Table 15 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2011 Table 16 Air Care Fragrances Rankings by Value 2006-2011 Table 17 Air Care Company Shares 2007-2011 Table 18 Air Care Brand Shares 2008-2011 Table 19 Forecast Sales of Air Care by Category: Value 2011-2016 Table 20 Forecast Sales of Air Care by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Data Table 21 Sales of Bleach: Value 2006-2011 Table 22 Sales of Bleach: % Value Growth 2006-2011 Table 23 Bleach Company Shares 2007-2011 Table 24 Bleach Brand Shares 2008-2011 Table 25 Forecast Sales of Bleach: Value 2011-2016 Table 26 Forecast Sales of Bleach: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Indicators

Home Care in Italy

Table 27 Household Possession of Dishwashers 2006-2011 Category Data Table 28 Sales of Dishwashing by Category: Value 2006-2011 Table 29 Sales of Dishwashing by Category: % Value Growth 2006-2011 Table 30 Dishwashing Company Shares 2007-2011 Table 31 Dishwashing Brand Shares 2008-2011 Table 32 Forecast Sales of Dishwashing by Category: Value 2011-2016 Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Data Table 34 Sales of Home Insecticides by Category: Value 2006-2011 Table 35 Sales of Home Insecticides by Category: % Value Growth 2006-2011 Table 36 Spray/Aerosol Insecticides by Type: % Value Breakdown 2008-2011 Table 37 Home Insecticides Company Shares 2007-2011 Table 38 Home Insecticides Brand Shares 2008-2011 Table 39 Forecast Sales of Home Insecticides by Category: Value 2011-2016 Table 40 Forecast Sales of Home Insecticides by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Indicators Table 41 Household Possession of Washing Machines 2006-2011 Category Data Table 42 Sales of Laundry Care by Category: Value 2006-2011 Table 43 Sales of Laundry Care by Category: % Value Growth 2006-2011 Table 44 Sales of Laundry Aids by Category: Value 2006-2011 Table 45 Sales of Laundry Aids by Category: % Value Growth 2006-2011

Home Care in Italy

Table 46 Sales of Laundry Detergents by Category: Value 2006-2011 Table 47 Sales of Laundry Detergents by Category: % Value Growth 2006-2011 Table 48 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2008-2011 Table 49 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2006-2011 Table 50 Laundry Care Company Shares 2007-2011 Table 51 Laundry Care Brand Shares 2008-2011 Table 52 Laundry Aids Company Shares 2007-2011 Table 53 Laundry Aids Brand Shares 2008-2011 Table 54 Laundry Detergents Company Shares 2007-2011 Table 55 Laundry Detergents Brand Shares 2008-2011 Table 56 Forecast Sales of Laundry Care by Category: Value 2011-2016 Table 57 Forecast Sales of Laundry Care by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Data Table 58 Sales of Polishes by Category: Value 2006-2011 Table 59 Sales of Polishes by Category: % Value Growth 2006-2011 Table 60 Polishes Company Shares 2007-2011 Table 61 Polishes Brand Shares 2008-2011 Table 62 Forecast Sales of Polishes by Category: Value 2011-2016 Table 63 Forecast Sales of Polishes by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Data Table 64 Sales of Surface Care by Category: Value 2006-2011 Table 65 Sales of Surface Care by Category: % Value Growth 2006-2011 Table 66 Sales of Household Care Wipes and Floor Cleaning Systems by Category: Value

Home Care in Italy

2006-2011 Table 67 Sales of Household Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2006-2011 Table 68 Surface Care Company Shares 2007-2011 Table 69 Surface Care Brand Shares 2008-2011 Table 70 Household Care Wipes and Floor Cleaning Systems Company Shares 2007-2011 Table 71 Household Care Wipes and Floor Cleaning Systems Brand Shares 2008-2011 Table 72 Forecast Sales of Surface Care by Category: Value 2011-2016 Table 73 Forecast Sales of Surface Care by Category: % Value Growth 2011-2016 Headlines Trends Competitive Landscape Prospects Category Data Table 74 Sales of Toilet Care by Category: Value 2006-2011 Table 75 Sales of Toilet Care by Category: % Value Growth 2006-2011 Table 76 Toilet Care Company Shares 2007-2011 Table 77 Toilet Care Brand Shares 2008-2011 Table 78 Forecast Sales of Toilet Care by Category: Value 2011-2016 Table 79 Forecast Sales of Toilet Care by Category: % Value Growth 2011-2016

Home Care in Italy

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Home Care in Italy

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