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About this report
 
About the market…
 
‘In 2004, the Italian fabric care market had increased by 38% over a five-year period (1999-2004). Fabric detergents dominated the market with a 73% value share, equating to sales of Euro 959 million in 2004. Around two thirds of this was generated by the sale of powders and just under 30% by liquid detergents. Tablets remained a niche product with a share of just 5% in 2004, and liquid capsules were still trying to gain a foothold in this market. The most dynamic development was in liquid detergents which were the subject of intense innovation and competition.’
 

 
‘The Italian fabric care market is highly concentrated and dominated by a small number of international brands. The market is dominated by just two companies, Procter & Gamble and Henkel who both increased their share by acquisition of brands from Colgate-Palmolive and Lever Faberge, respectively.’
 

 
About Mintel’s report…
 
Using the latest consumer research, market size data and trend analysis, Mintel’s report offers you vital new insight to focus each step of your product marketing towards real demand. Use Mintel’s report to create sales strategies that succeed by:
 

 
Identifying changing consumer preferences
 
Tracking developing market trends
 
Assessing market sizes
 
Evaluating sales opportunities
 
Monitoring leading players' activity.
 
Pinpointing market potential and spot opportunities for growth.
 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Lack of real growth compensated by the expansion of value-added products
 
High usage levels and quality expectations among Italian consumers
 
Liquid detergents and special-purpose detergents spearhead market development
 
Specialisation also the feature of conditioners and wash boosters
 
Retail multiples control the market but own-label fails to take off
 
Competition is hotting up
 
Good prospects for growth
 
Market Drivers
 
Depressed consumer demand may improve with the growth of Italian GDP
 
Figure 1: Italian consumer expenditure, at current and constant prices, 1998-2003
 
Lowest birth rate in Europe
 
Figure 2: Trends in Italian population, 1999-2003
 
Female employment not a strong factor as yet
 
Figure 3: Trends in Italian employment, 1998-2003
 
Figure 4: Women as % of working population, by country, 2003
 
More single households – more demand for convenience
 
Figure 5: Trends in household size in Italy, 1998-2002
 
High penetration of washing machines and positive attitudes towards laundry care products
 
Growing interest in health and environmental issues
 
Market Size and Trends
 
Figure 6: Italian retail value sales of clothes-washing products, at current and constant prices, 1999-2004
 
Figure 7: Indexed value sales of clothes-washing products, 1999-2004
 
The three main sectors alive with innovation
 
Figure 8: Italian retail value sales of clothes washing products, by type, 2001-04
 
Market Segmentation
 
Figure 9: Retail value sales of clothes-washing products, % by sector, by country, 2004
 
Laundry detergents
 
Fast growth of specialist detergents as consumer requirements become more complex
 
Figure 10: Italian retail value sales of laundry detergents, at current and constant prices, 1999-2004
 
Figure 11: Italian retail value sales of laundry detergents, by type, 2002-04
 
Specialist detergents for fine fabrics enjoy huge demand
 
While powders remain the mainstay of the market, liquid detergents forge ahead
 
Figure 12: Italian retail value sales of laundry detergents, by format, 2002-04
 
Growing use of tablets
 
Growing popularity of dual-purpose detergents
 
Marseille soap continues to dominate new product launches
 
Laundry and ironing aids
 
Specialisation and differentiation also drive fabric conditioners
 
Figure 13: Italian retail value sales of laundry and ironing aids, at current and constant prices, 1999-2004
 
Figure 14: Italian retail value sales of laundry and ironing aids, by segment, 2002-04
 
Figure 15: Italian retail value sales of fabric conditioners, by type, 2002-04
 
Ancillary products
 
Wash boosters go from strength to strength
 
Figure 16: Italian retail value sales of ancillary products, at current and constant prices, 1999-2004
 
Figure 17: Italian retail value sales of ancillary products, by type, 2002-04
 
Distribution
 
Figure 18: Italy, retail value sales of clothes-washing products, by outlet, 2002-04
 
Over two thirds of sales through supermarkets and hypermarkets
 
Internet sales on the rise
 
Trading base
 
Figure 19: Number of food retail outlets in Italy, by type, 1995-2002
 
Northern Italy has greatest hypermarket and supermarket presence
 
Concentration at the top
 
Figure 20: Major food retailers in Italy, by number of outlets, 2003/04
 
The Supply Structure
 
Manufacturers’ shares
 
Figure 21: Manufacturers’ value shares of clothes-washing products, 2002-04
 
Laundry detergents
 
Figure 22: Manufacturers’ value shares of laundry detergents, 2002-04
 
Laundry and ironing aids
 
Figure 23: Brands’ value shares of laundry and ironing aids, 2002-04
 
Ancillary products
 
Figure 24: Brands’ value shares of ancillary products, 2002-04
 
Companies and brands
 
Bolton Manitoba, SpA
 
Colgate-Palmolive Italia, srl
 
Deco Industrie, SpA
 
Henkel Italia, SpA
 
Lever Fabergé Italia, SpA
 
Procter & Gamble Italia, SpA
 
Real Chimica, srl
 
Reckitt Benckiser Italia, SpA
 
New Product Development
 
Modern detergents for modern fabrics
 
Marseille soap in every product
 
Fragrances also lead NPD in conditioners
 
High innovation activity in additives
 
New product launches, 2004
 
Prospects
 
Growth driven by technological advances
 
Lifestyle changes will overcome traditional conservative nature of Italian consumers
 
Tablets and capsules should move forward
 
Forecast
 
Beginning to wash out
 
Figure 25: Forecast for Italian retail sales of clothes-washing products, at current prices, 2004-09
 
Still a growth area
 
Detergent sales to slow
 
Fabric conditioners to lead the way
 
Ancillary products
 
Figure 26: Forecast for Italian retail sales of clothes-washing products, at 2004 prices, 2004-09
 
Grounding to a real halt
 
Consumers of parental age important