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Laundry Care in Italy

Italy laundry care market: Fall of -1% CAGR expected between 2012-2017

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2014-02-17 13:50:01 - Laundry Care in Italy - a new market research report on

In 2012, the Italy laundry care market remained highly concentrated with the first two leading companies covering already 50% value share. Thanks to its investments in innovation, advertising and thanks to a pronounced eco-orientated approach, Henkel SpA, after years of sharing the leadership with Procter & Gamble, took the sole leading position in 2012, reaching 27% value share. Procter & Gamble soon followed with a 23% value share, losing its leadership mainly because Dash Ecodosi, which was the first and only liquid tablet detergent product available in Italy in 2010, faced pressure when Henkel introduced the new Dixan standard and concentrated liquid formats.

Consumers in Italy have continued shifting from powder to liquid and from standard liquid to concentrated and capsule



detergents. In 2012 laundry product value sales grew by 3% whereas volume decreased by 4%. Growth has been mainly triggered on one hand by liquid tablet detergents, introduced in 2011 and increasing in 2012 by 85% in current value sales and 81% in volume, and by the outstanding performance of concentrated liquid detergents. These growth rates generated in laundry detergents overall a 6% value increase and 5% volume decrease in 2012.

One of the key trends in laundry care over the forecast period will be the undeniable decline in volume terms with the only real exception of concentrated liquid detergents and laundry boosters in both liquid and sheet formats. The trend for concentrated products which is carried out by the leading manufacturers is forecast to generate a more pronounced transfer of purchases from standard to concentrated automatic liquid detergents and automatic liquid capsules. In using concentrated liquid detergents, consumers need less volume of product to wash the same quantity of clothing, a trend that is perfectly in line with consumers need for convenience. As such they will use fewer products, which will impact volume sales of the category as a whole.

Key Headlines

- Laundry care registers a positive current value growth of 3% in 2012
- The phasing out of powder formats and switching to liquid and concentrated ones determine a higher positioning of the category overall
- In 2012, unit prices increase, especially in standard liquid detergents
- The competitive environment in 2012 seems to be quite unchanged from previous years with Henkel still leading Procter & Gamble with a 27% value share over Procter & Gambles 23%
- The forecast period will see laundry care losing about €100 million of annual sales, with a negative CAGR of -1%

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Mike King
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