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Surface Care in Italy

Italy surface care market: EUR630 million industry in 2012

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2014-02-17 13:39:01 - Surface Care in Italy - a new market research report on

The Italy surface care market is fairly concentrated with the top four companies all being multinationals covering 55% total value share in 2012. Procter & Gamble led with 17% retail value share followed closely by Unilever.

Although surface care sales registered modest sales growth in 2012, it was still higher than the average achieved in the review period. Several surface care categories excluding wipes performed well or in any case better than expected, due to an increase in average unit price together with an increase in the appeal of certain products that met consumers new requirements in a delicate time of economic crisis.

Surface care will continue to experience cannibalisation between various home care categories during the forecast period. Due to busy



lifestyles, Italian consumers will have increasingly less time to spend doing household chores and consequently to clean their homes. As a result they are expected to keep looking for convenience and products that are easy to use such as multi-purpose cleaners or better-quality specialised products which work quicker and more effectively. In addition, home sizes are becoming smaller and space to store products more limited, this being another factor that favours multi-purpose products. Overall surface care is still considered a key category in home care, although low prospects for both economic recovery and purchasing power improvement will limit growth in surface care and consumers will continue to be cautious with their spending.

Key Headlines

- Surface care registers a static value growth in 2012, registering a total value of €634 million
- Cutting costs and tendency by consumers to switch to multiuse products strongly condition sales trends overall
- Multipurpose cleaners registers the highest current value sales across 2012, growing by 2%
- Unit prices are stable in most of the categories as quality choices are balanced out by promotions and private label increases penetration
- Procter & Gamble Italia SpA leads with 17% value share in surface care, followed closely by Unilever SpA
- Over the forecast period surface care is expected to maintain stability in value

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