About this reportItalian sales of clothes washing products remained stable in 2008, coming in at '1.6 billion. The growth which characterised the market in 2006 and 2007 has come to a halt, as consumers opt for cheaper brands and own-labels. Laundry detergents are the most affected, due to high penetration and their commodity image. Manufacturers have tried to maintain value sales through NPD, especially focusing on environmentally-friendly credentials. However, both NPD and media advertising expenditure slowed in 2008. Fabric conditioners and ancillary products did better than laundry detergents, managing to maintain value growth in 2008, even if this was below the growth registered in previous years. NPD was also low in these sectors. The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UKEuropean Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and incorporating exclusive insight into consumer activity and market trends.They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused towards genuine demand and real opportunity.Each report contains comprehensive analysis into:Market sizes Market trends Leading manufacturers Consumer trends Sales forecasts

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Clothes Washing Products - Italy - January 2009
Published on January 2009
Report Summary
About this report
Italian sales of clothes washing products remained stable in 2008, coming in at '1.6 billion. The growth which characterised the market
in 2006 and 2007 has come to a halt, as consumers opt for cheaper brands and own-labels. Laundry detergents are the most
affected, due to high penetration and their commodity image. Manufacturers have tried to maintain value sales through NPD,
especially focusing on environmentally-friendly credentials.
However, both NPD and media advertising expenditure slowed in 2008. Fabric conditioners and ancillary products did better than
laundry detergents, managing to maintain value growth in 2008, even if this was below the growth registered in previous years. NPD
was also low in these sectors.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK
European Consumer Goods Intelligence is a unique series of fmcg market research reports, written by industry experts and
incorporating exclusive insight into consumer activity and market trends.
They are designed to guarantee that every stage of your advertising, marketing or new product development process is focused
towards genuine demand and real opportunity.
Each report contains comprehensive analysis into:
Market sizes
Market trends
Leading manufacturers
Consumer trends
Sales forecasts
Table of Content
Contents
Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
Growth again comes to a halt
Little growth in all sectors in 2008
Clothes Washing Products - Italy - January 2009 Page 1/5

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Market concentration on the rise
Mass-market dominates distribution
Future
Internal Market Environment
Key points
Washing machine technology
High personal standards
Environmentally-friendly claims take off
Sports participation
2009: The International Year of Natural Fibres
But technology could pose a threat: the era of nanotechnology
Broader Market Environment
Key points
Ageing population
Figure 1: Trends in Italian population, by age, 2003-13
A gloomy outlook
Figure 2: Trends in Italian PDI, consumer expenditure and GDP, at constant 2008 prices, 2003-13
Rise in female employment
Figure 3: Trends in Italian employment, 2002-07
REACH moving forwards
Who's Innovating'
Key points
Italy lacking in NPD
Figure 4: New product launches in clothes washing products, % by country, 2006-08
Ancillary products lose their appeal
Figure 5: New product launches in clothes washing products in Italy, % by category, 2006-08
Environment leads innovation
Figure 6: New product launches in clothes washing products in Italy, % by claim, 2006-08
Italsilva ranks first for NPD
Figure 7: New product launches in clothes washing products in Italy, % by company, 2006-08
NPD trends
Environment and convenience
Fragrance still plays a key role
Sensible skin
Long lasting fragrances for fabric conditioners
2-in-1 and convenience drive innovation in ancillary products
Market Size and Forecast
Key points
Figure 8: Italy retail value sales of clothes washing products, at current and constant prices, 2003-13
Figure 9: Italian retail value sales of clothes washing products, by type, 2006-08
Prospects
Factors used in the forecast
Segment Performance
Key points
Laundry detergents
Figure 10: Italian retail value sales of laundry detergents, at current and constant prices, 2003-13
Figure 11: Italian retail value sales of laundry detergents, by type, 2006-08
Figure 12: Italian retail value sales of laundry detergents, by type, 2006-08
Figure 13: Italian retail value sales of laundry detergents*, by type, 2006-08
Figure 14: Italian retail value sales of delicate fabric detergents, by type, 2006-08
Clothes Washing Products - Italy - January 2009 Page 2/5

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Laundry and ironing aids
Figure 15: Italian retail value sales of laundry & Ironing aids, at current and constant prices, 2003-13
Figure 16: Italian retail value sales of laundry & ironing aids, by type, 2006-08
Figure 17: Italian retail value sales of fabric conditioners, by type, 2006-08
Ancillary products
Figure 18: Italian retail value sales of ancillary products, at current and constant prices, 2003-13
Figure 19: Italian retail value sales of ancillary products, by type, 2006-08
Market Share
Key points
Clothes washing products
Figure 20: Manufacturers' retail value shares of clothes washing products, 2006-08
Laundry detergents
Figure 21: Brands' retail value shares of laundry detergents, 2006-08
Fabric conditioners
Figure 22: Brands' retail value shares of fabric conditioners, 2006-08
Ancillary products
Figure 23: Brands' retail value shares of ancillary products, 2006-08
Companies and Products
Procter & Gamble
Henkel
Reckitt Benckiser
Bolton Manitoba
Unilever
Brand Communication and Promotion
Key points
Figure 24: Main monitored media advertising expenditure on clothes washing products, by country, 2005-08
Figure 25: Main monitored media advertising expenditure on clothes washing products in Italy, by manufacturer, Jan-Jul 2008
Channels to Market
Key points
Figure 26: Italian retail value sales of clothes washing products, by outlet type, 2006-08
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