In spite of economic crisis which hit Italy in 2011, home care registered positive growth. This positiveperformance was driven by the launch of innovative and more expensive products in every homecare category. Nevertheless, consumers remained generally price-sensitive when purchasing homecare products. However, specific products such as liquid tablet detergents and spot and stainremovers in laundry care and automatic dishwashing liquids registered good value growth due totheir convenience...

Euromonitor International's Home Care in Italy market report offers a comprehensive guide to thesize and shape of the market at a national level. It provides the latest retail sales data (historic daterange), allowing you to identify the sectors driving growth. It identifies the leading companies, theleading brands and offers strategic analysis of key factors influencing the market - be they newproduct developments, packaging innovations, economic/lifestyle influences, distribution or pricingissues. 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 distributiondata.

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.

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Table of Contents

HOME CARE IN ITALYEuromonitor InternationalNovember 2012 LIST OF CONTENTS AND TABLES Executive SummaryHome Care Marginally Recovers in 2011Innovation Means SustainabilityPrivate Label Gains Ground in Home CareGrocery Retailers Lose Ground To Specialist Home Care Retail Outletsthe Prospects for Home Care in Italy Remain BleakKey Trends and DevelopmentsEssential Home Care Products and Brands Sold Under Price Promotions Remain PopularHome Care Remains A Highly Polarised IndustryEnvironmental Concerns Continue To Influence Home CareHealth and Beauty Specialist Retailers Gain Share at the Expense of Grocery Retailersthe Influence of Private Label Continues To Expand in Home CareMarket IndicatorsTable 1 Households 2006-2011Market DataTable 2 Sales of Home Care by Category: Value 2006-2011Table 3 Sales of Home Care by Category: % Value Growth 2006-2011Table 4 Home Care Company Shares 2007-2011Table 5 Home Care Brand Shares 2008-2011Table 6 Penetration of Private Label by Category 2006-2011Table 7 Sales of Home Care by Distribution Format: % Analysis 2006-2011

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Table 8 Sales of Home Care by Category and Distribution Format: % Analysis 2011Table 9 Forecast Sales of Home Care by Category: Value 2011-2016Table 10 Forecast Sales of Home Care by Category: % Value Growth 2011-2016SourcesSummary 1 Research SourcesBiochimica SpA in Home Care (italy)Strategic DirectionKey FactsSummary 2 Biochimica SpA: Key FactsCompany BackgroundProductionCompetitive PositioningSummary 3 Biochimica SpA: Competitive Position 2011Deco Industrie SpA in Home Care (italy)Strategic DirectionKey FactsSummary 4 Deco Industrie SpA: Key FactsSummary 5 Deco Industrie SpA: Operational IndicatorsCompany BackgroundProductionSummary 6 Deco Industrie SpA: Production Statistics 2011Competitive PositioningSummary 7 Deco Industrie SpA: Competitive Position 2011Guaber SRL in Home Care (italy)Strategic DirectionKey FactsSummary 8 Guaber Srl: Key FactsCompany BackgroundProductionCompetitive PositioningSummary 9 Guaber Srl: Competitive Position 2011

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Italsilva SpA in Home Care (italy)Strategic DirectionKey FactsSummary 10 Italsilva SpA: Key FactsCompany BackgroundProductionSummary 11 Italsilva SpA: Production Sites 2011Competitive PositioningSummary 12 Italsilva SpA: Competitive Position 2011Madel SpA in Home Care (italy)Strategic DirectionKey FactsSummary 13 Madel SpA: Key FactsSummary 14 Madel SpA: Operational IndicatorsCompany BackgroundProductionCompetitive PositioningSummary 15 Madel SpA: Competitive Position 2011Nuncas Italia SpA in Home Care (italy)Strategic DirectionKey FactsSummary 16 Nuncas Italia SpA: Key FactsSummary 17 Nuncas Italia SpA: Operational IndicatorsCompany BackgroundProductionCompetitive PositioningSummary 18 Nuncas Italia SpA: Competitive Position 2011Paglieri SpA in Home Care (italy)Strategic DirectionKey FactsSummary 19 Paglieri SpA: Key Facts

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Summary 20 Paglieri SpA: Operational IndicatorsCompany BackgroundProductionCompetitive PositioningSummary 21 Paglieri SpA: Competitive Position 2011Realchimica SpA in Home Care (italy)Strategic DirectionKey FactsSummary 22 Realchimica SpA: Key FactsSummary 23 Realchimica SpA: Operational IndicatorsCompany BackgroundProductionCompetitive PositioningSummary 24 Realchimica SpA: Competitive Position 2011Sutter Chimica SpA in Home Care (italy)Strategic DirectionKey FactsSummary 25 Sutter Chimica SpA: Key FactsCompany BackgroundProductionCompetitive PositioningSummary 26 Sutter Chimica SpA: Competitive Position 2011Tavola SpA in Home Care (italy)Strategic DirectionKey FactsSummary 27 Tavola SpA: Key FactsCompany BackgroundProductionCompetitive PositioningSummary 28 Tavola SpA: Competitive Position 2011Headlines

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

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

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

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

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