With Italy’s economic situation set to remain challenging for at least the first part of the forecast period, overall demand for surface care products is expected to fall during this time as consumers continue to reduce their spending what they perceive to be non-essential products. Products for specific uses, such as oven cleaners and kitchen cleaners, will suffer from this tendency, as they can be easily replaced with perceived better value, multipurpose products.
Innovation will be at the forefront of manufacturer activity, with a continued focus on proven cleaning and hygiene properties. However, given the return to busier lifestyles, convenience will also be an important focus, as players develop packaging formats that are easier for consumers to use.
Traditional grocery retailers such as small local grocers have been facing increased competition from drugstores and mixed retailers, with the latter two channels strategically expanding their presence. For example, Risparmio Casa, Maury's, and more recently Action, have been investing in opening up new outlets across the country as well as becoming more active in terms of also acquisitions.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Surface Care industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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