D. Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Household cleaning products market in Italy - statistics & facts
The household cleaning products market is divided into several segments, including laundry care, dishwashing detergents, pesticides, as well as household cleaners, consisting of items for the cleaning of surfaces, windows, and toilets. In the European Union, the largest segment within the industry is the laundry care segment, with a market share of over 45 percent. This subcategory also dominates the Italian market, having generated revenues of over two billion euros as of 2022. That year, the total turnover of the home and laundry care market in Italy amounted to about four billion euros.
Apart from the laundry care segment, another popular market in Italy is that of household cleaners, and especially products for hard surfaces and toilets.
The laundry care market
As of 2022, nearly 900 million euros' worth of laundry detergents were sold in Italy. Liquid detergents were by far the most popular in the European country, with a share of sales of about 76 percent. Meanwhile, fabric softeners generated sales amounting to approximately 292 million euros in 2021. The average price for fabric softeners stood at about 1.30 euros that year, making it the third-most expensive fabric care product in Italy, preceded by bleach and laundry soap bars.Apart from the laundry care segment, another popular market in Italy is that of household cleaners, and especially products for hard surfaces and toilets.
Sustainability is taking over
Consumers in Italy are increasingly opting for more sustainable home care products: in 2021, this market generated sales of over 280 million euros, a notable increase compared to the previous year. The greater part of sustainable home care products available in Italy that year were labeled as “biodegradable” and “plant-based”, and the labels that generated the most sales were made from recycled plastics. As sustainability becomes a major concern for buyers worldwide, “green” home care products can be expected to become more and more present in the houses of consumers in Italy and all over the world.
