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Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Home care in Italy was characterised by a flat performance in 2025, with a notable share held by laundry care. Despite the stagnation, certain niche products such as refrigerator fresheners within other air care saw dynamic growth driven by innovative products. The market is attractive due to its stable economic conditions, with a median disposable income per household of EUR43,915 and high penetration of washing machines at 98% of local households. To succeed, brands should focus on innovation, sustainability, and digitalisation. The industry is expected to be shaped by trends such as evolving product formats, sustainability, and the growth of retail e-commerce.
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Overview:
Understand the latest market trends and future growth opportunities for the Home 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home 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.
The Home Care in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Italy?
- Which are the leading brands in Home Care in Italy?
- How are products distributed in Home Care in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Italy
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Chart 2 Sc Johnson's Mr. Muscle Diversifies Its Formats to Accommodate Consumers' Needs
Sustainability Shapes Home Care Innovation and Regulations
Chart 3 Paglieri Invests in Improving Its Production Processes for Enhanced Sustainability Standards
Retailers Adapt to Private Label's Growth with New Offerings
Chart 4 Caddys.Jpg
Chart 5 Value Sales of Home Care 2020–2030
Chart 6 Volume Sales of Home Care 2020–2030
Chart 7 Sales of Home Care by Category 2025
Resilience and Adaptation: the Future Landscape of Italian Home Care
Chart 8 Analyst Insight for Home Care
Circular Economy Challenges and Regulatory Shifts
The Digital Transformation of Home Care Purchasing Habits
Chart 9 Forecast Sales of Home Care 2020-2030
Chart 10 Forecast Sales of Home Care by Category 2025-2030
Leading Companies Maintain Strength through Innovation but Private Label Makes Further Gains
Strategic Acquisitions and Innovations Reshape Competitive Landscape
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Grocery Retailers Lead Home Care Distribution through Supermarkets
Retail E-Commerce Gains Traction with Double-Digit Growth
Nuncas Opens Live Experience Space to Drive Engagement
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Italy
Key Data Insights
Specialised Segments and Wellbeing Trends Drive Air Care Growth
Chart 21 Key Industry Trends for Air Care
Specialised Segments and Wellbeing Trends Drive Air Care Growth
Chart 22 Arbre Magique Launches New Car Spray Neutrodor Fresh Citrus
Rising Second-Hand Car Market and Odour Neutralisation Remain Prevalent Growth Drivers
Sustainability Influences Consumer Choices and New Product Development
Chart 23 Italchimica Deploys Sustainability Target to Improve its Products
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Sales of Air Care by Category 2025
Rising Incomes and Evolving Household Needs to Shape Air Care Demand
Chart 27 Analyst Insight for Air Care
Dynamics in Second-Hand Car Market Offers Further Potential for Car Air Fresheners
Sustainability and Health Trends Drive Air Care Innovation
Chart 28 Forecast Sales of Air Care 2020-2030
Chart 29 Forecast Value Sales of Air Care by Category 2025-2030
Leading Companies Maintain Grip Despite Shifts in Shares
New Capital Injection and Promotions Reshape Competitive Landscape
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Grocery Retailers Dominates Air Care Sales through Hypermarkets
E-Commerce Maintains Double-Digit Share with Steady Growth
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Italy
Key Data Insights
Post-Pandemic Normalisation Continues to Reduce Demand for Bleach in Italy
Chart 40 Key Industry Trends for Bleach
Post-Pandemic Normalisation Continues to Reduce Demand for Bleach in Italy
Smapiu Drives Growth with Innovative Bleach Tabs
Chart 41 Smapiù Increases Production of Bleach Tabs
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Pet Ownership and Evolving Hygiene Standards to Influence Future of Bleach
Fragrance Innovation and Compact Formats to Shape Future Development
Building Modernisation and Mould Prevention
Chart 44 Forecast Sales of Bleach 2020-2030
Fater Spa and Deco Industrie Drive Share Changes
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
E-Commerce Growth Driven by Convenient Product Formats
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real Gdp Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Italy
Key Data Insights
Low Temperature Innovation and the Rise of Automatic Dishwashing
Chart 55 Key Industry Trends for Dishwashing
Low Temperature Innovation and the Rise of Automatic Dishwashing
Chart 56 Finish Quantum Dissolves Rapidly
Addressing Consumer Pain Points in Dishwashing with Innovative Formats
Chart 57 Pril Excellence Premium 5 in 1 Caps Awarded Product of the Year 2025
Sustainability Claims Influence Consumer Choices
Chart 58 Italchimica Launches Orizon
Chart 59 Value Sales of Dishwashing 2020-2030
Chart 60 Volume Sales of Dishwashing 2020-2030
Chart 61 Sales of Dishwashing by Category 2025
Consumers to Drive Growth with Eco-Friendly and Convenient Solutions
Chart 62 Analyst Insight for Dishwashing
The Rise of Specialised Formats and Machine Maintenance
E-Commerce and Private Label to Reshape Competitive Landscape
Chart 63 Forecast Sales of Dishwashing 2020-2030
Chart 64 Forecast Sales of Dishwashing by Category 2025-2030
Reckitt Benckiser and Unilever Maintain Lead with Innovative Products
Private Label Continues to Make Notable Gains
Chart 65 Company Shares of Dishwashing 2025
Chart 66 Brand Shares of dishwashing 2025
Grocery Retailers Dominate Dishwashing Sales in 2025
Retail E-Commerce Gains Traction in Dishwashing Sales
Chart 67 Retail Channels for Dishwashing 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Italy
Key Data Insights
Decline in Home Insecticide Sales Due to Economic Constraints
Chart 75 Key Industry Trends of Home Insecticides
Decline in Home Insecticide Sales Due to Economic Constraints
Environmental Drivers and Sustainable Innovation
Chart 76 Orphea's Baits Target Entire Insect colonies, not single insects
Health Concerns Drive Innovation
Chart 77 Fumakilla's New Vape Powdered Insecticide Targets Crawling Insects for Indoor and Outdoor Use
Chart 78 Value Sales of Home Insecticides 2020-2030
Chart 79 Volume Sales of Home Insecticides 2020-2030
Chart 80 Sales of Home Insecticides by Category 2025
Pet Ownership to Drive Demand for Safer Solutions
Climate Change and Health Consciousness to Reshape Demand
Chart 81 Analyst Insight for Home Insecticides
Shift Towards Long-Term Protection and Preventative Maintenance
Chart 82 Forecast Sales of Home Insecticides 2020-2030
Chart 83 Forecast Sales of Home Insecticides by Category 2025-2030
Leading Companies Maintain Positions through Strong Portfolios and Innovation
New Product Launches and Mergers Look Set to Drive Future Growth
Chart 84 Company Shares of Home Insecticides 2025
Chart 85 Brand Shares of Home Insecticides 2025
Grocery Retailers Dominate Home Insecticide Sales
Retail E-Commerce Gains Traction Slowly
Chart 86 Retail Channels for Home Insecticides 2020-2025
Chart 87 Economic Context for Home Insecticides
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Home Insecticides
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Laundry Care in Italy
Key Data Insights
Efficiency and Energy Conservation Drive Interest in Cold Wash Solutions
Chart 94 Key Industry Trends for Laundry Care
Efficiency and Energy Conservation Drive Interest in Cold Wash Solutions
Chart 95 Unilever's Coccolino Launches Wonder Wash Liquid Detergent with Pro-S Technology
Mood-Boosting Ingredients and the 100-Day Scent Innovation
Chart 96 Paglieri Makes Further Investments in Ita Fiori Di Luna Line
Multifunctionality Gains Traction Amidst Economic Uncertainty
Chart 97 Perlana Revamp From Specific Product to Daily Use
Chart 98 Volume Sales of Laundry Care 2020-2030
Chart 99 Value Sales of Laundry Care by Category 2025
Resilience in Mature Laundry Care
Circularity and Energy Efficiency as Part of the Sustainable Movement
Chart 100 Analyst Insight for Laundry Care
The Multifunctional Future of Italian Laundry Care
Chart 101 Forecast Sales of Laundry Care 2020-2030
Chart 102 Forecast Sales of Laundry Care by Category 2025-2030
Leading Players Maintain Grip Despite Emerging Competition
Strategic Move to Potentially Reshape Competitive Dynamics
Chart 103 Company Shares of Laundry Care 2025
Chart 104 Brand Shares of Laundry Care 2025
Health and Beauty Specialists Drive Laundry Care Sales
Retail E-Commerce Grows Moderately Despite Offline Preferences
Chart 105 Retail Channels for Laundry Care 2020-2025
Chart 106 Economic Context for Laundry Care
Chart 107 Real Gdp Growth 2020-2030
Chart 108 Inflation 2020-2030
Chart 109 Consumer Context for Laundry Care
Chart 110 Population 2020-2030
Chart 111 Consumer Expenditure 2020-2030
Chart 112 Population by Generation 2025
Polishes in Italy
Key Data Insights
Premiumisation Drives Value Growth Despite Volume Decline
Chart 113 Key Industry Trends for Polishes
Premiumisation Drives Value Growth Despite Volume Decline
Nuncas Drives Multifunctionality with a Diverse Product Portfolio
Chart 114 Nuncas Catalogue Offers Specific Products for All Consumer Needs
Chart 115 Value Sales of Polishes 2020-2030
Chart 116 Volume Sales of Polishes 2020-2030
Chart 117 Value Sales of Polishes by Category 2025
Legacy Maintenance and Circular Economy to Help Shape Niche Demand for Polishes
Athleisure and Wellbeing Trends to Place Further Pressure on Shoe Polish
Chart 118 Forecast Value Sales of Polishes 2020-2030
Chart 119 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson and Bolton Manitoba Drive Consolidated Landscape
Stanhome's Ownership Change May Reshape Competitive Dynamics
Chart 120 Company Shares of Polishes 2025
Chart 121 Brand Shares of Polishes 2025
Offline Sales Dominate through Grocery Retailers
Retail E-Commerce Gains Traction with Specialised Shoe Polish
Chart 122 Retail Channels for Polishes 2020-2025
Chart 123 Economic Context for Polishes
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Polishes
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Surface Care in Italy
Key Data Insights
Value Growth and Biotechnical Innovation in Surface Care
Chart 130 Key Industry Trends for Surface Care
Value Growth and Biotechnical Innovation in Surface Care
Chart 131 Unilever Launches Cif Infinite+Clean
Format Diversification Leads to Launch of Specific Air Fryer Cleaner
Chart 132 Italchimica Launches Dual Power Cleaner for Air Fryers
Sustainability Certifications Boost Brand Credibility and Consumer Trust
Chart 133 In 2025, Arexons Gains Silver Rating for Ecovadis Certification
Chart 134 Value Sales of Surface Care 2020-2030
Chart 135 Volume Sales of Surface Care 2020-2030
Chart 136 Sales of Surface Care by Category 2025
Cost-Conscious and Convenience-Driven Consumers to Favour Multifunctional Surface Care
Chart 137 Analyst Insight for Surface Care
Evolving Domestic Environments and Appliance Trends to Shape Future Surface Care Demand
Sustainability and Water Conservation to Influence Product Development
Chart 138 Forecast Sales of Surface Care 2020-2030
Chart 139 Forecast Sales of Surface Care by Category 2025-2030
Leading Brands Maintain Positions with Wide Surface Care Portfolios
Acquisitions and Innovations Reshape Competitive Dynamics
Chart 140 Company Shares of Surface Care 2025
Chart 141 Brand Shares of Surface Care 2025
Grocery Retailers Dominate Surface Care Sales through Supermarkets
Retail E-Commerce Grows Moderately as Consumers Seek Convenience
Chart 142 Retail Channels for Surface Care 2020-2025
Chart 143 Economic Context for Surface Care
Chart 144 Real Gdp Growth 2020-2030
Chart 145 Inflation 2020-2030
Chart 146 Consumer Context for Surface Care
Chart 147 Population 2020-2030
Chart 148 Consumer Expenditure 2020-2030
Chart 149 Population by Generation 2025
Toilet Care in Italy
Key Data Insights
Rising Incomes and Premium Innovation Enhance Value of Toilet Care in Italy
Chart 150 Key Industry Trends for Toilet Care
Rising Incomes and Premium Innovation Enhance Value of Toilet Care in Italy
Chart 151 Fater Extends ACE WC Gel Line with Multi-Jet Glitter Options
Sustainability Efforts Gain Traction among Manufacturers
Chart 152 Henkel Utilises Renewable or Recycled Materials for Packaging of WC Bref Rim Blocks
Private Label and Emerging Retailers Reshape Market Dynamics
Chart 153 Value Sales of Toilet Care 2020-2030
Chart 154 Volume Sales of Toilet Care 2020-2030
Chart 155 Sales of Toilet Care by Category 2025
Premiumisation and Convenience Set to Drive Future Demand and Value
Chart 156 Analyst Insight for Home Care
Legacy Brand Resilience and High-Performance Innovation
Sustainable Innovation and Digital Engagement Strategies
Chart 157 Forecast Sales of Toilet Care 2020-2030
Chart 158 Forecast Sales of Toilet Care by Category 2025-2030
Bolton Manitoba Leads Fairly Concentrated Competitive Landscape
Newprinces Spa's Acquisition and Innovative Launches Reshape Competition
Chart 159 Brand Shares of Toilet Care 2025
Grocery Retailers Dominates Toilet Care Distribution
Retail E-Commerce Gains Traction
Chart 160 Retail Channels for Toilet Care2020-2025
Chart 161 Economic Context for Toilet Care
Chart 162 Real Gdp Growth 2020-2030
Chart 163 Inflation 2020-2030
Chart 164 Consumer Context for Toilet Care
Chart 165 Population 2020-2030
Chart 166 Consumer Expenditure 2020-2030
Chart 167 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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