Competitive Landscape
Leading Players Maintain Grip Despite Emerging Competition
The laundry care landscape in Italy is concentrated, with the top two players, Henkel Italia Srl and Procter & Gamble Italia SpA, holding significant value shares of 19% and 14%, respectively. The share of these leading companies has fluctuated over the past five years, with Henkel decreasing from 26% in 2020 to 19% in 2025, and Procter & Gamble decreasing from 19% to 14% during the same period.
Strategic Move to Potentially Reshape Competitive Dynamics
In 2025, the Italian laundry care landscape saw significant structural consolidation as Gruppo Desa’s Real Chimica Srl formally incorporated Italsilva Commerciale Srl, the long-standing owner of the prominent Spuma di Sciampagna brand. Managing four dedicated production plants across Italy, Gruppo Desa’s strategic objective for this integration is to streamline its commercial operations through a single, unified distribution channel.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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 Laundry 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 Laundry Care in Italy?
- Which are the leading brands in Laundry Care in Italy?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Italy - Category analysis
Key Data Insights
Efficiency and Energy Conservation Drive Interest in Cold Wash Solutions
Efficiency and Energy Conservation Drive Interest in Cold Wash Solutions
Mood-Boosting Ingredients and the 100-Day Scent Innovation
Multifunctionality Gains Traction Amidst Economic Uncertainty
Resilience in Mature Laundry Care
Circularity and Energy Efficiency as Part of the Sustainable Movement
The Multifunctional Future of Italian Laundry Care
Leading Players Maintain Grip Despite Emerging Competition
Strategic Move to Potentially Reshape Competitive Dynamics
Health and Beauty Specialists Drive Laundry Care Sales
Retail E-Commerce Grows Moderately Despite Offline Preferences
Home Care in Italy - Industry Overview
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Key Data Insights
Market Stability and the Rise of Convenience-Driven Innovation in Italian Home Care
Sustainability Shapes Home Care Innovation and Regulations
Retailers Adapt to Private Label's Growth with New Offerings
Resilience and Adaptation: the Future Landscape of Italian Home Care
Circular Economy Challenges and Regulatory Shifts
The Digital Transformation of Home Care Purchasing Habits
Leading Companies Maintain Strength through Innovation but Private Label Makes Further Gains
Strategic Acquisitions and Innovations Reshape Competitive Landscape
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
Country Reports Disclaimer
The following categories and subcategories are included:
Laundry Care
- Carpet Cleaners
-
- Dryer Sheets
- Liquid Fabric Softeners
-
- Colour Safe Laundry Bleach
- Fabric Fresheners
-
- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
-
- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
-
-
-
- Standard Powder Detergents
- Concentrated Powder Detergents
-
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Standard Liquid Detergents
- Concentrated Liquid Detergents
-
-
- Standard Powder Detergents
- Standard Liquid Detergents
-
- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
-
- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
-
Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Laundry Care research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!