New Market Research Report: Home Care Packaging in Italy

The current severe economic downturn in Italy continues to impact consumption patterns of home care products in ways that are affecting the performance of various packaging types. The most immediate impact of the economic slowdown is the continued growth of private label across a large number of home care categories, as consumers increasingly seek out value for money in an attempt to stretch their beleaguered family budgets. As consumers moderate their spending habits because of the recession, leading retail outlets have significantly expanded their ranges and ramped up the promotions for their private label lines of home care products. At the same time, the shelf space dedicated to these products has increased steadily and gained in prominence. Leading brand owners have responded to this intense competitive pressure in various ways, most of which have had an impact on the packaging types used. In several categories, leading brand owners have changed their packaging, from HDPE to PET bottles, for example, in an attempt to shore up the image in terms of quality of their products. This can be seen in liquid dishwashing detergents, laundry detergents and surface care products as leading brand owners attempt to establish greater differentiation from their private label competitors. This trend is one of the reasons behind the very healthy growth of PET bottles in home care packaging in 2012.

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Industry Prospects

Italy's recovery from the current deep economic downturn is expected to be slow and protracted, meaning that some of the effects of the recession will linger throughout the forecast period. Frugal Italian consumers are expected to continue to turn to private label, a trend that will continue to intensify the competitive landscape of the home care market in Italy. Leading brand owners are expected to redouble efforts to differentiate their products from private label alternatives employing multiple strategies. On a very basic label, the transition from HDPE bottles to PET bottles will continue as the latter format adds to the image of quality that leading brand owners want to project. Over the forecast period, sales of home care products in PET bottles are expected to grow by 39 units, making this packaging type the most dynamic. Sales of home care products in HDPE bottles, on the other hand, are expected to decline by 42 million units from 2011 to 2016.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Home Care Packaging industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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