Dominique Petruzzi
Research expert covering Cosmetics, Personal Care, Health & Hygiene industries.
Get in touch with us nowThe 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.
