The Italian market for surface cleaners: outlook: trends to watch
Article Abstract:
The growth in demand for surface cleaners in the Italian market is projected to depend on greater sophistication of more specific cleaning agents and value-added items. Since growth will also rely on new, creative product rollouts, advertising campaigns are necessary for major market players to succeed. Italians are expected to spend more due to a heightened awareness of cleanliness, the greater number of working women with less time for household chores, and to more male singles who live on their own. For most of the forecast period of 1997 to 2002, newer product sectors including kitchen and bathroom cleaners are likely to list sustained growth.
Comment:
Italy: Growth in demand for surface cleaners is projected to depend on greater sophistication of more specific cleaners
Publication Name: Market Research Europe
Subject: Business, international
ISSN: 0308-3446
Year: 1998
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The Italian market for surface cleaners: advertising & promotions: advertising expenditure by company: household cleaning agents
Article Abstract:
Household cleaning agents belong to one of the most heavily advertised market because of its vast number of brands and a high segmentation level. Multinationals such as Unilever and Procter & Gamble account for over 40% of the advertising spending for the saturated market where consumers have a hard time distinguishing the products. Boosting brand familiarity is particularly important for often-used products including bleaches, detergents, scourers and dishwashing detergents. Meanwhile, product categories with a more technical application and have very few specialized brands, such as waxes, does not need as much advertising.
Comment:
Italy: The household cleaning agents market is heavily advertised due to its vast number of brands and high segmentation level
Publication Name: Market Research Europe
Subject: Business, international
ISSN: 0308-3446
Year: 1998
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Household cleaning agents
Article Abstract:
The household cleaning agents market will grow by 14% annually in Spain and France but will stagnate in the mature markets of Germany, Italy and the UK through 1996. The sectors with the best prospects for growth include liquid surface cleaners, liquid shoe cleansers and polishes, dishwashing machine products, scented disinfectants and some anti-bacterial products. There are trends towards products that are longer-lasting, higher-priced and lower-volume. Environmentally safe products, such as those detergents without bleach, are increasingly sought after.
Publication Name: Market Research Europe
Subject: Business, international
ISSN: 0308-3446
Year: 1993
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