Home & Laundry Care - Italy | Statista Market Forecast

In Italy, the revenue generated in the Home & Laundry Care market is forecasted to reach US$4.81bn in 2024.
It is projected to grow annually by 1.43% (CAGR 2024-2029).
The largest segment within the market is Laundry Care, which is expected to have a market volume of US$2.38bn in 2024.
When compared globally, United States generates the highest revenue in the Home & Laundry Care market, amounting to US$32bn in 2024.
Considering the total population figures, the per person revenue in Italy is estimated to be US$82.00 in 2024.
Furthermore, online sales are predicted to contribute 17.2% of the total revenue in the Home & Laundry Care market by 2024.
Despite a growing interest in eco-friendly products, Italian consumers still prioritize convenience and effectiveness when it comes to home and laundry care.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Italy is witnessing mild growth, influenced by factors such as evolving consumer preferences for eco-friendly products, increased focus on hygiene, and innovations in cleaning technologies that enhance user convenience.

Customer preferences: In Italy, consumers are increasingly prioritizing sustainable and eco-friendly home and laundry care products, reflecting a broader cultural shift towards environmental consciousness. There is a notable rise in demand for biodegradable detergents and packaging, as well as refillable product options. Additionally, the growing trend of remote work has led to an emphasis on cleanliness and hygiene, prompting households to invest in advanced cleaning technologies. This convergence of lifestyle changes and sustainability awareness is reshaping consumer choices in the market.

Trends in the market: In Italy, the Home & Laundry Care market is experiencing a significant shift towards sustainability, with consumers increasingly opting for eco-friendly products. This trend includes a growing preference for biodegradable detergents and sustainable packaging, along with a demand for refillable options. Additionally, the rise of remote work has heightened the focus on cleanliness, driving households to invest in advanced cleaning technologies. These trends not only reflect a cultural commitment to environmental stewardship but also present opportunities for industry stakeholders to innovate and align product offerings with consumer values, potentially enhancing brand loyalty and market share.

Local special circumstances: In Italy, the Home & Laundry Care market is influenced by the country's rich cultural heritage that prioritizes quality and craftsmanship, leading consumers to seek premium and eco-friendly products. The Mediterranean climate also plays a role, as it encourages household practices that emphasize cleanliness and freshness, particularly in textiles. Furthermore, stringent EU regulations on chemical use and waste management are pushing brands towards sustainable formulations and packaging. This unique combination of cultural values, climate, and regulatory frameworks drives innovation and shapes consumer preferences in the market.

Underlying macroeconomic factors: The Home & Laundry Care market in Italy is significantly shaped by macroeconomic factors such as consumer spending trends, inflation rates, and employment levels. As the national economy recovers from past downturns, increased disposable income allows consumers to prioritize quality and sustainability in their purchases. Fiscal policies promoting green initiatives further encourage the development of eco-friendly products. Additionally, global supply chain disruptions can affect product availability and pricing, while the ongoing shift towards online retail channels is reshaping distribution strategies. Overall, these factors create a dynamic market landscape that influences both consumer behavior and brand innovation.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.