Personal Hygiene in Italy to 2013

Introduction

This databook provides key data and information on the personal hygiene market in Italy. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on three categories: deodorants, soap and bath & shower products

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the personal hygiene market, including company overview, key facts and business description

Highlights

The market for personal hygiene in Italy decreased at a compound annual growth rate of 0.3% between 2003 and 2008.

The Bath & shower products category led the personal hygiene market in Italy, accounting for a share of 40%.

Leading players in Italian personal hygiene market include Unilever, Bolton Group SpA and Mirato S.P.A..

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the personal hygiene market in Italy

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights
Highlights

The market for personal hygiene in Italy decreased at a compound annual growth rate of 0.3% between 2003 and 2008.

The Bath & shower products category led the personal hygiene market in Italy, accounting for a share of 40%.

Leading players in Italian personal hygiene market include Unilever, Bolton Group SpA and Mirato S.P.A..


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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Euro), 2003?08 20
Value analysis (Euro), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 33
Expenditure and consumption per capita 35
Chapter 4 Leading Company Profiles 38
Unilever 38
Bolton Group 40
Chapter 5 Category Analysis: Bath & shower products 42
Value analysis (Euro), 2003?08 42
Value analysis (Euro), 2008?13 43
Value analysis (US dollars), 2003?08 45
Value analysis (US dollars), 2008?13 45
Volume analysis, 2003?08 47
Volume analysis, 2008?13 48
Company and brand share analysis 50
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Deodorants 60
Value analysis (Euro), 2003?08 60
Value analysis (Euro), 2008?13 61
Value analysis (US dollars), 2003?08 63
Value analysis (US dollars), 2008?13 64
Volume analysis, 2003?08 66
Volume analysis, 2008?13 67
Company and brand share analysis 69
Distribution analysis 73
Expenditure and consumption per capita 75
Chapter 7 Category Analysis: Soap 81
Value analysis (Euro), 2003?08 81
Value analysis (Euro), 2008?13 82
Value analysis (US dollars), 2003?08 84
Value analysis (US dollars), 2008?13 84
Volume analysis, 2003?08 86
Volume analysis, 2008?13 87
Company and brand share analysis 89
Distribution analysis 93
Expenditure and consumption per capita 95
Chapter 8 Country Comparison 98
Value 98
Volume 102
Market share 106
Chapter 9 PESTLE Analysis 107
Summary 107
Political analysis 108
Economic analysis 111
Social analysis 115
Technological analysis 118
Legal analysis 123
Environmental analysis 126
Chapter 10 New Product Development 129
Product launches over time 129
Recent product launches 131
Chapter 11 Macroeconomic Profile 132
Macroeconomic indicators 132
Chapter 12 Research Methodology 137
Methodology overview 137
Secondary research 138
Market modeling 139
Creating an initial data model 139
Revising the initial data model 139
Creating a final estimate 140
Creating demographic value splits 140
Primary research 140
Data finalization 141
Ongoing research 141
Chapter 13 APPENDIX 142
Future readings 142
How to contact experts in your industry 142
Disclaimer 142


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LIST OF FIGURES
Figure 1: Italy personal hygiene value and value forecast, 2003?13 (€m, nominal prices) 22
Figure 2: Italy personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Italy personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Italy personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Italy personal hygiene company share, by value, 2007?08 (%) 30
Figure 6: Italy personal hygiene distribution channels, by value, 2007?08 (%) 34
Figure 7: Italy bath & shower products value and value forecast, 2003?13 (€m, nominal prices) 44
Figure 8: Italy bath & shower products category growth comparison, by value, 2003?13 46
Figure 9: Italy bath & shower products volume and volume forecast, 2003?13 (units, million) 49
Figure 10: Italy bath & shower products category growth comparison, by volume, 2003?13 49
Figure 11: Italy bath & shower products company share, by value, 2007?08 (%) 52
Figure 12: Italy bath & shower products distribution channels, by value, 2007?08 (%) 56
Figure 13: Italy deodorants value and value forecast, 2003?13 (€m, nominal prices) 62
Figure 14: Italy deodorants category growth comparison, by value, 2003?13 65
Figure 15: Italy deodorants volume and volume forecast, 2003?13 (units, million) 68
Figure 16: Italy deodorants category growth comparison, by volume, 2003?13 68
Figure 17: Italy deodorants company share, by value, 2007?08 (%) 71
Figure 18: Italy deodorants distribution channels, by value, 2007?08 (%) 74
Figure 19: Italy soap value and value forecast, 2003?13 (€m, nominal prices) 83
Figure 20: Italy soap category growth comparison, by value, 2003?13 85
Figure 21: Italy soap volume and volume forecast, 2003?13 (units, million) 88
Figure 22: Italy soap category growth comparison, by volume, 2003?13 88
Figure 23: Italy soap company share, by value, 2007?08 (%) 91
Figure 24: Italy soap distribution channels, by value, 2007?08 (%) 94
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 99
Figure 26: Global personal hygiene market value, 2003–08, top five countries 101
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 103
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 105
Figure 29: Annual data review process 138


LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Italy personal hygiene value, 2003?08 (€m, nominal prices) 20
Table 4: Italy personal hygiene value forecast, 2008?13 (€m, nominal prices) 21
Table 5: Italy personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Italy personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Italy personal hygiene volume, 2003?08 (units, million) 25
Table 8: Italy personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Italy personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Italy personal hygiene value, by brand 2007?08 (€m, nominal prices) 29
Table 11: Italy personal hygiene company share by value, 2007?08 (%) 31
Table 12: Italy personal hygiene value, by company, 2007?08 (€m, nominal prices) 32
Table 13: Italy personal hygiene distribution channels, by value, 2007?08 (%) 33
Table 14: Italy personal hygiene value, by distribution channel, 2007?08 (€m, nominal prices) 33
Table 15: Italy personal hygiene expenditure per capita, 2003?08 (€, nominal prices) 35
Table 16: Italy personal hygiene forecast expenditure per capita, 2008?13 (€, nominal prices) 35
Table 17: Italy personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 36
Table 18: Italy personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 36
Table 19: Italy personal hygiene consumption per capita, 2003?08 (units) 37
Table 20: Italy personal hygiene forecast consumption per capita, 2008?13 (units) 37
Table 21: Unilever key facts 38
Table 22: Bolton Group key facts 40
Table 23: Italy bath & shower products value, 2003?08 (€m, nominal prices) 42
Table 24: Italy bath & shower products value forecast, 2008?13 (€m, nominal prices) 43
Table 25: Italy bath & shower products value, 2003?08 ($m, nominal prices) 45
Table 26: Italy bath & shower products value forecast, 2008?13 ($m, nominal prices) 45
Table 27: Italy bath & shower products volume, 2003?08 (units, million) 47
Table 28: Italy bath & shower products volume forecast, 2008?13 (units, million) 48
Table 29: Italy bath & shower products brand share, by value, 2007?08 (%) 50
Table 30: Italy bath & shower products value, by brand 2007?08 (€m, nominal prices) 51
Table 31: Italy bath & shower products company share by value, 2007?08 (%) 53
Table 32: Italy bath & shower products value, by company, 2007?08 (€m, nominal prices) 54
Table 33: Italy bath & shower products distribution channels, by value, 2007?08 (%) 55
Table 34: Italy bath & shower products value, by distribution channel, 2007?08 (€m, nominal prices) 55
Table 35: Italy bath & shower products expenditure per capita, 2003?08 (€, nominal prices) 57
Table 36: Italy bath & shower products forecast expenditure per capita, 2008?13 (€, nominal prices) 57
Table 37: Italy bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Italy bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Italy bath & shower products consumption per capita, 2003?08 (units) 59
Table 40: Italy bath & shower products forecast consumption per capita, 2008?13 (units) 59
Table 41: Italy deodorants value, 2003?08 (€m, nominal prices) 60
Table 42: Italy deodorants value forecast, 2008?13 (€m, nominal prices) 61
Table 43: Italy deodorants value, 2003?08 ($m, nominal prices) 63
Table 44: Italy deodorants value forecast, 2008?13 ($m, nominal prices) 64
Table 45: Italy deodorants volume, 2003?08 (units, million) 66
Table 46: Italy deodorants volume forecast, 2008?13 (units, million) 67
Table 47: Italy deodorants brand share, by value, 2007?08 (%) 69
Table 48: Italy deodorants value, by brand 2007?08 (€m, nominal prices) 70
Table 49: Italy deodorants company share by value, 2007?08 (%) 72
Table 50: Italy deodorants value, by company, 2007?08 (€m, nominal prices) 72
Table 51: Italy deodorants distribution channels, by value, 2007?08 (%) 73
Table 52: Italy deodorants value, by distribution channel, 2007?08 (€m, nominal prices) 73
Table 53: Italy deodorants expenditure per capita, 2003?08 (€, nominal prices) 75
Table 54: Italy deodorants forecast expenditure per capita, 2008?13 (€, nominal prices) 76
Table 55: Italy deodorants expenditure per capita, 2003?08 ($, nominal prices) 77
Table 56: Italy deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 78
Table 57: Italy deodorants consumption per capita, 2003?08 (units) 79
Table 58: Italy deodorants forecast consumption per capita, 2008?13 (units) 80
Table 59: Italy soap value, 2003?08 (€m, nominal prices) 81
Table 60: Italy soap value forecast, 2008?13 (€m, nominal prices) 82
Table 61: Italy soap value, 2003?08 ($m, nominal prices) 84
Table 62: Italy soap value forecast, 2008?13 ($m, nominal prices) 84
Table 63: Italy soap volume, 2003?08 (units, million) 86
Table 64: Italy soap volume forecast, 2008?13 (units, million) 87
Table 65: Italy soap brand share, by value, 2007?08 (%) 89
Table 66: Italy soap value, by brand 2007?08 (€m, nominal prices) 90
Table 67: Italy soap company share by value, 2007?08 (%) 92
Table 68: Italy soap value, by company, 2007?08 (€m, nominal prices) 92
Table 69: Italy soap distribution channels, by value, 2007?08 (%) 93
Table 70: Italy soap value, by distribution channel, 2007?08 (€m, nominal prices) 93
Table 71: Italy soap expenditure per capita, 2003?08 (€, nominal prices) 95
Table 72: Italy soap forecast expenditure per capita, 2008?13 (€, nominal prices) 95
Table 73: Italy soap expenditure per capita, 2003?08 ($, nominal prices) 96
Table 74: Italy soap forecast expenditure per capita, 2008?13 ($, nominal prices) 96
Table 75: Italy soap consumption per capita, 2003?08 (units) 97
Table 76: Italy soap forecast consumption per capita, 2008?13 (units) 97
Table 77: Global personal hygiene market value, 2008 98
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 101
Table 79: Global personal hygiene market volume, 2008 102
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 105
Table 81: Leading players, top five countries 106
Table 82: Analysis of Italy’s political landscape 108
Table 83: Analysis of Italy’s economy 111
Table 84: Analysis of Italy’s social system 115
Table 85: Analysis of Italy’s technology landscape 118
Table 86: Hourly labor cost in EU countries (in euros) 119
Table 87: Patents received from USPTO 122
Table 88: Analysis of Italy’s legal landscape 123
Table 89: Analysis of Italy’s environmental landscape 126
Table 90: Italy personal hygiene new product launches reports, by company (top five companies), 2008 129
Table 91: Italy personal hygiene new product launches SKUs, by company (top five companies), 2008 129
Table 92: Italy personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 130
Table 93: Italy personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 130
Table 94: Italy personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 131
Table 95: Italy personal hygiene new product launches (reports) - Recent five launches (2008) 131
Table 96: Italy population, by age group, 2003?08 (millions) 132
Table 97: Italy population forecast, by age group, 2008?13 (millions) 133
Table 98: Italy population, by gender, 2003?08 (millions) 133
Table 99: Italy population forecast, by gender, 2008?13 (millions) 134
Table 100: Italy nominal GDP, 2003?08 (€bn, nominal prices) 134
Table 101: Italy nominal GDP forecast, 2008?13 (€bn, nominal prices) 134
Table 102: Italy real GDP, 2003?08 (€bn, 2000 prices) 135
Table 103: Italy real GDP forecast, 2008?13 (€bn, 2000 prices) 135
Table 104: Italy real GDP, 2003?08 ($bn, 2000 prices) 135
Table 105: Italy real GDP forecast, 2008?13 ($bn, 2000 prices) 136
Table 106: Italy consumer price index, 2003?08 (2000=100) 136
Table 107: Italy consumer price index, 2008?13 (2000=100) 136


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