he buoyant growth registered between 2004 and 2007, supported by the launch of super power cleaners and a reduced level of cut-price promotions, slowed down in 2008 and fell into decline in 2009. Italian sales of household cleaning products are expected to reach an estimated €859 million in 2009, down by just less than 1% on 2008.

Price-conscious consumers have turned to own-labels and discounters and are opting to buy products on promotion in order to cut down on costs during the current recession. On a positive note, own-labels are benefiting from this trend but their share of the review market in mass-market channels remains small (10%). Discounters have also increased, although not dramatically, and despite some leading brands reporting a decline in sales, they are holding up well overall.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.