NOTIZIE


21° Osservatorio del mercato dei detergenti e dei prodotti per la casa

by Daniele Tarenzi | lug 10, 2017

Milano, 6 aprile 2017 – Si è svolto oggi l’Osservatorio del mercato dei detergenti e dei prodotti per la casa, appuntamento ormai tradizionale per il settore della detergenza italiana.

Il Presidente di Assocasa, Giorgio Dal Prato, ha introdotto la presentazione dei dati dell’Osservatorio, che in questa edizione continuano a mostrare il trend in calo. Nell’anno terminante a febbraio 2017 le vendite del “cura casa” (detergenti e prodotti per la manutenzione), esclusi i “disposable” segnano a valore complessivamente -2,7%. Su tale dato pesa anche l’andamento particolarmente negativo del comparto dei disinfestanti, che registra -13,7%, dovuto probabilmente alle condizioni climatiche della stagione estiva 2016.                                                                                                

A livello di comparti, nell’anno terminante a febbraio 2017, quello dei detergenti registra un -1,9%. In particolare, il bucato segna -2%, stoviglie e lavastoviglie -1,3% e altri detergenti -2,3%. Nel sottocomparto bucato, il detersivo liquido lavatrice è cresciuto dello 0,6%, mentre registrano un segno negativo i polveri lavatrici (-7,4%), i detersivi per bucato a mano (-14,3%) e gli indumenti fini (-5,7%). Il sottocomparto stoviglie, invece, vede i detergenti lavastoviglie a +2,2% e quelli per stoviglie a mano a -4,2%.                                                                                                                          
Tra gli altri comparti, i coadiuvanti per lavaggio segnano -1,2% e i prodotti per la manutenzione -2,5%. In quest’ultimo comparto, si segnala che i deodoranti registrano un segno negativo (-3%), mentre il cura auto è stabile con -0,5%.

A livello di store format, nell’anno terminante a febbraio 2017 crescono solo i Drug Specialist (+2,1%), segno che molti consumatori ricercano l’ampio assortimento e la qualità abbinate a buone opportunità di risparmio, mentre i Discount evidenziano una netta stabilizzazione con +0,1%. Rimangono in flessione le superfici più piccole, gli Iper e i Super.                        
Si registra una crescita delle vendite di detersivi per bucato nei Drug Specialist (+2,9%) e nei Discount (+1,2%), così come anche per i detersivi stoviglie, le cui vendite nei Drug Specialist segnano +3,8% e nei Discount +1,5%.

Nel 2016 sono stati lanciati nel mondo del Cura Casa 2500 nuovi prodotti, che ad oggi rappresentano il 13% del referenziamento totale, contribuendo all’8% del fatturato dell’ultimo anno, pari a 202.5 Mio €.

In questo contesto l’industria della detergenza guarda sempre con molta attenzione alla soddisfazione dei bisogni delle famiglie in termini di igiene e pulizia della casa e continua la ricerca di innovazione del prodotto, per combattere sprechi e promuovere la sostenibilità, la convenienza e la praticità d’uso. È fondamentale che ogni consumatore sia ben informato e consapevole nell’utilizzo dei prodotti della detergenza, dato il suo ruolo fondamentale nel risparmio, attraverso il giusto dosaggio e le corrette abitudini d’uso durante le operazioni di pulizia e manutenzione della casa.

Giorgio Dal Prato, Presidente di Assocasa
, ha detto: “In questa edizione dell’Osservatorio abbiamo avuto voluto rivedere alcuni punti di analisi, per entrare maggiormente nel dettaglio su ambiti quali i canali distributivi e le nuove referenze. Il nostro settore ha cercato di adattarsi sempre a tali cambiamenti grazie all’impegno delle aziende nel soddisfare le nuove esigenze dei consumatori, anche rispetto alla sostenibilità dei prodotti”. “Per questo è fondamentale - continua Dal Prato - che la nostra Associazione si impegni sempre di più nel fornire nuovi strumenti di dialogo e confronto tra le aziende e la filiera assieme ad azioni concrete di sensibilizzazione e informazione, rivolte direttamente ai consumatori anche attraverso il nostro webmagazine www.pulitiefelici.it”.

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