The concentrate is popular in the laundry detergents market

In the laundry detergents market, the right amount of detergent to reduce product waste while simultaneously lowering the environmental impact of the use phase is driving innovation towards efficient solutions and new formats.

In the year ending 29 March 2026, the sector reached a turnover of 1,15 billion euros across Italy as a whole, although recording a 2,7% decline in value, in clear contrast with the growth recorded the previous year (+2,6%). With more than 455 million units sold, the sector also declined in volume (-1,3%), albeit to a lesser extent, nevertheless marking a reversal compared with the +2,6% recorded the previous year. In line with this trend, the average price per volume fell by 1,4% (NIQ data, total Italy, Hypermarkets + Supermarkets + Free-service stores + Discount stores + Drug specialists).

Distribution channels and geographical areas

Modern distribution (Hypermarkets + Supermarkets + Free-service stores), which accounts for 53,4% of total turnover (down 1,6 percentage points compared with the previous year), recorded overall weaker performance than the market as a whole, with a decline of 5,5% in value and 3,6% in volume. “Analysing the individual channels,” says FilippoMorlini of NIQ, “supermarkets hold the largest share (27,2%), followed by hypermarkets (20,1%). Both recorded negative trends, broadly in line with modern distribution, with a sharper decline in volume in hypermarkets (-4,9% in value and -4% in volume) and a steeper decline in value in supermarkets (-5,3% in value and -2,8% in volume).” The free-service channel, on the other hand, showed the weakest performance: although accounting for only 6,2%, it recorded a significantly sharper decline both in value (-8,5%) and in volume (-5,3%). As for discount stores, which are growing in terms of share, they account for 13,2% of total turnover. This channel showed a partially different dynamic from the market as a whole: the average price per volume increased by 2,3%, in line with the figure already recorded the previous year (+2,7%). This resulted in a more pronounced contraction in volume than in value (-0,7% in value and -2,9% in volume). “The drug specialists channel,” the analyst continues, “is instead proving more dynamic, accounting for 33,4% of total turnover and recording a further increase in share (+1,3 percentage points), continuing the trend of the previous year. Unlike the rest of the market, trends here are positive both in value and in volume, although growth is slowing: growth stands at 1,3% in value (compared with +7,4% the previous year) and +2,8% in volume (compared with +4,4%). This trend is influenced by the decline in the average price per volume (-1,5%), contrasting with the growth observed last year. This confirms that the drug specialists channel is progressively strengthening its role in home-care purchases.”

As regards geographical areas, Area 1 is the geographical area in which the largest share of purchases is concentrated (28,1%), and it reached a turnover of 323,6 million euros, down 3,2% compared with the previous year. Despite recording the highest turnover, it is also the area with the sharpest decline in value. A contraction was also observed in volume, albeit less pronounced (-1,8%), accompanied by a decline in the average price (-1,4%).

Area 4, which ranks second in importance with a share of 27,8%, just below Area 1, showed a more moderate decline both in value (-2,8%) and, above all, in volume (-0,4%). In this case, the most significant decline in the average price among the different areas was recorded (-2,4%), helping to explain the better performance in volume.

Area 3, with a share of 23,4%, broadly followed the category’s average trend, showing a decline of 2,8% in value and 1,9% in volume, thus remaining in line with the overall picture.

Area 2, Morlini points out, accounts for the remaining 20,6% of turnover and is the only one showing a slight increase in share (+0,2 percentage points). It recorded a turnover of 237,3 million euros, with a decline in value of 1,9%, the most limited among all the areas, and in volume of -1,5%. It is also the area where the smallest decline in the average price was recorded (-0,4%), contributing to an overall more stable dynamic.”

Segment performance

The laundry detergents market is divided into four segments. The largest is washing machine laundry/multipurpose detergents with fabric softener, which alone accounts for almost 90% of total turnover. “The remaining share,” specifies Filippo Morlini, “is divided between fine/specific washing machine laundry/multipurpose detergents (9%), while the laundry soaps (1,3%) and hand-washing laundry segments (0,6%) account for a considerably more marginal proportion. Within the washing machine laundry/multipurpose detergents with fabric softener segment, which reaches a turnover of 1 billion euros, performance mirrors that of the category as a whole, with a decline of 2,6% in value and 0,9% in volume. The overall decline in turnover amounts to 27,7 million euros, more than half of which is attributable to the powder washing machine multipurpose laundry sub-segment, which recorded a significant contraction both in value (-8,6%) and in volume (-6,6%).” The decline in the main sub-segment, liquid + gel washing machine multipurpose laundry, was more moderate: it fell by 1% in value, while showing volume growth of +0,5%. The fine/specific washing machine laundry/multipurpose detergents segment is the second-largest component, with a turnover of 103,3 million euros. It recorded a decline in value of 1,4%, accompanied by a sharper decline in volume (-2,6%). Within this segment, only powder fine/specific washing machine laundry/multipurpose detergents showed positive performance: although accounting for just 0,1% of the overall market, it recorded very significant growth in value (+233,7%), and even more significant growth in volume (+305,7%), reversing the negative trend observed the previous year. The laundry soaps segment recorded a sharper decline than in the previous year, both in value (-9,2%) and in volume (-10,2%). “Even more critical,” concludes Filippo Morlini, “is the performance of hand-washing laundry, which continues to contract significantly, with a decline of 21,2% in value and 21,8% in volume, recording worse performance than the previous year. This trend confirms that the segment is becoming increasingly less relevant to Italian families’ everyday usage habits.”

Read more about DM Magazine June 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.