Assocasa presents new Home Care market data: changing consumption patterns, sector resilience and transformation of distribution channels
Milan, May 28, 2026 – Assocasa (the Italian Association of Detergents and Specialty Products for Industry and Household Use, part of Federchimica), in collaboration with NielsenIQ, today presented the latest data from its Home Care Observatory, offering an updated overview of the Italian Home Care market and the key trends currently shaping the sector.
In the 12 months ending March 29, 2026, the overall Home Care market recorded a -1.7% decline in value compared to the previous year, reaching total sales of €4.559 billion. Volumes followed a similar trend, decreasing by -1.5%.
Home Care segments
All Home Care segments reported a decline in value sales, although with varying dynamics across categories.
The Detergents segment, accounting for 55.9% of the total Home Care market value, declined by -1.8%, corresponding to a loss of €45.6 million. The downturn affected all distribution channels, with the exception of Drug Specialists, which remain the leading channel for the segment with a 31.9% value share.
The negative performance of the Detergents segment was mainly driven by Laundry Care products, which fell by -2.6% in value and account for 44.6% of total Detergents sales. In particular, Powder and Tabs Laundry Detergents for washing machines recorded the sharpest decline, down -8.2%, equivalent to a loss of €14.3 million. Liquid Laundry Detergents for washing machines — the main segment, representing 72.8% of the Laundry category — also declined by -1.1% in value.
Within Dishwashing products, trends diverged: Automatic Dishwashing detergents grew by +2.1% in value, while Hand Dishwashing products continued to decline, down -4.7%.
Other Detergents posted a -1.1% decrease in turnover, mainly impacted by the negative performance of Descalers (-3.2% in value, equal to -€2.7 million). The only growing segment was Toilet Care products, up +0.6% in value.
Laundry Additives declined by -0.7% in value, mainly due to Fabric Auxiliaries, which lost €9.6 million. In contrast, Bleach products (+0.6%) and Fabric Softeners (+0.1%) showed positive results, with the latter representing the largest segment in the category, accounting for 52% of value sales.
The Maintenance Products segment recorded a -1.4% decline in value. The contraction was mainly driven by Air Fresheners, which account for more than half of the segment’s sales and lost €2.3 million, followed by Car Care products (-€1.3 million). Dishwasher Care products, however, performed positively, growing by +5.7%, equivalent to +€2.9 million.
Pest Control Products also declined (-4.3%), marking the weakest performance within the overall Home Care market. The downturn was mainly driven by Flying Insecticides (-6.5%), Insect Repellents (-2.5%) and Crawling Insecticides (-3.7%).
Distribution channels
On the distribution side, the market showed an overall contraction across Modern Trade channels, while Drug Specialists confirmed their position as the leading Home Care channel and the only one to grow over the last year, posting a +1.3% increase in value sales.
Modern Trade channels recorded significant declines in turnover: Hypermarkets fell by -2.8%, Supermarkets by -3.2% and Small Self-Service Stores by -6.3%. Discount stores also reported a decline of -2.1%.
The data therefore confirm a gradual shift in consumers’ purchasing habits, increasingly oriented toward specialised channels and formats capable of offering assortment, convenience and a more targeted shopping experience.
“The Observatory data highlight a complex environment for the detergency sector, influenced by consumption trends and an economic context that remains uncertain. At the same time, a significant change is emerging in Italians’ relationship with the home. Today, the home is no longer merely a functional space, but increasingly a place of wellbeing, relationships and personal expression. In fact, 71% of Italians say they ‘enjoy spending time at home’, while more than half state that they take pleasure in caring for it. This reinforces the importance of home care categories even during a period of greater attention to household spending,” said Roberto Ferro, President of Assocasa.
“The evolution of distribution channels and the consolidation of Drug Specialists confirm how essential it is for companies to understand and anticipate changes in consumer purchasing behaviour. Continuing to invest in innovation, sustainability and competitiveness will be crucial to supporting the value and growth of the sector in the coming years,” the President concluded.
