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Market shows stability and growth
30th of September 2026 Article by Anna Garbagna
ECJ’s Anna Garbagna reports on the latest survey of manufacturers and distributors in Italy.
The Italian professional cleaning market is worth approximately €7 billion and remains a stable sector, although it is undergoing gradual transformation. This is according to 2026 research conducted by Cerved for AFIDAMP among manufacturers and distributors, carried out between April and June this year.
On the manufacturing side, 2025 turnover is estimated at between €3.6 billion and €4.4 billion. Chemicals represent the largest segment, with revenues of between €1.4 billion and €1.6 billion, followed by machines, at between €1.1 billion and €1.3 billion, and paper, at between €820 million and €970 million. Almost two-thirds of companies have turnover of more than €5 million, while nine out of 10 manufacture predominantly in Italy, confirming the strong national roots of the supply chain.
Better financials
2025 ended positively for around half of manufacturers, while expectations for 2026 remain geared towards growth. The strongest prospects are for chemical products, although positive indications are also emerging for machines, paper, equipment, and fibres and cloths. The market’s financial position is also improving, with more regular payments and a reduction in overdue debts.
Among the end-use sectors, Ho.Re.Ca. continues to play a central role. Hospitality is the sector that has shown the most consistent growth since 2022, supported by positive trends in tourism, catering and services.
Distribution main channel
For manufacturers, distribution continues to be the main sales channel, generating around three-quarters of turnover. Priorities for 2026 include strengthening distribution networks, digital marketing, developing sales forces and participating in trade exhibitions. Sustainability and product innovation also remain high on the agenda: more than a quarter of companies have filed patents over the past five years.
On the international front, Germany remains the leading target market, followed by Spain, France, the United States and the United Kingdom. The response to competition from emerging markets continues to focus on quality, innovation and protecting market positioning rather than reducing prices.
Transformation of models
Distribution is worth approximately €3 billion and has a highly fragmented structure: 60 per cent of the market is generated by 22 per cent of companies, while half of the sample has turnover of no more than €1.5 million. Here too, almost one company in two recorded growth in 2025, with average growth of 11.4 per cent.
The most significant transformation, however, concerns the service model. Sales of chemicals, equipment and machinery are increasingly being complemented by consultancy, training, maintenance and rental services. Training has been taken up by more than 70 per cent of distributors, while green products now account for 20 per cent of turnover. Interest is also growing in autonomous machines and high-performance premium solutions.
Digitalisation is another area with scope for development. Almost half of manufacturers are already using artificial intelligence tools, particularly in marketing and communications, while among distributors adoption stands at around one in five companies.
The picture that emerges is of a supply chain that is growing not only in terms of numbers, but above all in its ability to deliver value: greater technical expertise, more services, more innovation and greater attention to the quality of solutions offered to professional customers, thereby strengthening competitiveness and specialisation.
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