ECJ EUROPEAN Cleaning Journal

Italian reporter Anna Garbagna looks at the concept of ‘spring cleaning’ and its impact on products.

In Italy, the term ‘spring cleaning’ refers to the cleaning performed during the change of season. Vileda, leader in the domestic cleaning products sector, commissioned research which highlighted how  84 per cent of the over 45 generation tend to clean in a deeper and more thorough way, focusing on windows, curtains and floors.

On the other hand, young people aged between 18 and 44 prefer cleaning windows and floors, and also have a particular preference for the kitchen extractor fan. Among house chores, the least preferred one is dusting mattresses, followed by deep cleaning the oven or cleaning the freezer/fridge.

But spring cleaning is also liberating? 66 per cent of young people (18 to 44) and 58 per cent of  the over 45’s think so.

The survey confirms the popular feeling that spring cleaning is still more of a routine chore than a real pleasure: in fact,  84 per cent of Italians, believe that it is a necessary task, while spring cleaning enthusiasts are clearly a minority and only seven per cent find this activity enjoyable.

The data is based on a survey carried out by YouGov Deutschland, in which 5,242 people (Italians, Germans and British) took part in February. The results are weighted and are representative for the population aged 18 and over.

All this was to highlight how in Italy, the industrial and domestic cleaning sector is of definite importance and interest.

In fact, according to the 25th Observatory (25° Osservatorio) of the market for detergents and household products carried out by Assocasa, it emerged that there are some positive signals.
Cleaning and maintenance products report an overall increase of 1.4 per cent for the year ending in February  2019; positive signs come from descalers (+4.4 per cent) and bathrooms cleaning detergents (+0.8 per cent).

For laundry aids, the trend remains positive with an increase of 3.1 per cent driven by fabric conditioners  (+5.7 per cent), also thanks to the new sector of sanitising deodorant for clothes. The figures were also positive for bleaches and washing additives and it is worth mentioning an increase of 5.2 per cent for rinse aids.

At sale and distribution level, drug specialists are still increasing (+8.1 per cent) and they are the second distribution channel after supermarkets: this shows that many consumers look for a wide selection as well as quality combined with good saving opportunities. Discount stores are also growing (+2.8 per cent), while free services are slowing down (-3.4 per cent). Hypermarkets and supermarkets remain stable. The offers of detergents (39 per cent) remain above the average for groceries but despite that, sales continue to slow down.

Giorgio Dal Prato, president of Assocasa, declared: “Once again, our study gives us a number of  points for reflection for constant improvement in terms of innovation and efficiency in full respect of public and environmental health. All consumers are aware of the important role they have in the correct and sustainable use of products for cleaning of their houses. This atmosphere of renewed confidence by families is vital for the growth of the sector and to promote more sustainable development”.