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ricerche di mercato
market research
Andamento/specificità dei relativi segmenti Trend/specificities in the relative segments
Nella categoria dei Bagno Doccia Schiuma, i Bagno In the category of Bath and Shower Foams,
Schiuma e i Doccia Schiuma rappresentano i segmenti Bath Foams and Shower Foams are the main segments
principali del mercato a Totale Italia, veicolando of the market in Total Italy, delivering respectively
rispettivamente il 76,4% e 16,0% del valore della 76.4% and 16.0% of the value of the category,
categoria, a cui seguono i Doccia Shampoo con il 7,6%. followed by Shower Shampoos with 7.6%.
In generale, la categoria è stabile a valore (-0,1%), In general, the category is stable in value (-0.1%), in
in particolare, rimane stabile il segmento dei Bagno particular, the segment of Bath Foams (+0.2%) remains
Schiuma (+0,2%). Al contrario, i Doccia Shampoo stable. On the contrary, the Shower Shampoos record
registrano una crescita del fatturato generato (+1,9%), a growth in the turnover generated (+1.9%), while
mentre i Doccia Schiuma, riducono il volume d’affari Shower Foams reduce the turnover generated (-2.3%).
generato (-2,3%). Considerando le quattro Aree Nielsen Considering the four Nielsen IQ Areas, the segment
IQ, il segmento dei Bagno Schiuma cresce a valore of Bath Foams grows in value in all the areas with the
in tutte le aree ad eccezione di Area 3(-0,7%), mentre exception of Area 3 (-0.7%), while it grows in volume
cresce a volume solo in Area 1(+1,1%). I Doccia Schiuma, only in Area 1(+1.1%). The Shower Shampoos, despite
nonostante registrino una crescita a volume in tutte le recording a growth in volume in all the areas and above
aree e soprattutto in Area 4 (+4,8%), decrescono a valore, all in Area 4 (+4.8%), show a downturn in value, with
ad eccezione dell’Area 4 (+1,0%). Il segmento dei Doccia the exception of Area 4 (+1.0%). The segment of Shower
Shampoo cresce in tutte le aree, sia a valore (+3,2% in Shampoos grows in all the areas, both in value (+3.2%
Area 4 e +2,5% in Area 1), sia a volume (+8,5% in Area 3 in Area 4 and +2.5%in Area 1), and volume (+8.5% in
e +8,2% in Area 1). La diminuzione del prezzo medio Area 3 and +8.2% in Area 1). The decrease of the average
a volume (-0,5%) a Totale Italia della categoria Bagno price in volume (-0.5%) in Total Italy of the category Bath
Doccia Schiuma è determinato dal fatto che diminuiscono and Shower Foam is due to the fact that the cross-area
i prezzi cross-area, ad eccezione di Area 4 (+0,9%), prices decrease, with the exception of Area 4 (+0.9%),
dove crescono per i segmenti Bagno Schiuma (+1,0%) where they grow for the segments of Bath Foam (+1.0%)
e Doccia Shampoo (+1,7%). Cross-canale invece, mentre and Shower Shampoo (+1.7%). Cross-channel, on the
i prezzi medi a confezione aumentano, i prezzi medi other hand, while the average prices per unit increase,
a volume diminuiscono, ad esclusione dei Discount the average prices by volume decrease, with the
(+2,7%), dovei Bagno Schiuma e i Doccia Schiumasi exception of the Discount stores (+2.7%), where the
apprezzano (rispettivamente +2,7% e +2,3%). Bath Foams and the Shower Foams increase (respectively
NIQ (NielsenIQ) is the leader L’intensità promozionale a volume e a confezione +2.7% and +2.3%). The promotional intensity by volume
in providing the most complete, aumenta a Totale Italia di +2,6 e +1,6 pt., and unit increases in Total Italy by+2.6 and +1.6 pt.,
unbiased view of consumer rispettivamente. Il contributo positivo maggiore viene respectively. The greatest positive contribution is given
behavior, globally.
Powered by a ground-breaking dato dai Bagno Schiuma (+2,8 pt. a vol e +1,8pt. a conf). by the Bath Foams (+2.8 pt. by volume and +1.8 pt.
consumer data platform and Il segmento responsabile per la crescita nel n. di by unit). The segment responsible for growth in the
fueled by rich analytic capabilities, referenze, sono i Bagno Schiuma (+3,1%). no. of references is Bath Foam (+3.1%).
NIQ enables bold, confident
decision-making for the world’s
leading consumer goods Sales Location Val. / Sales Location Val. - Market
companies and retailers.
Using comprehensive data sets AT 27/10/24 AT 26/10/25 VAR. AT 27/10/24 VAR. AT 26/10/25
and measuring all transactions Totale Italia 100,0% 100,0% 0,0 0,0
equally, NIQ gives clients Area 1 27,5% 27,4% -0,9 -0,0
a forward-looking view into
consumer behavior in order Area 2 21,1% 21,2% -0,4 0,1
to optimize performance Area 3 24,0% 23,7% -0,1 -0,3
across all retail platforms.
Our open philosophy Area 4 27,4% 27,6% 1,4 0,2
on data integration enables Distr.Moderna 52,0% 51,2% -1,9 -0,8
the most influential consumer
data sets on the planet. I+S+LS Area 1 17,0% 16,6% -0,9 -0,4
NIQ delivers I+S+LS Area 2 12,1% 12,0% -0,5 -0,2
the complete truth.
NIQ, an Advent International I+S+LS Area 3 10,9% 10,6% -0,5 -0,3
portfolio company, has I+S+LS Area 4 12,0% 12,0% -0,1 0,1
operations in nearly 100 markets,
covering more than 90% Iper 20,6% 20,3% -1,0 -0,3
of the world’s population. Super 25,8% 25,5% -0,5 -0,2
For more information, visit
www.niq.com. Liberi Servizi 5,6% 5,3% -0,4 -0,3
Discount 9,7% 10,1% 0,3 0,5
10 SSSDrug 38,3% 38,7% 1,6 0,4