CPG: Convenience a dealkiller in Italian households?
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Manufacturing News, Source : The Manufacturer US
Published : 27 Apr 2006 14:34
Surprisingly, a nation that is on the leading edge of automation shuns the quick and easy approach to housecleaning. This according to a Wall Street Journal cover story.
Proving that every market is unpredictable, several American best-sellers – the Swiffer Wet mop, the multi-purpose Cif cleaner, and US-designed washers and dryers, have all met resistance.
Market research revealed that the Italians spend roughly five times on housecleaning per week as Americans, and that their mindset is simply different: they prefer thoroughness to convenience; distrust washer/dryers as being damaging to fabrics; and are willing to iron virtually every laundry item, including bedsheets and socks.
Unilever, Whirlpool and Procter & Gamble among others are finding themselves retooling and reformulating for the Italian market. P&G, for example, found that Italian consumers distrusted Swiffer’s cleaning ability, but would use it to polish, so devised a Swiffer with beeswax.
Bosch retooled its Maxx 6 washing machine with far more control over temperature and time, and specialty cycles for wool, silk and synthetics. No word yet on the product’s success, but Italian consumers need hand-wash-like control before they will trust a washing machine.
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