Personal Care Products Performance Drives Italian SDA Market Revenue Down

As in many other Durable Goods sectors, Italian Small Domestic Appliances (SDA) has been impacted by the global financial crisis. Total turnover for the SDA market decreased by 3.7%; from 1.1 million euro in 2008 to stand at 1.06 million euro for 2009.

Part of this decrease was due to the negative results recorded by the Microwave Ovens market which represents 8.4% of the sector's value and decreased 10% over 2008. Similarly the Irons market, which accounts for 15.5% of the SDA market in value terms, also declined by 4% compared to the previous year, These losses were moderated slightly by the Espresso Machines and Vacuum Cleaners markets, whose turnover stayed stable during 2009.

In particular, the negative trend of SDA was mainly driven by a strong decrease in Personal Care products, which represents 26.1% of the sector's value, were down -6% against 2008. After years of growth, the Shavers market has registered a negative performance for both the Female Depilation (-6%) and Male Grooming (-8%) segments.

A double digit decrease was registered for the whole of 2009 for Haircare products. In particular the turnover of the Hair Stylers market recorded a very negative trend (-12%) and Hair Dryers decreased by around -8%.