Table of Content

Tissue and Hygiene in Italy
Euromonitor International
March 2022

List Of Contents And Tables

TISSUE AND HYGIENE IN ITALY
EXECUTIVE SUMMARY
Tissue and hygiene in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2019-2026
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Birth Rates 2016-2021
Table 2 Infant Population 2016-2021
Table 3 Female Population by Age 2016-2021
Table 4 Total Population by Age 2016-2021
Table 5 Households 2016-2021
Table 6 Forecast Infant Population 2021-2026
Table 7 Forecast Female Population by Age 2021-2026
Table 8 Forecast Total Population by Age 2021-2026
Table 9 Forecast Households 2021-2026
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2016-2021
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2017-2021
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2018-2021
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2016-2021
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2016-2021
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2021
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2021-2026
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
SANITARY PROTECTION IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Improved performance for sanitary protection despite demographic challenges
VAT reduced to 10% as economic pressure forces some women to trade down
Fater retains dominance despite streamlining its portfolio
PROSPECTS AND OPPORTUNITIES
Gender equality and return to more active lifestyles likely to inform product marketing
Economic pressures expected to place focus on value
Environmental issues a growing concern
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2016-2021
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2016-2021
Table 21 Retail Sales of Tampons by Application Format: % Value 2016-2021
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2017-2021
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2018-2021
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2021-2026
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2021-2026
NAPPIES/DIAPERS/PANTS IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Players turn to influencers to help compensate for the country’s declining birth rate
Lillydoo arrives in Italy with its innovative subscription model
Disposable pants on the rise
PROSPECTS AND OPPORTUNITIES
Local commerce an opportunity for e-commerce of diapers
More families expected to turn to low-cost retail channels over the forecast period due to financial pressures
Demand for nappies/diapers set to fall in line with declining birth rate
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2016-2021
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2016-2021
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2017-2021
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2018-2021
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2021-2026
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2021-2026
RETAIL ADULT INCONTINENCE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Disposable pants the best sellers as the elderly look to lead more active lives
Reducing stigma
Trade associations investing in prevention rather than cure
PROSPECTS AND OPPORTUNITIES
Brand loyalty likely to be key to success
Separate waste collection an opportunity to push recycling
Competition expected to intensify across the distribution landscape
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2016-2021
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2016-2021
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2017-2021
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2018-2021
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2021-2026
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2021-2026
RX/REIMBURSEMENT ADULT INCONTINENCE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Spending review threatens sales of RX/reimbursement adult incontinence
COVID-19 creates concerns around keeping relatives in care homes
Despite ageing population sales of adult incontinence shift towards the retail channel
PROSPECTS AND OPPORTUNITIES
Nursing home applications expected to fall in the short term
Investments in social housing could present opportunities for sales
Further spending cuts expected to result in declining sales of Rx/reimbursement adult incontinence
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2016-2021
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2016-2021
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2021-2026
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2021-2026
WIPES IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Baby wipes suffer from negative image and declining birth rate
Tempo enters wipes but sales stall as consumers take a more conservative approach to spending
Micellar waters provides still competition for facial cleansing wipes
PROSPECTS AND OPPORTUNITIES
E-commerce expected to help drive demand for wipes
Secondary brands could look to build on gains seen since COVID-19
Wipes set to benefit from new product development and innovation
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2016-2021
Table 43 Retail Sales of Wipes by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Retail Wipes: % Value 2017-2021
Table 45 LBN Brand Shares of Retail Wipes: % Value 2018-2021
Table 46 Forecast Retail Sales of Wipes by Category: Value 2021-2026
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2021-2026
RETAIL TISSUE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Regina new product developments
Domestic brand Regina continues to flourish while Foxy shows promise with its premium options
Environmental sustainability in focus for Lucart
PROSPECTS AND OPPORTUNITIES
Rising energy and production costs expected to put upward pressure on prices
Napkns could benefit from new foodservice partnerships
Shortages of recycled paper could put push manufacturers towards alternative materials
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2016-2021
Table 49 Retail Sales of Tissue by Category: % Value Growth 2016-2021
Table 50 NBO Company Shares of Retail Tissue: % Value 2017-2021
Table 51 LBN Brand Shares of Retail Tissue: % Value 2018-2021
Table 52 Forecast Retail Sales of Tissue by Category: Value 2021-2026
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2021-2026
AWAY-FROM-HOME TISSUE AND HYGIENE IN ITALY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lucart Professional launches Hygiene & Care Platform
Travel demand slow to recover, while food delivery services boost demand for napkins
Wholesalers and agents invest in e-commerce
PROSPECTS AND OPPORTUNITIES
?Community Hospitals? could present a new sales opportunity
Italy set to return as a popular tourism destination
A return to the office should spell good news for providers of AFH tissue
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2016-2021
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2016-2021
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2016-2021
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2016-2021
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2021
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2021-2026
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2021-2026