Disposable Paper Products in Italy
Euromonitor International's Disposable Paper Products in Italy market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 116 | Publication date: Jul 2007
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- Get insight into trends in market performance
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Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Price competition boosts demand
Disposable paper products in Italy grew slightly in current value terms in 2006. Overall, growth was lower than in 2005, due to the slower growth rates experience by sanitary protection, nappies/diapers/pants, kitchen towels, and toilet paper. Largely stable unit prices in 2006 helped increase the retail volume sales of incontinence products, cotton wool/buds/pads and kitchen towels, while limiting the decline in volume sales of toilet paper, nappies/diapers/pads and tissues. The unit price movement in 2006 was largely due to price competition between the leading branded manufacturers and private label. Sales of incontinence products benefited from hitherto low penetration and the gradual acceptance of these items among an ageing population, to register above average volume and value growth throughout much of the review period; however, growth in 2006 represented a recovery from a decline in value sales in 2005. The increasing demand for convenience products helped to stabilise the sales of tissues, kitchen towels, and paper tableware in 2006
Innovation a key driver of value growth
One of the most important trends in disposable paper products in Italy was the demand for innovative products. Manufacturers focused their efforts on launching new added-value products, which responded to specific consumer demands and offered higher profit margins. Innovation was the driving force behind sales of cosmetic wipes, light incontinence products, feminine hygiene wipes and, facial cleansing wipes, in 2006. These product types registered the fastest retail value growth in 2006.
On the other hand, household care wipes products recording the worst performances in disposable paper products in Italy in 2006. Despite initial favourable growth at the beginning of the review period, value sales of these products, with the exception of toilet care wipes due to the innovative promotional strategies of some manufacturers, declined in 2005 and 2006. The decline in wet household care wipes was partly due to the demand for more effective, and less expensive, products.
The rising presence of multinationals
Fater SpA remained the leading player in 2006; it held a dominant value share of sales of sanitary protection in particular. However, its position overall was challenged by the increasingly strong presence of multinationals, many of which entered disposable paper products in Italy relatively recently. This was the case for SCA Hygiene Products SpA, with its Tena brand in incontinence products and Nuvenia in sanitary protection. There is little room for domestic players, with Soffass SpA the most important after Fater. However, Fater is part-owned by The Procter & Gamble Co.
Supermarkets/hypermarkets is the dominant distribution channel
Supermarkets/hypermarkets continued to account for the vast majority of retail value sales in 2006, while discounters increased its value share year-on-year between 2002 and 2006. Both of these distribution channels benefited from the growing presence and popularity of private label products. However, independent food stores and chemists/drugstores continued to see their value shares decline, as consumers showed a preference for large modern retail outlets. Many consumers were attracted to supermarkets/hypermarkets and discounters by the offer of one-stop shopping, wider product ranges and cheaper prices.
Innovation to continue to stimulate value growth
Disposable paper products is expected to register slow value growth over the forecast period. Whilst it will benefit from the first signs of national economic recovery, performances will be uneven. Value growth is predicted in incontinence products, cotton wool/buds/pads, and wipes (personal wipes), which are perceived as more innovative products offering greater growth opportunities. Incontinence products is expected to provide the most dynamic value growth over the forecast period, due to the development of innovative products to cater for the increasing number of incontinent people among an ageing population, and the growing acceptance of these products. On the other hand, value sales of toilet paper, sanitary protection, and nappies/diapers/pants are expected to decline slightly over the forecast period, due to the high maturity of these products.
Table of contents
DISPOSABLE PAPER PRODUCTS IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Price competition boosts demand
Innovation a key driver of value growth
The rising presence of multinationals
Supermarkets/hypermarkets is the dominant distribution channel
Innovation to continue to stimulate value growth
KEY TRENDS AND DEVELOPMENTS
Italy shows signs of economic recovery
Private label increases the pressure on brand manufacturers
The oldest country in Europe
Italy is moving slowly towards environmentally-friendly practices
Supermarkets/hypermarkets offers lower prices and convenience
MARKET INDICATORS
Table 1 Birth Rates 2001-2006
Table 2 Infant Population 2001-206
Table 3 Female Population by Age 2001-2006
Table 4 Total Population by Age 2001-2006
Table 5 Households 2001-2006
Table 6 Forecast Infant Population 2006-2011
Table 7 Forecast Female Population by Age 2006-2011
Table 8 Forecast Total Population by Age 2006-2011
Table 9 Forecast Households 2006-2011
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 14 Penetration of Private Label by Sector 2002-2006
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - ITALY
CARTIERA LUCCHESE SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Cartiera Lucchese SpA: Key Facts
Summary 2 Cartiera Lucchese SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Cartiera Lucchese SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Cartiera Lucchese SpA: Competitive Position 2006
FATER SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Fater SpA: Key Facts
Summary 6 Fater SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Fater SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 8 Fater SpA: Competitive Position 2006
GEORGIA PACIFIC SRL - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Georgia Pacific Srl: Key Facts
Summary 10 Georgia Pacific Srl: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Georgia Pacific Srl: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 12 Georgia Pacific Srl: Competitive Position 2006
INDUSTRIE CARTARIE TRONCHETTI SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Industrie Cartarie Tronchetti SpA: Key Facts
Summary 14 Industrie Cartarie Tronchetti SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 15 Industrie Cartarie Tronchetti SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 16 Industrie Cartarie Tronchetti SpA: Competitive Position 2006
KARTOGROUP SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Kartogroup SpA: Key Facts
Summary 18 Kartogroup SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Kartogroup SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 20 Kartogroup SpA: Competitive Position 2006
KIMBERLY-CLARK SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 21 Kimberly-Clark SpA: Key Facts
Summary 22 Kimberly-Clark SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 Kimberly-Clark SpA: Competitive Position 2006
PROCTER & GAMBLE ITALIA SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Procter & Gamble Italia SpA: Key Facts
Summary 25 Procter & Gamble Italia SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 26 Procter & Gamble Italia SpA: Competitive Position 2006
SCA HYGIENE PRODUCTS SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 27 SCA Hygiene Products SpA: Key Facts
Summary 28 SCA Hygiene Products SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 SCA Hygiene Products SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 30 SCA Hygiene Products SpA: Competitive Position 2006
SISMA SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 31 Sisma SpA: Key Facts
Summary 32 Sisma SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 33 Sisma SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 34 Sisma SpA: Competitive Position 2006
SOFFASS SPA - DISPOSABLE PAPER PRODUCTS - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 35 Soffass SpA: Key Facts
Summary 36 Soffass SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 37 Soffass SpA: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 38 Soffass SpA: Competitive Position 2006
SANITARY PROTECTION IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2001-2006
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2001-2006
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2002-2006
Table 20 Sanitary Protection Retail Company Shares 2002-2006
Table 21 Sanitary Protection Retail Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2006-2011
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2006-2011
NAPPIES/DIAPERS/PANTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2001-2006
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2001-2006
Table 26 Nappies/Diapers/Pants Retail Company Shares 2002-2006
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2003-2006
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2006-2011
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2006-2011
INCONTINENCE PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products: Value 2001-2006
Table 31 Retail Sales of Incontinence Products: % Value Growth 2001-2006
Table 32 Incontinence Products Retail Company Shares 2002-2006
Table 33 Incontinence Products Retail Brand Shares 2003-2006
Table 34 Forecast Retail Sales of Incontinence Products: Value 2006-2011
Table 35 Forecast Retail Sales of Incontinence Products: % Value Growth 2006-2011
WIPES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Retail Sales of Wipes by Subsector: Value 2001-2006
Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2001-2006
Table 38 Wipes Retail Company Shares 2002-2006
Table 39 Wipes Retail Brand Shares 2003-2006
Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2006-2011
Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2006-2011
COTTON WOOL/BUDS/PADS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Cotton Wool/Buds: Value 2001-2006
Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2001-2006
Table 44 Cotton Wool/Buds Retail Company Shares 2002-2006
Table 45 Cotton Wool/Buds Retail Brand Shares 2003-2006
Table 46 Forecast Retail Sales of Cotton Wool/Buds: Value 2006-2011
Table 47 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2006-2011
TOILET PAPER IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 48 Retail Sales of Toilet Paper: Value 2001-2006
Table 49 Retail Sales of Toilet Paper: % Value Growth 2001-2006
Table 50 Retail Sales of Wet Vs Dry Toilet Paper 2003-2006
Table 51 Toilet Paper Retail Company Shares 2002-2006
Table 52 Toilet Paper Retail Brand Shares 2003-2006
Table 53 Forecast Retail Sales of Toilet Paper: Value 2006-2011
Table 54 Forecast Retail Sales of Toilet Paper: % Value Growth 2006-2011
TISSUES IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Retail Sales of Tissues by Subsector: Value 2001-2006
Table 56 Retail Sales of Tissues by Subsector: % Value Growth 2001-2006
Table 57 Tissues Retail Company Shares 2002-2006
Table 58 Tissues Retail Brand Shares 2003-2006
Table 59 Forecast Retail Sales of Tissues by Subsector: Value 2006-2011
Table 60 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2006-2011
KITCHEN TOWELS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 61 Retail Sales of Kitchen Towels: Value 2001-2006
Table 62 Retail Sales of Kitchen Towels: % Value Growth 2001-2006
Table 63 Kitchen Towels Retail Company Shares 2002-2006
Table 64 Kitchen Towels Retail Brand Shares 2003-2006
Table 65 Forecast Retail Sales of Kitchen Towels: Value 2006-2011
Table 66 Forecast Retail Sales of Kitchen Towels: % Value Growth 2006-2011
PAPER TABLEWARE IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 67 Retail Sales of Paper Tableware by Subsector: Value 2001-2006
Table 68 Retail Sales of Paper Tableware by Subsector: % Value Growth 2001-2006
Table 69 Paper Tableware Retail Company Shares 2002-2006
Table 70 Paper Tableware Retail Brand Shares 2003-2006
Table 71 Forecast Retail Sales of Paper Tableware by Subsector: Value 2006-2011
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2006-2011
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN ITALY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 75 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 76 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 77 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011