As the Italian population ages and the birth rate hits its lowest level in history, major manufacturers and brands invest in the development and promotion of adult incontinence products. In Italy, heavy adult incontinence products are usually provided for free and in large quantities to the elderly and people in need, but this does not apply to light and moderate adult incontinence items. More consumers face the need for incontinence items, but also are increasingly willing to have products that allow them to maintain an active social life.
Fater SpA led adult incontinence with a 36% value share, followed by SCA Hygiene Products SpA with 31% and Serenity SpA with 15% in 2016. Fater SpA was always present with several brands in adult incontinence, however promotional activity was always extremely discreet, and the company focus was mainly on sanitary towels. As the company shifted its focus to adult incontinence, a new brand called Lines Specialist was created, and communication was channelled towards capitalising on brand awareness for Lines.
In the forecast period, adult incontinence is expected to post a 5% CAGR in volume terms and a 4% value CAGR at constant 2016 prices. As Italian consumers become more educated about the need for these products, more retailers are expected to stock more products, creating a positive effect on sales. Given that in the case of heavy adult incontinence the social security system is the main provider of products, light and moderate adult incontinence are expected to drive growth.
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This industry report originates from Passport, our Tissue and Hygiene market research database.