In 2020, the COVID-19 outbreak impacted away-from-home tissue, with quarantine rules in the country closing down travel, tourism, public institutions, businesses and horeca establishments. Due to COVID-19-related travel restrictions, many hotels as well as airports faced a strong reduction in guest and passenger traffic in 2020.
AFH adult incontinence is still the only category within away-from-home hygiene in Italy, with sales made solely to the hospitals/healthcare channel. It was the only area of away-from-home tissue and hygiene to have been positively impacted by the presence of COVID-19 in 2020.
Restaurants and cafés in Italy were afflicted by the national lockdown, first in spring and then in autumn 2020. When allowed to open, besides a reduction in the number of tables/seats to maintain social distancing, many consumers opted for home delivery.
Having experienced a positive growth spike in 2020 due to increased hospital admissions of vulnerable patients, AFH adult incontinence is expected to see slower growth in 2021, before reverting to its pre-COVID-19 decline path in 2022. Over the forecast period as a whole, AFH adult incontinence is expected to decline, no longer benefiting from the increase of elderly patients within hospitals.
All categories within away-from-home tissue are expected to enjoy positive growth in sales over the forecast period, at stronger rates than in the review period. Recovery will be gradual, however.
Following the COVID-19 pandemic and the pressure that hospitals underwent in 2020, the Italian National Sanitary System is studying the possibility to increase home assistance from 4% to 10% by 2025, as well as to create “community homes” and temporary hospital compounds. If implemented, this will increase demand for retail tissue and hygiene products, which will have an additional negative effect on sales of away-from-home tissue and hygiene.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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