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In 2019, parents were willing to pay more for premium goods for their babies, including nappies/diapers/pants. Convenience was a key driver of sales, and as such, e-commerce operators such as Amazon increased their profits, benefiting from providing home delivery and easy bulk orders, despite price-points being higher than those at retail outlets.
During 2019, couples in Italy continued to have fewer or no children than during previous decades, with childbirth becoming increasingly popular at a later stage in their lives, compared to past generations. There was also an increase in couples visiting infertility centres to help with conception.
Fater SpA continued to have a dominant lead in nappies/diapers/pants in 2019, benefiting from the popularity of its Pampers offering. One of Fater SpA’s facilities is conveniently located in the centre of Italy, and the player also hosts Amazon warehousing services inside its facilities, allowing for high levels of awareness and availability of its offerings.
Sales of nappies/diapers/pants are now expected to slightly decline in 2019 constant value terms in 2020 overall, in line with the impact of COVID-19. This compares to a 2% decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
The outbreak of COVID-19 has had little impact on the value sales of nappies/diapers/pants, which means that manufacturers will return to focusing on consumer demands, such as convenience, to boost growth during 2020. This accounts for disposable pants being one of two areas in 2020 predicted to experience growth, despite the slightly higher price point of these items.
Growth for nappies/diapers/pants in Italy will continue to decline over the forecast period. However, with COVID-19 having a minimal impact on the industry, this result is aligned to the results of 2019, with only new born baby nappies/diapers recording positive growth and boosting sales.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants industry in Italy with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Nappies/Diapers/Pants industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.
The Nappies/Diapers/Pants in Italy market research report includes:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.