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Country Report

Nappies/Diapers/Pants in

Nappies/Diapers/Pants in Italy

18 pages, Apr 2018

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Online sales expected to increase over the forecast period

Online sales continued to grow over the review period although Italy lagged behind other nations in terms of internet retailing. This can be attributed to a lack of internet infrastructure, high logistics costs for last-mile delivery and the much wider availability of products in traditional stores, as well as the fact that the delivery of some products remains limited to urban areas.

Consumers prioritise quality over price

When buying nappies/diapers/pants, most Italian parents prioritise quality over price, demanding products which offer good protection from leakages and help prevent nappy rash and allergies. Subsequently, many tend to purchase higher-priced and well-known brands, perceiving these to offer a better performance.

Campaigns highlighting reusable products do not solve the hygiene dilemma

During the recession reusable diapers were promoted as a valid and cheaper alternative to disposable offerings, while afterwards the focus shifted towards the fact that they are more environmentally sustainable and contribute to waste reduction. In fact, they are made with natural textile fibres, can be laundered at low temperatures and can be reused for potential future siblings.

COMPETITIVE LANDSCAPE

Pampers continues to dominate sales despite its higher prices

Fater’s Pampers remained the most recognised and best-selling brand of nappies/diapers in 2017 despite its higher prices. The brand is known for its good performance, with this being why parents choose to avoid cheaper options.

Huggies suffers from more limited distribution

Compared to other brands, Huggies suffers from more limited distribution in Italy, with this suggesting that Kimberly-Clark tends to focus more on other brands in its portfolio. Nonetheless, Huggies has a strong presence through its direct online store and resellers.

Private label unable to make a difference

The share of private label increased over the course of the review period as consumers sought ways to save money. Retailers like Coop and CONAD have significantly gained share in almost all categories, but not nappies/diapers/pants.

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Nappies/Diapers/Pants Market Sample Report Nappies/Diapers/Pants Market Sample Data

Overview

Why buy this report?

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.

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Delivery: Files are delivered directly into your account within a few minutes of purchase.

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:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Nappies/Diapers/Pants in Italy?
What are the major brands in Italy?
How are decreasing birth rates in developed economies impact the sales of nappies/diapers/pants?
Which countries offer the biggest potential for environmentally friendly nappies/diapers?

Why buy this report?

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

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Nappies/Diapers/Pants in Italy - Category analysis

HEADLINES

PROSPECTS

Online sales expected to increase over the forecast period

Consumers prioritise quality over price

Campaigns highlighting reusable products do not solve the hygiene dilemma

COMPETITIVE LANDSCAPE

Pampers continues to dominate sales despite its higher prices

Huggies suffers from more limited distribution

Private label unable to make a difference

CATEGORY DATA

Table 1 Retail Sales of Nappies/Diapers/Pants by Category: Value 2012-2017
Table 2 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2014-2017
Table 5 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022

Tissue and Hygiene in Italy - Industry Overview

EXECUTIVE SUMMARY

Italians seeking the best price/quality ratio

Environmental sustainability at the core of manufacturers’ strategies

Fater continues to lead tissue and hygiene in terms of value sales

Drugstores, variety stores and discounters all gaining ground

Adult incontinence a category to watch

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Nappies/Diapers/Pants in Italy

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Online sales expected to increase over the forecast period

Consumers prioritise quality over price

Campaigns highlighting reusable products do not solve the hygiene dilemma

COMPETITIVE LANDSCAPE

Pampers continues to dominate sales despite its higher prices

Huggies suffers from more limited distribution

Private label unable to make a difference

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Nappies/Diapers/Pants in Italy - Category analysis

HEADLINES

PROSPECTS

Online sales expected to increase over the forecast period

Consumers prioritise quality over price

Campaigns highlighting reusable products do not solve the hygiene dilemma

COMPETITIVE LANDSCAPE

Pampers continues to dominate sales despite its higher prices

Huggies suffers from more limited distribution

Private label unable to make a difference

CATEGORY DATA

Tissue and Hygiene in Italy - Industry Overview

EXECUTIVE SUMMARY

Italians seeking the best price/quality ratio

Environmental sustainability at the core of manufacturers’ strategies

Fater continues to lead tissue and hygiene in terms of value sales

Drugstores, variety stores and discounters all gaining ground

Adult incontinence a category to watch

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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