Nappies/Diapers/Pants in Italy

PRE-COVID-19 PERFORMANCE

Convenience is a crucial driver of sales in 2019, a barrier which stops many consumers from trading to eco-friendly reusable nappies/diapers/pants

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.

Birth rates continue to decline in 2019, leading to a decline in growth for nappies/diapers/pants, as many couples wait until later stages of life to conceive

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 leads in 2019, offering established product Pampers to the landscape, while Kimberly-Clark Srl retains its second-place position with Huggies

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.

2020 AND BEYOND

COVID-19 impact

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).

Affected products within nappies/diapers/pants

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.

Recovery and opportunities

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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