Nappies/Diapers/Pants in Italy

PROSPECTS

Birth rate continues to decline in Italy, as couples become parents later

In line with other mature economies, couples in Italy are having fewer or no children, and when they do have children it is tending to be at a later stage in their lives compared to past generations. This has led to a decline in the birth rate, and thus a fall in sales of nappies/diapers/pants.

Parents are sensitive to what they read online

Parenthood is a tough task, and it is no surprise that most parents seek for information on Facebook, Instagram or YouTube to find hints and advice on baby products. Besides information on products and their use, they also pay attention to the values that are behind specific brands, including sustainability.

Online channel ensures double-digit savings

Online purchases of nappies/diapers/pants are increasing at double-digit rates year-on-year, thanks to the strong growth that this channel is enjoying in Italy after years of lagging behind other Western European countries. Internet retailing benefits from the fact that it often offers significant savings compared to other channels, as well as the convenience of delivery.

COMPETITIVE LANDSCAPE

Fater SpA invests in communication campaigns for pants

Fater SpA is the leader within nappies/diapers/pants in Italy, with the Pampers brand, followed by Kimberly-Clark Srl, with Huggies, and private label. Given the low birth rate, the major players have been forced to make greater investments in promoting and communicating their products if they want to maintain or gain additional share in the category.

Kimberly-Clark Srl more focused on tissue paper than nappies/diapers

Kimberly-Clark Srl is the second largest company in Italy in terms of retail sales of nappies/diapers/pants, with the brand Huggies. Being part of a large multinational, the Italian subsidiary has been able to maintain its share, despite the low birth rate and tough economy; however, Italy does not seem to be a priority for the group, which over time has been slowing down investment in the country.

Share of private label stagnates

Private label nappies/diapers/pants remain popular in Italy. While large grocery retailers, like Coop Italia and Conad, introduced private label in baby products a long time ago, in recent years discounters have also been launching private label nappies/diapers.

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