Even before the outbreak of COVID-19 the birth rate in Italy was in decline, with the pandemic only adding to the list of reasons that couples are choosing to delay having children. With more dual-income households and with more women focusing on their careers Italians are having fewer or no children at all.
The competitive landscape is highly consolidated within nappies/diapers/pants in Italy, with Pampers and Huggies accounting for most sales, while private label accounts for most of the remaining share. Given the declining birth rate and established brand loyalty it makes it hard for new players to penetrate the market.
Despite a higher average unit price than nappies/diapers, disposable pants remained the most dynamic category within nappies/diapers/pants in 2021. Younger parents prefer the convenience of these products versus more traditional diapers, and as such they have progressively been stealing share.
Over the forecast period, local neighbourhood stores are forecasted to continue gaining share within nappies/diapers/pants. People are expected to spend more time working from home than they did before COVID-19 and as such will likely go looking for places to buy nappies/diapers/pants that are closer to home.
Unit prices are expected to rise in the forecast period, due to inflation as well as the increasing costs of raw materials and transportation. Lower-income families where adults are hired mainly for unskilled labour will likely face even harder times, considering that the workforce is increasingly required to have some basic skills and knowledge.
Retail volume sales of nappies/diapers/pants are expected to continue declining in Italy over the forecast period due to the low birth rate in the country. Despite the efforts of the government to encourage couples to have more children they are unlikely to be enough to bring about a significant change, especially given the wide range of problems facing the world and the increasingly busy lives of many consumers, some of whom no longer see a space in their lives for children.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of nappies, diapers and pantsSee All of Our Definitions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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