Retail Adult Incontinence in Italy

PRE-COVID-19 PERFORMANCE

In 2019, players and retailers work to actively reduce the stigma attached to adult incontinence products, through instore displays and appealing advertising

The Italian population was progressively ageing in 2019, with older consumers conducting more active lifestyles compared to previous generations. To avoid incontinence issues in their working and private lives, many Italian consumers brought incontinence products through retailers, given that the RX programme is intended only for heavy incontinence.

Women drive sales of incontinence products as men fear the stigma attached to using these items in 2019

In Italy in 2019, there were five million people above 18 years of age suffering from incontinence, at different levels. While men accounted for a little more than one million, women suffering with incontinence was almost four million.

In 2019, Essity Italy Srl leads the landscape, investing in new product developments to improve comfort and boost value sales

Essity Italy Srl led retail adult incontinence in Italy in 2019, with the brand Tena, thanks to investments not only in new product development, including Tena Silhouette in Black but also investing in talent within the company- dedicated to the brand and its promotion. As such, the player introduced several new strategies over 2019, including product presentations at store level and the distribution of free samples to consumers.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are expected to grow by 9% in 2019 constant value terms in 2020 overall, which aligns to the 9% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

All areas of retail adult incontinence including retail light adult incontinence and retail modest/heavy adult incontinence will record significant growth in 2020, with some of this related to stockpiling of goods bought about by COVID-19.

Recovery and opportunities

In Italy, the COVID-19 pandemic has not had a negative impact on retail adult incontinence, and the industry will continue to record growth over the forecast period, though growth will be lower than the rates of 2020.

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