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Incontinence in
Italy

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Retail incontinence outpaces RX in terms of quality and diversified offer

The Italian population is progressively ageing, while older consumers are conducting more active lifestyle compared to previous generations. To avoid incontinence issues in their working and private lives, Italian consumers are seeking incontinence products in the retail channel, given that the RX programme is intended only for heavy incontinence.

Women drive sales of incontinence products

In Italy, there are five million people above 18 years of age suffering from incontinence, at different levels. While men account for a little more than one million, women suffering incontinence number almost four million.

Online purchases expected to grow

Although the use of incontinence products faces less stigma than it did in the past, many women and, especially, men find it embarrassing to spend much time in front of the store shelf looking for the product they are after. While some brands have women’s sanitary protection items that can be used for light incontinence, this is not the case for men.

COMPETITIVE LANDSCAPE
Tena among the best known brands in adult incontinence

Essity Italy Srl leads retail adult incontinence in Italy, with the brand Tena, followed by Fater SpA, with Lines Specialist, and Serenity SpA with its eponymous brand. In recent years, Tena and other Essity brands have faced a reduction in margins owing to increasing costs of raw materials and energy; however, in the future some price increases are expected, in order mitigate the negative effects.

Lines Specialist benefits from strong awareness of Lines in sanitary protection

For several years, Fater SpA has been working at consolidating its brand portfolio to concentrate on the best performers that enjoy the largest recognition among consumers. The strategy behind this is to gain consumers during early the stages of menstrual activity and retain them through to the different stages of adult incontinence.

Serenity invests in home delivery

As a brand, Serenity is mainly identified by consumers with medium and heavy incontinence. Consequently, the company is extremely conscious of how a delicate an issue this is for consumers, and of the need to treat the purchase with respect to consumers’ privacy.

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Retail Adult Incontinence in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence 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 Incontinence industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence 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 Incontinence in Italy?
  • What are the major brands in Italy?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

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.

Retail Adult Incontinence in Italy - Category analysis

HEADLINES

PROSPECTS

Retail incontinence outpaces RX in terms of quality and diversified offer
Women drive sales of incontinence products
Online purchases expected to grow

COMPETITIVE LANDSCAPE

Tena among the best known brands in adult incontinence
Lines Specialist benefits from strong awareness of Lines in sanitary protection
Serenity invests in home delivery

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Italy - Industry Overview

EXECUTIVE SUMMARY

Demand for tissue and hygiene products increases in the retail channel
Increasing production costs restrict margins
Fater SpA proceeds with its recycling project for hygiene products
More consumers are buying online, so omnichannel strategies are needed
Retail tissue and hygiene will continue to grow, while AFH declines

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources