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Learn moreJun 2020
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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.
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.
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.
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).
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.
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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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:
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Why buy this report?
This industry report originates from Passport, our Tissue and Hygiene market research database.
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.