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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.