With sanitary protection being a necessary monthly product, COVID-19 has not had a significant impact on sales in Italy. Although consumers stockpiled sanitary protection at the beginning of the COVID-19 outbreak, through concerns of not being able to visit stores and ensure a supply of products with lockdown in effect, value sales returned to normal after the initial panic buying.
The economic impacts of COVID-19 in 2020 meant that prior forecasts for the performance of sanitary protection in the year were overoptimistic. Although consumers prefer sanitary protection that provides heightened comfort and convenience, they shifted their consumption to more basic and more economical products during lockdown and home seclusion in 2020.
In 2020, sales of sanitary protection in Italy continued to be made predominantly through store-based retailing channels. However, there was a continued shift towards e-commerce as consumers in Italy increasingly did their general household grocery shopping online to avoid social contact.
In 2021, sanitary protection is expected to start to show signs of recovery following the stronger decline seen in 2020. Current value sales will return to positive growth rates which are set to accelerate over the forecast period.
As COVID-19 has not had a significant impact on sanitary protection, no long-term impact is expected in this area over the forecast period as sanitary products will continue to be in demand each month. Volume sales are set to continue to show gradual decline, mirroring the constant decrease in the female population aged 12-54 that is forecast during 2020-2025.
Sustainability is expected to be an increasing value among consumers in the forecast period. With COVID-19, they have come to understand how important it is to create a good balance between humans and the environment.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 report originates from Passport, our Sanitary Protection research and analysis database.
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