Italy’s economy is forecasted to slow down and as a result consumer spending is also likely to decrease as consumers face high inflation and a sharp increase in the cost of living. In this context discounters are strongly positioned to increase their distribution share thanks to their competitive prices and strong investment in TV advertising which has proved successful at convincing even the most sceptical consumer to try shopping in their stores.
While value is important to Italian consumers when shopping for sanitary protection, they will generally turn to shopping in chemists/pharmacies when they face health issues such as a skin rash, irritation, and post-partum issues. In this scenario they are usually more willing to pay a more premium price for sanitary protection.
Physical and mental wellbeing is seen as increasingly important issue for people at home and at work alike, and this will be an important topic for companies to think about in the years to come if they are to keep a happy and motivated workforce. While in the past the menstrual period was not an issue for employers and was not part of their discussion with workers, this is something that is expected to change in the years to come.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Sanitary Protection industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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