The Italian population is progressively ageing, as a consequence of longer life expectancy coupled with a long-term decline in the birth rate. Consequently, the share in the population of female consumers of fertile age is falling, making older consumers a more appealing target for brands.
Staying healthy and fit is a preoccupation for Italians of all ages. Sport is practised by many people, with walking and jogging being especially popular.
In 2018, the populist government in Italy has revived a proposal to reduce VAT on sanitary protection from 22% to 5%. Considering the regular use that female consumers make of these products, according to the proposal these should be considered as a primary necessity, and thus be subject to a reduced level of VAT.
Fater SpA remained the leader in sanitary protection in 2018, followed by Johnson & Johnson SpA and Essity Italy Spa. In recent years, Fater SpA has been reorganising its brand portfolio, focusing on more strategic brands and segmenting products based on different consumers’ needs.
To compete against its major competitor Tampax in tampons, Johnson & Johnson introduced a line of OB tampons with applicator. Previously, the product had always been just digital.
Effective January 2018, Essity Italy Spa was created as the Italian branch of Essity Group. In sanitary protection, the company operates in Italy with the brand Nuvenia, which, although it has good consumer recognition, has been suffering from limited advertising and promotional activities in the recent past, compared to other operators.
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This industry report originates from Passport, our Tissue and Hygiene market research database.