Executive Summary

Mar 2019
PROSPECTS
Manufacturers use brand awareness to build a presence in adult incontinence

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.

Sanitary protection influenced by fitness habits

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.

Populist government relaunches the idea of a “Tampon Tax”

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.

COMPETITIVE LANDSCAPE
Fater SpA remains leader in sanitary protection

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.

OB tampons available also with applicator

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.

Feminine care will be an area of focus for Essity Italy Spa

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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Sanitary Protection in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Italy market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Italy?
  • What are the major brands in Italy?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • 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

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

Sanitary Protection in Italy - Category analysis

HEADLINES

PROSPECTS

Manufacturers use brand awareness to build a presence in adult incontinence
Sanitary protection influenced by fitness habits
Populist government relaunches the idea of a “Tampon Tax”

COMPETITIVE LANDSCAPE

Fater SpA remains leader in sanitary protection
OB tampons available also with applicator
Feminine care will be an area of focus for Essity Italy Spa

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Italy - Industry Overview

EXECUTIVE SUMMARY

Demand for tissue and hygiene products increases in the retail channel
Increasing production costs restrict margins
Fater SpA proceeds with its recycling project for hygiene products
More consumers are buying online, so omnichannel strategies are needed
Retail tissue and hygiene will continue to grow, while AFH declines

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources