Executive Summary

Mar 2019
Demand for tissue and hygiene products increases in the retail channel

Demand for tissue and hygiene products has increased across all type of retail outlets, including online. In some categories, like adult incontinence, retail growth has been strongly influenced by the reduction of budgets in away-from-home and RX/reimbursement schemes, leading to consumers looking for products to be paid for themselves.

Increasing production costs restrict margins

Drugstores, together with discounters, have been proving to be strong players in tissue and hygiene distribution in Italy in recent years. Thanks to the steady opening of new outlets, they have been able to raise their profile and increase brand recognition, particularly among consumers looking for higher quality or a more diversified offer compared to the private label ranges available at large grocery retailers.

Fater SpA proceeds with its recycling project for hygiene products

Fater SpA remains the clear leader in Italy in the production of hygiene products, which it distributes under the main brands Lines Specialist in adult incontinence, Lines and Tampax in sanitary protection, and Pampers in baby nappies/diapers. The company has opened a revolutionary facility in Treviso in Northern Italy, in collaboration with Contarina SpA, that specialises in collecting and recycling urban refuse.

More consumers are buying online, so omnichannel strategies are needed

During 2018, the Italian economy did not show signs of improvement, owing to political instability, resulting in stagnation in retails. Store-based retailers are suffering from the fact that consumers are spending less compared to the pre-recession period, while a potentially more serious long-term threat is the growth of the online channel.

Retail tissue and hygiene will continue to grow, while AFH declines

Over the forecast period, retail tissue and hygiene will continue to grow in current value terms, while away-from-home tissue and hygiene is forecast to decline. The AFH channel will be negatively impacted by a reduction in purchases for public offices and schools, as well as hospitals and healthcare facilities like nursing homes.

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Tissue and Hygiene in Italy

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Overview

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

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The Tissue and Hygiene 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 Tissue and Hygiene in Italy?
  • What are the major brands in Italy?
  • What are the most dynamic tissue and hygiene categories?
  • What are the major markets for tissue products sales?
  • What are the major markets for hygiene products sales?

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.

Tissue and Hygiene in Italy

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 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Italy

HEADLINES

PROSPECTS

Adult incontinence under scrutiny
Is toilet paper missing in public schools?
More tissue products in the horeca channel

COMPETITIVE LANDSCAPE

Large grocery retailers targeting consumer health and hygiene
Fater SpA developing recycled hygiene products in the institutional channel
Circular economy for Essity’s Tork

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Italy

HEADLINES

PROSPECTS

Birth rate continues to decline in Italy, as couples become parents later
Parents are sensitive to what they read online
Online channel ensures double-digit savings

COMPETITIVE LANDSCAPE

Fater SpA invests in communication campaigns for pants
Kimberly-Clark Srl more focused on tissue paper than nappies/diapers
Share of private label stagnates

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Italy

HEADLINES

PROSPECTS

Retail incontinence outpaces RX in terms of quality and diversified offer
Women drive sales of incontinence products
Online purchases expected to grow

COMPETITIVE LANDSCAPE

Tena among the best known brands in adult incontinence
Lines Specialist benefits from strong awareness of Lines in sanitary protection
Serenity invests in home delivery

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Italy

HEADLINES

PROSPECTS

Cellulose and utility costs rise
Discounters and drugstores see strong growth
Environment sustainability remains at the core of brands’ strategy

COMPETITIVE LANDSCAPE

Scottex is the most important brand for Kimberly-Clark Srl
Soffass SpA increases environment sustainability actions
Share of private label remains significant

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Rx/Reimbursement Adult Incontinence in Italy

HEADLINES

PROSPECTS

Italian population is getting older and less self-sufficient
Italian reimbursement scheme strongly criticised
Pharmacies could play a more active role

CATEGORY DATA

Table 48 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2013-2018
Table 49 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2013-2018
Table 50 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2018-2023
Table 51 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2018-2023

Sanitary Protection in Italy

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 52 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 53 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 54 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 55 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 56 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 57 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 58 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Italy

HEADLINES

PROSPECTS

Private label focuses on basic products
Wipes to become more specific
Wipes manufacturers to contribute to product disposal

COMPETITIVE LANDSCAPE

Fresh & Clean has the most comprehensive offer in personal wipes
Procter & Gamble has a dual presence through Fater Spa
Diva International Srl still at the forefront of innovation

CATEGORY DATA

Table 59 Retail Sales of Wipes by Category: Value 2013-2018
Table 60 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 62 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 63 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 64 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023