Wipes in Italy

PROSPECTS

Private label focuses on basic products

In the large-scale grocery retailing channel, private label wipes have been causing a flattening in quality of products, since private label focuses on basic products. Consequently, brands that want to compete have been aligning their product selection with that of private label in terms of price.

Wipes to become more specific

Wipes are increasingly becoming part of consumers’ daily routine. They are used not only for facial cleansing or intimate purposes, with a larger number of products being introduced by brands to clean pets, repel insects and mosquitos, and to clean barbecues or toilets.

Wipes manufacturers to contribute to product disposal

According to EU policy, manufacturers of wipes will be required to contribute to waste management and remediation of their products, with the aim of reducing consumption of polluting disposable plastics. This plays in favour of the development of biodegradable and more natural products.

COMPETITIVE LANDSCAPE

Fresh & Clean has the most comprehensive offer in personal wipes

Sodalco Srl leads the wipes category in Italy, followed by Procter & Gamble Italia SpA and Fater Spa. Procter & Gamble is present solely within home care wipes, with Swiffer and Mastro Lindo, while Fater SpA is present with Pampers baby wipes.

Procter & Gamble has a dual presence through Fater Spa

Procter & Gamble is present in Italy through its own Italian branch, which oversees the manufacturing and distribution of home care wipes under the brands Mastro Lindo and Swiffer. Thanks to the partnership with Fater Spa, however, Procter & Gamble is also present in the country within the baby wipes category, with the brand Pampers.

Diva International Srl still at the forefront of innovation

Diva International Srl is determined to remain one of the key players in the wipes industry, and to stay competitive it makes significant investments in research and development. In 2018, the company launched intimate wipes containing ingredients which have a soothing effect on the skin, as well as with anti-odour properties.

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