Wipes in Italy

PRE-COVID-19 PERFORMANCE

In line with EU policy, manufacturers of wipes in Italy were required in 2019 to contribute to waste management and remediation of their products, to reduce consumption of polluting disposable plastics. This policy plays in favour of the development of biodegradable and more natural products.

However, this meant that in 2019, products such as moist toilet wipes were struggling to appeal to consumers, as many were concerned about the environmental impact of flushing the products, as well as damaging existing water pipes. Environmental sustainability is a growing area of consumers concern, and wipes are highly disposable products, and in many cases, they are non-biodegradable.

Furthermore, a high number of young mothers use social media to view informative advertisements and brand communications. Therefore, significant players selling baby wipes are expected to focus on communicating environmental values across their online platforms.

Manufacturers focus on developing wipes with specific uses in 2019, and consumers begin to appreciate these more than general options

In 2019, wipes were increasingly becoming part of consumers’ daily routine. They were used not only for facial cleansing and intimate purposes, but also for cleaning pets, repelling insects and mosquitos, and to clean barbecues or toilets.

Sodalco Srl retains its lead of the competitive landscape in 2019, while Procter & Gamble Italia SpA offers the most popular wipe product, Swiffer

Sodalco Srl continued to lead wipes in Italy in 2019, followed by Procter & Gamble Italia SpA and Fater Spa. Sodalco’s Fresh & Clean brand offers a wide range of wipes - from general-purpose to intimate wipes, as well as baby and facial cleansing wipes.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to increase by 3% in 2019 constant value terms in 2020 overall, due to the impact of COVID-19. This compares to the 2% decline forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

Due to the outbreak of COVID-19, all areas in wipes apart from furnisher polish wipes, are anticipated to record significant levels of growth during 2020. This growth is driven by initial stockpiling, followed by a heightened interest in health and hygiene, with consumers aiming to keep their homes as clean as possible.

Recovery and opportunities

Before the COVID-19 outbreak in Italy, players in wipes were focusing on the use of natural ingredients and product biodegradability. However, following the outbreak of COVID-19, brands have shifted towards focusing on their sanitisation properties, aligning to the primary concern of consumers, which is maintaining high levels of hygiene in the home.

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