In 2025, away-from-home tissue and hygiene in Italy achieved current value growth, although the pace moderated compared to the previous year. Value sales reached EUR611 million, up from EUR603 million in 2024, reflecting a growth rate of 1%. This increase is supported by continued momentum in the foodservice and travel channels, where product performance and sustainability credentials are increasingly scrutinised by buyers. The Italian context is marked by cautious consumer spending, with foodse
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Italy?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Italy?
- How are products distributed in Away-From-Home Tissue and Hygiene in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Italy - Category analysis
Key Data Insights
Operators Seek Cost-Effective Supply Solutions
Operators Seek Cost-Effective Supply Solutions
Away-From-Home Tissue Outpaces with Napkins and Tableware
Real-Time Sensor Technology Transforms Tissue Manufacturing and Boosts Quality
Sofidel Accelerates Emissions Cuts as Sustainability Reshapes Supply Relationships
Remote Work Potential in Smes Creates New Demand Patterns for Tissue Solutions
Chained Restaurants Leverage Shopping Malls to Drive Sales among Younger Consumers
Hospitals Reduce Purchases as Diagnostics Gain Importance
Tissue and Hygiene in Italy - Industry Overview
Retailers Increase Promotions as Shoppers Prioritise Essentials
Key Data Insights
Retailers Increase Promotions as Shoppers Prioritise Essentials
Brands Meet Rising Demand for Sustainable and Premium Features
E-Commerce Continues to Grow as a Convenient and Discreet Alternative
Manufacturers Invest in Sustainability as Energy Costs Threaten Competitiveness
Retail Adult Incontinence Expands as New Health Risks Reshape Demand
Brands Respond to Rising Health Concerns and Changing Consumer Behaviour
Fater Spa and Kimberly-Clark Srl Retain Lead
Challenger Brands Disrupt the Competitive Landscape with Targeted Launches
Wepa Italia's Improves Efficiency with New Launch
Grocery Retailers Remain Dominant Due to Convenience and Efficiency
Coop Alleanza 3.0 Streamlines In-Store Operations
Pro7 Supermercati Leverages Rapid Expansion and Private Label Innovation for Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy 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 report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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