Competitive Landscape
Fater Defends Leadership as Grocery Retailers Pursue Share Gains
Menstrual care remains highly concentrated, with Fater SpA controlling 65% of retail value share in 2025, followed by Kenvue Italia Spa at 10%. The combined share of the top two players stands at 75%, reflecting a stable structure in which smaller companies have limited opportunities to challenge established leaders.
New Emergence and Acquisitions Shift Landscape
Mergers and acquisitions have introduced new competitive dynamics. From 2025, Carefree and o b brands are distributed by Kenvue Italia Spa, replacing SC Johnson, and in November 2025, Kimberly-Clark announced the acquisition of Kenvue, with implications for brand ownership in the near future.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual Care 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 Menstrual Care 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 Menstrual Care 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 Menstrual Care in Italy?
- Which are the leading brands in Menstrual Care in Italy?
- How are products distributed in Menstrual Care 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Italy - Category analysis
Key Data Insights
Local Producers Cut Costs and Adapt Ranges as Shoppers Prioritise Affordability
Local Producers Cut Costs and Adapt Ranges as Shoppers Prioritise Affordability
Essity’S Focus on Period Underwear Signals Rising Consumer Demand for Comfort and Sustainability
Brands Strengthen Relevance with Peer-Driven Campaigns as Youth Numbers Fall
Discounters to Expand Private Label Products to Capture Value-Seeking Shoppers
Cotton Alternatives to Gain Share as Price Gap with Viscose Narrows
Fater Defends Leadership as Grocery Retailers Pursue Share Gains
New Emergence and Acquisitions Shift Landscape
Health and Beauty Specialists Gain Momentum as Shoppers Seek Value
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:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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 Menstrual Care research and analysis database.
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