During the forecast period, menstrual care is expected to register positive growth in current value terms, while showing relative stability and slight declines in volume terms. The prolonged drop in Italy’s birth rate is projected to reduce the size of the menstrual-age population, while more widespread use of the contraceptive pill will further limit the need for sanitary towels.
Slim/thin/ultra-thin towels with wings is set to be the most dynamic segment, while products without wings are likely to face a complete phase-out. The latter already has low turnover in many stores, with companies focusing on streamlining their ranges towards best-performing items.
While environmental sustainability is an important concern for Italian consumers, convenience tends to prevail when choosing menstrual care items. Washable pants and pads continue to attract attention, but they are often regarded as less practical for use away from home.
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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.
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 definitionsThis report originates from Passport, our Menstrual Care research and analysis database.
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