PROSPECTS AND OPPORTUNITIES
Value growth to rise during forecast period
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.
Winged towels will fall further out of favour
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.
Convenience trumps sustainability
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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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 FINDINGS
Menstrual care declines in Italy in 2024
Fater leads through Lines, while Viatris Italia rises fastest
Supermarkets accounts for largest share of value sales
Value growth to rise during forecast period
Winged towels will fall further out of favour
Convenience trumps sustainability
Tissue and Hygiene in Italy - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
The following categories and subcategories are included:
Menstrual Care
- 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?
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- 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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