Competitive Landscape
Fater and Kimberly-Clark Defend Lead Amid Declining Birth Rates
Nappies/diapers/pants in Italy is highly concentrated, with the top manufacturer, Fater SpA, holding 50% value share in 2025, followed by Kimberly-Clark Srl at 16%. Over the period from 2020 to 2025, the category has become less concentrated, as Fater’s share dropped from 63% to 50% and Kimberly-Clark’s from 21% to 16%.
Significant Mergers and Acquisitions to Further Fragment the Landscape
A significant development in 2025 was NewPrinces’ acquisition of Carrefour’s Italian operations, including hypermarkets and supermarkets, where Carrefour was recognised for delivering strong savings to private label shoppers. NewPrinces will directly manage 80% of these stores, which are to be renovated and rebranded as GS within three years.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Italy?
- Which are the leading brands in Nappies/Diapers/Pants in Italy?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Italy - Category analysis
Key Data Insights
Brands Intensify Promotions to Appeal to Cost-Conscious Consumers
Brands Intensify Promotions to Appeal to Cost-Conscious Consumers
Disposable Pants Gain Ground as Parents Prioritise Convenience and Ease
E-Commerce Delivers Convenience and Logistical Relief for Modern Families
Brands Leverage Eco-Initiatives to Capture Sustainability-Driven Parents
Brands to Continue to Invest in Logistics Technology to Boost E-Commerce Fulfilment
Discounters to Attract More Price-Conscious Consumers with Aggressive Pricing
Fater and Kimberly-Clark Defend Lead Amid Declining Birth Rates
Significant Mergers and Acquisitions to Further Fragment the Landscape
Supermarkets and Drugstores Maintain Lead as Offline Retail Shifts
Retail E-Commerce Accelerates Growth as Families Seek Convenience
Piùme Expands Drugstore Network to Capture Demand for Home and Beauty Care
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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