In 2025, rx/reimbursement adult incontinence in Italy experienced another year of decline, with volume reaching 162 million units, down from 171 million units in 2024, a decrease of 6%. The value of the category also declined to EUR79 million in 2025, compared to EUR80 million in 2024, reflecting a drop of 2%. This contraction is consistent with a multi-year trend of declining expenditure in the Italian national sanitary system’s reimbursement scheme, where both product and service quality have
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Overview:
Understand the latest market trends and future growth opportunities for the Rx/Reimbursement adult incontinence 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 Rx/Reimbursement adult incontinence 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 Rx/Reimbursement adult incontinence 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 Rx/Reimbursement adult incontinence in Italy?
- Which are the leading brands in Rx/Reimbursement adult incontinence in Italy?
- How are products distributed in Rx/Reimbursement adult incontinence 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 Rx/Reimbursement adult incontinence products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Rx/Reimbursement Adult Incontinence in Italy - Category analysis
Key Data Insights
Serenity’S Focus on Institutional Supply Strengthens Amid Public System Retreat
Serenity’S Focus on Institutional Supply Strengthens Amid Public System Retreat
Serenity’S Institutional Contracts Highlight the Impact of Procurement-Driven Supply
Guideline Rigidity and Limited Innovation Restrict Patient Choice
Nhs Leverages Ai to Streamline Incontinence Care and Control Costs
Digital Tools to Spur Efficiency Amid Shifting Priorities
Institutional Supply Remains Dominant as Alternative Channels Stall
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
Rx/Reimbursement adult incontinence
To qualify for reimbursement, typically a note from a physician is required (a “prescription”) indicating that the patient is in need of incontinence supplies. Depending on the local system in place, supplies are then either shipped directly to consumer home by a designated service or a consumer has to pick up products at a pharmacy. Please be advised that services and routes to consumers can vary even within the same country and vary by state/region. Some countries provide reimbursement through income tax deductions. If this is the case in your market, we EXCLUDE this type of reimbursement from our Rx/Reimbursement coverage as it would be impossible to track. Additionally, consumers would have already purchased the products in retail before claiming tax deductions, and as such the products have already been counted as retail sales. The same logic applies to institutional sales. If a nursing home purchased adult incontinence products from a distributor/manufacturer for distribution to its patients/residents, these products would be included as AFH adult incontinence in our coverage, even though sometimes patients might claim healthcare deductions for costs of stay at a nursing home.
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 Rx/Reimbursement adult incontinence research and analysis database.
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