Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, wipes in Italy experienced growth in value terms, with retail value reaching EUR329 million and rising by 2%. This increase was marginally stronger than the preceding year’s rise, indicating an ongoing consumer willingness to pay for hygiene and cleaning solutions despite subdued population growth and only modest consumer expenditure increases. While Italy’s total population continued to decline, falling to 58.9 million in 2025, and real GDP growth remained subdued at 0.5%, wipes maint

Menstrual care in Italy in 2025 continued its downward trajectory, reflecting both a long-term demographic decline and the impact of changing consumer behaviours. In volume terms, the market fell to 3.8 billion units, marking a year-on-year decline of 2%, while retail value also dropped to EUR549 million, down 0.4% in current value, from the previous year. This pattern contrasts with more stable or less negative trends in some Western European countries, where the shift to value-added and susta

In 2025, nappies/diapers/pants in Italy continued to face volume and value decline, reflecting a long-standing downward trend driven by demographic pressures. Retail volume reached 1.5 billion units in 2025, a decrease of 1% from the previous year, while value sales also dipped to EUR562 million, a reduction of 1%. These results positioned Italy as a market under more pronounced pressure than many of its Western European peers, where volume trends are similarly negative but not always matched by

Tissue and hygiene in Italy faced a period of transition in 2025, with overall retail value sales reflecting stagnation after years of robust expansion and signalling a moderation compared to recent strong value growth in the region. Intense promotional activity and increased competition from discounters, combined with pressure on household budgets and a shrinking population, have dampened prospects for significant value gains and made the landscape less attractive for volume-led strategies. Nev

Retail tissue in 2025 demonstrated relative stability in both volume and value, with total volume reaching 595,000 tonnes, up 0.2% from the previous year, and value at EUR1,977 million, a slight decrease of 0.4% year-on-year. This subdued performance occurs against the backdrop of a challenging consumer environment, as inflation increases, from 1% in 2024 to 1.5% in 2025, remained elevated in the food sector, curbing household spending and increasing price sensitivity. Promotional activities hav

In 2025, away-from-home tissue and hygiene in Italy achieved current value growth, although the pace moderated compared to the previous year. Value sales reached EUR611 million, up from EUR603 million in 2024, reflecting a growth rate of 1%. This increase is supported by continued momentum in the foodservice and travel channels, where product performance and sustainability credentials are increasingly scrutinised by buyers. The Italian context is marked by cautious consumer spending, with foodse

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

The key drivers behind the growth are Italy’s rapidly ageing population—reaching 14.6 million people aged 65 and over in 2025—and shifting consumer attitudes. Increased awareness and reduced stigma around incontinence mean more consumers proactively seek out products to maintain their quality of life and social activity. Another notable factor supporting retail adult incontinence is the decline in medical treatment uptake due to long waiting lists, financial pressures, and inconvenience of healt

Surface care in Italy reached a value of EUR712 million in 2025, representing a 4% increase. However, this growth was characterised by varied performances within the category. Scouring agents, all purpose cleaning wipes, and dry electro-static starter kits emerged as key drivers, while demand for specialised products such as oven cleaners and wash and wax floor cleaners struggled. Multi-purpose cleaners maintained its status as the largest category, valued for its versatility across various surf

In 2025, bleach sales in Italy continued their post-pandemic contraction, with value sales declining by 2% to a total of EUR143 million. This downturn reflects a broader return to traditional consumption patterns following the exceptional demand peaks seen during the COVID-19 health crisis. As many local consumers still possess unused quantities of liquid bleach purchased during that period, the frequency of new purchases has diminished. Furthermore, consumer preferences for laundry care are shi

Home care in Italy was characterised by a flat performance in 2025, with a notable share held by laundry care. Despite the stagnation, certain niche products such as refrigerator fresheners within other air care saw dynamic growth driven by innovative products. The market is attractive due to its stable economic conditions, with a median disposable income per household of EUR43,915 and high penetration of washing machines at 98% of local households. To succeed, brands should focus on innovation,

In 2025, laundry care in Italy remained largely stagnant, reflecting a mature landscape where 98% of households already possess a washing machine. While laundry detergents retained the largest value share, their marginal decline weighed on overall category performance. In contrast, fabric softeners and laundry aids outperformed the broader category as consumers, supported by a median household disposable income of EUR43,915, prioritised the preservation and longevity of their apparel. Despite th

Toilet care in Italy saw a 3% increase in sales to reach a value of EUR 174 million, primarily driven by the strong performance of rim blocks and toilet liquids/foam. This value growth outpaced volume expansion, reflecting a clear trend towards premiumisation as median household disposable income rose to EUR43,915. While consumers generally view toilet care as a functional necessity, there is an increasing emphasis on maintaining the aesthetic and olfactory standards of the bathroom, often regar

Air care in Italy maintained a stable performance in 2025, achieving a 2% current value increase to reach EUR248 million. While electric air fresheners remained the largest value category with low growth, a standout trend during this period was the exceptional performance by refrigerator fresheners, which expanded by 115%. This surge was driven by major brands launching several new product references, effectively establishing a specialised category that was previously negligible. This shift towa

In 2025, polishes in Italy continued to decline, with current value sales falling by 1% to reach EUR59.4 million, while volumes experienced a stronger decrease of 3%. Despite the overall decline, the category is shifting towards the more premium side of the spectrum, as consumers use polishes mainly to take extra care of more expensive items they own. This is reflected in the fact that furniture polish, the largest value category, recorded the fastest growth of 1% in value terms. Shoe polish, on

In 2025, dishwashing in Italy saw moderate current value growth of 2%, reaching a total of EUR749 million. This performance was primarily underpinned by automatic dishwashing, which recorded a more dynamic growth rate of 5% to reach EUR461 million. This expansion is supported by the high and rising possession of dishwashers, which are now present in 57% of Italian households. Within this category, tablets and liquid formats continue to gain popularity at the expense of traditional powders. As el

In 2025, home insecticides in Italy experienced a 2% decline in both retail value and volume terms. This downturn was primarily attributed to the poor performance of electric insecticides, which is the largest category by value. Despite their ability to provide long-lasting, room-wide coverage, these products saw reduced demand as consumers limited spending to essential items. The higher initial cost of electric formats, which requires the purchase of a dispersing unit alongside the insecticide

In Italy, street stalls/kiosks saw value sales rise in 2025, benefiting from time-poor routines, tighter household budgets and stronger engagement from Gen Z and younger consumers. Demand also shifted up the value curve, with gourmet street food gaining visibility and food trucks performing particularly well within independent street stalls/kiosks. Chained operators outperformed independents on the back of expansion by Sushi Daily and Bobble Bobble, although independents still account for the ma

Full-service restaurants delivered flat value sales in Italy in 2025, as negative economic conditions reduced footfall and transactions and pushed consumers towards lower-ticket alternatives. Younger consumers in particular traded down into limited-service restaurants, while baby boomers were the only cohort able to increase spend in full-service restaurants during the year. Pizza full-service restaurants outperformed the wider channel, combining a more affordable average spend per visit with co

In 2025, self-service cafeterias recorded value growth overall in Italy, but performance diverged sharply between chains and independents. Many independent operators faced declining footfall and margin pressure, with closures increasing as inflation, energy costs and staffing constraints persisted, while consumers increasingly favoured limited-service restaurants and fast casual offers. Chained operators performed better, supported by network expansion, stronger cost scaling and more visible inv

2025 saw consumer foodservice in Italy post only low value sales growth, as pressured household budgets reduced footfall in full-service restaurants and weak performance in cafés/bars. Limited-service restaurants outperformed, driven by convenience-led routines and a clear shift away from higher-ticket dining, while pizza-led full-service restaurants stood out as the main bright spot within full-service restaurants. Eat-in still accounted for most sales, although takeaway led in limited-service

Consumer foodservice in Italy recorded value sales growth in 2025, with the strongest momentum in retail as footfall benefited from steadier inflation. Standalone sites also grew modestly in value, largely reflecting price increases and the stronger resilience of chained operators versus independents. Eat-in remained the dominant fulfilment route, but online delivery and online takeaway expanded further, led by higher listing penetration among full-service restaurants and major third-party platf

Cafés/bars in Italy saw only low value growth in 2025 despite rising prices, reflecting cautious spending under sustained pressure on purchasing power. Structural change became more visible, as younger consumers moved away from espresso-led routines and increased interest in alternative soft drinks and non-alcoholic options. Independent operators remained central to cafés and bars/pubs, but inflation, energy and labour costs contributed to closures, accelerating a gradual reshaping of the channe