Select Country Report
Retailers Increase Promotions as Shoppers Prioritise Essentials
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. Nevertheless, areas such as retail adult incontinence and premium, sustainable innovations are experiencing notable growth, fuelled by an ageing demographic, evolving health needs, and rising consumer expectations for eco-friendly features. To succeed, brands must adopt a dual approach: strengthening value propositions through affordable private label ranges and operational efficiencies, while simultaneously investing in product innovation, sustainability initiatives, and targeted engagement across digital and physical channels to address both senior and younger, digitally savvy consumers.
USD 2,750
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Italy?
- Which are the leading brands in Tissue and Hygiene in Italy?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Italy
Retailers Increase Promotions as Shoppers Prioritise Essentials
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Retailers Increase Promotions as Shoppers Prioritise Essentials
Chart 2 Low-Cost Retailer Expand
Brands Meet Rising Demand for Sustainable and Premium Features
Chart 3 Vivicot’s Cotton Pocket Handkerchief
E-Commerce Continues to Grow as a Convenient and Discreet Alternative
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
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
Chart 6 Analyst Insight for Tissue and Hygiene
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
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
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
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
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real GDP Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Italy
Key Data Insights
Operators Seek Cost-Effective Supply Solutions
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Operators Seek Cost-Effective Supply Solutions
Away-From-Home Tissue Outpaces with Napkins and Tableware
Chart 20 Metro Italia Focuses on Foodservice
Real-Time Sensor Technology Transforms Tissue Manufacturing and Boosts Quality
Chart 21 BTG Productivity Innovative
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Sofidel Accelerates Emissions Cuts as Sustainability Reshapes Supply Relationships
Remote Work Potential in Smes Creates New Demand Patterns for Tissue Solutions
Chained Restaurants Leverage Shopping Malls to Drive Sales among Younger Consumers
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Hospitals Reduce Purchases as Diagnostics Gain Importance
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real GDP Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Italy
Key Data Insights
Sustainability and Destigmatisation Drive Growth through Awareness
Chart 34 Key Industry Trends for Retail Adult Incontinence
Sustainability and Destigmatisation Drive Growth through Awareness
Chart 35 Tena’s Mens Washable Pants
Brands Leverage Health and Wellness to Boost Private Label Visibility
Chart 36 Conad Fuelled by Health & Wellness
Consumers Embrace Broader Solutions as Knowledge and Openness Grow
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Older Consumers to Shift to Home Care and Digital Health Tools
Light Incontinence Products to Gain Users as Earlier Adoption Rises
Ageing Demographic to Rely on Smart Home Solutions
Chart 40 Analyst Insight for Retail Adult Incontinence
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Essity Loses Share as Serenity and Private Label Rise
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Health and Beauty Specialists Capture Demand as E-Commerce Grows
Coop Modernises Wellness Retail with Integrated Health Concepts
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real GDP Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Italy
Key Data Insights
Brands Intensify Promotions to Appeal to Cost-Conscious Consumers
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Brands Intensify Promotions to Appeal to Cost-Conscious Consumers
Chart 54 Pampers Promotional Activities
Disposable Pants Gain Ground as Parents Prioritise Convenience and Ease
E-Commerce Delivers Convenience and Logistical Relief for Modern Families
Chart 55 Dm Drogerie Markt Continues Its Expansion in
Chart 56 Value Sales 2020-2030
Chart 57 Volume Sales 2020-2030
Chart 58 Value Sales by Category 2025
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
Chart 59 Analyst Insight for Nappies/Diapers/Pants
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Fater and Kimberly-Clark Defend Lead Amid Declining Birth Rates
Significant Mergers and Acquisitions to Further Fragment the Landscape
Chart 62 Company Shares 2025
Chart 63 Brand Shares 2025
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
Chart 64 Retail Channels 2020-2025
Chart 65 Economic Context for Nappies/Diapers/Pants
Chart 66 Real GDP Growth 2020-2030
Chart 67 Inflation 2020-2030
Chart 68 Consumer Context for Nappies/Diapers/Pants
Chart 69 Population 2020-2030
Chart 70 Consumer Expenditure 2020-2030
Chart 71 Population by Generation 2025
Menstrual Care in Italy
Key Data Insights
Local Producers Cut Costs and Adapt Ranges as Shoppers Prioritise Affordability
Chart 72 Key Industry Trends for Menstrual Care
Local Producers Cut Costs and Adapt Ranges as Shoppers Prioritise Affordability
Essity’S Focus on Period Underwear Signals Rising Consumer Demand for Comfort and Sustainability
Chart 73 Nuvenia's Period Underwear
Brands Strengthen Relevance with Peer-Driven Campaigns as Youth Numbers Fall
Chart 74 Lines Focuses on Peers' Suggestions
Chart 75 Value Sales 2020-2030
Chart 76 Volume Sales 2020-2030
Chart 77 Value Sales by Category 2025
Discounters to Expand Private Label Products to Capture Value-Seeking Shoppers
Cotton Alternatives to Gain Share as Price Gap with Viscose Narrows
Chart 78 Analyst Insight for Menstrual Care
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Fater Defends Leadership as Grocery Retailers Pursue Share Gains
New Emergence and Acquisitions Shift Landscape
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
Health and Beauty Specialists Gain Momentum as Shoppers Seek Value
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real GDP Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Italy
Key Data Insights
Expansion and Diversification of Retail Formats Increases Competition
Chart 91 Key Industry Trends for Wipes
Expansion and Diversification of Retail Formats Increases Competition
Chart 92 Pam Launches Tibì Stores
Wipes Performance Aided by Convenience Factors
Sustainability Investment an Expectation on Brands From Consumers
Chart 93 Cia Conad Accelerates Sustainability Journey
Chart 94 Value Sales 2020-2030
Chart 95 Value Sales by Category 2025
Sustainability Initiatives From Brands to Boost Efficiency and Trust
Premium-Driven Growth to Influence Intimate Wipe Categories
Brands Capture Demand for Travel-Friendly Micellar Wipes
Chart 96 Analyst Insight for Wipes
Chart 97 Forecast Value Sales 2020-2030
Chart 98 Forecast Value Sales by Category 2025-2030
Beiersdorf Leverages Ecobeautyscore Label to Raise Sustainability Profile
Chart 99 Company Shares 2025
Chart 100 Brand Shares 2025
Supermarkets Lead as Discounters and E-Commerce Grows
The Rise of Live Shopping to Shift Brand Retail Strategies
L'oréal Accelerates Digital Innovation with Omi
Chart 101 Retail Channels 2020-2025
Chart 102 Economic Context for Wipes
Chart 103 Real GDP Growth 2020-2030
Chart 104 Inflation 2020-2030
Chart 105 Consumer Context for Wipes
Chart 106 Population 2020-2030
Chart 107 Consumer Expenditure 2020-2030
Chart 108 Population by Generation 2025
Retail Tissue in Italy
Key Data Insights
Promotional Pressure Drives Volume Stability and Value Softness
Chart 109 Key Industry Trends for Retail Tissue
Promotional Pressure Drives Volume Stability and Value Softness
Promotional Pressure Drives Volume Stability and Value Softness
Chart 110 Tissue Softness Influences Consumer
Sustainability and Product Innovation Secure Competitive Advantage Amid Caution
Chart 111 Tutto Reusable Tissue
Chart 112 Value Sales 2020-2030
Chart 113 Volume Sales 2020-2030
Chart 114 Value Sales by Category 2025
Drugstores Expand Reach as Compact Rolls Drive Convenience
Premiumisation and Product Versatility to Reshape Household Routines
Stretching Household Budgets Fuels Multiuse Paper Purchases
Chart 115 Analyst Insight for Retail Tissue
Chart 116 Forecast Value Sales 2020-2030
Chart 117 Forecast Value Sales by Category 2025-2030
Competitive Pressure Mounts Amid Steady Market Leaders
Chart 118 Company Shares 2025
Chart 119 Brand Shares 2025
Grocery Retailers Drive Offline Dominance as Supermarkets Outpace Rivals
Easycoop Expands Delivery Reach to Capture New Online Shoppers
Chart 120 Retail Channels 2020-2025
Chart 121 Economic Context for Retail Tissue
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Retail Tissue
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Italy
Key Data Insights
Serenity’S Focus on Institutional Supply Strengthens Amid Public System Retreat
Chart 128 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Serenity’S Focus on Institutional Supply Strengthens Amid Public System Retreat
Serenity’S Institutional Contracts Highlight the Impact of Procurement-Driven Supply
Chart 129 Serenity Focuses on Unisex Products
Guideline Rigidity and Limited Innovation Restrict Patient Choice
Chart 130 Long Incontinence Aid Process
Chart 131 Value Sales 2020-2030
Chart 132 Volume Sales 2020-2030
Nhs Leverages Ai to Streamline Incontinence Care and Control Costs
Digital Tools to Spur Efficiency Amid Shifting Priorities
Chart 133 Forecast Value Sales 2020-2030
Institutional Supply Remains Dominant as Alternative Channels Stall
Chart 134 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 135 Real GDP Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
-
-
- AFH Adult Incontinence
-
- AFH Boxed Facial Tissues
-
- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
-
-
-
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
- Paper Towels
-
- Napkins
- Tablecloths
-
- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
-
- Rx/Reimbursement adult incontinence
-
-
-
- AFH Adult Incontinence
-
-
- Liners
- Light Pads
- Other Light Adult Incontinence
-
- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
-
- Rx/Reimbursement adult incontinence
-
- Disposable Pants
-
- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
-
- Disposable Period Pants
- Pantyliners
- Tampons
-
-
- Standard Towels With Wings
- Standard Towels Without Wings
-
- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
-
-
- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
-
- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
-
-
-
-
-
- AFH Napkins
- Retail Napkins
-
- AFH Tablecloths
- Retail Tablecloths
-
-
-
- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
-
-
- AFH Paper Towels
- Retail Paper Towels
-
- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
-
-
Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
Share:
Why 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 Tissue and Hygiene research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!