Tissue and hygiene in 2024: The big picture
In 2024, tissue and hygiene in Italy increased both in value and volume, although growth was more moderate than during the Covid years. High inflation was eroding consumers’ spending capabilities, pushing them to focus on the most necessary products and to cut back on visits to restaurants, holidays in expensive periods such as July and August, and other forms of discretionary spending.
2024 key trends
Menstrual care was the largest tissue and hygiene category in Italy by volume, but it declined in both value and volume in 2024. This was driven partly by a declining population of those in menstrual age, and partly by more widespread use of the contraceptive pill to reduce menstruation days.
Competitive landscape
Fater was the leading tissue and hygiene player in Italy, thanks to its Pampers brand in nappies/diapers/pants and Lines in menstrual care. The company operates in partnership with Procter & Gamble in Italy for the manufacture and distribution of these products, allowing for more sophisticated strategies and higher investment budgets.
Retail developments
Supermarkets was the leading distribution channel for tissue and hygiene overall in 2024, although it lost some share. Most tissue and hygiene products in Italy are sold through grocery retailers such as supermarkets and hypermarkets, and shoppers continue to purchase these items during their regular grocery trips at store-based outlets.
What next for tissue and hygiene?
Current value sales of tissue and hygiene are set to keep rising over the forecast period. Certain products are expected to fade out or be reduced significantly, such as standard menstrual towels and slim/thin/ultra-thin towels without wings, which have been progressively replaced by alternatives with wings that provide more comfort and protection.
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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
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Italy
KEY DATA FINDINGS
Value sales rise for AFH tissue and hygiene in 2024
Adult incontinence falls thanks to hospital infrastructure issues
Environmental concerns impact development
Value growth set to keep on rising
Growth potential in B2B sales and a sharper focus on sustainability
Rising prevalence of diabetes will drive increased demand for innovative adult incontinence products
Retail Adult Incontinence in Italy
KEY DATA FINDINGS
Further growth for retail adult incontinence in 2024
Essity leads with Tena as private label expands
Health and beauty specialists lead distribution
Growth set to continue throughout forecast period
E-commerce will gain ground
Innovation in enhanced protection, while reduced public spending will push more consumers towards retail adult incontinence
Nappies/Diapers/Pants in Italy
KEY DATA FINDINGS
Falling birth rates mean falling volume sales in 2024
Fater leads through popular Pampers brand
Supermarkets leads distribution for nappies/diapers/pants
Value sales will continue to rise while volume remains in decline
E-commerce continues to rise
Innovation in products designed for premature babies, with sustainable options set to rise slowly
Menstrual Care in Italy
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
Wipes in Italy
KEY DATA FINDINGS
Changing consumer behaviours impacts progress in wipes
P&G holds on to number one spot with Swiffer brand
Supermarkets maintains lead of distribution in 2024
Demographic shifts and new uses
Ecommerce expansion and promotional strategies
Limited innovation in challenging times
Retail Tissue in Italy
KEY DATA FINDINGS
Growing demand for retail tissue
Competitive landscape led by Soffass as green trends accelerate
Distribution expands and evolves
Future momentum for disposable paper products
Omnichannel strategies to boost engagement, while eco concerns may encourage shift towards reusable options
Changing demographics increase demand for convenience
Rx/Reimbursement Adult Incontinence in Italy
KEY DATA FINDINGS
Decline continues to fall thanks to reduced national expenditure
Lack of specification leads to genderless solutions
Limited accessibility across Italy
Decline set to persist throughout forecast period
Innovation in retail to benefit development in Rx/reimbursement adult incontinence
Pharmacies will remain key channel, and subscription schemes offer convenient solution
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- 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)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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-
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- 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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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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.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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