Competitive Landscape
Beiersdorf Leverages Ecobeautyscore Label to Raise Sustainability Profile
Wipes in Italy remained moderately concentrated in 2025, with the top three manufacturers, Procter & Gamble Italia SpA, Sodalco Srl, and Fater SpA, holding 38% of combined retail value share. Over the period from 2020 to 2025, the market has become slightly less concentrated, as Sodalco’s share declined from 14% in 2020 to 13% in 2025, and Procter & Gamble Italia’s share, while growing from 13% in 2020 to 14% in 2025, was not sufficient to offset the broader dispersion.
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 Wipes 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 Wipes 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 Wipes 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 Wipes in Italy?
- Which are the leading brands in Wipes in Italy?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Italy - Category analysis
Key Data Insights
Expansion and Diversification of Retail Formats Increases Competition
Expansion and Diversification of Retail Formats Increases Competition
Wipes Performance Aided by Convenience Factors
Sustainability Investment an Expectation on Brands From Consumers
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
Beiersdorf Leverages Ecobeautyscore Label to Raise Sustainability Profile
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
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:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
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 Wipes 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!