Tissue and Hygiene in Italy

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

Retailers Increase Promotions as Shoppers Prioritise Essentials

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

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

What's Next?

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

Competitive Landscape

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

Channels

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

Economic Context

CHART 12 Economic Context for Tissue and Hygiene

CHART 13 Real GDP Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

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

Country Reports Disclaimer

MENSTRUAL CARE IN ITALY

• Key Data Insights
• 2025 Developments
• Local Producers Cut Costs and Adapt Ranges as Shoppers Prioritise Affordability
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• Essity'S Focus on Period Underwear Signals Rising Consumer Demand for Comfort and Sustainability
• CHART 20 Nuvenia's Period Underwear
• Brands Strengthen Relevance with Peer-Driven Campaigns as Youth Numbers Fall
• CHART 21 Lines Focuses on Peers' Suggestions
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Discounters to Expand Private Label Products to Capture Value-Seeking Shoppers
• Cotton Alternatives to Gain Share as Price Gap with Viscose Narrows
• CHART 25 Analyst Insight for Menstrual Care
• CHART 26 Forecast Value Sales 2020-2030
• CHART 27 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Fater Defends Leadership as Grocery Retailers Pursue Share Gains
• New Emergence and Acquisitions Shift Landscape
• CHART 28 Company Shares 2025
• CHART 29 Brand Shares 2025
• Channels
• Health and Beauty Specialists Gain Momentum as Shoppers Seek Value
• CHART 30 Retail Channels 2020-2025
• Economic Context
• CHART 31 Economic Context for Menstrual Care
• CHART 32 Real GDP Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Menstrual Care
• CHART 35 Population 2020-2030
• CHART 36 Consumer Expenditure 2020-2030
• CHART 37 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN ITALY

• Key Data Insights
• 2025 Developments
• Brands Intensify Promotions to Appeal to Cost-Conscious Consumers
• Key Industry Trends
• CHART 38 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 39 Pampers Promotional Activities
• Disposable Pants Gain Ground as Parents Prioritise Convenience and Ease
• E-Commerce Delivers Convenience and Logistical Relief for Modern Families
• CHART 40 Dm Drogerie Markt Continues Its Expansion in
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 Value Sales by Category 2025
• What's Next?
• 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 44 Analyst Insight for Nappies/Diapers/Pants
• CHART 45 Forecast Value Sales 2020-2030
• CHART 46 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Fater and Kimberly-Clark Defend Lead Amid Declining Birth Rates
• Significant Mergers and Acquisitions to Further Fragment the Landscape
• CHART 47 Company Shares 2025
• CHART 48 Brand Shares 2025
• Channels
• Supermarkets and Drugstores Maintain Lead as Offline Retail Shifts
• Retail E-Commerce Accelerates Growth as Families Seek Convenience
• Piume Expands Drugstore Network to Capture Demand for Home and Beauty Care
• CHART 49 Retail Channels 2020-2025
• Economic Context
• CHART 50 Economic Context for Nappies/Diapers/Pants
• CHART 51 Real GDP Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Nappies/Diapers/Pants
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN ITALY

• Key Data Insights
• 2025 Developments
• Sustainability and Destigmatisation Drive Growth through Awareness
• Key Industry Trends
• CHART 57 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 58 Tena's Mens Washable Pants
• Brands Leverage Health and Wellness to Boost Private Label Visibility
• CHART 59 Conad Fuelled by Health & Wellness
• Consumers Embrace Broader Solutions as Knowledge and Openness Grow
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 Value Sales by Category 2025
• What's Next?
• 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 63 Analyst Insight for Retail Adult Incontinence
• CHART 64 Forecast Value Sales 2020-2030
• CHART 65 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Essity Loses Share as Serenity and Private Label Rise
• CHART 66 Company Shares 2025
• CHART 67 Brand Shares 2025
• Channels
• Health and Beauty Specialists Capture Demand as E-Commerce Grows
• Coop Modernises Wellness Retail with Integrated Health Concepts
• CHART 68 Retail Channels 2020-2025
• Economic Context
• CHART 69 Economic Context for Retail Adult Incontinence
• CHART 70 Real GDP Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Consumer Context for Retail Adult Incontinence
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025
• Country Reports Disclaimer

RX/REIMBURSEMENT ADULT INCONTINENCE IN ITALY

• Key Data Insights
• 2025 Developments
• Serenity'S Focus on Institutional Supply Strengthens Amid Public System Retreat
• Key Industry Trends
• CHART 76 Key Industry Trends for Rx/Reimbursement Adult Incontinence
• Industry Performance
• Serenity'S Institutional Contracts Highlight the Impact of Procurement-Driven Supply
• CHART 77 Serenity Focuses on Unisex Products
• Guideline Rigidity and Limited Innovation Restrict Patient Choice
• CHART 78 Long Incontinence Aid Process
• CHART 79 Value Sales 2020-2030
• CHART 80 Volume Sales 2020-2030
• What's Next?
• Nhs Leverages Ai to Streamline Incontinence Care and Control Costs
• Digital Tools to Spur Efficiency Amid Shifting Priorities
• CHART 81 Forecast Value Sales 2020-2030
• Channels
• Institutional Supply Remains Dominant as Alternative Channels Stall
• Economic Context
• CHART 82 Economic Context for Rx/Reimbursement Adult Incontinence
• CHART 83 Real GDP Growth 2020-2030
• CHART 84 Inflation 2020-2030
• Consumer Context
• CHART 85 Consumer Context for Rx/Reimbursement Adult Incontinence
• CHART 86 Population 2020-2030
• CHART 87 Consumer Expenditure 2020-2030
• CHART 88 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN ITALY

• Key Data Insights
• 2025 Developments
• Expansion and Diversification of Retail Formats Increases Competition
• Key Industry Trends
• CHART 89 Key Industry Trends for Wipes
• Industry Performance
• CHART 90 Pam Launches Tibi Stores
• Wipes Performance Aided by Convenience Factors
• Sustainability Investment an Expectation on Brands From Consumers
• CHART 91 Cia Conad Accelerates Sustainability Journey
• CHART 92 Value Sales 2020-2030
• CHART 93 Value Sales by Category 2025
• What's Next?
• 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 94 Analyst Insight for Wipes
• CHART 95 Forecast Value Sales 2020-2030
• CHART 96 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Beiersdorf Leverages Ecobeautyscore Label to Raise Sustainability Profile
• CHART 97 Company Shares 2025
• CHART 98 Brand Shares 2025
• Channels
• Supermarkets Lead as Discounters and E-Commerce Grows
• The Rise of Live Shopping to Shift Brand Retail Strategies
• L'oreal Accelerates Digital Innovation with Omi
• CHART 99 Retail Channels 2020-2025
• Economic Context
• CHART 100 Economic Context for Wipes
• CHART 101 Real GDP Growth 2020-2030
• CHART 102 Inflation 2020-2030
• Consumer Context
• CHART 103 Consumer Context for Wipes
• CHART 104 Population 2020-2030
• CHART 105 Consumer Expenditure 2020-2030
• CHART 106 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN ITALY

• Key Data Insights
• 2025 Developments
• Promotional Pressure Drives Volume Stability and Value Softness
• Key Industry Trends
• CHART 107 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 108 Tissue Softness Influences Consumer
• Sustainability and Product Innovation Secure Competitive Advantage Amid Caution
• CHART 109 Tutto Reusable Tissue
• CHART 110 Value Sales 2020-2030
• CHART 111 Volume Sales 2020-2030
• CHART 112 Value Sales by Category 2025
• What's Next?
• Drugstores Expand Reach as Compact Rolls Drive Convenience
• Premiumisation and Product Versatility to Reshape Household Routines
• Stretching Household Budgets Fuels Multiuse Paper Purchases
• CHART 113 Analyst Insight for Retail Tissue
• CHART 114 Forecast Value Sales 2020-2030
• CHART 115 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Competitive Pressure Mounts Amid Steady Market Leaders
• CHART 116 Company Shares 2025
• CHART 117 Brand Shares 2025
• Channels
• Grocery Retailers Drive Offline Dominance as Supermarkets Outpace Rivals
• Easycoop Expands Delivery Reach to Capture New Online Shoppers
• CHART 118 Retail Channels 2020-2025
• Economic Context
• CHART 119 Economic Context for Retail Tissue
• CHART 120 Real GDP Growth 2020-2030
• CHART 121 Inflation 2020-2030
• Consumer Context
• CHART 122 Consumer Context for Retail Tissue
• CHART 123 Population 2020-2030
• CHART 124 Consumer Expenditure 2020-2030
• CHART 125 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN ITALY

• Key Data Insights
• 2025 Developments
• Operators Seek Cost-Effective Supply Solutions
• Key Industry Trends
• CHART 126 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Away-From-Home Tissue Outpaces with Napkins and Tableware
• CHART 127 Metro Italia Focuses on Foodservice
• Real-Time Sensor Technology Transforms Tissue Manufacturing and Boosts Quality
• CHART 128 BTG Productivity Innovative
• CHART 129 Value Sales 2020-2030
• CHART 130 Value Sales by Category 2025
• What's Next?
• 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 131 Forecast Value Sales 2020-2030
• CHART 132 Forecast Value Sales by Category 2025-2030
• Channels
• Hospitals Reduce Purchases as Diagnostics Gain Importance
• CHART 133 Retail Channels 2020-2025
• Economic Context
• CHART 134 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 135 Real GDP Growth 2020-2030
• CHART 136 Inflation 2020-2030
• Consumer Context
• CHART 137 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 138 Population 2020-2030
• CHART 139 Consumer Expenditure 2020-2030
• CHART 140 Population by Generation 2025
• Country Reports Disclaimer