Tissue and Hygiene in Italy
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on tissue and hygiene
COVID-19 country impact
Company response
Retailing shift
What next for tissue and hygiene?
CHART 1 Retail Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
CHART 2 Retail Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Home seclusion has a reducing effect on sales of sanitary protection associated with an active daily lifestyle
Standard products witness stability in 2020 as consumers trade down
Consumers' social distancing and economical concerns bring about channel shifts in 2020
RECOVERY AND OPPORTUNITIES
Recovery in 2021 will be driven by consumers resuming outdoor activities and sports
No long-term impact on sanitary protection as monthly demand is easy to predict
Manufacturers will look to adapt new product developments to take advantage of growing demand for eco-friendly products
CATEGORY DATA
Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The declining birth rate and the economic impact of COVID-19 have a negative impact on sales of nappies/diapers/pants
Lockdown removes the necessity to purchase additional nappies/diapers for locations outside the home
Disposable pants sales witness positive growth in 2020 driven by convenience and hygiene considerations
RECOVERY AND OPPORTUNITIES
Low birth rate and economic constraints will keep nappies/diapers/pants on a decline path
Waste management of disposable products likely to be a focus as environmental concerns grow again
Positive outlook for e-commerce distribution of nappies/diapers/pants
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Restricted consumer activity slows sales of light adult incontinence while moderate/heavy adult incontinence products remain mostly unaffected by COVID-19
Brands promote their umbrella brand as consumers often use sanitary protection to replace light incontinence products and vice versa
Pharmacies miss out on higher sales of adult incontinence through lack of promotional activities
RECOVERY AND OPPORTUNITIES
Pre-pandemic growth pattern set to resume from 2021
E-commerce set to gain a greater foothold in retail adult incontinence with older consumers shopping online more
Reduction in Rx/reimbursement adult incontinence offers opportunities in the retail segment for manufacturers
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers face difficulties obtaining Rx/reimbursement adult incontinence products due to high numbers of hospitalised COVID-19 patients
Spending review of the reimbursement scheme sees ongoing decline in Rx/reimbursement adult incontinence
RECOVERY AND OPPORTUNITIES
Strong decline to continue throughout the forecast period
Decline in nursing home residents forecast
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2015-2020
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2015-2020
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2020-2025
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Purchases of general purpose wipes and all purpose cleaning wipes rise as consumers focus on personal and household hygiene and preventative health
Facial cleansing wipes suffers the strongest decline with consumers having fewer occasions in 2020 to wear make-up
Consumers' high demand for sanitising products puts their concerns for environmental sustainability on hold
RECOVERY AND OPPORTUNITIES
Environmental sustainability will underlie the forecast period decline expected for wipes
E-commerce sales of wipes likely to grow as Italian consumers increasingly shop online, while pharmacies will benefit from offering specialist advice and products
Tough economic outlook will intensify the value sales decline in wipes
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2015-2020
Table 43 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 44 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 45 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 46 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Panic buying and home seclusion boost toilet paper sales
Paper towels and facial tissues benefit from consumers' greater attention to cleaning and hygiene
In-country production of toilet paper successfully meets demand
RECOVERY AND OPPORTUNITIES
Retail tissue sales expected to level out following the spike caused by COVID-19
Sustainability concerns among consumers and players likely to grow in importance over the forecast period
E-commerce set to see wider use by both consumers and retailers
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2015-2020
Table 49 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 50 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 51 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 52 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Away-from-home tissue suffers decline with COVID-19 halting tourism and horeca operations
Growth in away-from-home hygiene is a result of increased hospital admissions of vulnerable patients who may use adult incontinence products
Foodservice and school closures impact all areas of away-from-home tissue
RECOVERY AND OPPORTUNITIES
Return to decline forecast for away-from-home hygiene following the spike in hospital admissions in 2020
Positive growth in away-from-home tissue expected to be tempered by consumers' hesitant return to normal life
National Sanitary System review of home assistance threatens sales of away-from-home tissue and hygiene
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 57 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 58 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 59 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 60 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 61 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
Table 62 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 63 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2020-2025
Table 64 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025