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Retail Adult Incontinence in Italy

Publisher Euromonitor International
Published Apr 16, 2026
Length 37 Pages
SKU # EP21132405

Description

The key drivers behind the growth are Italy’s rapidly ageing population—reaching 14.6 million people aged 65 and over in 2025—and shifting consumer attitudes. Increased awareness and reduced stigma around incontinence mean more consumers proactively seek out products to maintain their quality of life and social activity. Another notable factor supporting retail adult incontinence is the decline in medical treatment uptake due to long waiting lists, financial pressures, and inconvenience of healt...

Euromonitor International's Retail Adult Incontinence in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Light Adult Incontinence, Moderate/Heavy Adult Incontinence.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Adult Incontinence market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

37 Pages
Retail Adult Incontinence in Italy
Euromonitor International
April 2026
List Of Contents And Tables
RETAIL ADULT INCONTINENCE IN ITALY
Key Data Insights
2025 Developments
Sustainability and Destigmatisation Drive Growth through Awareness
Key Industry Trends
CHART 1 Key Industry Trends for Retail Adult Incontinence
Industry Performance
CHART 2 Tena’s Mens Washable Pants
Brands Leverage Health and Wellness to Boost Private Label Visibility
CHART 3 Conad Fuelled by Health & Wellness
Consumers Embrace Broader Solutions as Knowledge and Openness Grow
CHART 4 Value Sales 2020-2030
CHART 5 Volume Sales 2020-2030
CHART 6 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 7 Analyst Insight for Retail Adult Incontinence
CHART 8 Forecast Value Sales 2020-2030
CHART 9 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Essity Loses Share as Serenity and Private Label Rise
CHART 10 Company Shares 2025
CHART 11 Brand Shares 2025
Channels
Health and Beauty Specialists Capture Demand as E-Commerce Grows
Coop Modernises Wellness Retail with Integrated Health Concepts
CHART 12 Retail Channels 2020-2025
Economic Context
CHART 13 Economic Context for Retail Adult Incontinence
CHART 14 Real GDP Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Retail Adult Incontinence
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
CHART 20 Key Industry Trends for Tissue and Hygiene
CHART 21 Low-Cost Retailer Expand
CHART 22 Vivicot’s Cotton Pocket Handkerchief
CHART 23 Value Sales 2020-2030
CHART 24 Value Sales by Category 2025
CHART 25 Analyst Insight for Tissue and Hygiene
CHART 26 Forecast Value Sales 2020-2030
CHART 27 Forecast Value Sales by Category 2025-2030
CHART 28 Company Shares 2025
CHART 29 Brand Shares 2025
CHART 30 Retail Channels 2020-2025
CHART 31 Economic Context for Tissue and Hygiene
CHART 32 Real GDP Growth 2020-2030
CHART 33 Inflation 2020-2030
CHART 34 Consumer Context for Tissue and Hygiene
CHART 35 Population 2020-2030
CHART 36 Consumer Expenditure 2020-2030
CHART 37 Population by Generation 2025
TISSUE AND HYGIENE IN ITALY
Executive Summary
Retailers Increase Promotions as Shoppers Prioritise Essentials
Key Data Insights
Key Industry Trends
Industry Performance
Brands Meet Rising Demand for Sustainable and Premium Features
E-Commerce Continues to Grow as a Convenient and Discreet Alternative
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
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
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
Economic Context
Consumer Context
Country Reports Disclaimer

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