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Market Report, "Sanitary Protection in Italy", Published

Recently published research from Euromonitor International, "Sanitary Protection in Italy", is now available at Fast Market Research


Boston, MA -- (SBWIRE) -- 08/06/2014 -- Sanitary protection in Italy has become mature, which can be seen in the low degree of change in both size and share. Sanitary protection saw a negligible decline in current value terms in 2013, to reach EUR534 million, which seems to indicate the general trend for this category. Sanitary protection faces a negative performance, with the situation not expected to improve much in the future. Demographic changes, such as the declining birth rate, are leading to a reduction in the number of women of childbearing age. Regulating medications, hormonal and surgical treatments and stronger medical contraceptives are becoming more common every year and are being taken at an earlier age, expediting and intensifying the impact of this development, thus reducing the number of potential customers. With an inevitable decrease in the number of women using sanitary towels and/or tampons, volume sales are also expected to decline in the forecast period.

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Competitive Landscape

Fater was still the undisputed leader in sanitary protection in 2013, with a 64% value share. Fater maintained the leading position in all categories. The company's strong leadership is due to its wide presence in all categories, in particular with the Lines, Intervallo and Tampax brands, which led towels (both standard and ultra-thin), pantyliners and tampons respectively in 2013. In particular, Lines and Intervallo are the product lines more subject to renovation, Lines with Lines was introduced in 2010 and Intervallo saw the introduction of new hypoallergenic references with natural fibres, which compete directly with Nuvenia pantyliners. Aside from private label, Fater also registered the biggest increase in value share in 2013, confirming its dynamism in responding promptly to consumers' needs.

Industry Prospects

Sanitary protection in Italy is a category with slightly declining prospects over the forecast period. Amongst the most important reasons for this are the ageing population and the reduction of the consumer base. According to the players of the market, the group of women actively using sanitary protection is set to decline. Therefore, compared with the recent historic situation, the outlook for the category is not too optimistic as volume sales will decline by 0.4% CAGR in the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sanitary Protection industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Italy market research report includes:

- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Sanitary Protection in Italy?
- What are the major brands in Italy?
- What are the key new product launches in the sanitary protection market?

Reasons to Get 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

Product coverage: Pantyliners, Sanitary Protection Including Intimate Wipes, Tampons, Towels.

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

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