The diaper market in Italy

Diapers are an indispensable part of the kit for infants and toddlers from 0 to 2 or 3 years of age. They are used to absorb pee and feces, helping to keep them dry, preventing their skin from becoming irritated or red, and preventing odors from spreading.

Diapers are used in incontinence situations. They are hygiene items made to be worn directly on the body as underwear, given their absorbent properties. Two main types of consumers use diapers: infants and some elderly people with incontinence problems. Within the scope of this study, we will focus only on baby diapers.

The baby diaper market is thus a segment of the baby products industry that is undoubtedly being affected by the demographic and social changes taking place in Italy. The value of production sold of diapers is in sharp decline (-59.6% between 2017 and 2022). Over the same period, annual births are contracting by 13.6 percent.

In addition, more parents are deciding to have children at a more mature age in Italy. The average age of first mothers in 2022 is 32.2 [Istat]. This decision is mainly influenced by the greater degree of financial stability that can be achieved at an older age. The latter is a factor that is believed to dictate different purchasing choices, increasingly directed toward higher quality products.

Nevertheless, there are still many valuable opportunities in the market created by the mentioned premium trend, which mainly have to do with innovation and new technologies for baby diapers that will be, in the coming years, the main differentiators in this shrinking market. In addition, new trends such as the use of environmentally friendly or washable diapers also present interesting investment and business opportunities.