The diaper market - Italy

The global baby diaper market was valued at $82.59 billion in 2022 and is expected to reach $121 billion by 2030. Demand for sustainable products has driven growth in the biodegradable diaper segment; this market was worth $3.6 billion in 2021 and is expected to grow at a CAGR of 9.8%, potentially reaching $6.3 billion by 2028. Despite this global growth, the Italian baby diaper market has been contracting, with the production value of diapers sold declining by 59.6% between 2017 and 2022, and the number of annual births falling by 13.6% over the same period. However, between 2018 and 2022, the production value sold increased by 21.1%, suggesting some recovery.

The consumer price index for baby diapers in Italy rose by 11.8% between January 2022 and August 2023, while a 5% reduction in VAT implemented in January 2023 led to a 4.9% drop in prices between December 2022 and March 2023. Despite an increase in producer prices of 14.8% compared to January 2022 and 24.3% compared to 2015, there was a 10-point drop between December 2022 and August 2023.

Trends and dynamics in the Italian baby diapers market

In the complex landscape of the Italian baby diapers market, recent demographic and social changes have left a distinct mark. While the production value of diapers has plummeted - by almost 60% between 2017 and 2022, in tandem with a contraction of around 14% in annual births - the market is far from stagnant. Changing preferences in favor of quality over quantity have steered the market towards innovative, high-quality products that meet the needs of an increasingly older population of new parents, with the average age of new mothers reaching around 32.

The Italian baby diaper market, which has carved out a place for itself in the broader spectrum of global trends, has proved promising, with a market value approaching $83 billion in 2022, and projections estimate that it could reach around $121 billion by 2030. The catalyst for this remarkable growth trajectory, with an average annual growth rate of almost 5%, is the burgeoning affinity for environmentally-friendly products. In Italy, the debate between disposable and reusable diapers is gaining momentum. While disposable diapers dominate the industry, cloth diapers are increasingly attracting the attention of environmentally and financially conscious parents.

Cloth diapers represent an attractive alternative, with savings of up to 40% over disposables, not to mention the added benefit of being a more skin-friendly and sustainable choice. However, it's also essential to bear in mind that while the initial cost of cloth diapers is around 350 euros for a standard pack of 25, the financial appeal is complemented by the environmental benefit of a significant reduction in waste. The infant and baby diaper sector is subject to European Community Directive 2001/95/EC, which imposes a safety protocol guaranteeing minimal migration of chemicals to children's bodies. Other regulatory measures underline the commitment to recycling personal absorbent products, propelling a sustainable industrial movement and simultaneously aiming to recover up to 900,000 tons of waste per year. The varied selection of diapers available caters for diverse needs and includes environmentally-friendly disposable, washable and hypoallergenic options, with disposables naturally segmented into traditional and biodegradable diapers. The market is also expanding in terms of state aid and subsidies, as the government seeks to ease the tax burden.

In Italy's diverse and constantly evolving baby diaper market, a few outstanding organizations have made significant inroads and established themselves as market leaders. Although each of these players has unique offerings, they collectively represent a market that caters for a wide range of consumer preferences, from conventional disposable diapers to eco-friendly alternatives.

• Pampers: a household name Pampers, arguably the best-known brand in the baby diaper sector, offers an extensive range of products adapted to the different stages of a child's growth. Renowned for its comfort and absorbency, Pampers has been a trusted choice for parents for generations. The brand continues to innovate, with various ranges such as Pampers Progressi and Baby Dry, which promise to keep babies dry and comfortable.
• Huggies: The emphasis on softness Huggies is another major brand competing with Pampers. Focused on gentle skin protection, Huggies offers diapers designed to be as soft as a cuddle. They offer features such as soft absorbent liners and pocket belts that prevent leaks while ensuring baby's skin is well cared for.
• Mamila: committed to sustainable choices Mamila takes a unique position in the market by advocating sustainable development. With a more modest but determined presence, Mamila offers products such as Mamila Cotonini Classic and GreenBox, which focus on eco-friendly materials without compromising on the quality and convenience that modern parents seek.
• Charlie Banana: Champion of reuse Charlie Banana sets itself apart with its focus on reusable diapers, responding to the growing demand for sustainable, cost-effective diaper solutions. Their one-size reusable diapers are designed to be adjustable and comfortable, offering parents an alternative that is both environmentally friendly and conducive to long-term savings.
• Supermarket brands: Affordable, practical options Supermarkets such as Conad, Coop, Carrefour Italy and Lidl have launched their own baby diaper ranges. These brands offer parents affordable, economical options without the need for special trips to baby stores. With a variety of prices and pack sizes, these supermarket brands enable parents to choose the products that best suit their needs and lifestyles.

The presence of these major players underlines the diversity of the baby diapers market in Italy. From traditional brands like Pampers and Huggies to supermarket ranges and sustainable options from companies like Mamila and Charlie Banana, the Italian baby diapers market reflects a diverse consumer base.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 16/10/2023

Summary and extracts

List of charts

• Turnover of the baby diaper sector
• Evolution of the Size of the Market for Diapers
• Answer to the Question: Do you choose diapers on the basis of..?"
• Number of Births
• Average Age of First-time Mothers in Selected Years
• Average Expenditure on Diapers for the first 12 Months of a Baby's Life
• Composition of Families, by number of children
• Answer to the Question: "Where do you usually Buy Diapers?"