Content of the study:
The diaper market - Italy

Available languages


1.1 Definition and Presentation

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

Diapers are used in incontinence situations. They are hygiene items 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. Within the scope of this study we will focus only on baby diapers.

The baby diaper market is therefore a segment of the baby product industry, which is undoubtedly suffering from the demographic and social changes taking place in Italy. In fact, both food and diapers - the two main segments of the industry - have recorded a loss in volume in the last three years, which is also related to the progressive decline in births in Italy equal to a negative growth rate of around -3% between 2010 and 2019 [Istat].

Moreover, a greater number of parents decide to have children at a more mature age in Italy. The average age of fist-time mothers in 2018 was indeed equal to 32 while in 2008 it was equal to 31.1 [Istat]. This decision is mostly influenced by the higher degree of financial stability which can be achieved at an older age. The latter is a factor that is believed to dictate different purchasing choices, increasingly directed towards higher quality products - the so-called premiumization of diapers, also considering that, in 2017, 81% of the Italian parents interviewed by the Unione Nazionale Consumatori named quality as the most important attribute they look for in diapers.

There are many viable opportunities in the market created by the premiumization trend mentioned which mainly have to do with innovation and new technologies for baby diapers which will be, in the coming years, the main differentiators in this shrinking market. Moreover, new trends like the use of ecological or washable diapers also present interesting investment and business opportunities. 

1.2 The Global Market for Baby Diapers

The global baby diaper market was worth over $** billion in ****, and is expected to reach nearly ** billion USD by ****. The market grew by **% between **** and **** [***].

Growth forecasts are very promising for the market as it is expected to grow at a CAGR  of *.*% (***).

Turnover of the baby diaper sector World, ****-****, ...

1.3 The Italian Market for Baby Diapers

Contrary to the global trend, the market for baby diapers in Italy has been shrinking in the last decade in terms of volume. This is largely and mainly attributed to the fact that births have been falling in Italy, having decreased by **% between **** and **** [***].

To estimate the size of the baby ...

1.4 COVID-19 Impact

As already mentioned, one of the main reasons for the decrease in births in Italy which has been registered in the past ten years has to do with the fact that Italians are deciding, now more than ever, to have fewer kids and to conceive them later in life due to ...


2.1 Demand Overview

The Italian market for baby diapers, as its global counterpart, presents some interesting characteristics for what concerns the demand for the product. 

First of all, demand in this market can be defined as being somewhat inelastic in that most new parents are mainly concerned with the quality of the diapers rather ...

2.2 Demand Drivers

The demand for baby diapers is strictly linked and moves in the same direction as some demographic indicators.

Births In Italy

Baby diapers demand is highly influenced by the number of births in the country and by their evolution over time.

Number of Births Italy, ****-****, in number of births Source: ...

2.3 Composition and Geographical Distribution of Demand

The composition of the demand for baby diapers in Italy can be  inferred from the composition of Italian families, or better, by the number of children per family. With respect to this, Istat reported that the majority of Italian families have one child (***). On the other hand, families with * or more ...

2.4 Factors that Influence Demand for Baby Diapers

The online newspaper, FanPage, conducted a study on the most important characteristics which Italian parents look for in the diapers they buy for their children. Three main criteria of selection emerged:

Absorbing Capacity: That is, how much a diaper can absorb before needing to be changed. Absorbency is guaranteed by the ...


3.1 Market Structure

The baby diapers category is typical of the mass market and is characterized by a strong identification within of the point of sale, generally though a grouping of all the products that are intended for children's infancy, that is, in addition to the items under investigation, clothing and non-perishable foodstuffs.

The ...

3.2 Competition in the Market and Main Players

The market for children's products, and therefore also the market for diapers, is one of the most competitive in the world of large-scale distribution, said Nielsen Italia Managing Director Giovanni Fantasia. In fact, it is characterized by the presence of brands that compete for a slice of the consumer market that ...

3.3 Distribution Channels

The main distribution channels through which baby diapers are sold include supermarkets, specialized baby shops, online sales, pharmacies and others. The results of a survey conducted by the Unione Nazionale Consumatori, in **** the supermarket was the preferred channel (***) and, at the bottom of the list, the pharmacy with *% of preferences.

Answer ...

3.4 How to Succeed in The Market


4.1 Composition of the Offer

On the market it is possible to find many brands and different types of diapers: the most used ones are the disposable diapers and the washable diapers. Both categories have different specific characteristics and materials.

In order to better understand the composition of the offer it is important to understand what ...

4.2 Best Diapers in Italy

To find out the preferred baby diapers of Italian families, the Unione Nazionale Consumatori selected a size of diapers (***). The remaining **% is then divided between those who choose "Chicco" diapers, those who choose "Pillo" and those who rely on natural diapers such as "Nappy Nat".

Answer to the Question: "Which Diapers ...

4.3 Pricing

The most convenient alternative are clearly washable diaper since **/** of these diapers is enough for a child's entire cycle of use. Indeed, even if the initial expense is certainly higher compared to the other two categories, it is possible to make up for it in about *-* months of use.

For ...

4.4 Offer Trends: The Ecological Alternative

Consumers are becoming more environmentally conscious by the day and ecological issues play an increasingly important role in their choices. In the Italian market for baby diapers this translates in discussions and different opinions on weather washable diapers, other than being the cheaper alternative, are indeed the most ecological one. 

Here ...


5.1 Rules and Regulations

Diapers for infants and children must comply with Directive ****/**/EC in order to be released for free circulation within the European Community.

Compliance of diapers for infants and children, as well as changing tables and many other baby products, is governed by laws and regulations that do not provide for CE ...

5.2 Aids and Subsidies from the State

In Italy there are several family bonuses to help families to face the cost of bringing a child into the world.

Premio Nascita INPS: equal to €***, it is recognized to all mothers regardless of ISEE. It is disbursed by the INPS in a single lump sum, as a birth bonus: it ...


6.1 Segmentation

  • FATER S.P.A.
  • Kimberly-Clarck Italy
  • Conad
  • Coop
  • Carrefour Italia

To keep reading, buy the full research

What is in this market study?

  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What are the latest trends in this market?
  • What is the positioning of companies in the value chain?
  • How do companies in the market differ from each other?
  • Access company mapping and profiles.
  • Data from several dozen databases

  • This market study is available online and in pdf format (30 p.)
  • Consult an example PDF or online


Analysts 1 sector analyzed
in 40 pages


  • Top Universities
  • Expert opinion


  • Databases
  • Press
  • Company reports


  • Continuously updated
  • Permanent watch


  • Synthetic structure
  • Standardized charts

Reviews (3)

Reviews (3)

The men's razor market - France

Publicado en 10/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Interesting study to understand a market in regular decline. Change in human behavior well measured and analyzed. A rare example of a leader who after a strategy of regular price increase is forced to change his strategy and lower his prices. Very innovative analysis of the traffic of the main manufacturers' websites

Businesscoot Response:

Hello Grégoire, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The essential oils market - France

Publicado en 09/01/2022 by Lorraine Ferry

Very complete study which shows in particular that the development of the consumption of essential oils accompanies the wave of the soft medicine and the do it yourself which seduces the consumers in more and more fields

Businesscoot Response:

Hello Lorraine, Thank you very much for this very positive review! We are delighted to see that you appreciate our studies and we thank you for the trust you have placed in us.

The make-up market - France

Publicado en 05/01/2022 by Client anonyme - Ce client a souhaité rester anonyme

Very complete study on production, distribution and consumption. It underlines the importance of e-commerce and organic products in this sector.

Businesscoot Response:

Hello Gregoire, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

Customer cases and references

Customer cases and references
La pépite Interview
Linkedin logo

BFM Business

La pépite Interview

Paul-Alexis Kebabtchieff
Linkedin logo

Boston Consulting Group

Paul-Alexis Kebabtchieff

Marie Guibart
Linkedin logo

Kea Partners

Marie Guibart

Elaine, Durand
Linkedin logo

Crédit Agricole, Information & Veille

Elaine, Durand

Philippe Dilasser
Linkedin logo

Initiative & Finance

Philippe Dilasser

Anne Baudry
Linkedin logo


Anne Baudry

Amaury Wernert
Linkedin logo

Kroll (Duff & Phelps)

Amaury Wernert

Smart Leaders Interview
Linkedin logo


Smart Leaders Interview