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Summary and extracts
1 Market summary
1.1 Definition and presentation
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.
1.2 The global market for baby diapers
In ****, the global baby diaper market is worth $**.** billion. By ****, the market value could touch $*** billion thanks to a compound annual growth rate (***) of *.* percent between **** and ****.
Turnover of the baby diaper industry World, ****-****, in billions of dollars Source: Grand View Research The growing global focus on sustainable products with ...
1.3 The Italian baby diaper market
In order to analyze the Italian baby diaper market, the turnover related to Ateco Code **.**, specifically for "manufacture of sanitary and household products made of paper and cellulose wadding," is considered. In addition, the trend in the value of production sold of baby and incontinence diapers is analyzed, highlighting the relationship ...
1.4 The consequences of the Russian-Ukrainian conflict
The outbreak of the Russian-Ukrainian conflict in February **** resulted in, among other things, a general increase in the consumer price index. Consequently, in the absence of data, an increase in prices for baby diapers is also conceivable. The consumer price index rose **.* points between January **** and August ****. This signifies that over ...
2 Demand analysis
2.1 Overview of demand
The Italian baby diaper market, like its global counterpart, exhibits some interesting characteristics regarding demand for the product.
Regarding the expenditure incurred for the purchase of diapers, the available data outline a range between the minimum and maximum expenditure of Italian families. Between **** and ****, it is possible to see a reduction ...
2.2 Demand drivers
The demand for baby diapers is closely related to and moves in the same direction as some demographic indicators.
Births in Italy
The demand for baby diapers is strongly influenced by the number of births in the country and their evolution over time.
Number of births Italy, ****-****, in thousands of ...
2.3 Composition and geographical distribution of demand
Regarding the geographical distribution of demand, a map was created with the number of births in each Italian macro-region, assuming a correlation between this and the demand for diapers.
In ****, the Northwest collects **.* percent of the total number of births in Italy. This is followed by the South with **.*%, the Northeast ...
2.4 New demand trends: washable diapers
The growing interest in issues of environmental sustainability and waste reduction is also affecting the diaper industry. In fact, more and more families are deciding to change their disposable-based consumption habits toward the purchase of washable diapers. The trend is motivated by several reasons:
Environmental: using washable diapers is an environmentally ...
3 Market structure
3.1 Market structure
In order to analyze the market structure, enterprises under Ateco code **.** on "manufacture of sanitary and household products from paper and cellulose wadding" are considered. The number of enterprises, number of employees and legal form of activities are considered.
Number of enterprises
Between **** and ****, the number of enterprises collected under Ateco ...
3.2 The value chain
It is possible to divide the materials from which diapers are made into various categories according to their origin and according to their function:
Cotton: the most widely used fabric, inexpensive, soft, breathable, durable and dries fairly quickly. Inside washable diapers it is found in the form of cotton terry, chenille, ...
3.3 Distribution channels
For the purchase of diapers, families mainly turn to three distribution channels: large-scale retail trade (***), pharmacies and e-commerce.
Large-scale retail
The businesses it includes are: hypermarkets, supermarkets, discount grocery and convenience stores, and other miscellaneous non-specialized establishments, which generally consist of small non-specialized grocery stores
Large organized retail enterprises Italy, ****-****, ...
3.4 The main actors
Production
Pampers: established in ****, is a global diaper brand of Procter & Gamble, a leader in the disposable diaper industry, in Italy they have been produced and marketed since **** by Fater S.p.A.today, Pampers are produced in nearly ** manufacturing plants in ** countries and are available in more than *** countries worldwide. ...
4 Supply analysis
4.1 Composition of the offer
Many brands and different types of diapers can be found on the market: the most commonly used are disposable diapers and washable diapers. Both categories have specific characteristics and different materials.
To better understand the composition of the supply, it is important to understand what the differences are between disposable and ...
4.2 The prices
The following is a list of the main products available in the Italian market:
Subscriptions
4.3 Supply trends: The green alternative
Consumers are becoming more environmentally conscious every day, and ecological issues are playing an increasingly important role in their choices. In the Italian baby diaper market, this translates into different discussions and opinions on whether washable diapers, besides being the cheapest alternative, are actually the most environmentally friendly.
Here is a ...
5 Rules and regulations
5.1 Rules and regulations
Infant and baby diapers must comply with Directive ****/**/EC in order to be released for free circulation in the European Community.
Compliance of baby and toddler diapers, as well as changing tables and many other baby products, is governed by laws and regulations that do not require CE marking. These fall ...
5.2 Aid and subsidies from the state
In Italy there are several bonuses to help families cope with the expenses of bringing a child into the world.
INPS Birth Premium: equal to *** euros, it is granted to all mothers regardless of ISEE. It is disbursed by INPS in a lump sum, as a birth bonus: it is both ...
6 Positioning of actors
6.1 Segmentation
- FATER S.P.A.
- Conad
- Coop
- Carrefour Italia
- Pampers
- Huggies
List of charts presented in this market study
- 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
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