Over the forecast period, retail adult incontinence is expected to expand further in both value and volume terms, particularly as more individuals begin using such products in the earlier, lighter stages. These consumers will inevitably demand better quality and performance, given that alternatives offered by the National Sanitary System through RX/reimbursement schemes are perceived as lower in comfort and designed only for severe cases.
E-commerce is set to assume greater significance for adult incontinence items in the coming years, reflecting shoppers’ preference for discreet and anonymous purchases. The bulky nature of many adult incontinence products further supports home delivery, creating opportunities not only for online retailers but also for adjacent service providers, such as Glovo, which can capitalise on consumers’ growing comfort with having products delivered directly to their doorstep.
Technical features that maximise product effectiveness will become increasingly valuable, particularly in light adult incontinence, where shoppers wish to sustain active social lives and are willing to pay for reliable protection against leaks and odours. Companies like Fater are addressing these demands through new lines such as Fater’s Lines Specialist Protection, which incorporates cellulose and extra absorbent polymers designed to capture both urine and odours more efficiently, ultimately enhancing user comfort and confidence.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See all of our definitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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