Italy Menstrual Care Market Report: Trends, Growth and Forecast (2026-2032)
By Product Type (Pantyliners, Tampons (Applicator Tampons, Digital Tampons), Towels (Standard Towels (Standard Towels with Wings, Standard Towels Without Wings), Slim/Thin/Ultra-Thin Towels (Slim/Thin/Ultra-Thin Towels with Wings, Slim/Thin/Ultra-Thin Towels Without Wings)), Intimate Wipes, Menstrual Cups, Period Underwear), By Nature (Disposable, Reusable), By Age Group (Up to 18 Years, 19-30 Years, 31-40 Years, 40 Years and Above), By Sales Channel (Retail Offline, Retail Online)
- FMCG
- Jan 2026
- VI0826
- 110
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Italy Menstrual Care Market Statistics and Insights, 2026
- Market Size Statistics
- Menstrual care in Italy is estimated at USD 695 million in 2025.
- The market size is expected to grow to USD 745 million by 2032.
- Market to register a cagr of around 1% during 2026-32.
- Product Type Shares
- Towels grabbed market share of 60%.
- Competition
- More than 5 companies are actively engaged in producing menstrual care in Italy.
- Top 5 companies acquired around 85% of the market share.
- Esselunga SpA; Viatris Italia Srl; Sodalco Srl; Fater SpA; Johnson & Johnson SpA etc., are few of the top companies.
- Sales Channel
- Retail offline grabbed 80% of the market.
Italy Menstrual Care Market Outlook
The Italy menstrual care market is expected to see modest but steady growth over 2026–2032, supported mainly by price-led value gains rather than rising consumption. The market is estimated at USD 695 million in 2025 and is projected to increase to USD 745 million by 2032, registering a CAGR of around 1% during 2026–32. Volume demand is likely to remain stable or show slight declines, influenced by demographic shifts such as a shrinking younger population and wider contraceptive pill usage, which reduces the frequency of sanitary towel purchases.
Product preferences are also shaping category performance. Towels continue to dominate menstrual care in Italy, accounting for around 60% of the market, although standard towels are losing relevance compared to slim/thin/ultra-thin formats. These slimmer variants are more aligned with active lifestyles and remain the largest contributor to value sales. At the same time, washable panties and other reusable options are gaining gradual acceptance from a small base, driven by comfort, cost savings, and sustainability concerns, though they still remain niche compared to disposable products.
In terms of distribution, retail offline remains the primary sales channel, capturing nearly 80% of market share. Supermarkets and hypermarkets lead purchases as consumers continue to buy menstrual care alongside daily household essentials. Pharmacies are also emerging as important touchpoints, particularly for women seeking guidance on health and wellbeing topics linked to menstrual and hormonal issues, and some shoppers are willing to trade up to premium specialist products in these settings.
Looking ahead, convenience, comfort, and affordability are expected to remain the key purchasing drivers. While sustainability trends will continue to influence product innovation, disposable sanitary protection is set to retain its strong market presence, with gradual shifts in format preferences rather than major structural change in consumer behaviour.
Italy Menstrual Care Market Growth DriverPrice Adjustments and Healthcare Awareness Support Market Stability
The Italy menstrual care market is suffering loss in terms of volume, though the value sales are partially maintained because of the increase in unit prices. The data provided by ISTAT reveal that inflation in Italy is decreasing at the rate of 5.2% and it assists in keeping the true worth of household spending intact even though the living costs are increasing. The broader population health campaigns on hygiene, comfort and accessibility are driving consumers to have growing interest in menstrual health.
The Winged slim/thin/ultra-thin towels continue to dominate especially among the active women who are interested in high quality protection when they are at work, on a trip, or in a social place. The increased demand of pantyliners indicates more mobility and the necessity of daily hygiene since in most cases women use contraceptive means to complement menstrual care decreasing usage of sanitary towels.
Italy Menstrual Care Market ChallengeDeclining Population and Cost Pressures Limit Volume Growth
The shrinking rate of fertility and the ageing population in Italy still limits the consumption of menstrual care. According to ISTAT, the total fertility rate resorts to 1.24 children per woman, which leads to the decline of the number of women of childbearing age. In conjunction with this, the high cost of living promotes some households into low cost alternatives, constraining the expansion of the conventional towel segments.
Affordability is also affected by VAT changes. The recent years have witnessed a decrease of 22 to 5 percent on sanitary products, yet with current fiscal strains, there may be an increase in it, thus interfering with the accessibility to the low-income earners. These are demographic and economic forces that act as structural restraints to the growth of volumes in the Italy market in the long run.
Italy Menstrual Care Market TrendConvenience and Hygiene Take Priority Over Sustainability
Convenience is the most significant factor in consumer preference in Italy, although the level of sustainability awareness is increasing. According to the European Environment Agency data, there is still a growing interest in the decrease of waste, and the reusable items that include washable panties or menstrual cups are still a niche because of their usefulness, especially when it comes to the external environment. The market is dominated by disposable slim/thin/ultra-thin towels with wings; this is due to consumer preference with easy-to-use and hygienic solutions.
The share of e-commerce is growing slowly, and with repetitive purchases, they become easier to make online, and the consumer can replenish the essentials as well as grocery deliveries. Promotional campaigns on menstrual health practices help with adoption of products with primary consideration of comfort, discretion and skin safety.
Italy Menstrual Care Market OpportunityExpansion of Eco-Friendly Options and Specialist Products
Italy offers possibilities of environmentally friendly innovation and solutions depending on the age. Sustainable hygiene materials, such as biodegradable cotton towels, become an issue, and it is reinforced by the efforts of the Ministry of Environment in Italy to reduce waste. By offering biodegradable alternatives, which would break down in certified composting plants, the brands can still serve environmentally-conscious consumers without reducing convenience.
The ageing of the population (the proportion of over 50 women is projected by ISTAT to grow) is an additional opportunity of the dual-use products that are aimed at perimenopause and light incontinence. Pharmacies, which will become more of an information centre on sensitive health issues, offer a platform of high-end and specialty products. The brands can capitalize on these trends by coming up with eco-friendly, high-quality and targeted menstrual care solutions that are both health and environmentally friendly.
Italy Menstrual Care Market Segmentation Analysis
By Product Type
- Pantyliners
- Tampons
- Applicator Tampons
- Digital Tampons
- Towels
- Standard Towels
- Standard Towels with Wings
- Standard Towels Without Wings
- Slim/Thin/Ultra-Thin Towels
- Slim/Thin/Ultra-Thin Towels with Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
- Standard Towels
- Intimate Wipes
- Menstrual Cups
- Period Underwear
The segment with the highest share under the product type in the Japan Menstrual Care Market is Towels, accounting for around 65% of the market. Towels continue to dominate due to their reliability, convenience, and widespread use across all age groups. Standard towels remain popular among consumers seeking dependable protection, while slim/thin/ultra-thin towels are gradually gaining traction, particularly among younger, more active users who prefer discreet and comfortable options. Towels with wings are still preferred for better hygiene and comfort, supporting their market leadership.
Despite the emergence of reusable products such as washable pants, towels retain a dominant position due to their affordability and familiarity. Manufacturers focus on incremental innovations, including biodegradable and cotton-based materials, to appeal to environmentally-conscious consumers without compromising convenience. This ensures that towels remain the primary choice for the majority of Japanese women, even as alternative products grow steadily.
By Sales Channel
- Retail Offline
- Retail Online
The segment with the highest share under the sales channel in the Japan Menstrual Care Market is Retail Offline, holding around 75% of the market. Physical stores, including supermarkets, pharmacies, and convenience stores, remain the most popular channels for purchasing menstrual care products. Consumers value the ability to access products immediately, seek advice from pharmacy staff, and make informed choices, particularly for items related to personal health and hygiene.
Although e-commerce has grown steadily, offline retail continues to dominate due to convenience, routine shopping habits, and trust in established stores. Supermarkets remain key for value sales as consumers often purchase menstrual care alongside groceries. Meanwhile, pharmacies serve as information hubs, especially for premium or health-focused products, strengthening offline channels’ continued prominence in Japan’s menstrual care market.
List of Companies Covered in Italy Menstrual Care Market
The companies listed below are highly influential in the Italy menstrual care market, with a significant market share and a strong impact on industry developments.
- Esselunga SpA
- Viatris Italia Srl
- Sodalco Srl
- Fater SpA
- Johnson & Johnson SpA
- Essity Italy Spa
- Coop Italia scarl
- CONAD - Consorzio Nazionale Dettaglianti Scrl
Competitive Landscape
Italy’s Menstrual Care Market in 2024 was led by Fater, supported by the strength of its Lines range, which focuses on innovation, premium positioning, and long-term consumer engagement from menarche through menopause, including the Lines Specialist incontinence line. Johnson & Johnson and Essity followed, although both faced pressure from rising price sensitivity and growing interest in cost-effective alternatives. Viatris Italia recorded the fastest growth through the Saugella tampon brand, gaining share despite overall market decline. Private label also advanced as households increasingly viewed sanitary protection as a commodity, with Coop Italia performing strongly thanks to product upgrades and packaging improvements. Retail competition further intensified as supermarkets, hypermarkets, pharmacies, and e-commerce channels continued shaping purchasing behaviour.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Italy Menstrual Care Market Policies, Regulations, and Standards
4. Italy Menstrual Care Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Italy Menstrual Care Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1.By Revenues in USD Million
5.2. Market Segmentation & Growth Outlook
5.2.1.By Product Type
5.2.1.1. Pantyliners- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.1. Applicator Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2.2. Digital Tampons- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1. Standard Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.1. Standard Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.1.2. Standard Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2. Slim/Thin/Ultra-Thin Towels- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.1. Slim/Thin/Ultra-Thin Towels with Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3.2.2. Slim/Thin/Ultra-Thin Towels Without Wings- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Intimate Wipes- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Menstrual Cups- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Period Underwear- Market Insights and Forecast 2022-2032, USD Million
5.2.2.By Nature
5.2.2.1. Disposable- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Reusable- Market Insights and Forecast 2022-2032, USD Million
5.2.3.By Age Group
5.2.3.1. Up to 18 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. 19-30 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.3. 31-40 Years- Market Insights and Forecast 2022-2032, USD Million
5.2.3.4. 40 Years and Above- Market Insights and Forecast 2022-2032, USD Million
5.2.4.By Sales Channel
5.2.4.1. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.5.By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Italy Pantyliners Menstrual Care Market Statistics, 2022-2032
6.1. Market Size & Growth Outlook
6.1.1.By Revenues in USD Million
6.2. Market Segmentation & Growth Outlook
6.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
6.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
6.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Italy Tampons Menstrual Care Market Statistics, 2022-2032
7.1. Market Size & Growth Outlook
7.1.1.By Revenues in USD Million
7.2. Market Segmentation & Growth Outlook
7.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
7.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
7.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
7.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Italy Towels Menstrual Care Market Statistics, 2022-2032
8.1. Market Size & Growth Outlook
8.1.1.By Revenues in USD Million
8.2. Market Segmentation & Growth Outlook
8.2.1.By Product Type- Market Insights and Forecast 2022-2032, USD Million
8.2.2.By Nature- Market Insights and Forecast 2022-2032, USD Million
8.2.3.By Age Group- Market Insights and Forecast 2022-2032, USD Million
8.2.4.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Italy Intimate Wipes Market Statistics, 2022-2032
9.1. Market Size & Growth Outlook
9.1.1.By Revenues in USD Million
9.2. Market Segmentation & Growth Outlook
9.2.1.By Nature- Market Insights and Forecast 2022-2032, USD Million
9.2.2.By Age Group- Market Insights and Forecast 2022-2032, USD Million
9.2.3.By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Italy Menstrual Cups Menstrual Care Market Statistics, 2022-2032
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in USD Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Italy Period Underwear Menstrual Care Market Statistics, 2022-2032
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in USD Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Nature- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By Age Group- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Fater SpA
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. Johnson & Johnson SpA
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. Essity Italy Spa
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Coop Italia scarl
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. CONAD - Consorzio Nazionale Dettaglianti Scrl
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Esselunga SpA
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Viatris Italia Srl
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. Sodalco Srl
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
12.1.9. SCA Hygiene Products SpA
12.1.9.1. Business Description
12.1.9.2. Product Portfolio
12.1.9.3. Collaborations & Alliances
12.1.9.4. Recent Developments
12.1.9.5. Financial Details
12.1.9.6. Others
13. Disclaimer
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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