Sanitary towels, tampons and baby napkins market in Italy

Earlier Report Observations

The Italian market for sanitary towels, tampons, and baby napkins saw its physical volume grow steadily from 236 thousand tons in 2018 to 309 thousand tons in 2022. This expansion was facilitated by regulatory adjustments, including hygiene-sanitary exemptions for small producers introduced in 2020 and the reduction of VAT on these products to 10% in 2022, which enhanced affordability and supported consumption.

In value terms, market size peaked at $1.2 billion in 2021 before moderating to $1.1 billion in 2022. The 2021 increase coincided with the EU Single-Use Plastics Directive requiring plastic labeling, likely affecting product costs, while the subsequent VAT reduction applied downward pressure on retail prices. The launch of Italy's first industrial plant for full recycling of absorbent hygiene products in 2021 also marked a shift toward circular economy practices.

Further regulatory developments continued to shape the sector through 2023 and 2024. The adoption of stringent EU Ecolabel criteria banned harmful substances like formaldehyde and phthalates in absorbent products, and Italy's first 'end-of-waste' recycling plant for sanitary items began operation, converting used products into reusable materials under new EU labeling rules for recycled plastic content.

Production sanitary towels, tampons and baby napkins in Italy

In value, 2017-2020, M $ US

In 2019, Italy's production of sanitary towels, tampons, and baby napkins reached its peak value at 1 061 million US dollars, marking a 2.7% increase from the previous year. However, in 2020, the output value declined to 1 042 million US dollars, representing a 1.8% decrease compared to 2019.

Annual dynamics of production in Italy in value, 2017-2020, M $ US

In kind, 2017-2020, K t

Italy's production volume of sanitary towels, tampons, and baby napkins has grown for the second year in a row. In 2020, the country produced 298.6 thousand tonnes, which is 15.6% higher than in 2019. Over the period from 2018 to 2020, production increased by 24.7%, translating to an average annual growth rate of 7.6%.

Annual dynamics of production in Italy in kind, 2017-2020, K t

Exports sanitary towels, tampons and baby napkins from Italy

Exports in kind, t

In 2020, Italy exported 83 552 tonnes of sanitary towels, tampons, and baby napkins, showing a slight decline of 3.0% from the previous year. The lowest export volume was recorded in 2018 at 78 815 tonnes, with a significant drop of 9.0% that year. In contrast, 2019 saw the largest increase at 9.3%. Overall, from 2017 to 2020, exports decreased by 3.6%, averaging an annual decline of 1.2%.

Annual dynamics of product's exports from Italy in kind, 2017-2020, t

From 2017 to 2020, Germany, France, and Spain were the top three markets for Italy's exports of sanitary towels, tampons, and baby napkins by volume, collectively accounting for 52.3% of total export flows.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Italy in kind, 2017-2020

Exports in value, M $ US

In 2020, the value of Italy's exports of sanitary towels, tampons, and baby napkins stood at 375.5 million US dollars, reflecting a modest decrease of 2.4% compared to 2019. The highest export value was recorded in 2019 at 384.7 million US dollars, with a 2.0% increase that year. Over the 2017-2020 period, exports declined by 2.3%, with a compound annual growth rate of -0.8%.

Annual dynamics of product's exports from Italy in value, 2017-2020, M $ US

Between 2017 and 2020, Germany, France, and Spain were the leading destinations for Italy's exports of sanitary towels, tampons, and baby napkins by value. Germany accounted for 31.9% of export value, France for 13.1%, and Spain for 6.8%, together making up 51.8% of total export value.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Italy in value, 2017-2020

Imports sanitary towels, tampons and baby napkins to Italy

Imports in kind, t

Italy's imports of sanitary towels, tampons, and baby napkins by volume have fallen for two consecutive years. In 2020, imports totaled 68 385 tonnes, a small contraction of 1.9% from 2019. The peak import volume was in 2018 at 75 277 tonnes, with a notable increase of 7.5% that year. However, in 2019, imports saw the largest decline at 7.4%. From 2017 to 2020, imports decreased by 2.4%, averaging an annual decline of 0.8%.

Annual dynamics of product's imports to Italy in kind, 2017-2020, t

During 2017-2020, the Netherlands, Czechia, and Germany were the primary sources for Italy's imports of sanitary towels, tampons, and baby napkins by volume. The Netherlands contributed 25.8% of import volume, Czechia 19.1%, and Germany 10.4%, together representing 55.2% of total import flows.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Italy in kind, 2017-2020

Imports in value, M $ US

In 2020, Italy imported 266.7 million US dollars worth of sanitary towels, tampons, and baby napkins, showing a modest rise of 5.8% from 2019. The highest import value was in 2018 at 273.4 million US dollars, with a significant increase of 15.5% that year. In 2019, imports experienced the largest decline at 7.8%. Over the 2017-2020 period, imports grew by 12.7%, with a compound annual growth rate of 4.1%.

Annual dynamics of product's imports to Italy in value, 2017-2020, M $ US

From 2017 to 2020, the Netherlands, Czechia, and Germany dominated Italy's imports of sanitary towels, tampons, and baby napkins by value. The Netherlands accounted for 22.7% of import value, Czechia for 15.1%, and Germany for 12.7%, collectively making up 50.5% of total import flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Italy in value, 2017-2020