Care Products market in Italy

The Italian Care Products eCommerce market is predicted to reach US$3,840.6 million by 2024 and accounts for 9.2% of the total eCommerce market in Italy. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.6%, resulting in a projected market volume of US$5,333.5 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Other Hygiene market in Italy

The Italian Other Hygiene eCommerce market is predicted to reach US$20.3 million by 2024 and accounts for 7.4% of the Hygiene eCommerce market in Italy. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 13.8%, resulting in a projected market volume of US$34.1 million by 2028. The Other Hygiene eCommerce market is a sub-market of the Hygiene market. Further categories within the Hygiene market are: Feminine Hygiene, Handkerchiefs, and Toilet Paper.

eCommerce revenue development in the Other Hygiene market in Italy

in million US$

eCommerce revenue growth in the Other Hygiene market in Italy

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 75.6 84.9 90.1 22.9 77.1 60.6 14.7 68.8

Online share

eCommerce online share of the total Other Hygiene market in Italy

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Italian Other Hygiene retail market, the online share is 38.2% and will increase by an average of 7.3% to 50.5% by 2028.

eCommerce online share of the total Other Hygiene market in Italy

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 52.6% 28.0% 87.5% 10.2% 84.3% 54.9% 75.8% 55.5%

Market definition

Definition of the Other Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene > Other Hygiene The category Other Hygiene includes the online trade of baby wipes and diapers, incontinence products and oral care products (e.g. toothbrushes, toothpastes, mouthwashes, dental flosses). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Baby wipes and diapers
  • Incontinence products
  • Oral care products (e.g. toothbrushes, toothpastes, mouthwashes, dental flosses)