Care Products market in Italy
The Italian Care Products eCommerce market is predicted to reach US$2,721.6 million by 2023 and accounts for 7.2% 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 2023-2027) will be 19.9%, resulting in a projected market volume of US$5,615.7 million by 2027. 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 Hygiene market in Italy
The Italian Hygiene eCommerce market is predicted to reach US$141.0 million by 2023 and accounts for 11.2% of the Personal Care 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 2023-2027) will be 25.0%, resulting in a projected market volume of US$344.2 million by 2027. The Hygiene eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Decorative Cosmetics, Fragrances, Other Personal Care, and Shower & Bath.
eCommerce revenue development in the Hygiene market in Italy
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
eCommerce revenue growth in the Hygiene market in Italy
Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.
Source: ECDB analysis
Net eCommerce revenue split by sub-category
Note: Data shown is using current exchange rates.
Source: ECDB analysis
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 24.3 | 27.0 | 95.5 | 50.7 | 83.8 | 19.2 | 27.4 | 15.3 |
| AOV (in US$) | 70.1 | 61.0 | 40.3 | 94.1 | 77.6 | 17.6 | 33.5 | 37.8 |
| CVR (in %) | 24.3 | 27.0 | 95.5 | 50.7 | 83.8 | 19.2 | 27.4 | 15.3 |
Market definition
Definition of the Hygiene market within the Care Products market
Market definition: Care Products > Personal Care > Hygiene The category Hygiene includes the online trade of feminine hygiene, toilet paper and handkerchiefs. This category does not cover bath and shower products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Feminine hygiene
- Toilet paper
- Handkerchiefs
Out-of-scope
- Bath and shower products
Select sub-category