YouGov study: Italian women report increased openness regarding intimate hygiene

A YouGov study conducted for Chilly, part of Bolton, reveals that over 70% of Italian women find it easier to discuss intimate hygiene than in the past. The research, which surveyed women aged 18 to 54, indicates that intimate care is increasingly linked to personal well-being and awareness.

Key findings show that 86% of respondents feel that caring for intimate hygiene helps them feel more comfortable and secure, while 76% view it as an important element for daily confidence. Approximately 58% of women reported a change in their relationship with these topics over the last five years, noting increased awareness or a sense of freedom.

Generational differences were noted, with younger cohorts showing more openness: 67% of Gen Z and 70% of Millennials feel comfortable discussing sexuality and sexual life, compared to 60% of Gen X. Friends serve as the primary interlocutors for these discussions for 64% of women, followed by family at 42%.