The increasing availability of adult incontinence through different retail channels, including mainly pharmacies and modern grocery retailers, such as supermarkets and hypermarkets, as well as rising consumer awareness about these products led to the further development of adult incontinence in Azerbaijan in 2016. The rising incidence of urological diseases also positively affected sales of adult incontinence over the review period. However, due to reduced disposable incomes, consumers continued buying adult incontinence products by the unit at health specialist retailers, including pharmacies and parapharmacies, rather than switching to packaged items.
Mazarina MMC leads adult incontinence in Azerbaijan with a value share of 79% in 2016. The significant share held by Mazarina MMC is attributed to it offering a wide variety of product types and brands. The company officially distributes the Seni, Ontex, ID, and Helen Harper brands, among others. Its Seni brand dominates with a value share of 62%, with it being distributed through both pharmacies and modern grocery retail channels.
With rising consumer awareness about adult incontinence products and increased product availability, the category is expected to continue growing in Azerbaijan over the forecast period. The appearance of new brands with added value, such as more convenience or lower prices, will provide a boost to sales of adult incontinence products over the forecast period.
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This industry report originates from Passport, our Tissue and Hygiene market research database.