People’s awareness of adult incontinence products is low in Georgia. There was no marketing activity over the review period or in 2016. The product is used only for elder bed patients that need moderate/heavy adult incontinence. Therefore, sales of light adult incontinence are extremely low, not exceeding GEL60,000 in 2016.
In 2016 the company SCA Group led sales with value share of 31%. All the sales of the company were attained through the brand Tena, which is well established on the Georgian market. Good distribution and proper price policy brought Tena to the leading position in the category. Another company with a notable share was Torunskie Zaklady Materialow Opatrunkowych (TZMO) with the brand Seni, holding a value share of 21%.
Increasing availability and awareness of adult incontinence are expected to support its growth over the forecast period. However, the stigma within society will not let light adult incontinence reach any significant success within the period of 2016-2021. Moderate/heavy incontinence will remain the major contributor to growth.
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