After three consecutive years of increasing sales, positive growth reached a halt in adult incontinence in 2016. Notwithstanding Greece’s ageing population and the fact that demand for adult incontinence products in the country is not yet mature, sales in the category saw declines in 2016 as a result of the ongoing economic recession. Given the huge cuts which have been seen in pensions within the context of ongoing austerity measures, Greece’s elderly population have witnessed significant losses in their disposable incomes in recent years, which has resulted in many of them no longer being able to afford incontinence products.
SCA Hygiene maintained its leading position in adult incontinence in Greece in 2016 with a 46% value share through its brand Tena. However, the company is losing value share amidst fierce competition in the category, with rival player Mega Disposables having the competitive advantage of being a domestic player with strong brand recognition.
The population of Greece is set to continue ageing over the forecast period, which suggests high growth potential for adult incontinence products, although with disposable income levels likely to be squeezed and with ongoing cuts in pension schemes, many elderly Greek consumers are likely to find themselves unable to afford adult incontinence products.
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This industry report originates from Passport, our Tissue and Hygiene market research database.