Adult incontinence continued recording healthy gains in 2016 thanks to declining stigma associated with buying and using adult incontinence products in Lithuanian society as well as improving consumer awareness of products available. Also, improving purchasing power has made the products affordable to more people facing incontinence issues. However, the number of Lithuanians with incontinence problems who do not use any products remains very high in Lithuania, which leaves much room for the potential growth of adult incontinence in the country. Many of those with incontinence issues find the products too expensive or are sceptical about the usage of adult incontinence products. Over the course of the review period, companies operating within adult incontinence invested more in rising consumer education about incontinence problems in order to improve Lithuanians’ perception about the usage of such products, emphasising the scale of the problem among society, which positively affected the development of volume sales of adult incontinence in Lithuania.
With a retail value share of 51%, Torunskie Zaklady Materialow Opatrunkowych SA (TZMO) dominated adult incontinence in Lithuania in 2016. The company is represented by the Seni brand which has a wide assortment of products for people with different levels of incontinence issues, skin types, gender and formats. Seni is frequently sold at discounted prices which helps to promote volume sales of the brand. Also, high value for money ensures Seni a stable leading position in adult incontinence.
Changing consumer attitude to the usage of incontinence products, improving purchasing power and an ageing population are set to be the key drivers of consumption of adult incontinence over the forecast period. In June 2016, at a conference about incontinence issues on a global and local level, it was argued that 300,000 Lithuanians have incontinence issues but many of them cannot afford incontinence products, while the subsidies provided by the government are not sufficient to address the scale of the issue. Health specialists continue to actively encourage the government to increase the subsidies for incontinence products; however, no changes have been made since 2009. Over the forecast period, an improving economic climate may allow policymakers to increase the subsidies for incontinence products which would have a negative impact on retail sales. Nevertheless, the potential consumer audience for adult incontinence products is several times higher than the actual usage of the products which leaves much space for further growth.
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This report originates from Passport, our Incontinence research and analysis database.
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