Adult Incontinence in Russia

TRENDS

Although the trend of health and wellness is growing, adult incontinence still lacks consumer awareness in Russia. In comparison with other tissue and hygiene categories, adult incontinence is less saturated. Competition is relatively marginal and the average unit price is rather high at RUB35.9. The ongoing recession in Russia, has resulted in the substantial loss of disposable incomes. Thus, a proportion of local consumers have become highly price-sensitive, refusing to buy expensive adult incontinence. Despite this fact, key manufacturers continued to invest in product promotion and consumer education.

COMPETITIVE LANDSCAPE

Bella Vostok led adult incontinence with a 50% value share and a 52% volume share in 2016. This company owns the brand Seni, supplying products of good quality at affordable prices. Seni benefits from its wide distribution network across retail channels and continuous investments into product improvement.

PROSPECTS

Over the forecast period, a new plant is to be built in the Kaluga region in Russia. The plant will produce adult incontinence products and will have a significant impact on adult incontinence in general. Locally manufactured products at affordable prices will partly replace expensive imported products. This will increase the development of private label. It is predicted that private label will grow to hold an approximate 40-50% share of total adult incontinence. Furthermore, other manufacturers will expand their production ranges as consumer awareness of adult incontinence is constantly increasing. The distribution networks will expand due to the continuous development of retailing channels.

Files are delivered directly into your account within a few minutes of purchase.