Adult Incontinence in Turkey

TRENDS

In 2016, adult incontinence continued to benefit from increasing consumer awareness and growing product availability. Towards the end of the review period, leading home care and tissue and hygiene companies such as Ipek Kagit and Hayat Kimya launched their own adult incontinence products, which added further dynamism to the category. In addition, adult incontinence continued to benefit from increasing product availability thanks to the rapid penetration of modern grocery retailers, which have shelf space for incontinence products. Consequently, adult incontinence continued to register a dynamic performance in 2016, with current value growth of 16% and volume growth of 5%, which were comparable to the CAGRs seen in value and volume terms in the review period.

COMPETITIVE LANDSCAPE

Ontex Tüketim Ürünleri San ve Tic continued to lead adult incontinence in 2016, with a 37% value share. The company enjoys strong brand awareness and a high level of availability thanks to its extensive distribution network. In addition, through its own website, hastabezial.com, the company further increases brand awareness, further consolidating its leading position within adult incontinence.

PROSPECTS

Over the forecast period adult incontinence is set to benefit from a further increase in the older population, and increasing awareness about adult incontinence products as a result of increasing levels of education. Furthermore, companies are expected to be more active in advertising their adult incontinence products, and the penetration of incontinence products is also set to improve by the extension of the outlet networks of leading modern grocery retailers. As a consequence of these growth-enhancing factors, adult incontinence is set to register a value CAGR of 7% at constant 2016 prices in the forecast period, which is marginally above the review period value CAGR. In terms of volume sales, the forecast performance of adult incontinence is also set to remain stronger compared with the review period volume CAGR.

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