The main users of adult incontinence products are older people, who are the most sensitive to changes in purchasing power. However, despite the economic deterioration, users of adult incontinence products cannot totally avoid purchasing such products, based on their physical need. Usually in Ukraine, if older people cannot afford to buy adult incontinence products, their children pay for them.
Bella-Trade led adult incontinence with a 71% value share in 2016. Its brand Seni is very popular because of its wide availability. This brand is the most widely available, being sold in every hypermarket and the majority of supermarkets. In addition, most health and beauty specialist retailers sell Seni adult incontinence products. Moreover, the brand operates within the standard price segment, and offers good-quality products, which resulted in it seeing the fastest growth in value terms in 2016, with a 6% increase.
Increasing awareness about adult incontinence products is expected to be the main contributor to the better performance expected in the category in the forecast period. Consumers are expected to be more likely to refuse inconvenient substitutes, to the benefit of adult incontinence. In addition, economic recovery is expected to have a positive effect on the development of the category over the forecast period. In terms of the improving financial situation, it is expected that people will be more exposed to adult incontinence products, and will replace inconvenient alternatives.
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This industry report originates from Passport, our Tissue and Hygiene market research database.