As adult incontinence is not a regulated price category, economic distortions led to high price movements in 2016, with all adult incontinence categories posting rocketing price increases, well above inflation. The moderate/heavy adult incontinence offering was limited, with manufacturers being unable to maintain steady production levels, given the scarcity of raw materials and inputs, and it continued to record a worse negative performance, as it was impossible to reverse the downwards trend that started in 2013.
Securezza from Sanifarma Pañalex, the leading brand in adult incontinence in Venezuela, accounted for a 63% share of value sales in 2016. It offers various products for light incontinence, such as postpartum towels, active towels and a protector for occasional discharge. It also provides products for moderate/heavy incontinence, such as classic nappies, premium nappies with moisture indicator and smell-inhibitor, premium extra-comfort nappies with elastic tape and zip magic, night nappies for 8-hour protection, wipes and bed protectors. “Others” accounted for a 29% share, due to the entry of new brands from Colombia after the reopening of the border between the countries, with direct imports by retailers.
It is expected that over the forecast period sales of adult incontinence products will continue to be driven by the rise in the population over 65, but slowed down by economic threats. Moreover, a low improvement in consumers’ purchasing power is likely to hit potential sales, as adult incontinence products are still regarded as a luxury due to their high prices. The Venezuelan population is getting older, and incontinence products are becoming increasingly needed by an important segment of the population. However, sales will remain low in volume terms compared with other categories in tissue and hygiene.
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This industry report originates from Passport, our Tissue and Hygiene market research database.