AFH adult incontinence recorded rapid growth in 2018 as demand for adult incontinence protection increased significantly in Belgium due to population ageing. Homes for the elderly and healthcare institutions remain the largest source of demand for AFH adult incontinence products.
According to government statements, the administration is investing heavily in new facilities to accommodate its older population. However, despite these efforts, demand exceeds the available space in these public homes.
Horeca is declining in Belgium due to a number of factors such as the increasing number of controls on drink-driving, the increase in taxes on alcoholic drinks, the cocooning trend and the administrative burden for horeca owners. This is having a direct and adverse impact on away-from-home tissue.
AFH adult incontinence is recording strong growth, with a number of players trying to capitalise on demand. With its strong presence in retailing, Tena is also one of the leaders in AFH hygiene.
Wholesalers were crucial players in the distribution of AFH tissue and hygiene during the review period. Either covering several channels or mainly specialising in specific ones (horeca, hospitals/healthcare or business/industry), they benefited from large sales forces and the logistical means to visit customers and therefore build loyalty and deliver to numerous hospitals, institutions, companies and restaurants, among others, in Belgium.
Eco-friendly AFH adult incontinence could represent an opportunity for manufacturers. Indeed, at a time when public institutions must demonstrate a willingness to respect the Paris Agreement and when private institutions are innovating to differentiate from the competition, eco-friendly AFH adult incontinence could be successful in Belgium over the course of the forecast period.
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This industry report originates from Passport, our Tissue and Hygiene market research database.