Retail Adult Incontinence in Azerbaijan

PROSPECTS

Trading up and natural factors boost sales in adult incontinence

Retail adult incontinence registered strong current value growth in 2018, fuelled by the higher disposable incomes of local consumers and trading up from economy products to standard incontinence products with value for money claims. Natural factors in terms of the ageing population and increasing urological problems also impacted sales in adult incontinence, expanding the consumer base during 2018.

The shift towards packaged formats supports the growth of adult incontinence

During the review period, retail adult incontinence products continued to be mainly offered by the unit through health and beauty specialist retailers. However, the rapid development of modern retailing and addressing the stigma associated with incontinence supported rising sales of products in packaged formats.

Stigma supports the lead of health and beauty specialist retailers

Local consumers remained conservative in 2018, and preferred buying adult incontinence products in health and beauty specialist retailers; in particular, drugstores/parapharmacies and chemists/pharmacies. The shame of buying incontinence products in modern grocery retailers, such as convenience stores, supermarkets and hypermarkets, remained high, preventing modern grocery retailers from seeing faster growth in 2018.

COMPETITIVE LANDSCAPE

Mazarina has a rich portfolio with top-selling brands

Retail adult incontinence was led by Mazarina in value terms in 201. It has a strong presence, representing the brands Seni, Ontex and Helen Harper, sold through health and beauty specialist retailers and modern grocery retailers, such as convenience stores, supermarkets and hypermarkets.

Adult incontinence lacks local production in Azerbaijan

Retail adult incontinence was led by international brands such as Seni, Depend, Ontex, Tena and others during 2018. The majority of products are imported from neighbouring countries, since they have more favourable customs agreements with Azerbaijan.

Consumers remain conservative in their brand choice

During the review period, local consumers remained conservative, giving preference to already tried and tested brands and products. Whilst some new product launches were introduced through pharmaceutical and modern grocery channels during 2018, consumers still preferred established products due to their conservative approach and unwillingness to change.

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