2021 volume sales have slowed for retail adult incontinence, although the category still remains in positive growth. Sales growth over the review period has been erratic, demonstrating the relative immaturity of these products, and their emergence from a very low base.
Moderate/heavy adult incontinence is by some distance the dominant format in this category. These products are perceived to be more reliable and to absorb more, and as this is not a problem that consumers want to take a chance with, they are choosing the most aggressive solution.
The competitive environment for these products is highly concentrated, demonstrating the lack of maturity in the category. Mazarina MMC dominates sales with its Seni brand, and is set to grow share in 2021.
Consumer attitudes to adult incontinence are shifting in Azerbaijan, partly as a result a renewed focus on elderly care as a result of COVID-19. This is reducing stigma around the subject, as is the widening availability of these products.
Stronger rates of value growth are expected in retail adult incontinence in the forecast period. This will be driven in part by the economic recovery and improvement in incomes as the impact of COVID-19 fades.
Retail adult incontinence will continue to see sales held back by the limited distribution of these products in Azerbaijan. Currently, consumers perceive these wholly as a medical purchase, and sales are almost wholly through chemists/pharmacies; widening availability will be crucial to increase growth.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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