Retail Adult Incontinence in Azerbaijan

PRE-COVID-19 PERFORMANCE

Lingering taboos about adult incontinence continue to place limits on growth

Similar to other societies in the Caucasus region, Azerbaijan still experiences some level of taboo when it comes to adult incontinence and the problems that surround the condition. However, improvements in education levels and rising demand for more effective and more convenient solutions to incontinence issues mean that momentum is building in sales of adult incontinence.

Moderate/heavy adult incontinence remains dominant

At the end of the review period, moderate/heavy adult incontinence accounted for far higher levels of sales than light adult incontinence. This is typical for ex-Soviet countries and there are two pertinent factors that must be taken into account.

International players and imported products completely dominate sales

Only imported products were available in retail adult incontinence in Azerbaijan in 2019. Furthermore, it should be noted that retail adult incontinence remains a highly consolidated category, with the Seni brand dominant.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 7% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This represents a slight slowdown from the 8% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

It is not expected that COVID-19 well have had any obvious effect on either of the specific categories within retail adult incontinence.

Recovery and opportunities

Retail adult incontinence is likely to register strong growth over the forecast period, the economic recession that is likely to follow the COVID-19 pandemic notwithstanding. However, with the numbers of elderly people among the Azerbaijani population continuing to grow and with income levels expected to continue increasing amidst strong economic development, it is likely that consumers will continue to purchase retail adult incontinence products throughout the forecast period.

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