Retail Adult Incontinence in Belarus

PROSPECTS

Continuing volume and current value growth in 2018

In 2018, retail adult incontinence recorded slight volume growth after several years of decline. This was thanks to the improving economic situation and the growing presence of adult incontinence products in the regions, due to the active development of modern retail, the growing product variety and wider availability.

The economising trend hampers value sales

In 2018, the economising trend continued to hamper the value growth of retail adult incontinence. Local consumers paid little attention to brands and greater attention to unit prices.

RX/reimbursement adult incontinence negatively impacts retail adult incontinence

Retail adult incontinence volume sales were negatively impacted by the RX/reimbursement adult incontinence programme, whereby many eligible Belarusians are able to receive compensation for their adult incontinence products. This programme is active and well-known by most eligible consumers.

COMPETITIVE LANDSCAPE

Torunskie Zaklady Materialow Opatrunkowych (TZMO) maintains its dominance

A historical lack of local production of adult incontinence products has resulted in the strengthening share of foreign companies. Leading foreign player Torunskie Zaklady Materialow Opatrunkowych (TZMO) maintained its position with a dominant value share in 2018, despite seeing a decline in share throughout the review period.

New players have greater potential for value share growth

TZMO was followed by a number of other foreign brands, which competed amongst each other rather than with the leader. A number of little-known imported brands from Russia have appeared on local shelves, such as Vetti and Nevo by Onteks.

The leading brands offer a wide product variety and availability

Historical leading brands, such as Seni by TZMO and Tena by Essity, have high shares thanks to their wide product variety and availability. In 2018, they were also widely available in many retail channels, such as supermarkets, hypermarkets, drugstores and internet retailing.

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