Retail Adult Incontinence in Belarus

PRE-COVID-19 PERFORMANCE

The category leaders bet on innovation to improve sales

Towards the end of the review period, local consumers become generally more familiar with urinary incontinence and the problems that this can cause to those experiencing it on a daily basis. This is part of the more open and liberal approach to these types of health issues, which has dispelled many of the taboos surrounding incontinence.

Demand for retail adult incontinence remains focused on basic low-priced products

Despite the efforts of manufacturers to innovate towards the end of the review period, unit price remained the most important factor for most consumers when purchasing these products during 2019. This is because the consumer base for retail adult incontinence comprises mainly low-income consumers aged over 65.

The ageing of the Belarusian population continues to support rising demand

The positive growth recorded in retail moderate/heavy adult incontinence towards the end of the review period can be attributed largely to the strong growth seen among the numbers of Belarusians aged 65 years and older. With the core consumer base for these products expanding, the range of products on offer continues to widen, with disposable pants one area that is seeing strong growth.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 3% 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 incompetence

No major impact is expected to have been seen on either retail or light adult incontinence or retail moderate/heavy adult incontinence during 2020 as a consequence of the advent of COVID-19.

Recovery and opportunities

Sales of retail adult incontinence are unlikely to be seriously affected by COVID-19 over the longer term. However, one positive impact on category sales could stem from the greater attention that people are now paying to the welfare and well-being of elderly people.

Files are delivered directly into your account within a few minutes of purchase.