COVID-19 had a limited impact on sales of retail adult incontinence products in Belarus in 2020. When the virus first emerged in the country in March and April, some consumers stockpiled adult incontinence products for fear of a lockdown and shortages.
Although COVID-19 had little direct impact on sales of retail adult incontinence products in 2020, economic downturn and political turbulence in Belarus led to falling disposable incomes, which contributed to strong retail volume decline in this year, after seeing a couple of years of growth. In addition, despite the limit on unit price growth for three months, price rises over the year as a whole were particularly strong, with the double-digit increase also contributing to decline.
Although the expanding consumer base attracted new players to retail adult incontinence in recent years, most sales are limited to a handful of strong brands. Senit from TZMO remained the dominant brand in 2020, and can attribute its success to its wide availability, extensive assortment and long-standing presence in Belarus, which means that it has a positive image amongst consumers.
With continued consumer price sensitivity, volume sales of retail adult incontinence products are set to continue to decline in 2021, although at a slower rate. Despite a period of price regulation in spring and summer 2020, the prices of retail adult incontinence products increased strongly, and further unit price growth is expected in 2021 and beyond.
However, from 2022 a return to volume growth is expected, with a rising rate of growth over the course of the forecast period as consumers’ disposable incomes improve. Growth can be attributed largely to the strong growth expected in the number of Belarusians aged 65 years and older.
Due to the launch of incontinence products by local players in 2020, the competition is expected to increase in 2021 and beyond, which will encourage price competition. Rising competition is also likely to lead to a growing product variety as players try to attract consumers.
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This report originates from Passport, our Incontinence research and analysis database.
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