Retail adult incontinence is expected to continue to increase at a fast pace over the forecast period as the rising ageing population continues and senior consumers continue to be more active. Light adult incontinence is set to remain the larger category, recording marginally higher volume growth compared to the moderate/heavy format.
As performance is the key factor to sales on the landscape, and players are focused on reducing the stigma surrounding the product, the sustainability trend is yet to be reflected in products. Nevertheless, it is expected that with a greater acceptance of adult incontinence over the forecast period, sustainability will also have a greater play.
Demand for moderate/heavy adult incontinence will continue to compete with Rx/reimbursement over the forecast period as price-sensitive elderly consumers look to make cost savings wherever possible. Furthermore, while the population continues to age and some consumers may need to enter healthcare institutions such as care homes supporting demand for away-from-home adult incontinence, many elderly Belgians will want to retain independence and live as normal a life as possible, ensuring demand for retail products.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Belgium 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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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