Retail Adult Incontinence in Bosnia and Herzegovina

PRE-COVID-19 PERFORMANCE

The ageing population boosts sales growth despite lingering stigmas hindering sales

Strong growth continued to be seen in retail adult incontinence in 2019. The main factor spurring category growth is that the numbers of senior citizens among the country’s population continued to grow.

Health and beauty specialists gains ground as the leading distribution channel

At the end of the review period, health and beauty specialist retailers remained the leading distribution channel for retail adult incontinence. Much of this growth can be attributed to the spread of the dm retail chain across the country, with sales growth coming largely at the expense of hypermarkets and supermarkets.

Essity engages in promotions while Violeta focuses on social responsibility

Price discounting remains rare in retail adult incontinence and this is a sign of the category’s immaturity. However, 2019 saw international player Essity venture into promotional activity with the bundling offer of free wet wipes with every pack of Tena Slip purchased.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 6% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This remains in line with the 6% 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 unlikely that there will be any major variations in the ways that COVID-19 has influenced sales in different categories of retail adult incontinence, with retail light adult incontinence and retail light moderate/heavy adult incontinence likely to have been affected equally.

Recovery and opportunities

It has been noted that COVID-19 has brought the welfare of elderly people and other vulnerable consumers into sharper focus. This has the potential to benefit sales of retail adult incontinence during the forecast period by bringing the plight of elderly people and others who experience incontinence into the public consciousness.

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