Retail Adult Incontinence in Bulgaria

PRE-COVID-19 PERFORMANCE

The ageing of Bulgaria’s population set to be favourable for retail adult incontinence

Retail adult incontinence is a category with high growth potential in Bulgaria. The main reason for this is that the country’s population is rapidly ageing.

Growth drivers diverge for economy and premium products

Towards the end of the review period, economy products were the main driver of growth in retail adult incontinence. This is mainly because demand for retail adult incontinence is driven by elderly people, who are typically more price-sensitive.

Local players thrive as value-added products come to the fore

Alivio OOD remained the leading local manufacturer of retail adult incontinence in Bulgaria in 2019. The player’s stable performance remained in effect towards the end of the review period.

2020 AND BEYOND

COVID-19 impact

Retail adult incontinence is now slated for 8% value growth in 2019 constant terms overall during 2020 in light of the impact of COVID-19. This compares to a 5% 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

The positive effects of changing consumer attitudes as a result of the COVID-19 pandemic are expected to benefit retail light adult incontinence and retail moderate/heavy adult incontinence equally.

Recovery and opportunities

With the COVID-19 pandemic having sharpened the focus of Bulgarian consumers on the importance of health and wellbeing, especially for the elderly and other vulnerable people, it is expected that retail adult incontinence will benefit from higher demand. Faced with the dangers that COVID-19 poses to their elderly relatives, many Bulgarians have begun to pay more attention to the welfare of their aged relatives.

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