Retail Adult Incontinence in Bulgaria

PROSPECTS

Increasing availability fosters higher awareness and demand

Retail adult incontinence is a relatively new category in Bulgaria. Over the review period it demonstrated strong growth and proved a high-potential category.

Lowering the age for light adult incontinence products

In 2018, light adult incontinence registered a stable increase, driven by rising awareness amongst mature women about incontinence protection. Women seem more open to using such products earlier compared with men.

The ageing population and urbanisation will sustain demand

Bulgaria has one of the lowest birth rates in Europe; coupled with growing life expectancy, this will lead to an ageing population in the forecast period. Meanwhile, the migration of the active mature population to urban areas with better employment opportunities and better access to healthcare and other social services has led to population concentration in cities.

COMPETITIVE LANDSCAPE

The development of drugstores and parapharmacies benefits international brands

The dynamic growth of international drugstore chains such as dm and Lilly facilitated the increased visibility of higher-priced international brands such as Tena by Fortuna-Kom (Essity), Seni by Torunskie Zaklady Materialow Opatrunkowych (TZMO) and Molimed by Paul Hartmann. In addition, large chained pharmacies significantly expanded their retail area for non-consumer health products.

Private label

Private label lines such as Jessa by dm, Solena by Kaufland and Aro by Metro Cash and Carry experienced growth in 2018. The overall view of private label as delivering consistent quality at affordable prices benefited private label adult incontinence products.

Positive outlook for budget brand owners

Despite the strong and intensifying competition from international brand owners, including private label, local producers are expected to remain an important factor in retail adult incontinence. Local producers are able to offer very competitively-priced budget products that appeal to the vast majority of elderly consumers with extremely limited budgets.

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