Demand for retail adult incontinence continued to grow in 2021, supported by both increasing awareness of these products due to expansion of the offer on retailers’ shelves, and an ageing population in Bulgaria. However, overall sales remained low, with many Bulgarians suffering from this condition continuing to use sanitary protection in the case of light incontinence.
Seni (Torunskie Zaklady Materialow Opatrunkowych SA (TZMO)) and Tena (Fortuna-Kom OOD for Essity) continued to lead retail adult incontinence in 2021, with these brands providing quality products and raising awareness of their benefits through educational programmes on their websites and via live activities, explaining how a wider audience beyond the elderly (including pregnant women or those going through the menopause) may suffer from urinary incontinence issues. Furthermore, these leading and trusted brands have online sales channels and developed distribution, entering modern grocery retailers in addition to the dominant health and beauty specialist retailers such as chemists/pharmacies and drugstore/parapharmacies.
With strong growth driven by its low sales base, several issues influence the small size of retail adult incontinence in Bulgaria. First of all, the disposable income of senior people in Bulgaria is amongst the lowest in Europe, determining the dominance of low-quality disposable options that are mainly imported from abroad in bulk and packaged in the country without sanitary controls and sold without a brand name - so-called “no-name” products.
Retail adult incontinence has enormous growth potential in Bulgaria, as this category was highly underdeveloped at the end of the review period. Furthermore, the country’s ageing population and increasing demand for specialised senior care homes will continue to raise awareness, particularly for moderate/heavy adult incontinence.
The scheduled introduction of the European MDR standard with a tracking system for adult incontinence products in 2024 is expected to eliminate unfair trade practices, mainly in the field of moderate/heavy incontinence products. As a result, the quality of these products will be guaranteed and improved.
Further marketing is essential to increase visibility and address lingering taboos around the subject of adult incontinence in Bulgaria, in addition to greater segmentation within the category. Global trends will also influence development of the category in the country, mainly due to the efforts of leading brands such as Seni, Tena and Paul Hartmann's Molimed.
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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 DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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