Executive Summary

Mar 2019
PROSPECTS
Demand is created by medical issues, not disposable income

Retail adult incontinence has the distinctive characteristic of being inelastic to outside influences. Demand is not affected by the economic environment, but by medical issues.

Users are still awkward discussing incontinence

Whilst the traditional stigmatisation of the past can be considered largely resolved, there is still an awkwardness preventing users from openly discussing their incontinence issues. Only later generations show some willingness to openly discuss the issues connected with adult incontinence.

Products are sold through narrow specialised distribution

To qualify for later reimbursement by the government, retailers must be licenced to sell medical products. This significantly narrows the choice of retail outlets that sell adult incontinence products – they are mostly sold through health and beauty specialist retailers, followed by supermarkets and hypermarkets.

COMPETITIVE LANDSCAPE
Despite a long-term decline, the leader is still well in front

At the beginning of the review period, nearly half the adult incontinence products sold in Croatia belonged to the Danish company Abena. Despite losing share since then, its brand Abri still has a comfortable lead over its followers.

No local players

It is interesting to note that only local products could be purchased just three decades ago, in a market even more subsidised than it is now. Whilst the traditional leaders in adult incontinence, Tosama and Lola Ribar, still sell a lot of products through the away-from-home and reimbursement channels, they have left the retail market almost entirely to international players.

Big price difference between premium and economy brands

Adult incontinence sees no distinction between premium and economy price bands. However, there is a big difference between the prices of light incontinence and moderate/heavy incontinence products, with the latter costing twice as much.

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Retail Adult Incontinence in Croatia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Croatia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in Croatia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in Croatia market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in Croatia?
  • What are the major brands in Croatia?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in Croatia - Category analysis

HEADLINES

PROSPECTS

Demand is created by medical issues, not disposable income
Users are still awkward discussing incontinence
Products are sold through narrow specialised distribution

COMPETITIVE LANDSCAPE

Despite a long-term decline, the leader is still well in front
No local players
Big price difference between premium and economy brands

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in Croatia - Industry Overview

EXECUTIVE SUMMARY

Sales recovery speeds up
The absence of novelty continues
Two global giants control the competitive landscape
Interesting interaction between the main channels
Sales growth is set to increase over the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources