The pandemic did not have a major impact on retail adult incontinence, as the product is essential, and in 2021, it registered healthy current value and volume growth. Moderate/heavy adult incontinence products performed better than light.
Retail adult incontinence is very concentrated in Estonia, with Essity holding a dominant position with its Tena brand, which is well supported and known among consumers with incontinence issues. Molimed from Paul Hartmann is the second most widely known brand available.
While there is growing acceptance and awareness of the issue of incontinence in Croatian society, it nonetheless remains a somewhat taboo subject, and embarrassment surrounding its discussion lingers. As a result, manufacturers have been seeking to address this through packaging developments.
Retail adult incontinence will register healthy constant value growth over the forecast period. An ageing population will support value sales, as this is the main consumer base, with the proportion of over 65s increasing significantly over the forecast period.
Sales of retail adult incontinence products via e-commerce channels are set to increase over the forecast period. While e-commerce is underdeveloped for retail adult incontinence, it is expected to improve and the grocery retailer Barbora is now offering retail adult incontinence products online.
The high price of adult incontinence products could dampen volume sales oner the forecast period. If inflation increases over the forecast, due to factors such as rising global energy prices and continuing global supply constraints, this could see volume growth dampened.
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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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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