Retail Adult Incontinence in Greece

PROSPECTS

Value growth is hindered by low purchasing power

Austerity measures put in place during Greece’s recession severely hit pensions. The disposable income of incontinence product consumers therefore decreased during the review period, resulting in greater price sensitivity.

Developments add value

To add value in retail adult incontinence and counterbalance the squeeze in revenues that companies have experienced amid the migration towards cheaper products, manufacturers have invested in innovation. Introducing more discreet products that resemble underwear, for instance, rather than incontinence pads/pants has been a priority, given the social taboos surrounding incontinence.

Demographics are favourable to growth

Greece’s population is ageing, and this secures volume growth for retail adult incontinence products. Although sales increased during 2013-2018, retail adult incontinence is not yet mature.

COMPETITIVE LANDSCAPE

Private label products gain volume share

The private label share of retail adult incontinence is high. In addition, unlike other retail hygiene categories, it posted an increase in 2018 in volume terms (although remaining fairly flat in value terms), despite fierce competition with branded products, which are constantly sold at discounted prices.

Domestic manufacturer Mega Disposables leads sales

Mega Disposables SA with the Sani brand leads retail adult incontinence. However, the company lost value share in 2018.

Essity’s Tena remains the leading international brand

Tena’s penetration of retail adult incontinence remains high. The brand’s positioning is more premium, and this affected its performance in recession-plagued Greece during the review period.

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