Retail Adult Incontinence in Greece

PRE-COVID-19 PERFORMANCE

Efforts to increase awareness of retail adult incontinence help to remove social stigma attached to category and support demand

Retail adult incontinence had not reach maturity at the end of the review period in Greece with the category continuing to record a positive performance in both volume and current value terms. This scenario was supported by demographic trends in the country, with Greece’s population continuing to rapidly age.

Despite discounting efforts by retailers on branded products, private label continues to gain ground

While discounting activities are fairly common within retail adult incontinence as the disposable incomes of the main consumer group decreased during the review period following austerity measures, leading to greater price sensitivity, the average unit price continued to record marginal growth. This was particularly noticeable within light adult incontinence as companies attempted to support profit margins, understanding that their products were then likely to be offered on promotion once displayed in retailers.

Highly consolidated competitive landscape led by established imported brand Tena

Retail adult incontinence remained a highly consolidated category in 2019, dominated by Essity AB which offers a wide product portfolio under the Tena line and carries a more premium positioning than its competitors. However, second-ranked Mega Disposables regained some lost share from the leader in 2019 following the rebranding efforts for its brand Sani.

2020 AND BEYOND

COVID-19 impact

Value sales of retail adult incontinence are now expected to grow by 2% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to a 1% value rise forecast at constant 2019 prices terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Light adult incontinence is set to benefit more than moderate/heavy adult incontinence in 2020, with a slightly more positive performance predicted due to stockpiling. However, the majority of both light and moderate/heavy adult incontinence users are in the higher risk bracket for COVID-19, which means that they require sufficient stock of products to self-isolate for an unknown period of time.

Recovery and opportunities

Retail adult incontinence is predicted to record a stable performance in volume terms over the forecast period compared to the review period, due to favourable demographics linked to an ageing population. This performance is mainly linked to strong growth for the more affordable light adult incontinence, which will continue to gain ground due to increasing awareness of these products amongst women in particular, who are likely to make an ongoing switch from sanitary protection to more specialised options.

Files are delivered directly into your account within a few minutes of purchase.