Retail Adult Incontinence in Greece

2020 IMPACT

National lockdown periods drive stockpiling as elderly consumers prepare for long stints of isolation

Due to the more serious health consequences, elderly consumers in Greece were strongly advised to isolate at home for their protection, even after the official national lockdown period came to an end. This meant that the majority of the Greek consumer base for retail adult incontinence did not spend much time out of their homes in 2020, especially in regions such as Attica and Thessaloniki where the number of cases rose sharply in Autumn 2020.

Private label expands as consumers become more price sensitive

In 2020, price continued to be a key factor in consumer decision making in Greek retail adult incontinence, which supported the growth of private label brands in the category. The major grocery retailer Sklavenitis J&S SA launched a full range of private label retail adult incontinence products under its Sette brand in 2020, including Sette Comfort pants and pads (for moderate and heavy incontinence) and Sette Lady in light adult incontinence.

Companies develop discreet products with innovative designs to combat the taboo around adult incontinence

In addition to an ageing population which supports increasing volume sales, there is growing awareness of the availability of retail adult incontinence products, while traditional taboos surrounding the subject of incontinence are gradually subsiding in the country. These factors are supported by leading players’ efforts to raise awareness through advertising campaigns and holding events in retirement homes.

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