Retail Adult Incontinence in Greece

2021 DEVELOPMENTS

Demographics are favourable to the growth of retail adult incontinence

With Greece’s population ageing, demographics are favourable to adult incontinence sales growing further in volume. In 2021, volume sales of retail adult incontinence continued to achieve steady growth.

Increase in consumer awareness contributes to growth

In 2021, compared to moderate/heavy adult incontinence, light adult incontinence continued to grow at a faster pace in volume terms. Penetration is continuing to grow among women suffering from light incontinence after birth, alongside ageing.

Retail adult incontinence remains largely consolidated with companies targeting women migrating from sanitary products

Two companies continue to claim the lion’s share of retail adult incontinence sales in Greece: Essity AB with Tena and domestic Mega Disposables SA with Sani. The share of Always discreet remains small, yet it is growing as the brand benefits from women that suffer from light incontinence and have been using sanitary towels switching to adult incontinence.

PROSPECTS AND OPPORTUNITIES

Companies increasingly invest on tackling social stigma and targeting female population

Given that the major challenge for companies is the taboo surrounding incontinence, companies are actively investing on educating consumers through campaigns aiming to reduce the stigma. Advertising activities are therefore common and are set to remain a key strategy in the forecast period for reaching out to consumers.

High absorbency and design to be the focus for manufacturers during the forecast period

The primary focus of companies when it comes to new launches of retail adult incontinence products is set to remain high absorbency, leakage prevention product design and odour protection, as consumers will continue to seek products that are efficient and that best help them deal with incidents of incontinence. However, the product aesthetic is set to become ever more important, as incontinence products are increasingly used by individuals that are younger and therefore more likely to be concerned with the social stigma and impact of the problem upon their self-esteem and self-confidence.

Maturity will hinder growth for private label

Although the impact of COVID-19 upon the economy and Greeks’ disposable incomes is set to drive consumers of incontinence products to become even more price-sensitive, the penetration of private label is not expected to witness a strong increase in the forecast period. The share of private label products is already high in retail adult incontinence and therefore maturity will hinder growth.