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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.
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.
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.
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).
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.
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.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Greece with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Incontinence industry in Greece, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.