Retail Adult Incontinence in Hungary

2020 IMPACT

Retail sales increase following initial stockpiling of products from doctors’ prescriptions

Consumers of incontinence products stockpiled items from doctors’ prescriptions in March 2020 at the beginning of the lockdown (as products can be prescribed for a quarter in advance); however, Rx sales then declined in general as visiting healthcare institutions, such as doctor surgeries or hospitals, for a remedy became much less desirable for elderly self-isolating sufferers of incontinence (who mainly consume these products) for fear of catching COVID-19. Retail sales consequently increased, with e-commerce facilitating the supply of the products during lockdown.

Players seek to raise awareness and educate consumers to purchase products specifically for incontinence

Whilst the category, headed by light adult incontinence in terms of volume sales, experienced double-digit growth in 2020, many consumers remain reluctant to buy products specifically designed for incontinence, instead opting for large pantyliners or towels and only go to the doctor when the problem is already heavy. To encourage more people suffering from incontinence to purchase category products, players have sought to raise awareness and educate customers.

Essity is the clear sales leader with its trusted Tena brand

Essity Hungary retained its strong lead in value and volume sales of retail adult incontinence in 2020. Its leading brand, Tena, enjoys a strong position across distribution channels, being present in hypermarkets, supermarkets and drugstores, and sometimes even available on offer at discounters.

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