Retail Adult Incontinence in Hungary

PRE-COVID-19 PERFORMANCE

Sales rising strongly as self-treatment is increasingly popular

Retail sales continued to grow rapidly in 2019 significantly, with more Hungarians choosing to solve incontinence problems on their own without consulting a GP, due to the fact that the ailment is still regarded as a taboo by many. While the category, headed by light adult incontinence, was experiencing double-digit volume growth in 2019, many consumers remain reluctant to buy products specifically designed for this problem, instead opting for pantyliners or towels even though these products are not designed specifically for this purpose.

Essity is the clear sales leader

Essity Hungary retained its strong lead in value and volume sales of retail adult incontinence in 2019. 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.

Following the path of sanitary protection can improve discretion for users

In 2019, retail adult incontinence products were increasingly developing in the direction of ultra-thin towels in sanitary protection. A good example was the release by Essity Hungary, Tena Lady Slim, with individually packaged units for ease of carrying in a purse, as witnessed with ultra-thin towels.

2020 AND BEYOND

COVID-19 impact

In 2020, constant value sales of retail adult incontinence at 2019 prices are expected to achieve a 10% growth rate, while in Euromonitor International’s 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19) the forecast for this year was 9%.

Affected products within retail adult incontinence

In the larger category of light adult incontinence, the slowdown in volume growth seen in years prior to 2020 is not likely to be as pronounced as COVID-19 is forcing many self-isolating sufferers of incontinence, especially the elderly, to remain at home. This has been encouraging stockpiling or panic buying, with modern channels such as e-commerce facilitating the supply of the products during lockdown, easing the burden on health and beauty specialist retailers.

Recovery and opportunities

The higher demand for retail adult incontinence is likely to have normalised by the end of 2020, meaning that the category will return to previous growth drivers as the effects of the COVID-19 pandemic cool in Hungary. Trends for retail adult incontinence over the majority of the forecast period are expected to be driven by trends similar to those in sanitary protection towels.

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