Retail Adult Incontinence in Hungary

PROSPECTS

Media campaigns support growing awareness, widening the user base

Incontinence is no longer a taboo topic in Hungary, with a growing number of articles and reports appearing in offline and online media helping to raise awareness. General practitioners participate in a patient education programme called “A droplet of self-confidence” which had reached around 100,000 people by the end of the review period.

Personalisation a growing trend

The time when incontinence products were bulky and embarrassing to wear is over. In 2018 new products were launched which are thinner, with better absorption and are more specialised for different levels of adult incontinence, whilst gender specific products also became more common.

Better absorption in sanitary protection – a potential alternative to light incontinence

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

COMPETITIVE LANDSCAPE

Leading companies and brands: their presence and strategies

Essity Hungary retained its strong lead in value and volume sales of retail adult incontinence in 2018. 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.

Private label reaches price-sensitive customers

As in sanitary protection, trust in quality is key in adult incontinence. Therefore, well-known brands attract the majority of consumers, although the growing awareness of incontinence issues is expanding the consumer base, bringing in an increasing number of price-sensitive consumers seeking affordable solutions.

Rx/reimbursement adult incontinence to contribute to the growth of retail adult incontinence

The growing economy may allow for the expansion of the state healthcare budget, while the spending power of the population will also improve, Rx/reimbursement adult incontinence is expected to achieve strong value growth over the forecast period. Even so, this might support retail sales of incontinence products, as the campaigns running in healthcare create growing awareness.

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