Retail adult incontinence sales remained fairly stable in 2020 as more attention was generally paid to the away-from-home market. In retail volume terms, retail adult incontinence experienced a slight slowdown in 2020.
Average unit prices of retail adult incontinence grew significantly in 2020. Most of this growth can be attributed to the depreciation of the local currency, therefore explaining some of the strong growth in current retail value terms experienced in 2020.
In 2020, over half of total retail adult incontinence sales were made through health and beauty specialist retailers. Wider availability also benefitted sales, as brands have extended product availability in chemists/pharmacies, supermarkets and hypermarkets, such as leading brands Seni and Tena.
Retail adult incontinence will come back to a more positive track from 2021 onwards when life is expected to return to the usual routine after the pandemic is over. The demographic group of 65 and above is set to continue expanding over the forecast period, which may contribute to greater demand for retail adult incontinence and an increase in the potential consumer base.
Moderate/heavy incontinence will continue dominating sales in the forecast period. Consumers in Kazakhstan tend to be conservative and not trusting of light alternatives.
In the forecast period, retail adult incontinence will remain dominated by imported products meaning that the competitive landscape will be unlikely to change significantly. Since retail adult incontinence is still immature in Kazakhstan, there is scope for new players to enter, although it is likely that new product launches will be limited to imported brands by players with stronger manufacturing experience, larger marketing budgets and efficient logistics.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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