Retail adult incontinence remains a negligible part of retail tissue and hygiene in Kazakhstan. There is still substantial stigma attached to these products, and extremely restricted availability in the country’s retail outlets.
Light adult incontinence is by some distance the smallest part of the category, and has been the less dynamic in 2021. There are a variety of reasons for this.
Pharmacists continue to generate the largest part of sales in this category, reflecting consumer perception of these products as a clinical issue. These outlets also offer more discretion as well as the possibility of product advice.
Retail adult incontinence is forecast consistent growth in Kazakhstan over the forecast period, driven largely by the increase in average age and slowly weakening cultural stigma around these products. There is therefore potential in a growing consumer base, as well as consumers who are still ashamed to address this problem.
Sales of adult incontinence in Kazakhstan are currently dominated by international brand operators; this reflects the current limited scale of potential sales, as local players have less incentive to enter. This may change as demand and sales grow, although it is more likely that new product launches will consist of imported brands from players with more manufacturing experience, larger marketing budgets and better logistics.
Moderate/heavy incontinence will continue to dominate sales over the forecast period and generate significantly stronger volume growth. Consumers in Kazakhstan tend to be socially conservative, fearful of the risk of using light alternatives and will tend to choose the most aggressive solutions; in addition, many consumers with light incontinence will not be keen to use incontinence products in general, preferring to use other solutions if possible.
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Understand the latest market trends and future growth opportunities for the Retail Adult 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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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.See All of Our Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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