In 2018, retail adult incontinence managed to recover following a significant double-digit decline in 2017, which was caused by the lower than usual consumer demand for adult incontinence products. Both light and moderate/heavy incontinence improved to see positive current value growth in 2018.
Over the review period, Macedonia’s population continued to age rapidly, and increased travel led to the need for incontinence products on-the-go. However, despite all expectations for continued growth, the category suffered a significant decline in 2017, for no obvious reason other than a significant unexplained decline in volume demand, particularly for light incontinence products.
Macedonian consumers have limited knowledge about retail adult incontinence products, for the simple reason that they rarely come across such brands during their daily shopping. It is hard for them to make a distinction between light and moderate/heavy adult incontinence products.
In 2018, domestic company Maksi maintained its strong lead within retail adult incontinence, with a moderately declining value share after assuming the leading position in 2017, de-throning Mega Disposables after years of leading the category. The strong value share of Maksi stems from the high penetration and solid performance of its retail adult incontinence brand Makpel.
The Greek company Mega Disposables was the leader within retail adult incontinence for most of the review period. However, in 2017 and 2018 the company lost significant share due to a lack of distribution for its retail adult incontinence brand Mega.
As already mentioned, the two leaders accounted for more than two thirds of overall value sales in retail adult incontinence in 2018, which left several other players competing for the remaining third of value sales. Companies competing for this share include the Turkish companies Ontex and Hayat Kimya, as well as the domestic companies Alkaloid ad Skopje and Bioment Antonio.
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This industry report originates from Passport, our Tissue and Hygiene market research database.