Retail adult incontinence registered a decline in volume sales in 2021, though retail price rises resulted in an increase in value sales. Retail adult incontinence products are considered expensive in North Macedonia and with disposable incomes under pressure in 2021, due to the fallout of COVID-19, there was a decrease in demand.
Distribution of retail adult incontinence products remained limited to only a handful of channels. The leading channel in 2021 was health and beauty specialist retailers, however this channel has continued to lose shares in response to the overall modernisation trend.
Moderate/heavy incontinence registered higher demand in 2021 compared to light incontinence. Given that elderly people, which is the main consumer base, continued to restrict their movements as the pandemic still lingered, users made less shorts trips outside the home and therefore demand for light incontinence saw demand fall even more.
Retail adult incontinence is expected to register minimal constant value growth over the forecast period. Though there is an increasing consumer base, as the population is ageing, the high retail price of retail adult incontinence products will continue to dampen value growth.
The social stigma associated with the use of adult incontinence products is still significant and will continue to limit the growth potential of the product area. In addition, there is low awareness and limited availability.
Sales of retail adult incontinence products via e-commerce channels are set to double over the forecast period. The pandemic gave e-commerce a fuel injection and this growth is set to continue.
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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 DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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