Retail Adult Incontinence in North Macedonia

PRE-COVID-19 PERFORMANCE

After previous year’s recovery, current value growth slows in 2019 as consumers continue to opt for cheapest products

Current value growth continued in retail adult incontinence in 2019, albeit at a slower rate than that of the previous year. As the number of over-65-years-olds in North Macedonia increases, so does the demand for products within retail adult incontinence.

Maksi and Mega still at the top, dominating adult retail incontinence in 2019

Maksi LS Dooel maintained its lead in 2019, followed closely by Mega Disposables SA, and between them the two companies dominated retail adult incontinence in North Macedonia with their respective brands, Makpel and Mega. Maksi assumed the leading position in 2017, dethroning Mega Disposables after years at the top.

Domestic company Alkaloid set to increase competition in a highly concentrated environment in 2019

Distribution of retail adult incontinence products remains limited to only a handful of channels. The leading channel in 2019 was health and beauty specialist retailers, with half of the overall retail value share, closely followed by supermarkets with hypermarkets was a long way behind.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to see only marginal growth in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This represents no change from the forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Moderate/heavy adult incontinence will be the fastest-growing product area in retail adult incontinence in 2020, with Macedonian consumers continuing to purchase items they believe to offer the most reliable support. Light adult incontinence will also some benefit from COVID-19’s impact, though consumers living with light incontinence often opt for pantyliners over retail adult incontinence products.

Recovery and opportunities

Over the forecast period, the number of Macedonians aged 65-years-old is set to continue increasing, fuelling further growth in retail adult incontinence. The social stigma associated with the use of adult incontinence products will remain, but it will decline as new generations of elderly consumers are becoming more open-minded and less embarrassed about incontinence issues.

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