At the onset of the pandemic in 2020, tissue and hygiene experienced some stockpiling behaviour driven by consumers’ concerns over restricted access to stores, and potentially being in isolation. This behaviour was particularly noticeable within retail adult incontinence as older consumers, who form a key audience for moderate/heavy adult incontinence products, were within the higher risk bracket and thus more likely to be self-isolating.
Adult incontinence brand owners are aiming to attract consumers by making their products increasingly user-friendly. Several brands are focusing on delivery discreet and easy-to-wear products, so that they will be less regarded as something inconvenient or embarrassing.
In line with the increased usage of adult incontinence products, consumers benefited from growing product availability across a wide number of retail channels. This was particularly noticeable in the accelerated growth of e-commerce as chained grocery retailers placed a stronger emphasis on their online operations.
Retail adult incontinence is expected to record stronger average retail volume and value growth over the forecast period compared to the review period, driven by the rapid growth in Romania’s 65+ population. As incontinence problems are often linked to age, this will lead to greater demand for adult incontinence products, with moderate/heavy adult incontinence set to remain by far the dominant category.
Although stigma and lack of awareness of products is likely to continue negatively impacting growth prospects, especially in terms of light adult incontinence, consumers are expected to become more educated about adult incontinence and the options available to manage it. This is likely to lead to less substitution of adult incontinence products with other tissue and hygiene products such as pantyliners and sanitary towels.
Retail adult incontinence products will see increased penetration across all distribution channels, following rising awareness and demand. Hypermarkets and supermarkets will remain the leading channels due to their general popularity in the country and wide product portfolios.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Romania 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 DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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