The COVID-19 pandemic led to stronger retail value and volume growth for retail adult incontinence in 2020 as stockpiling, restrictions on movement and a rise in the number of sick people needing to use adult incontinence products led to a rise in sales. Meanwhile, pressure on the country’s public health system led to a rise in the number of patients being treated at home.
Private label players continued to become established within retail adult incontinence in 2020 based on the category’s strong growth trend and potential for further development. While growing from a very small base and operating within a highly consolidated landscape, players such as Carrefour Romania SA recorded strong double-digit value growth in 2020.
In line with the increased usage of adult incontinence products in 2020, consumers benefited from growing availability across a wide number of retail channels. This was particularly noticeable in the accelerated growth of the e-commerce channel in 2020 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 at constant 2020 prices over the forecast period compared to the review period, driven by the rapid growth in Romania’s population aged 65+. 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 is likely to continue negatively impacting growth prospects in light adult incontinence over the short term, consumers in general are expected to become more educated with regard to 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.
While limiting growth in the past, stigma associated with the use of incontinence products is set to become less of a constraint over the forecast period. Changing perceptions are expected to lead to consumers becoming more inclined to purchase products to treat the condition, which will reflect positively on the performance of the category over the longer term.
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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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This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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