Retail Adult Incontinence in Russia

PRE-COVID-19 PERFORMANCE

Budget restrictions due to economic difficulties prevent growth

Retail adult incontinence saw a strong current value decline in 2019, along with a slightly slower retail volume decline. For a long time, adult incontinence was a taboo topic in Russia, thus hampering sales growth.

Consumers are not as trusting of light adult incontinence products

Light adult incontinence was more negatively impacted by these negative trends in Russia in 2019, as it saw a much stronger decline than moderate/heavy adult incontinence. Consumers tend to have greater trust in products for moderate/heavy incontinence – if they decide to use such products at all.

Claims of good quality and promotions used by Bella Vostok to attract consumers

Seni from Bella Vostok continued to dominate retail adult incontinence in value terms in 2019, and saw a strong increase in its value share. This brand is well-established in the market and continues to use promotions and good product quality to attract consumers.

2020 AND BEYOND

COVID-19 impact

Retail adult incontinence is expected to see a decline of 3% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is similar to the 3% decline 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 is expected to continue to see a better current value performance than light adult incontinence in 2020. However, this growth pattern is not expected to be anything to do with COVID-19, which is likely to have little impact on sales in 2020.

Recovery and opportunities

With little direct impact on sales of retail adult incontinence products expected from COVID-19, the forecast period is expected to see a continuation of trends seen in the review period. Low disposable incomes are expected to hamper growth, although much will depend on the economic situation moving forward, with COVID-19 having the potential to negatively affect the economic performance.

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