Retail Adult Incontinence in Russia

PROSPECTS

Adult incontinence continues to lose its taboo image

For a long time, adult incontinence was a taboo topic in Russia, thus hampering product sales and the wellbeing of people with specific symptoms. However, with more information reaching potential consumers and quite significant state support for the use of such products, sales of retail adult incontinence continued to boom in 2018.

Consumer base not fully established for light incontinence products

Light adult incontinence value sales continued decreasing in 2018 with somewhat unclear prospects for the forecast period. The vast majority of Russian consumers prefer to purchase moderate/heavy adult incontinence products, which they believe deliver greater usage convenience for patients with specific symptoms.

Rx/reimbursement programme takes away major growth from retail adult incontinence

Patients with a Disability Rehabilitation Programme card benefit from the prices of adult incontinence products being compensated by the state and, therefore, limit the expansion of retail sales. Being rather vague, the state compensation programme for adult incontinence gained some scale in 2016, first of all positively impacting Rx consumption of adult incontinence products.

COMPETITIVE LANDSCAPE

Global brands continue to dominate

Bella Vostok OOO is the largest player in Russian retail adult incontinence, gradually increasing its value share. The company is a strong player not only in adult incontinence, but also in sanitary protection.

Local manufacturers take steps towards adult incontinence

With adult incontinence products gaining popularity and sales posting significant growth rates, local manufacturers were also observed to be active in the field in 2018. Cotton Club OOO introduced the Maditol brand of bed and seat covers/protectors (which are not tracked by Euromonitor International but related to the field) in 2018.

Private label is not visible

Despite the significant performance of private label products in other tissue and hygiene categories, such as sanitary protection, retail adult incontinence remained composed of purely branded products in 2018. Major retailers do not find it necessary to balance the adult incontinence product offer via private label products.

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