Retail Adult Incontinence in Serbia

PRE-COVID-19 PERFORMANCE

Moderate/heavy incontinence remains largest category, as those with light incontinence too embarrassed to purchase

Retail moderate/heavy adult incontinence is a much larger sub-category than retail light adult incontinence in Serbia, and it also showed much stronger growth in 2019. The reason for this is because many people are still embarrassed to purchase retail adult incontinence products in Serbia, so the majority only use them when absolutely necessary and the situation cannot be avoided.

Modernisation of distribution channels helps boost sales, but modernisation of image is also needed

Modernisation in distribution channels was noted in 2019. As has been the case overall in Serbia, traditional grocery retailers declined in 2019, while supermarkets, hypermarkets and discounters grew.

Essity AB maintains top place with Tena brand and improved distribution

Essity AB remained the leading player within retail adult incontinence in Serbia in 2019, with the Tena brand. The Tena name is synonymous with incontinence products globally, with a good reputation in Serbia.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are still expected to show 2% growth in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This correlates with a 2% rise 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

Despite the main driver for the category overall being the size of the consumer population it serves, typically those aged 65+, some impact may still be seen from COVID-19 during 2020. The drivers for this are mobility and economic factors.

Recovery and opportunities

It is noted that there is still a lot of stigma attached to incontinence in Serbia and many consumers are embarrassed to purchase such items. It is also noted that there is little advertising and few awareness campaigns, and the ones seen have been specialised in medical magazines, or pharmacies, with no significant main media channel promotions.

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