Retail Adult Incontinence in Slovenia

PRE-COVID-19 PERFORMANCE

The ageing of Slovenia’s population remains positive for category growth

The review period saw a further deepening of the ageing population trend that has been a defining characteristic of Slovenia’s demographic situation for a generation. Life expectancy in the country has always been relatively high and it has risen further in recent years as economic development and improvements in healthcare and medicine have led to the numbers of people reaching 80 years of age increasing substantially.

The growing consumer base awakens the marketing instincts of the leading players

Although ageing of Slovenia’s population has been expanding the consumer base for retail adult incontinence for some years, it is only very recently that the category leaders have begun to actively market their products. One of the main reasons for this is that there has traditionally been something of a stigma surrounding incontinence among adults and this has meant that mentioning incontinence in the media has been taboo.

The discretion and value of internet retailing is poised to spur growth via the channel

One of the major barriers to strong sales growth in retail adult consumers years has been the social stigma that surrounds incontinence among the Slovenian population. This has made many consumers reluctant to purchase retail adult incontinence products in stores due to the shame and embarrassment they would feel doing so.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19 saw you as. This is in line with the 1% 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

COVID-19 is likely to have had a similar effect on moderate/heavy adult incontinence and light adult incontinence, with little variation expected to have been seen between the two categories.

Recovery and opportunities

Any effects on sales of retail adult incontinence from the COVID-19 situation will inevitably have dissipated by the middle of the forecast period. However, as mentioned above, it is possible that consumers are now more aware of these products due to the pandemic having drawn their attention to the healthcare needs of elderly and vulnerable people.

Files are delivered directly into your account within a few minutes of purchase.