The main reason for the positive growth that was recorded in adult incontinence in 2020 is the ageing of Slovenia’s population, which continued to expand the consumer group that forms the core and consumer base for adult incontinence products. Specifically, middle-aged and elderly people are far more likely than their younger counterparts to use adult incontinence products and with the proportion of the Slovenian population that falls within this group increasing year-on-year, players present in the category are constantly faced with multiple opportunities to improve their sales figures.
Another key factor that has supported sales of incontinence products in recent years is the declining social stigmas that surround adult incontinence and related issues. In particular, the understanding that incontinence is primarily the result of physical rather than psychological issues and/or a symptom of a medical rather than psychiatric condition has enabled many people to adopt a more pragmatic and solution-based approach to managing their incontinence issues.
One of the most important impact of the COVID-19 pandemic on Slovenian society during 2020 was the significant interruption that the pandemic caused to commercial activity in key sectors of the economy. In particular, the services sector was put under extreme pressure, with the leisure and entertainment and travel and tourism industries facing a particularly bleak year as the closure of the borders, the imposition of lockdown measures and the pressure that came on discretionary spending among the local population during 2020.
According to the national statistics agency SURS, the average age of the Slovenian population is expected to continue rising throughout the forecast period and well beyond. Population ageing can be attributed mainly to the enormous cohort of post-war baby boomers among the Slovenian population as well as the comparatively low birth rate that has been seen in the country for the last 25 years.
The forecast period is expected to see all of the leading players in adult incontinence taking further steps to clearly communicate a certain level of corporate social responsibility. This is become increasingly crucial as Slovenian consumers are paying more attention to the environmental and ethical impacts of their consumer choices.
Online purchases are set to continue becoming increasingly common in adult incontinence during the forecast period. This is expected to be a very important trend for the category as purchasing these items online rather than in a store removes a major barrier, which is that many people are still embarrassed about buying such products in stores due to the stigma that surrounds adult incontinence in Slovenian society.
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This report originates from Passport, our Incontinence research and analysis database.
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