Retail adult incontinence continued to see dynamic growth in both volume and current value terms in 2018, driven mainly by the ageing of the population, and thus the growing consumer base. In addition, the category benefited from rising consumer awareness and increasing availability, as the offer of both light and moderate adult incontinence products increased gradually on the retail shelves of hypermarkets and drugstores/ parapharmacies at the end of the review period.
Both light and moderate/heavy adult incontinence registered dynamic growth in 2018; albeit the former performed slightly better, and this is predicted to continue over the forecast period. The ageing population, the increasingly active lifestyles of older people and the persisting unwillingness of some consumers to visit a doctor about incontinence problems are and will remain key drivers of sales in light adult incontinence in 2018 and towards 2023.
Amongst the most common product formats within adult incontinence in the Czech Republic are pads for light incontinence and pads or pants for medium/heavy incontinence. In general, a wider range of formats is offered within medium/heavy incontinence, in which besides pads and pants, pants/pad system products (i.
Retail adult incontinence is controlled by several strong multinationals, which benefited from their well-established brands, strong distribution coverage and promotional support at the end of the review period. The category was led by Essity Czech Republic in 2018, which held the leading value share with its well-known brand Tena.
With the growing potential of the category, producers focused on improving their existing products (better absorbency, more comfortable surfaces and materials, thinner products, etc.) as well as becoming more active in terms of broadening their product portfolios to meet the demands of all consumers over the review period.
Private label sales were marginal within retail adult incontinence in 2018, as the product offer and penetration of these products within leading chained retailers remained relatively weak (mainly the pads format) at the end of the review period. In addition, Czech consumers are still accustomed to buying incontinence products in chemists/pharmacies.
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This industry report originates from Passport, our Tissue and Hygiene market research database.