Retail Adult Incontinence in Tunisia

PROSPECTS

Sales of retail adult incontinence in Tunisia grow from a small base

In Tunisia, incontinence is still considered a taboo. However, many people consider buying adult incontinence products in order to be more productive throughout the day.

Strong growth expected over the forecast period

Retail adult incontinence is expected to keep growing in popularity thanks to growing awareness of incontinence products in the country and their importance to people suffering from incontinence. In addition, many women are entering the workforce in Tunisia, and thus can afford to buy incontinence products.

A continuous shift away from cloths towards incontinence products is expected

The healthy and practical advantages of incontinence products are the essential reasons for the shift away from home-made cloths towards manufactured alternatives. Tunisians have become increasingly aware of the importance of incontinence products in their daily lives, especially in urban areas.

COMPETITIVE LANDSCAPE

Société d’Articles Hygiéniques Sarl (SAH) still dominates retail adult incontinence

SAH continued to dominate retail adult incontinence in Tunisia in 2018. The products of this local player, in the eyes of Tunisian consumers, excel in terms of innovation, efficacy and advertising.

Second-placed Sancella continues to gain share

Sancella SA is licensed to distribute and market the Tena brand from Essity AB in Tunisia. It continues to perform highly and increases its value share each year.

Manufacturers to focus increasingly on consumer education over the forecast period

Over the forecast period, companies are expected to focus more on boosting awareness of incontinence products, educating consumers about their benefits and reducing the stigma surrounding their usage. In addition, prices will need to fall for consumers to be able to afford adult incontinence products, or companies will need to offer promotions and discounts.

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