Retail Adult Incontinence in Tunisia

PRE-COVID-19 PERFORMANCE

Ageing population and increasing availability through modern grocery retailers boost category’s performance, taboos still need to be addressed

The retail adult incontinence category was in 2019 benefiting from Tunisia’s slowly ageing population, which continued to increase the consumer base for such products. Distribution also continued to expand via supermarkets and hypermarkets, which were seeing rapid expansion.

Société d’Articles Hygiéniques dominates with well-regarded and extensive Lilas range

Société d’Articles Hygiéniques Sarl (SAH) continued to dominate retail adult incontinence in Tunisia in 2019. The products offered by this local player excel in terms of innovation and efficacy, and also benefit from extensive advertising support.

Sancella, licensed distributor of Tena, performs well but represents no threat to SAH

Sancella SA held a strong second place in the category in 2019. The company has a license to distribute the Tena brand from Essity AB in Tunisia.

2020 AND BEYOND

COVID-19 impact

The impact of COVID-19 on retail adult incontinence is negligible, as these are essential items used on an everyday basis. Stockpiling in Q1 2020 artificially boosted demand as the health crisis began to take hold, as people were concerned about running out, but this was relatively short-lived.

Affected products within retail adult incontinence

The category is expected to see continued demand as the country recovers from the impact of COVID-19. Susceptibility to and the seriousness of incontinence increases with age, and older demographic groups were hard hit by the disease, with a particularly high number of deaths.

Recovery and opportunities

Demand for incontinence products is set to continue increasing. Moderate/heavy incontinence products are expected to see higher growth than light incontinence products, as more older consumers seek adequate protection.

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