Retail adult incontinence faces steady growth prospects in the forthcoming period with volume CAGR growth expected to enjoy solid increases over the review period. Turkey’s ageing population is expected to contribute to the performance of the sector with an increasing number of consumers aged 65+, and higher awareness and usage for these products among younger generations.
Companies will continue to focus on product differentiation in the forthcoming years, with the number of products with improved absorbency, leakage protection and moisture indicators expected to rise. The launch of Procter & Gamble’s Orkid and Kotex Ultra 2in1 from Kimberly-Clark in 2021 is likely to be followed by considerable marketing activity and new developments from these multinationals.
The share of online sales is projected to increase over the forecast period due to the availability of special promotions and bulk formats in this space, as well as favourable payment options. For example, in November 2022 Hepsiburada.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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