Retail adult incontinence experienced a marked improvement in demand in 2020 following several years of decline for the dominant moderate/heavy format which had been losing share to RX/reimbursement adult incontinence. This was due to increasing price sensitivity as a result of rising inflation which impacted the average unit price.
Health and beauty specialist retailers continued to dominate distribution of retail adult incontinence in 2020, but it lost notable value share to discounters, supermarkets and in particular e-commerce during the pandemic with the latter benefiting from vulnerable consumers who shied away from visiting store-based retailers, although an increasing number of grocery retailers engaged in e-commerce during the year. In addition to the convenience of home delivery, price promotions are an attractive factor in the channel’s penetration, while also offering anonymity for those still embarrassed by their condition.
Ontex Tüketim maintained its leadership in both value and volume share terms within retail adult incontinence in 2020, largely due to strong brand awareness and the wide availability of its Canped brand. In addition, the company’s pricing strategy, which positions Canped as a brand offering products with adequate quality and at affordable prices, is an important factor in its ongoing leadership.
Retail adult incontinence is predicted to record a stronger performance in volume terms compared to the review period, supported by an increasing number of consumers aged 65+ and increased awareness and usage for these products by younger generations. This scenario will be supported by ongoing marketing and educational efforts by players in an attempt to remove any lingering taboos related to this issue.
Companies are expected to focus more on developing light adult incontinence over the forecast period, with this niche category still predicted to record a stronger performance in volume growth terms. Players are likely to focus on designing products which resemble standard underwear and are more discreet yet have stronger absorbency properties for a greater feeling of comfort and dryness, with a positioning that enables occasional sufferers to lead more active lifestyles.
E-commerce is likely to continue gaining share over the forecast period. The convenience of online shopping and home delivery was better appreciated by Turkish consumers of retail adult incontinence during the pandemic, which has enabled it to establish a stronger base for growth of this channel.
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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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This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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