Adult incontinence is an extremely underdeveloped category in Uzbekistan, generating a negligible part of volume sales over the review period. The Uzbek consumer base is socially conservative, and there is substantial stigma attached to these products.
The category is dominated by moderate/heavy incontinence products, which are set to generate around two-thirds of 2021 volume sales. There are a number of reasons for this – many sufferers from light incontinence are perimenopausal women, who may choose to manage the issue with far cheaper sanitary products, for example.
Adult incontinence is highly concentrated in Uzbekistan, reflecting its immaturity. Category leader Hayat Kimya Sanayi AS generates well over half of 2021 value sales, a share that has increased over the review period, and was helped in 2021 by the withdrawal of the Ontex Group’s iD brand in 2020.
Volume growth in adult incontinence is set to strengthen over the forecast period, a reflection of the country’s ageing population and a certain amount of consumer acceptance of these products. However, consumer education regarding the use and advantages of adult incontinence remains very low, and there is substantial stigma attached to their use, especially among more socially conservative consumer bases.
Moderate/heavy adult incontinence options will continue to dominate sales over the forecast period, as consumers suffering from light incontinence remain reluctant to buy adult incontinence for cost reasons and embarrassment. Many consumers continue to try to manage this problem alone, and as such, would be the perfect marketing target for producers.
Uzbekistan continues to face major challenge to retail sales of adult incontinence from the grey market. Smuggling is wide spread, especially from the key producing markets of Turkey and China, and offers significantly lower pricing than official products.
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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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