Hungary’s ageing population provided opportunity for further category growth in 2021. The majority of people with incontinence visit the doctor only when the problem is quite severe, which means that education is important in terms of how they may successfully remedy less severe cases.
The growing demand for convenience and comfort that shapes the offer in retail sanitary protection and adult incontinence equally influenced the offer of Rx/reimbursement adult incontinence products in 2021. In addition to greater absorption capacity in smaller sizes, more comfortable product variants were increasingly available on the prescription list, whilst the list of brands and selection of specialised products for men was expanding given the increase in the number of males with incontinence.
Further volume and current value growth over the forecast period will be supported by the ageing of the Hungarian population and consequent increased consumer base for Rx/reimbursement adult incontinence products. After the age of 65, 15% of women and 8% of men in Hungary are known to be affected (although the actual figures are likely to be higher), ensuring consistent product demand amongst this growing consumer segment.
The mild incontinence segment is growing; however, customers are still reluctant to buy products specifically dedicated to this problem. The majority of incontinence sufferers go to the doctor only when the problem is already heavy.
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Understand the latest market trends and future growth opportunities for the Rx/Reimbursement adult incontinence industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Rx/Reimbursement adult incontinence industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
To qualify for reimbursement, typically a note from a physician is required (a “prescription”) indicating that the patient is in need of incontinence supplies. Depending on the local system in place, supplies are then either shipped directly to consumer home by a designated service or a consumer has to pick up products at a pharmacy. Please be advised that services and routes to consumers can vary even within the same country and vary by state/region. Some countries provide reimbursement through income tax deductions. If this is the case in your market, we EXCLUDE this type of reimbursement from our Rx/Reimbursement coverage as it would be impossible to track. Additionally, consumers would have already purchased the products in retail before claiming tax deductions, and as such the products have already been counted as retail sales. The same logic applies to institutional sales. If a nursing home purchased adult incontinence products from a distributor/manufacturer for distribution to its patients/residents, these products would be included as AFH adult incontinence in our coverage, even though sometimes patients might claim healthcare deductions for costs of stay at a nursing home.See All of Our Definitions
This report originates from Passport, our Rx/Reimbursement adult incontinence research and analysis database.
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