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Learn moreJun 2020
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The category returned to value sales growth in 2019 after the legal regulations regarding Rx/reimbursement were amended in 2018. In 2018, the definition of incontinence in the healthcare system was revised, with a declaration that incontinence is an illness and not a parallel diagnosis.
Due to the relatively small size of the market and a competitive landscape that lacks intensity, the composition of Rx/reimbursement adult incontinence is not very dissimilar to retail or AFH channels. Tena and Seni are the major brands, both available in retail as well and benefiting from strong shelf presence and reputation among consumers.
In 2019, it was still a common practice for women to use sanitary protection products for light or moderate incontinence in Lithuania, not only owing to a lack of knowledge regarding incontinence products, but also because they are often reluctant to address the condition more directly. However, as more consumers are becoming more educated, perceiving their condition as an illness and starting to acquire proper incontinence products, sales in the prescription channel are benefiting.
The impact of the COVID-19 on the category is likely to be more significant among the elderly, the greatest users of these products. In 2020, sales of Rx/reimbursement adult incontinence are expected to stagnate in 2019 constant value terms.
Combined with the easier access to reimbursable adult incontinence thanks to healthcare amendments in 2018, the need for many of the consumer base to keep shielding will keep boosting volume demand for the category over 2020. Over the remainder of the forecast period, volume sales growth is likely to continue, though without reaching the 2019 level, which was reached mainly thanks to the favourable 2018 change in regulations.
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Discover the latest market trends and uncover sources of future market growth for the Rx/Reimbursement Adult incontinence industry in Lithuania with research from Euromonitor's team of in-country analysts.
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