Boston, MA -- (SBWIRE) -- 07/08/2014 -- There was a decline in share of the population group aged 65-years-old and over during the review period, with a drop from 14% of the population in 2008 to 13% in 2013. This was chiefly due to many older Russians opting to leave the country, as a result of rising prices and the country's harsh climate. Many of these consumers rent out their homes in Russia to finance living abroad. According to a 2012 poll by Levada Centre, 20% of respondents expressed a desire to leave Russia, with this representing an increase of seven percentage points from 2009. With elderly consumers representing the main customer base for incontinence, this trend inevitably constrained sales growth at the end of the review period.
Bella Vostok continued to be the dominant leader in incontinence in 2013, accounting for 51% volume share and 53% value share. While this company is owned by Polish group Torunskie Zaklady Materialow Opatrunkowych SA (TZMO), it operates production facilities in Russia for its Seni range and is thus able to offer affordable prices and ensure wide distribution. The company also benefits from sponsoring the Seni Cup, an international football league for those living in nursing homes, with qualifiers in eight Russian cities and a cup final in Poland. The company also benefits from offering a wide product range and from running frequent consumer education campaigns focused on incontinence.
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The potential consumer base for incontinence will continue to be shaped by a number of conflicting trends during the forecast period. These products are mainly purchased by elderly consumers. This group likely to increase as a result of population ageing but also to be eroded by emigration, as many elderly Russians move to countries such as Bulgaria in search of a cheaper and more comfortable retirement. The majority of those emigrating are meanwhile upper-mid- to high-income consumers, with these consumers being more likely to purchase incontinence from retail channels rather than facing the time-consuming bureaucracy associated with reimbursement/prescription purchases.
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The Incontinence in Russia market research report includes
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Our market research reports answer questions such as
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- What are the most important channels for incontinence products
- How do light incontinence products perform compared to moderate/heavy incontinence products
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