Adult Incontinence in Israel

TRENDS

Internet retailing remains an important distribution channel in adult incontinence as some consumers are ashamed to purchase these products in retail outlets. While incontinence has become more spoken about in recent years, at least due to the actions of news agencies and the numerous articles published in the press about the realities of incontinence, the stigma surrounding adult incontinence remains. While this stigma remains, companies present in the category have become increasingly successful at teaching consumers the benefits of using adult incontinence products instead of sanitary protection products. Many consumers feel more comfortable purchasing these products over the internet in order to keep their incontinence issues private. Thus, internet retailing generated 16% of value sales in the category in 2016.

COMPETITIVE LANDSCAPE

Kimberly-Clark Israel maintained its leading position in adult incontinence in 2016, accounting for 54% of value sales. The company offers two of the leading brands in the category, Shikma and Depend. The company also experienced the highest increase in value sales in the category during the year, rising by five percentage points due to the launch of its new brand Poise in 2015. The company’s brands are seen as effective and discreet and they are well-known among consumers.

PROSPECTS

The shift towards internet retailing is expected to remain a strong factor behind positive growth in adult incontinence over the forecast period, with the value share of this retail channel set to reach 19% in 2021. While the size of Israel’s elderly population is expected to continue growing, the stigma surrounding the purchase and use of incontinence products is expected to remain, causing increasing numbers of consumers to purchase these products through internet retailing.

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