Adult Incontinence in Malaysia

TRENDS

The numbers of people aged 65 years old and over continues to expand in Malaysia and this is a major growth driver in adult incontinence. People within this age group tend to have high levels of disposable income, either due to their retirement plans having matured or from their children, which supports demand for adult incontinence products.

COMPETITIVE LANDSCAPE

SCA Hygiene (M) Sdn Bhd continued to dominate sales of adult incontinence products in 2016, offering the four leading brands in the category. SCA Hygiene recorded a 56% value share in the category in 2016. Tena, the leading adult incontinence brand from SCA Hygiene, is the most valued brand in adult incontinence in Malaysia and consumers are usually willing to spend more for its high-quality products. Tena and Tena Value combined accounted for 30% of total value sales in adult incontinence in 2016. The other two brands offered in the category by SCA Hygiene are Control Plus and Dr P. SCA Hygiene did not launch any new products or new packaging in the category during 2016; instead, it continued with its current line-up of brands in order to capture greater value share.

PROSPECTS

Adult incontinence is expected to increase in value at a CAGR of 7% at constant 2016 prices over the forecast period, with sales set to reach MYR106 million in 2021. As Malaysia is witnessing a marked ageing of its population, and as the acceptance of using adult incontinence products is spreading, the future looks positive for this category. General threats to growth in sales, however, are likely to come mainly from the weak performance of the Malaysian economy as this is likely to encourage consumers to tighten their spending and look for alternative products, which may include using sanitary pads or pantyliners, which are generally cheaper options than using adult incontinence items.