Demand for adult incontinence products in Mexico continues to be fuelled by aggressive advertising efforts, mostly implemented by the undisputed category leader, SCA Consumidor México, for its brand Tena. The marketing campaign implemented throughout 2016 encompassed above- and below-the-line activities in mass media and magazines and on billboards, amongst others, as well as at points of sale, especially promoting Tena’s most recent product launch, its disposable underwear line. SCA’s advertising efforts benefited the category as a whole, helping slowly but steadily overcome the rooted stigma related to the problem, especially within the male population. The positive trend was further underpinned by the rapidly ageing population. In Mexico the number of people aged 65+ is expected to rise to 15.4 million by 2030, from 8.2 million in 2015. As awareness about products in the category grows, an increasing number of people will be willing to look for help and discuss the issue with physicians, family and friends.
Similar to previous years, SCA Consumidor México confirmed its position as the leader in adult incontinence with its brand Tena, accounting for a 44% share of retail value sales in 2016. In recent years, aggressive advertising campaigns in the mass media, including TV, billboards and print media, as well as promotional activities at points of sale, helped the brand to establish a strong positioning in consumers’ minds, as well as increase awareness of the category as a whole. Second was Kimberly-Clark de México with a 27% value share with its brands Depend and Diapro, followed by Grupo PI Mabe in third position with a 21% value share with its brand Affective.
Adult incontinence will continue to gain importance over the forecast period, as the category continues to see an increase in penetration, and Mexico’s population ages. However, the category will not only target older adults. Incontinence products will increasingly focus on younger consumers – a still-underexplored segment. Younger consumers with mild/light incontinence may be willing to try these products to feel better, gain self-confidence and avoid interference with daily activities.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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