Adult Incontinence in Saudi Arabia

TRENDS

With increased awareness about health conditions causing incontinence in Saudi Arabia, patients are gradually more willing to discuss their issues with health practitioners to take charge of their health and lives. Incontinence was previously considered a taboo; patients not only suffered from it but also felt they were not able to talk about it openly, since it was perceived as a source of embarrassment. However, with the help of knowledgeable health practitioners and access to the internet, patients are becoming more educated about the condition they are facing and have started accepting incontinence products as medical items. This has led to a broader distribution of adult incontinence products; they are now available in supermarkets and hypermarkets, not only in chemists/pharmacies.

COMPETITIVE LANDSCAPE

SCA Group’s Tena remained the dominant brand in 2016, with a 42% value share. The company specialises in adult incontinence products, and covers all ranges from light to heavy. In 2016, it introduced light adult incontinence products to Saudi Arabia through different distribution channels. Tena is also available in a wide variety of moderate/heavy adult incontinence products including briefs, unisex pants and gender-specific pants.

PROSPECTS

Adult incontinence is expected to post a value CAGR of 9% at constant 2016 prices over the forecast period, and reach sales of SAR96 million in 2021. The main contributors will be the growth of the healthcare industry and increased health-awareness in the country, which will impact positively on incontinence products. The taboo associated with these products is set to fade further as more healthcare practitioners educate patients about the use of these products. Therefore, consumers are expected to continue to become more comfortable with the idea of buying them without feeling embarrassed.

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