Despite the increasing percentage share of senior citizens in the national population, adult incontinence products continue to be viewed as essential only for the bedridden elderly. An industry source said that adult incontinence is typically used in the country not even for the bedridden but for those who are already on the deathbed. According to HelpAge International, a network funded by the EU, the percentage of people aged 60 and above in the Philippines will rise from 6.1% of the population in 2012 to 15.3% of the population in 2050. In addition, Health Secretary Enrique Ona mentioned in an interview with a news organization, GMA Network, in 2013 that half of Filipinos aged 50 and above develops incontinence issues as they age. These signal that many non-bed-bound elderly potentially need adult incontinence products but do not use them unless explicitly instructed by a doctor.
Caress, manufactured by JS Unitrade Merchandise, continued to lead sales of adult incontinence, generating PHP285 million in 2016. Its large packaging and logo makes it stand out in the aisle of adult incontinence products displayed in supermarkets. It had a year-long advertising campaign and a promotional activity that likely increased sales. Its advertising campaign, which was also the key advertising campaign for the category in 2016, was titled #LoveInFullCircle and made the rounds mostly in social media. Its promotional activity, meanwhile, involved the company sending Caress Gift Packs to multiple winners chosen each month amongst the people who sent them a heart-wrenching story. Caress costs a little less than Tena, manufactured by SCA Hygiene Products Phils, and Dr P, manufactured by SCA Group.
Over the forecast period, adult incontinence is expected to see growth accelerate because of the improved access to healthcare facilities and the gradual removal of stigma from adult incontinence products. An increasingly affluent lifestyle may also contribute to its growth by expanding the market of adult incontinence from the extremely old and extremely sick to those who are still able bodied but suffering from incontinence issues. Normalisation is also expected as the country’s population continues to age.
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This industry report originates from Passport, our Tissue and Hygiene market research database.