The continuous efforts of Kimberly-Clark Uruguay SA and Industria Papelera Uruguay Sociedad Anónima to raise the level of consumer awareness about the benefits of using products specifically designed to address adult incontinence is paying off. As a result, the category saw a strong volume CAGR of 9% during the review period.
Kimberly-Clark Uruguay SA continued to lead adult incontinence in 2016 with a value share of 33%. It was followed by Industria Papelera Uruguaya with a value share of 27% and Ricardo Piffaretti, with its Indasec products, a very close third with a 26% share. Domestic player Sagrin SA saw its value share take a further fall to 12% in 2016 with it being ranked fourth overall. The top three companies have loyal customer bases and handle very similar portfolios with a wide product offer, especially within moderate/heavy adult incontinence which is the larger of the two categories. With a more basic product portfolio of less expensive products, Sagrin SA also maintained a stable consumer base for its Ready Sec adult incontinence brand.
The international brands that led adult incontinence in 2016 are expected to continue increasing their combined dominance of the category. Sagrin SA and the smaller importers and local manufacturers of adult incontinence lack the resources to stay up to date with the innovation seen from international companies. Therefore, even if they are able to maintain a large enough group of customers to survive, their combined share is nonetheless expected to decline during the forecast period.
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This report originates from Passport, our Incontinence research and analysis database.
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