Adult incontinence through retail is projected to continue recording healthy growth over the forecast period. Category sales are being boosted by several factors, not least of which is an ageing population, (especially among the over 65 age group) obesity, rising consumer awareness of incontinence and product innovation.
In Argentina, PAMI (National Institute for Retirees and Pensioners), which has almost 5 million members in the country, subsidises adult incontinence for its members. In order to receive adult incontinence products, affiliates have to file a form including a signature from a doctor/specialist confirming the condition and need for these products.
Products designed for moderate-to-heavy incontinence are being increasingly adopted in Argentina, with positioning mainly geared towards the elderly and product awareness rising via healthcare providers and expanding modern healthcare facilities. Coupled with the expansion of product use in developed markets (wider audience of men and women aged under 65), moderate/heavy incontinence is set to record healthy growth.
National companies were among the leaders in retail adult incontinence in 2018, led by Lenterdit with Hisan ranking third in value terms in 2018. Lenterdit is a company with a long tradition in the manufacturing of adult incontinence, highlighting its brand Nonisec, which has economy positioning.
Kimberly-Clark is positioned in the high-priced segment and is notable for its Plenitud and Plenitud Femme brands. This brand line, formerly known as Poise, was rebranded in mid-2016 to reinvent and modernise the product in order to make it a more attractive option for consumers.
Given the strong presence of national economy products in this category, with traditional brands Nonisec by Lenterdit and Comodi´n by Hisan characterising the economy-priced segment, private label products continued to hold a low share in adult incontinence in 2018. The Farmacity private label from local parapharmacy/drugstore chain is positioned at a price below the category average and uses flexible plastic as economy packaging.
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This industry report originates from Passport, our Tissue and Hygiene market research database.