Retail adult incontinence experienced an upturn in demand in 2020, as a result of stockpiling during the initial lockdown period, as the government suggested that that vulnerable groups including the elderly should avoid leaving their homes, favouring self-isolation to reduce their chances of coming into contact with the virus. While the light format remained more popular, addressing demand from younger groups for greater discretion, moderate/heavy adult incontinence recorded stronger volume growth in 2020, because those suffering from moderate/heavy incontinence are more likely to be suffering from underlying health conditions that would make them vulnerable to COVID-19.
With comfort and discreetness amongst the main aspects that consumers look for while shopping for retail adult incontinence, brand loyalty remains significant. Consumers do not purchase products based on trends but instead are generally keen to use brands that they trust.
Asaleo Care Ltd strengthened its dominance in terms of value share in 2020 supported by the popularity of its brand Tena, placing it further ahead of its nearest competitor Kimberly-Clark (Poise, Depend). Nevertheless, Kimberly-Clark gained further volume share, after investing in its range towards the end of the review period, with a full revamp of its brands, which are now thinner, softer and more fitted, thus offering more comfort and discretion.
While demand for retail adult incontinence is set to return to greater levels of normalisation over the forecast period, Australia’s ageing population still offers an opportunity for players to further develop the category, particularly in terms of attempting to reduce any lingering social stigma attached to these products, which may see some consumers, particularly middle-aged women, continuing to rely on sanitary protection such as scented pantyliners for light incontinence issues, with the latter also offering a more affordable price point.
Quality and efficacy will remain the two important factors which influence consumers’ purchasing decisions. Manufacturers will therefore continue to focus on making their products more discreet in terms of being thinner, with a wide range of colours if they are offered in an underwear format such as black or nude, as offered by Kimberly-Clark, while at the same time improving their product efficacy in terms of leakage and comfort for a wide range of scenarios including at night or whilst doing exercise.
Another area which players are likely to explore is expanding the target audience of retail adult incontinence in Australia. While older people comprise a considerable proportion of the Australia population and a large share of the consumer base for retail adult incontinence, manufacturers and retailers have been working together to increase awareness of these products and promoting the fact that they not only target elderly consumers but also those people suffering from various health issues such as obesity or diabetes, or the increasing number of women aged 40-50-years-old who are experiencing bladder issues linked to childbirth and menopause.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Australia 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 Retail Adult Incontinence research and analysis database.
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