Demand for retail adult incontinence saw an upturn in demand in 2021, as the largest consumer group of elderly citizens gradually ventured outside of their homes as the threat of the virus diminished. This consumer group is more likely to use adult incontinence when engaging in activities outside or when going shopping.
Even though retail adult incontinence traditionally targets older consumers, the category is expanding its audience and distribution beyond supermarkets and chemists/pharmacies to include e-commerce which gained notable value share during the COVID-19 pandemic and recorded impressive value growth. The lockdown and the fear of exposure to the virus encouraged older generations to embrace online platforms as an alternative option from which to purchase their adult incontinence needs as it offers convenience in terms of home delivery and competitive prices.
The competitive landscape within retail adult incontinence remained fairly concentrated in 2021, led by Essity, due to the strong position of its Tena brand in mass distribution channels such as supermarkets and also specialist channels such as health and beauty specialist retailers. Procter & Gamble’s innovative Always Discreet brand remained in second position, positioned as offering an easy transition for women who are already using Always as sanitary protection.
Overall demand for retail adult incontinence is predicted to remain fairly stable over the forecast period due to an ageing population. Light adult incontinence is set to remain the larger category and record marginally higher volume growth compared to the moderate/heavy format, partly as a result of the positioning of these products next to sanitary protection on retailers’ shelves in an attempt to foster greater social acceptance amongst consumers.
Demand for moderate/heavy adult incontinence will continue to compete with Rx/reimbursement over the forecast period as price-sensitive elderly consumers look to make cost savings wherever possible. Furthermore, while the population continues to age and some consumers may need to enter healthcare institutions such as care homes supporting demand for away-from-home adult incontinence, many elderly Belgians will want to retain independence and live as normal a life as possible, ensuring demand for retail products.
While environmental issues and sustainability are increasingly impacting choices within other tissue and hygiene categories in Belgium, they are less likely to impact retail adult incontinence. Older generations consumers are less likely to be affected by issues of global warming and environmental changes, and therefore, innovation within this area is less likely to be a primary focus area for producers over the forecast period as they continue to focus on expanding their target audience.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Adult Incontinence industry in Belgium, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.See All of Our Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!