In both 2020 and 2021, retail adult incontinence registered a fall in current value sales. With people spending more time at home, they did not have the same need for adult incontinence products, as they had easier access to toilets.
In 2021, adult retail incontinence continued to be led by imported brands. Plenitud, distributed by Kimberly, continued to dominate sales, thanks to its extensive distribution network across shopping channels, visibility across pharmacies and supermarkets and wide geographical coverage.
Other factors that hamper growth in retail adult incontinence is a general embarrassment surrounding incontinence and a lack of information for consumers. It is uncommon for people suffering from incontinence to speak openly about the condition.
Retail adult incontinence will register moderate constant value growth over the forecast period. Retail adult incontinence has strong growth potential and is far from mature.
Until recent years, there was a very limited range of adult incontinence products available. For this reason, the leading brands did very little in terms of promotion or communication in general.
Adult incontinence products will become increasingly visible as the range of products increases in supermarkets and popular street markets. This will lead to a decline in the embarrassment factor surrounding adult incontinence.
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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 DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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