Though volume sales of retail adult incontinence increased in 2021, the growth was low. Although society opened up in 2021, older people, which are the main consumers of adult incontinence products, still spent significant amounts of time at home, as the virus lingered.
While there is growing acceptance and awareness of the issue of incontinence in society, it nonetheless remains a somewhat taboo subject, and embarrassment surrounding its discussion lingers. As a result, manufacturers have been seeking to address this through packaging developments.
Over the review period, retail adult incontinence witnessed continued penetration of new brands and products. While the bulk of retail adult incontinence products continue to be sold via chemists/pharmacies, the product area is witnessing distribution channel diversification, as modern grocery formats also increase their product ranges.
Retail adult incontinence will register very healthy constant value growth over the forecast period. An ageing population will support value sales, as this is the main consumer base, with the proportion of over 65s increasing significantly over the forecast period.
The high price of adult incontinence products will dampen volume sales. In addition, if inflation increases over the forecast, due to factors such as rising global energy prices, this could see volume growth dampened further.
Sales of retail adult incontinence products via e-commerce channels are set to double over the forecast period. The pandemic gave e-commerce a fuel injection and this growth is set to continue.
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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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