Executive Summary

Mar 2019
PROSPECTS
Double-digit growth due to low penetration and the greying population

Retail adult incontinence is still in its infancy in China, with very low product penetration. With rising household incomes and increasing hygiene-consciousness, retail adult incontinence recorded the most buoyant double-digit value CAGR within retail tissue and hygiene in the review period, including in 2018.

Strong growth is expected to continue

The dynamic pace of growth in retail adult incontinence is anticipated to continue in the forecast period, as the overall product penetration rate is still relatively low, whilst the older population is projected to continue growing at an even quicker pace. On the one hand, retail adult incontinence is expected to experience higher product acceptance in lower-tier cities and rural areas; on the other hand, consumers in top-tier cities are likely to trade up to higher-quality incontinence products over the forecast period, in line with their rising incomes and higher hygiene awareness.

Moderate/heavy adult incontinence dominates

Moderate/heavy adult incontinence dominates retail adult incontinence, representing four fifths of total retail value sales in 2018. Many Chinese consumers are still reluctant to accept they have incontinence.

COMPETITIVE LANDSCAPE
Hengan Fujian Holding leads

Hengan Fujian Holding maintained its lead in retail adult incontinence in 2018, and enjoyed robust double-digit value growth. The company is amongst the few in the market with products covering incontinence, sanitary protection and nappies/diapers/pants; other players in this category usually focus only on incontinence.

Large domestic manufacturers outshine international players

Domestic manufacturers outshine international players in retail adult incontinence in China, with multinational brands only occupying two out of the top 10 positions in 2018 in terms of value sales. Apart from a wider product presence, domestic players are much more advantageous in terms of pricing, which still plays a decisive role in consumers’ product choice in incontinence products in China.

The mushrooming of small domestic players

In addition to the leading domestic manufacturers, such as Hengan Fujian Holding and Hangzhou Coco Healthcare Products, the number of small domestic players mushroomed in the review period. These companies offer low-quality and low-priced incontinence products, catering to the needs of price-sensitive consumers, especially in lower-tier cities and rural areas.

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Retail Adult Incontinence in China

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Overview

Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in China with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Incontinence industry in China, our research will save you time and money while empowering you to make informed, profitable decisions.

The Incontinence in China market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Incontinence in China?
  • What are the major brands in China?
  • What are the most important channels for incontinence products?
  • How do light incontinence products perform compared to moderate/heavy incontinence products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Retail Adult Incontinence in China - Category analysis

HEADLINES

PROSPECTS

Double-digit growth due to low penetration and the greying population
Strong growth is expected to continue
Moderate/heavy adult incontinence dominates

COMPETITIVE LANDSCAPE

Hengan Fujian Holding leads
Large domestic manufacturers outshine international players
The mushrooming of small domestic players

CATEGORY DATA

Table 1 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 2 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 5 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 6 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Tissue and Hygiene in China - Industry Overview

EXECUTIVE SUMMARY

Consumers’ rising hygiene awareness fuels strong value growth in 2018
Robust online sales of tissue and hygiene products in 2018
Hengan Fujian Holding continues to lead a stable competitive environment
Hypermarkets and supermarkets together still dominate, yet face mounting pressure
Stable growth momentum is expected in the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources