In 2020, during lockdowns, COVID-19 helped raise awareness of both light and moderate/heavy retail adult incontinence products. The adult incontinence category continued to record strong retail growth in 2021, partly on the back of the momentum generated in the previous year from this rising awareness.
Coco by Hangzhou Coco continued to lead retail adult incontinence in 2021. In particular, Coco’s outstanding sales performance in the e-commerce channel helps it maintain its leading position.
Kimberly-Clark, which is already operating with the Depend brand in Chinese adult incontinence, in 2021, formally introduced the Poise brand in the local market, signifying the company’s interest in expanding in the category and broadening its consumer base. The Poise brand is marketed primarily at Chinese women’s light incontinence issues, coming into the market with towel-like and pants formats.
The incontinence issue will remain a relatively taboo topic over the forecast period. People tend to shy away from talking about their urine leakage issues due to the embarrassment this can cause them.
Despite the middle-aged consumer segment and new mothers being critical consumer groups for incontinence products in China, the over-65 population, which is expected to experience growth in every year during the forecast period, will remain key. With the country’s birth rate expected to continue decreasing during the forecast period, this will drive demographic shifts in China.
In 2021, e-commerce gained share from offline retailing channels, a trend that is expected to continue over the forecast period. Convenience and protection of privacy are among the main reasons that enable e-commerce to remain in a favourable position.
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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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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