Retail sales of both light and moderate/heavy adult incontinence received a slight boost from the temporary closure of nursing homes, with sales shifting from the away-from-home segment to retail channels. The fact that the elderly are particularly at risk from COVID-19 and were strongly committed to staying at home under lockdown and avoid public locations such as healthcare settings wherever possible, meant sales switched from away-from-home to the retail channel.
Hangzhou Coco Healthcare Products took over the lead in retail adult incontinence in 2020 and increased its value share in the category thanks to the popularity of its Coco Incontinence brand. Coco Incontinence’s strong performance was founded on its focus on e-commerce, reputation for quality and competitive pricing.
During 2020, Procter & Gamble launched an incontinence care brand designed specifically for women's urinary leakage problems. The Shubao Shushu brand offers fast-drying lock-in water research technology.
The forecast period is expected to see the ageing of the Chinese population continue to drive strong growth in retail adult incontinence. By encouraging consumers to look for products outside the away-from-home segment, COVID-19 may help to support the longer-term development of retail sales by raising awareness of the products available through retail channels and reducing the stigma associated with making purchases in retail outlets.
The outlook is particularly positive for e-commerce. As well as benefiting from enabling consumers to purchase potentially embarrassing products with anonymity, e-commerce is likely to receive a boost from the fact that consumers who are currently middle-aged and are entering the core consumer group for adult incontinence are more familiar with purchasing products online than their older counterparts.
Domestic manufacturers are expected to continue outshining international players in retail adult incontinence in China over the forecast period. Apart from a wider product presence, domestic players will remain more competitive in terms of pricing, which will play an increasingly decisive role in consumers’ product choice in the wake of the pandemic and diminishing disposable incomes.
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This report originates from Passport, our Incontinence research and analysis database.
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