Stockpiling and panic-buying fuelled a spike in volume in 2020 as Colombians reacted to the lockdown and the prospect of supply shortages. Much of the consumer base for retail adult incontinence comprises those in the large 65-years-and-over demographic.
Colombia’s ageing population remains a key growth driver for retail adult incontinence. The demographic aged 65 years and over represents approximately 9% of the overall population.
Companies such as Papeles Nacionales and Tecnoquímicas are strengthening their retail adult incontinence portfolios to compete in a highly concentrated category in which just one player, Productos Familia Sancela (thanks to its Tena brand) dominates value sales. Through this commitment from smaller players, the category is expected to continue to grow and evolve, with consumers thus likely to benefit from lower prices.
While panic-buying is likely to now dissipate as the Colombian economy reopens, it is still very important for the elderly, the largest consumer base for these products, to keep self-isolating as they are the group most vulnerable to COVID-19. Therefore, stockpiling habits will continue among consumers well into 2020, helping sustain accelerated volume sales growth over the course of the year.
Where possible, manufacturers are trying to keep absorbing costs in order to avoid discouraging purchases. However, a variety of brands have strengthened their presence, affecting mostly dynamic segments such as light/temporary adult incontinence caused by pregnancy or obesity, for people that have no mobility issues.
While Tena continues to lead sales in the category, players such as Kimberly Clark, Papeles Nacionales and Tecnoquimicas have invested in new product developments to maintain their positioning in the competitive landscape. For example, the introduction of wetness indicators and Derma Dry tech, which protects for over 10 hours, is boosting consumer trust in brand names.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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