Retail adult incontinence saw a very short-lived spike in demand at the start of the pandemic in 2020, as buyers fearful of product shortages stockpiled. It quickly became clear that this was not an issue, and purchases slowed.
As in other tissue and hygiene categories, the pandemic has seen consumers of retail adult incontinence seek out savings. The majority of the consumer base of these products tends to be middle-class; many of these consumers have seen disposable incomes sharply reduced as a result of the pandemic, and where possible they are trading down or changing patterns of consumption.
The market for adult incontinence products in Ecuador is highly concentrated, with three brands controlling almost the entire market. These are Zaimella del Ecuador SA’s Prudential, Productos Familia Sancela del Ecuador SA’s Tena and Kimberly-Clark Ecuador SA’s Plenitud.
Ecuador is set to see a sustained growth in the number of older adults in the coming years, a demographic shift that will be the main driver of adult incontinence products over the forecast period. This is largely due to increased life expectancy at birth.
One of the limitations for further expansion of the category in lower income segments are the high average prices of adult incontinence products, which are still far higher than other hygiene products like sanitary protection or nappies/diapers.
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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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