Retail Adult Incontinence in Hong Kong, China

PRE-COVID-19 PERFORMANCE

Extra healthcare attributes as premiumisation tools

Most products in 2019 were using special materials on the skin-touching layer to maintain a skin-friendly pH value of about 5.5.

Convenience fuels the rapid growth of diaper core as an extra add-on

The hectic lifestyle and long working hours of carers in Hong Kong drove their greater desire for caregiving convenience. More caregiving consumers were therefore demanding an extra diaper core in 2019.

Essity’s Tena integrates its products into consumers’ unhindered lifestyles

As the leading player in adult incontinence, Essity, with its Tena brand, thrives on the lifestyle values it continuously brings to consumers. Local actress Angelina Lo has been an official endorser of Tena products as an authentic user for a long time.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 4% in current value terms in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to a forecast rise in sales of just under 4% at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Growth rates for both light and heavy retail adult incontinence products will be maintained in 2020 and the rest of the forecast period as sufferers and carers will continue to buy these products to help deal with this ailment. COVID-19 is not expected to have any major impact on either of the two categories in retail adult incontinence, other than a degree of stockpiling in the earlier part of 2020.

Recovery and opportunities

Retail adult incontinence products will continue growing at healthy rates at constant 2019 prices in the forecast period. Heavy retail adult incontinence will continue to be the more dynamic product, but light retail adult incontinence will also continue to see clearly positive growth.

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