In 2020, the pandemic in Hong Kong led to many job losses and a steep decline in disposable income. It also caused distribution to narrow for goods sold in brick-and-mortar stores, affecting product availability, while because of home seclusion and social distancing, consumers also visited stores less, which increased one-stop shopping and thus buying more items per visit.
Tena remained the biggest-selling retail adult incontinence brand in Hong Kong in 2020. It maintained its leadership through continuing to highlight the need for middle-aged and senior consumers to keep leading a life unhindered by incontinence.
Most products in 2020 were using special materials on the skin-touching layer to maintain a skin-friendly pH value of about 5.5.
While more and more attributes and qualities are emerging in adult incontinence, most consumers may indeed find distinguishing all these features a bit tough and confusing. However, consumers are still positively influenced by the emotions and impressions associated with the products and brands, including the sense of security, being unhindered in leading an active lifestyle and trust.
The hectic lifestyles and long working hours of carers in Hong Kong will keep driving their greater desire for caregiving convenience. More caregiving consumers are therefore likely to continue demanding an extra diaper core.
In 2020, Japanese products with premium positioning were still emerging in high-end supermarkets, though the segment remains quite niche given Tena’s commanding position. With a high-end positioning, Japanese brands are predicted to keep capitalising on the premiumisation trend as they increase their shelf shares in Hong Kong.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Hong Kong, China 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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