Retail Adult Incontinence in Hong Kong, China

PROSPECTS

Light adult incontinence sees growing demand

A stigma remains around the use of retail adult incontinence among some consumers, but the development of more discreet products has helped to attract the interest of a growing number of consumers. This is reflected in the stronger volume growth seen by light adult incontinence in 2018 when compared to moderate/heavy adult incontinence.

Increased awareness and ageing population points to bright future for the category

Retail adult incontinence is set to continue seeing strong growth over the forecast period in both retail volume and current value terms. This is supported by Hong Kong’s ageing population with consumers aged over 65 set to account for 21% of the total population by 2023, up from 17% in 2018.

Added features introduced as a way to differentiate from the competition

Unlike products such as nappies/diapers/pants where the brand forms an important part of the marketing, when it comes to retail adult incontinence consumers are more concerned over the efficacy of a product and any added features. For example, brands have looked to differentiate by including added-value benefits such as odour control, antibacterial ingredients, and the use of pH5.

COMPETITIVE LANDSCAPE

Tena retains strong lead

Essity retained a strong lead in retail adult incontinence in 2018 with it seeing a further increase in its value share. The company’s Tena brand has benefited from strong marketing, with it looking to remove the stigma around incontinence and encourage more consumers to purchase its products.

Regional players see growing presence

Japanese brand Hakujuji is ranked second in the category having also seen its value share increase by 10 percentage points over the review period. Consumers in Hong Kong place their trust in Japanese manufacturing which they perceive to be of a high quality.

Private label benefits from low prices and wide availability

With consumers having limited brand loyalty when it comes to retail adult incontinence for many their decision is based on other factors such as efficacy, comfort and discreetness. As a result, Dairy Farm International Holdings Ltd with its Mannings private label range has managed to remain competitive with it recording strong current value growth in 2018.

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