In 2021, retail sales of adult incontinence demonstrated positive growth, largely due to the growing number of elderly people (who mainly consume these products) in the country. Moreover, the ongoing COVID-19 pandemic heightened the risk factors that are associated with poor mental health, and such disorders can cause urinary incontinence.
Whilst the category, headed by light adult incontinence in terms of volume sales, experienced double-digit growth in 2021, many consumers remain reluctant to buy products specifically designed for incontinence, instead opting for large pantyliners or towels and only go to the doctor when the problem is already heavy. To encourage more people suffering from incontinence to purchase category products, players have sought to raise awareness and educate customers.
Essity Hungary retained its strong lead in value and volume sales of retail adult incontinence in 2021. Its leading brand, Tena, enjoys a strong position across distribution channels, being present in hypermarkets, supermarkets and drugstores, and sometimes even available on offer at discounters.
Double-digit volume and current value growth over the forecast period will be supported by the ageing of the Hungarian population and consequent increased consumer base for adult retail incontinence products. After the age of 65, 15% of women and 8% of men in Hungary are known to be affected (although the actual figures are likely to be higher), ensuring consistent product demand amongst this growing consumer segment.
As many consumers remain reluctant to go to the doctor or buy products specifically designed for incontinence and instead opt for pantyliners or towels even though these products are not designed specifically for this purpose, more education is needed over the forecast period. For instance, women also often need adult incontinence products for one week to one month after giving birth.
Trends for retail adult incontinence over the majority of the forecast period are expected to be driven by trends similar to those in sanitary protection towels. As the absorption and comfort of ultra-thin towels improves, consumers might be tempted to use these instead of the more expensive light adult incontinence products.
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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 DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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