India faced a devastating second wave of COVID-19 in the first half of 2021, which saw record-high hospital admissions. As a patient management process, most people were asked to use disposable adult incontinence products.
Adult incontinence products have been present in the country for a long time, but they still have limited adoption due to a lack of awareness and the prevailing stigma around the topic. Companies in the category have been actively trying to address the issue by launching campaigns not only in targeted mediums, but also via traditional media such as television and newspapers.
Adult incontinence, although a medical condition which can be experienced by anyone, usually impacts senior citizens more. These people might not always have a lot of exposure to the new products available to deal with their situation.
Retail adult incontinence remains a nascent category in India, although adoption is gradually increasing. As the economy is slowly moving towards recovery, during the forecast period sales of retail adult incontinence products are also likely to benefit.
According to Euromonitor’s Economies and Consumers data, although the median age of the Indian population will be 30.5 years in 2026, the population over 65 years is growing.
Within fmcg, the move towards omnichannel retailing has been strong, with most players expanding their offering on online platforms. Some players have also resorted to launching digital-first 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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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