Retail adult incontinence continued to see solid retail volume and current value growth rates in 2020. However, the rates of increase were far lower than seen in any other year of the review period, as a result of the impact of COVID-19.
Per capita consumption of retail incontinence products amongst the population aged 65 years and over in India is much lower than the same demographic group in developed regions and countries, such as North America and Japan. Amongst the main reasons for the low per capita use of such products are high prices, social stigma and consumer ignorance, cheaper reusable alternatives, narrow product ranges, and still very weak communication with some of the key target groups, although this is starting to improve.
Nobel Hygiene India continued to dominate retail adult incontinence in India in value terms in 2020, with its Friends Adult Briefs being the best-known and most widely distributed brand. The company also offers several services which helped it to retain this stronghold, such as offering doorstep delivery when products are ordered through its website, and subscription services which include loyalty discounts and access to loyalty programmes.
Retail adult incontinence is set to see a return to stronger growth in 2021, with double-digit increases forecast in both retail volume and current value terms. Although another rise in the COVID-19 infection rate has been seen at the beginning of 2021, vaccination is starting to be rolled out, which will lead to greater consumer confidence in leaving the home and living more active lives, and greater propensity to spend on such products once again.
Moderate/heavy adult incontinence is set to maintain its dominance of retail adult incontinence in the forecast period. Since adult incontinence products are still considered essential only in critical cases, such as for elderly and bedridden consumers, this will maintain the strength of this category.
E-commerce is set to continue to gain importance in the forecast period as new consumers try shopping through online platforms for discretion, to avoid the stigma of shopping in-store. Meanwhile, younger consumers will buy these products online for their parents, often purchasing in bulk for convenience and to save money.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Incontinence industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Incontinence industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Incontinence research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page