Retail Adult Incontinence in Indonesia

2020 IMPACT

Retail adult incontinence records double-digit growth despite the upheaval of COVID-19

Retail adult incontinence continued to record double-digit volume and current value growth in 2020, despite the upheaval of COVID-19. Despite recording extremely strong growth, however, the category did lose some momentum in 2020 during the COVID-19 pandemic, which was likely driven by a shift in consumer focus during the health crisis as well as economic uncertainty which may have caused consumers to economise when it came to products in this category.

Players battle the social stigma around adult incontinence as products become more widely available

The ageing population in Indonesia helped to stimulate demand for retail adult incontinence in 2020, as incontinence is a prevalent condition amongst the elderly population in Indonesia. Nevertheless, a crucial factor in this category lies in how players can effectively promote and educate local consumers about the usage, practicality and convenience related to these products in order to remove any social stigma that may be traditionally attached to incontinence issues in adults.

Leading players continue to invest in product development and marketing

Softex and Uni Charm compete closely for the leadership of retail adult incontinence, with Softex regaining the top position in 2020. The two leading players continued to compete intensively in 2020 through various new product development and marketing strategies.

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