Retail Adult Incontinence in Indonesia

PRE-COVID-19 PERFORMANCE

Retail adult incontinence outperforms all tissue and hygiene categories in 2019 with potential for further impressive growth

Retail adult incontinence continued to record double-digit volume and current value growth in 2019, making it the strongest performer within overall tissue and hygiene in Indonesia. This ongoing dynamic growth is supported by the country’s ageing population, with the number of Indonesians aged 65 years and older predicted to surpass 20 million by the end of the forecast period in 2024, compared to just over 16 million in 2019.

Retail light adult incontinence remains underdeveloped in 2019 but has potential to attract wider audience

Heavy/moderate adult incontinence continued to dominate overall sales in 2019, a product type that players tend to traditionally invest in, particularly as its perception is linked to the bedridden and older people who are critically ill and have limited mobility. However, this perception is gradually changing as an increasing number of older Indonesians from educated urban areas in particular understand the convenience and security that the product can offer them, especially when they are travelling in congested traffic in major cities.

Consolidated competitive landscape between two main players but category still offers room for smaller brands to enter

Softex and Uni Charm compete closely for the leadership of retail adult incontinence, with Softex regaining the top position in 2019 after loss of share the previous year through aggressive promotional and education strategies. Softex had placed a greater focus on the away-from-home market earlier in the review period but is now concentrating on retail due to its further strong potential.

2020 AND BEYOND

COVID-19 impact

Value sales of retail adult incontinence are now expected to grow by 28% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to an 18% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both retail moderate/heavy adult incontinence and retail light adult incontinence are set to record higher growth rates in volume and value terms (at constant 2019 prices) in 2020 compared to 2019, although in line with review period trends, the latter is set to outperform the traditionally more popular heavy format as the target audience continues to expand. Many users are in a higher risk bracket and therefore are likely to stockpile these products in anticipation of a lockdown.

Recovery and opportunities

Retail adult incontinence is predicted to continue growing at an impressive rate over the forecast period, with both volume and value (at constant 2019 prices) sales outperforming the review period. While demand is set to marginally slow from 2021 compared to 2020, it will remain higher than review period figures.

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