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.
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.
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.
Retail adult incontinence is projected to register positive double-digit growth in retail current value and retail constant value terms over the course of the forecast period as consumers in Indonesia become more aware of products in this category. The continued ageing of the Indonesian population will be a primary driver for growth in this category in the coming years due to the high susceptibility of the elderly population to adult incontinence issues.
Going into the forecast period, Indonesia is expected to begin its recovery from the negative economic impact of the COVID-19 pandemic. As the country recovers, disposable incomes in Indonesia are expected to increase again, which will support the demand for convenience among Indonesian consumers in view of their increasingly busy lifestyles.
Moderate/heavy adult incontinence will continue to dominate overall sales in the forecast period, 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. This product area is projected to show higher growth compared to light adult incontinence in the coming years.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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