Retail Adult Incontinence in Indonesia

PROSPECTS

Growing senior population in Indonesia increases demand for adult incontinence

Adult incontinence can be considered as one of the fastest-growing categories in hygiene products with double-digit growth over the years. Increasing growth of adult incontinence products is in line with the growing senior citizen population in Indonesia.

Consumers in urban areas are more educated and less ashamed

Growth potential of adult incontinence was relatively optimistic in 2018 due to the shift of consumer perception towards adult incontinence products. A few years ago, consumers still regarded adult incontinence as products intended for the bedridden and old people that are critically ill.

Demand for light incontinence increasing in urban areas despite limited availability

The increasing demand for adult incontinence in urban areas has specifically impacted the light adult incontinence category. Modern urban consumers with higher mobility, lifestyles and activities require incontinence products that are lighter and provide more comfort for daily use.

COMPETITIVE LANDSCAPE

Lifree: variants and packaging colour are keys to winning competition within the retail landscape

Uni Charm Indonesia’s Lifree is strong in adult incontinence, as it has successfully penetrated the retail market. Lifree’s presence is strongly felt on the shelves of major retailers in big cities such as Carrefour, Giant, AEON and Lotte.

Confidence achieved many awards, but diminishes on retail shelves

Confidence is known as second brand after Lifree for adult incontinence. Its strength is unquestionable because it has achieved many awards, such as the Indonesia Digital Popular Brand Award in September 2017; the TOP BRAND award for the adult incontinence category (for six consecutive years); and last, in December 2017, recognition by MURI (Museum Rekor Indonesia, the Indonesian World Records Museum) as a brand that successfully gathered 10,000 testimonials.

Within fragmented landscape, Oto and Bagus Entrust gaining more shelf space

The competitive landscape of retail adult incontinence became more fragmented in 2018 compared to previous years due to many more brands appearing on the shelves. In previous years, Oto successfully gained a lot of shelf space in major modern retailers.

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