Growth for retail adult incontinence was solid in 2020, similar to levels seen in 2019 for both value and volume growth. Retail adult incontinence saw an immediate spike in consumption early in lockdown, especially as most consumers of these products are defined as at-risk.
In response to the outbreak of COVID-19, a number of companies set up delivery systems or improved upon an existing delivery system, to benefit sales of adult retail incontinence products. This was due to many of the consumers for the products being vulnerable to the virus, and therefore, spending more time in the household.
Kimberly-Clark Israel remained the dominant player in retail adult incontinence in value terms in 2020, increasing its share on the landscape. The player offers strong brands Shikma and Depend, which are positioned as high quality, and are therefore priced slightly higher than other brands.
Although COVID-19 did not have a heavy impact on growth or sales, it did adapt consumers buying habits due to home seclusion and consumers cautious behaviour in public. This led to an uplift in sales through e-commerce, which will continue to aid the rise of the channel over the coming years.
Positive growth in the ageing population of Israel is set to boost sales throughout the forecast period. The improvement in health care and treatment of the elderly people provided in hospitals and nursing homes, are contributing factors to the increasing life length.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Israel 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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