Retail Adult Incontinence in Italy

2020 IMPACT

Restricted consumer activity slows sales of light adult incontinence while moderate/heavy adult incontinence products remain mostly unaffected by COVID-19

Sales of retail adult incontinence in 2020 remained at a similar level overall to 2019. Like sanitary protection, retail adult incontinence products are viewed as essential health items by their consumers, and need is predictable to a degree.

Brands promote their umbrella brand as consumers often use sanitary protection to replace light incontinence products and vice versa

In 2020, consumers of retail adult incontinence remained loyal to the big brand names they were familiar with, such as Tena, Serenity and Intervallo, relying on the superior quality of their products. Use of incontinence products has become less of a stigma among consumers, with television campaigns depicting customers of these products leading active lifestyles and products being readily available on supermarket shelves.

Pharmacies miss out on higher sales of adult incontinence through lack of promotional activities

The initial stockpiling of retail adult incontinence by consumers was done so that they could ensure a sufficient supply within the home, especially with limited access to stores in Italy and many consumers of these products being housebound due to quarantine and self-isolation. At the same time, the impact of COVID-19 saw value sales shifting from nursing homes towards personal purchases for use at home and in hospitals.

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