Retail adult incontinence continued to see strong growth in Italy in 2021, with the COVID-19 having a limited impact on demand. This was especially true when it came to moderate/heavy adult incontinence, with these products being required whether at home or when on the move.
When thinking about retail adult incontinence, many people still picture users as mainly the elderly who want to secretly put these products inside their cart while they are grocery shopping. In reality, this is not the case.
Adult incontinence is an issue that in many cases could have been avoided if proper training/exercise was carried out at the right age. For this reason, in 2021 Senior Italia Federanziani, the trade association aimed at improving the lives of the elderly, started a focus campaign on post-partum rehabilitation aimed at reducing the incidence of incontinence at later stages in life.
Retail adult incontinence is expected to continue recording strong and stable growth over the forecast period, although growth rates are expected to be slightly lower than those seen before the outbreak of COVID-19, with this being partly due to category maturity. Light adult incontinence will likely continue to drive value sales, with these products being used by a wider cross-section of the population.
A larger number of municipalities in Italy are investing in door-to-door waste collection. Rubbish is picked up on a weekly basis from consumers’ homes, with different days of the week being dedicated to a specific material.
Over the forecast period, chained chemists/pharmacies and drugstores/parapharmacies, as well as some larger grocery retailers, are expected to be more aggressive in their efforts to drive sales of retail adult incontinence. This is likely to include the use of promotional activities such as flyers and digital marketing promotion special offers and discounts.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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