Retail Adult Incontinence in Malaysia

PRE-COVID-19 PERFORMANCE

Gradual move towards ageing population and players’ efforts to remove taboos surrounding adult incontinence help drive stronger demand in 2019

With Malaysia heading towards an ageing population (according to definitions set by the World Health Organization, with 7% of the total population will be aged 65 years and above by 2020), there has been a gradual increase in demand for retail adult incontinence in Malaysia, with 2019 recording further strong volume growth compared to 2018. Alongside these demographic shifts is increasing awareness of the products available through the concerted efforts of leading players.

Moderate/heavy dominates demand in 2019, although Tena’s launch of light adult incontinence could help highlight alternative options

In Malaysia, the category continued to be dominated by moderate/heavy adult incontinence in 2019, mainly driven by elderly and bedridden consumers. Those who are able to look after themselves prefer pull-up pants as they value convenience and flexibility, while the taped format tends to be mainly used by the bedridden.

Tena retains dominance of retail adult incontinence in 2019, enjoying global band reputation

Vinda Malaysia Sdn Bhd (for Essity) retained its dominance of retail adult incontinence in 2019, due to the established reputation of its brand Tena, which offers a wide range of taped formats in addition to pants, under Tena Value, Control Plus, and Dr P in addition to its light adult incontinence line under Tena Lady. Consumers place a great deal of trust in this brand’s reliability and it remains popular amongst healthcare providers and chemists/pharmacies.

2020 AND BEYOND

COVID-19 impact

Value sales of retail adult incontinence are expected to grow by 6% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares favourably to a 6% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both light adult incontinence and moderate/heavy adult incontinence are set to benefit slightly from the impact of the COVID-19 pandemic in 2020 in Malaysia with stronger volume growth compared to 2019. This is because the majority of users are placed in the higher risk bracket, resulting in many of them self-isolating, with consumers stocking up as a result.

Recovery and opportunities

Demand for retail adult incontinence will continue to marginally increase with volume growth predicted to be marginally higher compared to the review period. The category is likely to benefit more from an ongoing ageing of the population and the lessening of taboos surrounding incontinence issues in adults, rather than a longer-term impact linked to the response to COVID-19.

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