Retail Adult Incontinence in Malaysia

PROSPECTS

Ageing population drives growth

Malaysia is heading towards an ageing population with a significant percentage aged 65 years and above in 2018. With these demographic shifts, demand for retail incontinence products registered continuous value and volume growth over the review period.

Light adult incontinence has room to grow

Due to social stigma and ignorance, consumers often only seek medical attention when their condition worsens, which negatively affects demand for light adult incontinence. The availability of light adult incontinence products is generally limited in Malaysia, with only Poise by Kimberly-Clark (M) present in retailers, as some female consumers use sanitary towels as an alternative.

COMPETITIVE LANDSCAPE

Vinda Malaysia (Essity) remains the leading player

Vinda Malaysia retained its strong lead in retail adult incontinence in 2018 with its Tena, Tena Value, Control Plus and Dr P holding significant shares. Tena and Tena Value’s exposure has further established the brand in retail adult incontinence.

Domestic brand gaining traction

Nibong Tebal Paper Mill has achieved a significant share of retail adult incontinence with its Diapex brand, competing on pricing to gain share, as domestic brands and private label products tend to offer reasonably low prices compared to international brands in their attempts to gain volume share. Although the marketing and advertising campaigns by Nibong Tebal Paper Mill may not be as aggressive as those of the leader, it is slowly building brand awareness among both urban and rural consumers in an effort to widen its consumer base.

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