With Malaysia heading towards an ageing population, there has been a gradual increase in demand for retail adult incontinence in Malaysia. In 2021, the category will continue to be dominated by moderate/heavy adult incontinence, mainly driven by elderly and bedridden consumers.
Light adult incontinence will remain significantly less popular than the traditional moderate/heavy formats in 2021, although it will record a slightly faster current value growth than the previous year. Due to social stigma and ignorance, consumers often only seek medical attention when their condition worsens, which negatively affects demand for light adult incontinence.
Vinda will retain a clear lead in retail adult incontinence in 2021, due to the established reputation of its brand Tena. This brand offers a wide range of taped and pants formats in moderate/heavy adult incontinence (under Tena Value, Control Plus, and Dr P), as well as its light adult incontinence line (under Tena Lady).
Over the forecast period, the category is likely to continue benefitting from the ongoing ageing of the population. Whilst COVID-19 has somewhat heightened hygiene awareness, this will have less impact on the category long-term than the former factor.
The economic impact of COVID-19 is expected to strongly linger over the forecast period, with many consumers set to continue suffering from lower purchasing power than they had pre-pandemic. As retail adult incontinence products are considered essential for those who need them, many users will prioritise functionality and comfort over price.
Over the forecast period, e-commerce is expected to see strong sales growth and steal category share from other distribution channels. One reason for this is that e-commerce offers a sense of anonymity to consumers embarrassed about making purchases in-person within a physical store.
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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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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