Retail Adult Incontinence in Mexico

PRE-COVID-19 PERFORMANCE

Ageing population continues to drive in retail adult incontinence in 2019

Mexico’s population is ageing with those aged 65+ accounting for a larger percentage of the population in 2019 than at the beginning of the rep. With retail adult incontinence being more common among elderly this demographic trend is boosting sales.

Manufacturers and retailers show willingness to invest in the category’s potential

There have been efforts made by leading brands such as Tena to remove the stigma around incontinence and to raise awareness of the benefits of using retail adult incontinence products. Given the double-digit current value growth seen in the category over the review period there is strong incentive for manufacturers to invest in new product development and marketing, with the consumer base set to continue growing rapidly.

Innovation widespread as companies focus on better designed and more feminine products

Essity’s Tena brand maintained a strong lead in retail adult incontinence in 2019 with it recording a further increase in its value share. The brand has been at the forefront of education and awareness campaigns with it looking to change perceptions of incontinence and the products on offer, with it launching more discreet and more comfortable products.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 12% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to an 11% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

With users of retail adult incontinence typically falling into the at-risk category for COVID-19 there was some stockpiling of products seen earlier in 2020 with these consumers being forced to self-isolate. This impacted both light and moderate/heavy adult incontinence.

Recovery and opportunities

The impact of COVID-19 on retail adult incontinence is expected to level out over 2020 with retailers introducing controls to prevent bulk buying of items. One possible fallout from COVID-19 is that more consumers might start buying retail adult incontinence products online in order to comply with social distancing, with many users falling into the at-risk category.

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