Retail Adult Incontinence in Mexico

PROSPECTS

Population getting older

In Mexico, the number of people aged 65 years or more continues growing, as medical innovation increases life expectancy. Official statistics suggest that the 65+ year-old age group will reach 14 million people by 2030, up from 9 million in 2018.

Incontinence issues a growing trend

In Mexico, adult incontinence is a problem mainly among adults who are 60+ years old, but some other health issues can affect people, causing them to show this symptom in earlier life stages. An increasing proportion of the Mexican population have obesity problems, owing to bad dietary habits and a lack of exercise, and some of them have developed diabetes, which can lead to incontinence.

A category gaining presence in the market

In Mexico, there are many international companies, like Essity, Ontex and Kimberly-Clark Corp, offering their brands to help with incontinence problems, such as Tena, Depend, Affective and Diapro. Also, private label continues to gain relevance, with retailers such as Walmart and H-E-B offering private label products in different market niches.

COMPETITIVE LANDSCAPE

Brands with an active communication and marketing activities

In Mexico, incontinence continues to an issue that people prefer not to mention to family or friends. Because of this, companies in the country continue with major marketing efforts to educate the Mexican population about this topic.

Brands operate online stores

In Mexico, the leading incontinence brands have their own blogs or club to share statistics, tips and exercises, answer frequent questions, and the option to buy products directly from online stores. This offers discretion and the convenience of delivery to the home.

New launches and product renewals

The retail adult incontinence category saw new product launches and brand renewals in 2018. Tena launched Tena Night, offering protection during the night.

Files are delivered directly into your account within a few minutes of purchase.