Retail adult incontinence was on a steady upward trajectory throughout the review period and there was little change in this scenario in 2020, despite the outbreak of COVID-19. Nevertheless, as with many other tissue and hygiene products, when the government announced the initial lockdown there was a surge in demand as consumers rushed to stockpile essential products.
Despite the challenges presented by COVID-19, increasing awareness about adult incontinence and better education around the subject has resulted in demand for retail adult incontinence products continuing to rise. Industry sources have indicated that there has been an ongoing shift from sanitary protection to retail adult incontinence products as consumers start to have a better understanding of the different features of each product and their appropriate usages.
The use of natural materials, fewer chemicals and claims of being better for the environment are also starting to emerge in retail adult incontinence. For example, Organic Initiative (Oi) has extended its sanitary protection brand into retail adult incontinence through its “Under Control Naturally” range.
Adult incontinence is expected to continue recording strong growth in New Zealand over the forecast period, mainly due to the ageing population. The increasing number of consumers affected by incontinence has placed a financial burden on the health system as well as on consumers.
As consumers become increasingly aware about climate change and their impact on the environment this is likely to increasingly inform new product development. Niche players such as Oi could look to develop a stronger foothold in the market, while the leading players are also expected to look for ways to reduce their carbon footprint.
Supermarkets and health and beauty specialist retailers account for nearly all sales of retail adult incontinence in New Zealand; however, e-commerce witnessed dynamic growth in 2020, with sales benefiting from the lockdown. Furthermore, with many sufferers of adult incontinence being consumers who are considered at-risk from COVID-19 some switched to shopping online to reduce the risk of contracting the virus.
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This report originates from Passport, our Incontinence research and analysis database.
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