Incontinence pads are now a bigger waste problem than babies' nappies and this expected to increase over the forecast period as the population of New Zealand continues to age. As there is currently no large-scale solution for used incontinence products or disposable nappies, almost all of them wind up in landfill where the plastics, glues and synthetic absorbent materials they contain add to the country's contamination burden.
Interest rates are likely to remain at elevated levels over the forecast period, and while inflation levels are expected to ease, the cost-of-living pressures that have influenced the category in 2022 are likely to remain in place over the early stages of the forecast period. The major supermarket retailers have enhanced their private label offerings in recent years, repositioning them at mid-priced points and positioning them as offering quality products at lower prices.
Soaring inflation led to significant increases in unit prices for adult incontinence products in 2022, which has been the key driver of value sales growth. The various commercial banks and the Reserve Bank of New Zealand are forecasting that inflation levels are likely to stay above the targeted 2% rate in 2023 before normalising from 2024 onwards.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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