Sales of retail adult incontinence remained low in 2018, largely due to the low incomes of most Nigerians. Average unit prices remain extremely high compared to alternative products such as sanitary towels.
Awareness around incontinence in Nigeria is traditionally low as information is limited. Many consumers also tend to feel embarrassed or ashamed to admit to using adult incontinence products.
Until 2018, only moderate/heavy adult incontinence products had significant sales in Nigeria as most consumers purchase incontinence products because they have no choice. Sales are also largely directed at the ageing population among whom sufferers of incontinence often require moderate/heavy adult incontinence products.
Wemy Industries maintained its strong lead in retail adult incontinence in 2018. It was the first company to take a major interest in the category and its popular Dr Browns brand is widely available in retail channels.
The closest competitor to Dr Browns is Angel, which is an affordable product priced lower than Dr Browns which is widely available through retail channels. It has managed to grow share well due to its greater affordability.
As Wemy Industries continues to lead moderate/heavy adult incontinence in the country, increased consumer demand and growing interest in light adult incontinence products are leaving space for international players to increase their presence in the latter category. However, many new entrants often struggle to maintain profitability and leave the category soon after entering.
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This industry report originates from Passport, our Tissue and Hygiene market research database.