Retail Adult Incontinence in Peru

PRE-COVID-19 PERFORMANCE

Slowing price rises increase accessibility while product developments widen the consumer base

The Peruvian population continued to age in 2019, with the population aged 65+ growing more rapidly than the population aged 40+. While the elderly population is increasing, most have better health and are more active and educated.

Distribution remains limited to modern channels

Distribution of adult incontinence products in Peru in 2019 remained mainly through modern channels, predominantly chained pharmacies but with an increasing presence in supermarkets and hypermarkets. Chained pharmacies continued to comprise the biggest channel for retail adult incontinence in 2019, regularly offering promotions and discounts and running loyalty programmes.

Retail adult incontinence remains dominated by large multinationals

Plenitud remained the most popular brand in 2019, and witnessed the fastest sales growth, enabling its owner, multinational Kimberly-Clark del Perú SA, to increase its value share and dominate retail adult incontinence. Its wide availability in modern channels has contributed to greater consumer awareness of the brand and of retail adult incontinence products in general.

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 a 10% 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

Both light and moderate/heavy adult incontinence are expected to see stronger growth in 2020, compared to 2019, as a result of COVID-19. This is because most users of these products are elderly and therefore in the higher risk group.

Recovery and opportunities

Retail adult incontinence is projected to maintain a strong performance over the forecast period due to the ageing population in Peru. Brands are likely to continue to add new products to their portfolios and ensure wide availability of their products in pharmacies, supermarkets and hypermarkets, while their advertising campaigns will contribute to the lessening of any remaining taboos surrounding adult incontinence.

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