Retail Adult Incontinence in Saudi Arabia

PRE-COVID-19 PERFORMANCE

Moderate/heavy adult incontinence products dominate sales, while light adult incontinence remains in an introductory phase in 2019

Moderate/heavy adult incontinence products accounted for nearly the entire share of the market in 2019 as they are perceived as more efficient than light adult incontinence and also because they have a wider product offering in modern retail channels, such as supermarkets and hypermarkets. Light adult incontinence products are fairly new in Saudi Arabia and remain in an introductory phase, with mainstream consumers unaware of such products.

Cultural taboos still deter the majority of women from seeking medical advice for incontinence in 2019, so many opt to use feminine hygiene products instead

Due to existing taboos in Saudi Arabia, 85.5% of women with urinary incontinence opt not to seek medical advice to address the condition.

Tena remains the leading brand, but Fine increases its market penetration, shelf space and further boosts its performance with an online store in 2019

Tena remained the dominant brand in 2019. The company specialises in adult incontinence products, and covers all ranges from light to heavy; its range includes briefs, unisex pants and gender-specific pants.

2020 AND BEYOND

COVID-19 impact

Retail adult incontinence is now expected to see value growth of 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a slightly lower, 2% 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

COVID-19 has had no apparent up or down effect on value growth of retail adult incontinence, which is remaining steady in the midst of the virus. Light adult incontinence is seeing higher growth than moderate/heavy adult incontinence, the far larger category is.

Recovery and opportunities

Lacking any unanticipated events related to COVID-19, retail adult incontinence overall will likely continue to post steady but moderate constant value growth, while slowing down again towards the end of the forecast period. Retail incontinence sales will benefit most from the continually increasing population of elderly men and women that will require these comfortable and convenient products, packaging of which manufacturers continue to make more appealing.

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