Retail Adult Incontinence in Saudi Arabia

2020 IMPACT

Moderate/heavy adult incontinence continues to dominate due to efficacy

In 2020, retail adult incontinence saw a slight slowdown in its volume growth rate compared with the previous year, whilst current value growth rocketed due to the rise in the rate of VAT levied. COVID-19 had little impact on this category, as these products are seen as necessities by those who use them, and therefore consumers continued to purchase despite the uncertain economic situation.

E-commerce grows due to COVID-19 and embarrassment

Although prior to the COVID-19 pandemic the share of e-commerce was rising strongly, this distribution channel saw an exceptional increase in 2020. The lockdown to prevent the spread of the virus stimulated growth in this channel, as did the increasing number of grocery retailers and online companies engaged in e-commerce.

Tena declines as consumers switch to more affordable local brands

Zimmo Trading maintained its lead in retail adult incontinence in value terms in 2020, with its international brand Tena. 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.

RECOVERY AND OPPORTUNITIES

Growth set to be maintained due to the rising consumer base

With little impact from COVID-19, volume growth in retail adult incontinence is set to continue throughout the forecast period. Meanwhile, value sales will continue to see strong increases, although more moderate than in 2020 when the rise in VAT was implemented.

Wider availability will contribute to growth and lead to shifts in distribution

The distribution of retail adult incontinence products is also expected to continue to slowly widen via hypermarkets as the number of such outlets increases, with these relatively anonymous outlets likely to attract incontinence sufferers who are embarrassed by their condition. Sales via e-commerce are also likely to continue to rise in the forecast period, as many retailers, especially health and beauty specialist retailers, provide home delivery within 24 hours of ordering, along with exclusive price promotions on their online platforms.

Factors such as price, embarrassment and use of alternatives will hinder growth

Despite the expectation of growth in the forecast period, the category is likely to continue to be constrained by a number of factors. One is the taboo surrounding incontinence, with many sufferers being too embarrassed to seek the correct products for dealing with the condition.