2018 saw a large migration of expatriate families leaving the country in a bid to avoid the increasing expat levy, including the elderly. Previously, there had been many expat families whose aged parents lived with them in the country.
Due to a wider product range and broader distribution of moderate/heavy incontinence products in modern retails channels, such as supermarkets and hypermarkets, which increases the availability of such products and thus consumers’ access to them, this makes them the prime form of incontinence product in the country, ahead of light adult incontinence products.
While the other tissue and hygiene categories enjoy a lot of promotions as players look to sell more or just maintain their existing sales shares, adult incontinence seldom sees any promotions on its products. This is applicable for almost all the brands operating in the country, domestic as well as international brands.
Zimmo Trading Co’s Tena remained by far the best-selling brand in 2018. The company specialises in adult incontinence products, and covers all ranges from light to heavy.
Domestic brands accounted for more than half of total value sales in 2018, with international brands responsible for the remaining sales. Although domestic brands are increasingly taking share from international brands, they target different segments and offer different products.
Health and beauty specialist retailers remained the biggest retail distribution channel for incontinence products in 2018, followed by supermarkets and hypermarkets. Value sales are expected to continue growing in supermarkets and hypermarkets due to broader distribution of incontinence products in these retail channels.
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This industry report originates from Passport, our Tissue and Hygiene market research database.