Singapore is experiencing rapid greying, as the old age support ratio (the number of residents aged 20-64 per resident aged 65 years and over) continued to fall in 2018. The growing number of older people has created opportunities for manufacturers and brand owners to enter commercially profitable spaces and serve unmet needs.
With hectic lifestyles, stress, obesity and pregnancy, the need for adult incontinence products extends beyond the older population. Increasingly, consumers of adult incontinence products can come from a range of age groups and can simply be people who face urinary incontinence.
Manufacturers in Singapore have identified good growth potential in adult incontinence and launched their own ranges of adult incontinence products. An example is Laurier, which has extended its product range from sanitary protection to include light adult incontinence products.
Essity continued to dominate retail adult incontinence in value terms in 2018, with its Tena and Dr P brands. Its extensive range of adult incontinence products in major retailers is a strong factor contributing to its success.
The Tena brand has product ranges that cater to females, males, family carers and healthcare professionals. It considers the different needs of these groups of consumers and offers suitable alternatives.
Private label lines, such as FairPrice and Giant from NTUC FairPrice Co-operative and Dairy Farm International Holdings respectively, are growing their value sales as they cater to budget-conscious elderly consumers. In an article in Straits Times, it mentions that researchers estimate the average lifespan in Singapore will increase from 83.
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This industry report originates from Passport, our Tissue and Hygiene market research database.