Retail adult incontinence products experienced a short term boost at the beginning of COVID-19, due to consumers stockpiling behaviours. In early-February, when the government announced a higher alert level for COVID-19, consumers rushed to stockpile these products in anticipation of a lockdown.
Singapore’s population continues to age, with the population aged 65-years-old and over continuing to rapidly expand in 2020. As such, this benefits the growth of the landscape, and there continued to be a large unmet potential for adult incontinence.
Essity remained the dominant leader in retail adult incontinence in 2020, continuing to gain value share. The player offers an extensive range of products for a wide range of consumers via its two brands Tena and Dr P.
The outbreak of COVID-19 is not set to impact adult incontinent products in the longer-term. However, there may be some benefit to light adult incontinence products.
Across the forecast period, there will be an increasing recognition that adult incontinence products are not just for the elderly population, with increasing information as well as the availability of the products making them less taboo. This will boost growth for light adult incontinence products, with adult incontinence products, having previously been associated with the elderly and bed-ridden people, causing low penetration among other age groups.
At the start of the review period, the distribution reach of retail adult incontinence was fairly limited in Singapore. These products were not easily accessible for most consumers, who needed to make a special trip to health and beauty specialist retailers to purchase such products.
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This report originates from Passport, our Incontinence research and analysis database.
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