Essity’s Tena brand dominates retail adult incontinence, but the share of other players, ranging from Certainty from Disposable Soft Goods to Flexiconcept’s Trusty Care, has been growing steadily in the last two years. Independent and local brands have also been entering the market.
Retail adult incontinence has seen amongst the highest growth rates in tissue and hygiene during the pandemic, partly due to increased stockpiling. Older people do not make the purchasing decisions, but rely on their caregivers and children.
Consumers who purchase moderate/heavy adult incontinence products are keen on the absorbency offered. Sizing is important, as consumers equate a larger size with a higher absorbency level.
Low-cost alternatives are noticeably absent in this category. Unit prices for moderate/heavy incontinence products are approximately a dollar, and this is likely to decline in the forecast period.
It would be prudent to increase the visibility of brands amongst both consumers and caregivers. Users of moderate/heavy incontinence products are often bedridden or have significant impediments to their mobility.
Light incontinence products targeting men are almost non-existent in Singapore. Globally, there are increasing new product developments, with innovative formats ranging from shapewear pull-ups and bladder supports reminiscent of tampons for women.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.See All of Our Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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