Retail Adult Incontinence in South Africa

PROSPECTS

Usage of retail adult incontinence increases as awareness of the ailment and appropriate steps to take increases

Although no specific data exists on the number of South Africans who suffer from urinary incontinence, as medical professionals refer to it, some urogynecologists estimate that 8% of women and 3% of South African men suffer from incontinence. Medical conditions such as diabetes and obesity, both of which have alarmingly high rates of sufferers in South Africa, can exasperate this problem.

Adult incontinence growth boosted by a number of factors

With new customers aging into the target market daily, companies are developing new technologies and products to meet the various types of incontinence and the variety of sufferers. The expanding elderly population continues to drive growth, while increasing rates of obesity, cancer and diabetes provide a platform for growth in demand as these conditions can increase the risk of urinary incontinence.

VAT exemption on sanitary protection to disrupt value growth of light adult incontinence

The recent announcement by the South African government that sanitary protection products will be exempt from VAT from 2019 will most likely result in increased adoption rates of sanitary protection products over the forecast period. This could well negatively impact value sales of retail adult incontinence products, most notably light adult incontinence as the category already faces competition from sanitary protection products.

COMPETITIVE LANDSCAPE

Clicks continues to successfully promote private label retail adult incontinence

Clicks remains the only notable player to provide consumers with affordable retail adult incontinence products in South Africa. Although these products have relatively high average unit prices, the company’s private label ranges are more affordable than those of the leading brands such as Tena and Molicare, although these brands enjoy greater product penetration as they are available from numerous supermarkets in addition to parapharmacies.

Essity continues its product innovation

Over the review period, SCA Hygiene Products rebranded itself as Essity to build on its leading position in retail adult incontinence. In addition to introducing a Tena Lady incontinence pad range with odour control, 2018 witnessed the introduction of the brand’s premium offering featuring new enhancements aimed at promoting skin health.

Moderate/heavy adult incontinence products used more frequently

Moderate/heavy incontinence products continue to enjoy the most support amongst consumers who use retail adult incontinence products, possibly due to the improved absorbency levels as consumers prefer to use traditional sanitary protection products instead of light incontinence products based on the lower average unit prices as well as these products being more familiar. However, as awareness of retail adult incontinence products increase, it is likely that both formats will benefit over the forecast period.

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