Retail adult incontinence recorded value growth of 9% in 2020, with demand for the products prevalent among middle to higher income groups, who stockpiled the goods during the first week of the COVID-19 outbreak. This stockpiling behaviour was done to ensure supplies were easily accessible within the home, with consumers concerned that the outbreak of the virus would impact supply chains.
Adult retail incontinence remained relatively mature in South Africa. However, given the stigma associated with these products in the country, there is potential for future growth to be driven by educating consumers and launching campaigns to raise awareness and reduce the stigma.
Essity AB’s continued to lead the market in 2020, offering its brand Tena, which leads both volume and value share. Tena benefits from being a leading global brand with a strong presence across key channels, including supermarkets and parapharmacies, while the player has also built a strong brand heritage in the market.
Over the forecast period, volume sales for retail adult incontinence products will align to levels seen in 2019, with value sales bolstered by price-increases, reaching a CAGR of 12%. As lower-income consumers who cannot afford adult incontinence goods already turn to cheaper sanitary protection and cloth nappies, there may continue to be some trading down in 2021; however, this is not set to impact the landscape significantly.
While well-established brands such as Tena, Molicare, Molimed, are expected to maintain their lead over the coming years, private label is also set to expand its presence across the forecast period, growing its total share of sales. The only known private label adult incontinence brand in 2020 is offered from Clicks.
Adult incontinence products are expected to remain relatively expensive to the majority of the adult population across the forecast period, who often rely on social grants in South Africa. Given that South Africa does not subsidise adult incontinence products, lower-income consumers are expected to continuing turning to cheaper alternatives across the coming years, such as cloth nappies and sanitary protection products.
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