Retail adult incontinence sales increased strongly in 2020 as a result of the COVID-19 pandemic. These products continue to see good growth from a low base as the stigma of incontinence diminishes and players focus on offering comfortable and discreet products.
South Korea has an excellent medical system that supports longer life expectancy at birth and is resulting in an ageing population. The growing number of elderly consumers is supporting sales growth for retail adult incontinence.
Yuhan Kimberly continues to dominate retail adult incontinence sales in South Korea, benefiting from offering a wide range of products with enhanced functionality and offering both light and moderate/heavy adult incontinence. The company’s flagship brand Depend enjoys strong consumer trust and offers ranges such as Depend Underwear and Depend Comfort-Protect, with these directly appealing to consumers seeking discretion, comfort and secure absorption without the worry of leaks.
Retail adult incontinence is expected to continue to perform strongly over the forecast period, despite the negative impact of COVID-19 on the South Korean economy. There remains considerable scope to encourage incontinence sufferers to switch from sanitary protection to retail adult incontinence, with players likely to prove proactive in using marketing in order to reduce the stigma associated with incontinence.
Regarding distribution, e-commerce will continue to see rapid growth over the forecast period, in line with rising demand for convenience among increasingly busy modern consumers. In addition, lower prices are also helping to attract consumers.
Overall, the COVID-19 pandemic is not expected to have a significant impact on product choices within retail adult incontinence over the coming years. Light adult incontinence will continue to benefit from the shift from sanitary protection to retail adult incontinence among light sufferers in response to widening distribution and improved product designs.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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