Retail Adult Incontinence in South Korea

PROSPECTS

Consistent value sales growth thanks to ageing society

Retail adult incontinence continues to grow thanks to the rising number of older people. According to United Nations definitions, South Korea will become a “hyper-ageing society” before 2030, which means the ratio of people over the age of 65 will be more than 20% of the total population.

Slowly changing mindset of older consumers towards adult incontinence

In general, adult incontinence has been an ailment that people have been ashamed to admit having or talk about, with some sufferers instead using normal sanitary protection pads instead of using adult incontinence pads. To solve this problem the government, medical doctors and manufacturers like Yuhan Kimberly and SCA Corp are trying to educate people to see it as a normal ailment and have even been running small lectures for patients to teach them how to take care of the problem.

Internet retailing the main distribution channel

Internet retailing is expected to remain the main distributional channel for adult incontinence because it offers relatively cheaper prices and a delivery system to the customer’s door. The fact that the consumer does not have to publicly buy incontinence products when purchasing such items via the internet is a major advantage for this distribution channel.

COMPETITIVE LANDSCAPE

International companies continue to dominate

Yuhan Kimberly and Essity continued to dominate adult incontinence with their well-known brands and high-quality products in 2018. Yuhan Kimberly offered sample adult incontinence products so that consumers could test them in advance before buying and it also began to provide an online subscription service.

Domestic companies entering adult incontinence but with low brand awareness

Mirae Well Life Co Ltd sells adult incontinence under the Are you Ready brand, although the company’s sales share is depressed by low brand awareness. As adult incontinence is already dominated by international companies with developed technology and strong distribution power, from offline to online, domestic companies are not generally willing to invest a lot in this category.

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