Retail Adult Incontinence in South Korea

PRE-COVID-19 PERFORMANCE

Growing number of elderly seeking active lifestyles boosts demand in 2019

South Korea has an excellent medical system, with this supporting longer life expectancy at birth and resulting in an ageing population. The growing number of elderly consumers supported sales growth for retail adult incontinence in 2019.

E-commerce dominates sales but players seek wider distribution reach in 2019

E-commerce continued to dominate the distribution of retail adult incontinence in 2019, benefiting from consumers’ demand for discretion when buying these products and also from online promotion by major e-commerce players such as G-market. However manufacturers are gradually expanding the distribution of these products, seeking for a stronger position in hypermarkets, supermarkets, direct selling and convenience stores.

Yuhan Kimberly gains share in 2019 despite new entrants

Yuhan Kimberly further extended its dominance in retail adult incontinence in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 8% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is the same as the 8% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

COVID-19 is not expected to have a significant impact on product choices within retail adult incontinence in 2020. Light adult incontinence will see the strongest growth in retail volume terms in the year, with this due more to a shift from sanitary protection to retail adult incontinence among light sufferers, in response to widening distribution and improved product designs.

Recovery and opportunities

Retail adult incontinence is expected to see a good performance in the forecast period, despite the negative impact of COVID-19 on the South Korean economy at the start of the forecast period. 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.

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