The ageing of the population is the underlying driver of retail adult incontinence. While there is latent demand for adult incontinence products across all age groups, the demand is greatest among older generations and peaks at ages above 65.
The occurrence of incontinence is more common among women and this is reflected in product development which has traditionally been geared towards addressing the demands and needs of female consumers. However, incontinence does affect both sexes and, therefore, a growth opportunity is the purposeful targeting of the male niche.
A hindrance to the magnitude of growth rates is the stigma attached to the purchase of adult incontinence products. Incontinence is a source of embarrassment for many, to the extent that sufferers may forgo purchasing adult incontinence products in store-based outlets and be unwilling to ask store staff for advice and guidance.
Essity AB is the clearly dominant player. It dominated retail adult incontinence throughout the review period, reflecting its long and established standing, and the attainment of first mover advantages and economies of scale through its Tena brand.
The dominance of Essity and its Tena brand is evident from store checks. Retail adult incontinence is exclusively Tena in most grocery retailers with ICA the only grocery retailer to market private label, comprising of two products in total.
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This industry report originates from Passport, our Tissue and Hygiene market research database.