Retail adult incontinence continued to record a decline in terms of volume sales in 2020 due to the further rapid increase in average unit prices resulting from various new products and line extensions that offer greater protection and thereby fewer changes and a lower overall number of required units used. As average unit prices increased some consumers also switched to rx incontinence products.
As awareness and understanding grows, as well as acceptance (to a degree), volume sales of light adult incontinence grew in 2020, mainly driven by younger consumers and those only temporarily affected by incontinence, for example mothers after giving birth. Even though embarrassment is still a limiting factor to category growth, it is lower amongst younger generations, especially if products are being purchased anonymously, for instance via e-commerce.
The retailer Migros Genossenschaftsbund eG remained the leader in retail adult incontinence in 2020 with its private label lines. The company offers a relatively wide range of incontinence products that meet various consumer requirements.
The negative effects of COVID-19 are expected to subside in 2021 and over the forecast period, thereby making way for further volume and value growth. With a growing selection of brands and products, average unit prices are set to become more moderate and affordable once again to consumers.
Even though moderate/heavy incontinence products are more expensive and more commonly prescribed by doctors than light incontinence products, their future growth is again expected to exceed that of light products. Even those with light incontinence may seek out products with greater protection capabilities as these offer a higher level of confidence in the workplace or when on-the-go.
Growth potential for incontinence products also remains strong as, according to the Swiss Gesellschaft für Blasenschwäche, about 500,000 Swiss consumers suffer from incontinence (with unofficial numbers expected to be far higher). Education via doctors, health and wellness organisations as well as manufacturers remains key to growing awareness and breaking the still existing taboos.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Switzerland 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 Retail Adult Incontinence research and analysis database.
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