Retail Adult Incontinence in Switzerland

PRE-COVID-19 PERFORMANCE

Incontinence is a widespread and growing problem, but taboos surrounding the issue limit the category’s growth potential

Estimates from Zeller AG and Schweizerische Gesellschaft für Blasenschwäche indicate that around half a million Swiss consumers suffer from incontinence. This is due to the country’s ageing population, which is likely to result in a growing number of affected people.

Price a key factor due to limited spending power of many elderly people, who are the main consumers of incontinence products

A continuously growing variety of products and formats (liners, towels, pants, etc.) underpinned rising awareness and acceptance in 2019, thereby stimulating growth.

Migros’ private label leads due to widespread availability and key in-store positioning

In order to save money, many consumers were opting for lower-priced private label incontinent options in 2019, including the lines offered by leading retailer Migros. The company offers a relatively wide range of incontinence products that meet various consumer requirements.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence products are now expected to grow by 3% in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is in line with the performance published in February 2020 (pre-COVID-19), which also predicted growth of 3%.

Affected products within retail adult incontinence

The category is expected to see continued demand as Switzerland recovers from the impact of COVID-19. Susceptibility to and the seriousness of incontinence increases with age, and older demographic groups were hard hit by COVID-19, with a particularly high number of deaths.

Recovery and opportunities

Demand for incontinence products is set to continue to rise in coming years. Moderate/heavy incontinence products are set to see a higher level of growth than light incontinence products, as an increasing number of older people seek adequate protection.

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