Overall demand for retail adult incontinence remained mostly unchanged in 2020 amid the COVID-19 pandemic, with volume sales posting strong and steady growth. Following some panic-buying that occurred between the beginning of the pandemic in February and May 2020, when the mood relaxed somewhat in Taiwan, overall sales of retail adult incontinence stabilised and returned mostly to normal levels.
The sales gap between the leader Vinda Taiwan Ltd and second-placed United Charm Co Ltd has been narrowing in recent years and 2020 was no exception. Vinda maintains a clear lead in retail adult incontinence with two brands, namely Dr P and Tena, the latter being higher-priced.
Continual improvement in Taiwan’s healthcare system is enhancing consumers’ quality of life and leading to them seeking help with incontinence issues at an early stage. This accordingly reduces demand for moderate/heavy adult incontinence products, the smaller category, although growth rates for these items remain strong.
Retail adult incontinence is anticipated to maintain its healthy sales growth rate in 2021 and over the rest of the forecast period. Given that the pandemic has not impacted Taiwan to a great extent, the overall category will keep being mainly driven by its ageing population.
Retail adult incontinence is likely to remain collectively dominated by the two international players Vinda and United Charm over the forecast period, though domestic company Fu Burg should sustain a significant presence. Further increases in the population aged 65 and over will combine with innovative new product launches to drive rising value sales for all brands.
Most advertising campaigns in retail adult incontinence are run offline, leading to consumers being more willing to purchase them in physical channels. However, proactive promotions since the launch of online shops such as Carrefour’s in 2018 have offered incentives such as free shipping, making it affordable and convenient for consumers to purchase products in bulk online.
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This report originates from Passport, our Incontinence research and analysis database.
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