Strong growth witnessed by retail adult incontinence in Thailand over the review period was driven by the increasing number of citizens aged over 60, as the country moves towards an ageing society. Demand tends to stem from consumers residing in major cities such as Bangkok due to increasing education levels in urban areas regarding the convenience and comfort that these products can offer sufferers in addition to offering them greater independence.
Light adult incontinence, while experiencing a slowdown from the previous year, continued to record a much stronger performance in current value terms in 2020 compared to the more traditional moderate/heavy format. The former offers a much lower unit price which makes it more affordable to lower-income consumers and is therefore helping to expand its target audience.
Retail adult incontinence continued to be led by Certainty from DSG International in 2020, followed by Unicharm’s Lifree, although the latter remained at a significant distance from the leader and continued to lose ground. Although it is relatively inactive when it comes to marketing campaigns to attract consumers and stimulate sales, Certainty tends to invest in a charity campaign under the name “Project of Merit with Certainty 7th” making donations to elderly care organisations such as the Ramathibodi Foundation.
Retail adult incontinence is expected to rebound somewhat in 2021 and thereafter return to pre-pandemic annual growth rates by 2022 with growth in line with the ageing of Thai society and growing numbers of elderly cohorts in the country. Since the pandemic and reduction in outdoor activities, especially among the elderly, some behavioural changes are likely to endure even after the pandemic recedes, with some elderly people remaining indoors and avoiding outdoor activity during 2021.
Over the forecast period, light adult incontinence is predicted to continue performing better than moderate/heavy adult incontinence. Consumers are expected to opt for light adult incontinence products for daily activities as these products are more comfortable and more discreet than the heavier type which tends to be used more for night-time.
Over the forecast period, more products with organic claims are set to be launched in retail adult incontinence. This is because organic products, such as cotton, are good for the fragile skins of the elderly.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Thailand 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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