Retail Adult Incontinence in Thailand

PRE-COVID-19 PERFORMANCE

Retail adult incontinence continues to expand target audience beyond ageing society

Strong growth witnessed by retail adult incontinence in Thailand over the review period has been 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 continues to be stronger performer but greater potential is limited by competition from sanitary protection

Light adult incontinence continued to record a much stronger performance in volume and current value terms in 2019 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.

Certainty strengthens domination but room remains for entry of new brands

Retail adult incontinence continued to be led Certainty from DSG International in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Value sales of retail adult incontinence are now expected to grow by just 7% at constant 2019 prices in 2020 overall in light of the impact of COVID-19. This compares to a 9% value rise forecast at constant 2019 prices in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

In line with review period trends, light adult incontinence is predicted to record a stronger performance in both volume and value terms (at constant 2019 prices) compared to the moderate/heavy segment in 2020. This is likely to be linked to greater affordability of light products as consumers want to ensure that they have enough stock while also remaining cautious about their spending as they require other daily essentials such as retail tissue.

Recovery and opportunities

While still impressive, retail adult incontinence is predicted to record marginally slower demand over the forecast period compared to the review period despite an ageing society. The general rise in the average unit price, particularly for moderate/heavy adult incontinence due to rising costs of raw materials, especially innovative absorbent gel, and non-woven fabrics, could lead to affordability concerns for older less affluent consumers.

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