Retail Adult Incontinence in Thailand

2020 IMPACT

Slowdown in growth for adult incontinence in 2020

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 continues to perform better than moderate/heavy adult incontinence

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.

DSG International extends outright lead while category continues to attract smaller brands

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.

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