The strong growth recorded by retail adult incontinence in Thailand over the review period was driven by the increasing number of citizens aged over 60, as the country becomes an increasingly 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 providing them with greater independence.
Light adult incontinence continues to record stronger growth in volume and value terms than the more traditional moderate/heavy format. The former has a much lower unit price than the latter, which makes it more affordable for lower-income consumers, which is therefore helping to expand its target audience.
Retail adult incontinence continued to be led by DSG International, with its Certainty brand, in 2021, 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.
Over the forecast period, retail adult incontinence products are expected to continue registering healthy growth rates. Thailand has a rapidly expanding ageing population and it is expected that, by 2030, over 25% of the Thai population will be over 60.
Product features such as better absorbency, thin/slim fit, odour reduction and comfortable on the skin, along with reasonable pricing, are expected to remain key over the forecast period. As relatively younger consumers start using light incontinence products they are more likely to expect these products to be more discreet and easy to use on a day-to-day basis as well as being products that can match their active and out-going lifestyles.
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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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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