Retail adult incontinence continued to enjoy healthy volume and current value growth in 2021, owing to the increase in the target population and the lessening of the taboo associated with using such products. Demand remained relatively stable throughout 2021, with no stockpiling by consumers, as was seen in 2020.
Online sales of retail adult incontinence products continued to increase in 2021, as older consumers who discovered the convenience of this distribution channel during the COVID-19 lockdowns were keen to keep using the service. Although there were fewer restrictions in 2021, some older consumers remained cautious, choosing to spend less time outdoors and relying on online shopping.
The leading players, Essity Nederland and Kimberly-Clark, continued to dominate retail adult incontinence in 2021, with their Tena and Depend brands respectively. Both companies offer versatile products targeting all types of incontinence.
The Dutch population is ageing, with the population aged 40+ only set to increase over the forecast period. As a result, the growing target population of incontinence product users will boost volume demand for retail adult incontinence products.
Retail adult incontinence is expected to see current value growth over the forecast period. This will be for various reasons, including increased costs for manufacturers.
Compared with other tissue and hygiene categories, retail adult incontinence is not as mature, as there are still potential users of incontinence products to be reached. As a result, innovation is also a bit slower, with few added-value products so far being introduced by manufacturers.
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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 Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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