Retail Adult Incontinence in the Philippines

PROSPECTS

Low overall sales and limited consumer awareness continue to define the category

Adult incontinence remains an unpopular category, with retail sales of light adult incontinence remaining negligible. One reason for this is that incontinence is usually only formally addressed once it reaches a fairly urgent stage, i.

Lack of innovation continues to place limits on growth potential

There were no significant changes and little innovation in adult incontinence towards the end of the review period, with consistently slow growth the result. Essity’s brands Tena and Dr P also experienced some inconsistency in terms of supply and promotion towards the end of the review period, which was due to the Sweden-based multinational’s major corporate reorganisation.

Lazada spurs growth in sales of adult incontinence through internet retailing

The leading brands in adult incontinence are turning to e-commerce to promote their products and boost sales. Caress for instance encourages its social media followers to purchase its items conveniently and discreetly through e-commerce giant Lazada.

COMPETITIVE LANDSCAPE

Essity bounces back from a difficult year in 2017 to maintain category leadership

SCA Hygiene’s major corporate restructuring exercise occupied the Sweden-based multinational’s activities in 2017, with negative knock-on effects for its sales in various countries, including the Philippines. However, 2018 saw the company, now named Essity, recover strongly as its Dr P and Tena brands remained in second and third positions respectively, despite receiving less marketing support than major rival JS Unitrade’s brands Caress and Secure.

Local player JS Unitrade maintains second position with the leading brand Caress

JS Unitrade produces two adult incontinence brands in the Philippines: Caress for the elderly and Secure for the middle-aged. The company’s marketing campaigns are committed to addressing the misconceptions and stigma surrounding adult incontinence.

Private label continues to benefit from low pricing

SM Retail’s private label SM Bonus remains a reasonably strong player in adult incontinence due to its significantly more affordable prices than the leading brands. However, this is not necessarily a decisive strength as consumers seem to prefer branded adult incontinence items so as to ensure the best protection.

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