Retail Adult Incontinence in the Philippines

PRE-COVID-19 PERFORMANCE

Retail adult incontinence continues to face barriers to growth in 2019

Retail adult incontinence remains a relatively small category in the Philippines with the category seeing only moderate growth in current value terms in 2019. One reason for this is that incontinence is usually only formally addressed once it reaches a fairly urgent stage.

Wellgold International launches new light adult incontinence product while e-commerce offers potential

Sales of light adult incontinence remained negligible in 2019 due to limited demand and availability. Individuals suffering from light incontinence are more likely to use substitutes such as pantyliners or slim/thin/ultra-thin towels, with these also helping to avoid the stigma attached to the purchasing of retail adult incontinence.

Essity and JS Unitrade Merchandise vie for the lead

Multinational Essity continued to lead retail adult incontinence in 2019 thanks to the strength of its Dr P and Tena brands. While carrying a higher price than some alternatives these brands have the trust of consumers.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are expected to grow by 4% in 2019 constant value terms in 2020 with this projection being largely unchanged from our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Only moderate/heavy adult incontinence registers significant sales in the Philippines with these products not being discretionary and therefore largely unaffected by COVID-19.

Recovery and opportunities

If companies continue to invest in educating consumers about adult incontinence then this should help remove the stigma around these products. Furthermore, more efforts to provide products which are more feminine/masculine could help to attract not just the elderly but also other sufferers, many of whom are put off by the appearance of these products.

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