Demand for retail adult incontinence in 2020 improved in comparison to the previous year due to some initial stockpiling as a result of the pandemic-induced lockdown as vulnerable groups including the increasing elderly population, were encouraged to shield as much as possible. While the smaller category of light incontinence registered higher volume growth, overall demand remained low and stable, partially as some consumers who suffer from light incontinence may still be embarrassed to purchase these specific products and are therefore more likely to rely on alternatives such as sanitary protection.
Health and beauty specialist retailers continued to gain notable value share from modern grocery retailers such as hypermarkets and supermarkets in 2020 with consumers who require these products more comfortable in seeking advice from a professional before making a purchasing decision. All of these distribution channels were permitted to remain open during the pandemic due to their essential nature.
The competitive landscape of retail adult incontinence remained fairly fragmented in 2020, with value share dominated by smaller players under “others”. Nevertheless, leading players Fine Hygienic Paper FZE and the retailer Majid Al Futtaim Hypermarkets LLC (Carrefour) gained marginal share in 2020.
Despite remaining a small category within tissue and hygiene in the United Arab Emirates, demand for retail adult incontinence is expected to continue to grow over the forecast period. However, the higher average unit price compared to the likes of sanitary protection for instance, is likely to remain a discouraging factor for some consumers, particularly those who only suffer from light incontinence issues and who will therefore likely turn to alternative products.
Despite the positive outlook, the potential for greater expansion of retail adult incontinence is expected to continue to be constrained by a number of factors. The taboos surrounding incontinence, with many sufferers being too embarrassed to seek help, is one of the major reasons for reluctance to purchase these products.
Factors that will contribute to the growth of retail adult incontinence in the United Arab Emirates is that the population is expected to continue to slowly age, increasing the category’s consumer base. The distribution of these products is also expected to continue to slowly expand via hypermarkets as the number of these outlets increases, with these relatively anonymous stores likely to attract incontinence sufferers who are embarrassed by their condition.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in United Arab Emirates with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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