Retail Adult Incontinence in the United Kingdom

PRE-COVID-19 PERFORMANCE

Lessening stigma thanks to actions by manufacturers and retailers contributes to growth

The general lack of education about incontinence has been very problematic for consumers and the industry, as it has led to stigma around the issue. The stigma associated with adult incontinence products has been a problem for consumers in two different ways.

Retailers allocate more shelf space and more prominent displays as demand rises

Retail adult incontinence continued to see strong current value growth in 2019, with a slightly slower volume increase. The rising number of people using these products led to rapid growth throughout the review period.

Essity maintains its dominance but new players enter via e-commerce, offering innovation

Essity continued to dominate retail adult incontinence in value terms in 2019, with its Tena brand. It benefits from a strong image for quality amongst those who use it regularly.

2020 AND BEYOND

COVID-19 impact

Retail adult incontinence is expected to see more than 4% growth in 2019 constant value terms in 2020 overall, in light of the impact of COVID-19. This is marginally higher than the less than 4% growth forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail adult incontinence

Both light adult incontinence and moderate/heavy adult incontinence are expected to benefit slightly from the impact of the COVID-19. Moderate/heavy adult incontinence is expected to see stronger growth than light adult incontinence in current value terms in 2020.

Recovery and opportunities

COVID-19 is not expected to have an impact on retail adult incontinence beyond 2020, as consumers are expected to return to their normal purchasing patterns. The category is set to continue its strong growth in the UK in both current value and volume terms over the forecast period.

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