Retail Adult Incontinence in the United Kingdom

PROSPECTS

Retail adult incontinence is expected to continue growing

Retail adult incontinence is set to continue its growth in the UK in both current value and volume terms over the forecast period. The growth of the elderly population in the UK is expected to continue, thus driving demand for incontinence products.

Expanding the consumer base in adult incontinence

The growth expected for retail adult incontinence will partly be due to women switching from sanitary protection products to incontinence products – this largely relates to the growing number of women over the age of 40, and is expected to continue. Retailers noticed this trend and began offering more shelf space for adult incontinence products, which took space from sanitary protection products.

The normalisation of adult incontinence

Manufacturers have been strongly involved in efforts to normalise adult incontinence and reduce the stigma attached to it, which had made people embarrassed and uncomfortable to use such products. Premiumisation, by offering more comfortable, underwear-like products, has been a focus for manufacturers, and this has proven beneficial in terms of attracting customers, although many women still say such products do not make them feel as feminine as wearing normal underwear.

COMPETITIVE LANDSCAPE

Essity dominates retail adult incontinence in 2018

Essity with its Tena brand dominates retail adult incontinence in both value and volume terms, accounting for more half of overall sales in 2018. Essity has made great efforts to understand the needs of its customers and develop products which appeal to women and give them confidence when using the products.

Private label continues to decline

Private label producers competing in retail adult incontinence in the UK continued to see declining value sales in 2018. Due to the intimate nature of these products, trust in brands and brand reputation are of utmost importance for consumers.

Internet retailing is set to increase in importance

A growing number of people in the UK have already got used to the experience of online shopping. Therefore, it will be easier for manufacturers to reach users of incontinence products than in the past, when many adult incontinence users were not familiar with online sales.

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