Retail Adult Incontinence in the United Kingdom

2020 IMPACT

De-stigmatisation and education campaigns support consumers in choosing products that best suit their needs

In the last decade or so, campaigns with the purpose of providing support to consumers that struggle with adult incontinence have de-stigmatised the use and purchase of both light and moderate/heavy incontinence products. With a growing number of elderly citizens, as well as a large proportion of the population entering the over-65 demographic, retail adult incontinence had yet to meet its market potential by 2020.

Private label sales increase as grocery retailers remain open during the lockdown

The growing availability of adult incontinence products from grocery retailers is boosted by the accelerated shift to e-commerce for fmcg. Where, prior to COVID-19 and the ensuing lockdowns in the UK, many consumers would source adult incontinence products through independent or pure e-commerce websites, pharmacies or on prescription, the promotions offered by grocery retailers like Sainsbury’s, Tesco and Asda have moved much of this demand to their stores or e-commerce platforms.

Essity continues to push diversification through new product development

Essity, the manufacturer of the leading Tena brand, continued to dominate retail adult incontinence in 2020. In addition to the extensive product variety offered in both light and moderate/heavy adult incontinence, Tena gained ground in specialised products for men.

RECOVERY AND OPPORTUNITIES

New product development and de-stigmatisation underpin strong growth potential in the forecast period

Despite adult incontinence products being relatively unaffected by COVID-19-related stockpiling and panic buying, the category continued to register strong retail volume and value (at constant 2020 prices) growth in 2020. This performance is expected to continue in 2021.

Consumers expected to cement preference for larger brands and private label to drive consolidation in the forecast period

Although the adult incontinence landscape was largely fragmented in 2020, branded players are expected to gradually consolidate shares and user loyalty in the forecast period. Various small independent players gained interest in previous years, when consumers had little choice through mainstream channels.

Brexit effect expected to see retailers stockpile adult incontinence products in short term

The anticipation of Brexit coming into full force in January 2021 encouraged many retailers to stockpile products across multiple product verticals, including adult incontinence items. During Q2 2020 and into 2021, orders to adult incontinence manufacturers skyrocketed, as retailers pre-emptively tried to limit the uncertainty of the Brexit transition.