Retail adult incontinence has two main categories: light adult incontinence and moderate/heavy adult incontinence. These are differentiated by the type of products offered, the degree of necessity in incontinence care, and their usage.
Despite the decline in taboos surrounding adult incontinence in Uruguay, many consumers were still ashamed to purchase retail adult incontinence products in 2020. Whilst the older population is the largest consumer profile group, younger adults are also affected by incontinence and it is this younger adult generation which gravitates towards purchasing sanitary protection (towels and pantyliners) as an alternative option for light adult incontinence.
Industria Papelera Uruguay Sociedad Anónima, with its top Cotidian brand, continued to lead the category in 2020, followed by Kimberly-Clark Uruguay SA with its Plenitud brand (which changed its name from Poise in 2016) in second place. The success of these two main brands is thanks to their wide portfolios of products, including adult diapers, women’s and men’s protectors, pads and underwear.
The decline of taboos over the forecast period is expected to mainly boost the light adult incontinence subcategory over the forecast period. As consumers become more comfortable with the idea of adult incontinence, the category will present new opportunities for growth, especially in light adult incontinence.
Brands will continue to strengthen their communication and marketing campaigns over the forecast period with an emphasis on educating consumers about adult incontinence. As consumers learn more about adult incontinence, they will be more comfortable discussing it and using adult incontinence products.
Contrary to its neighbouring country, Argentina, where the reimbursement scheme managed by PAMI has a very extended coverage, there is also no Rx/reimbursement adult incontinence service in Uruguay and consumers have to purchase the products themselves. Also, with heavier incontinence, the cheaper sanitary protection will not always be appropriate and therefore this is not always a viable cheaper option.
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This report originates from Passport, our Incontinence research and analysis database.
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