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.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Incontinence industry in Uruguay with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Incontinence industry in Uruguay, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Incontinence research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page