Retail Adult Incontinence in Uruguay

PRE-COVID-19 PERFORMANCE

Decline in taboos implemented to draw light incontinence consumers back from sanitary protection as an alternative

Despite the decline in taboos surrounding adult incontinence in Uruguay, many consumers were still ashamed to purchase retail adult incontinence products in 2019. 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.

Population statistics remain main drivers from moderate/heavy incontinence

The decline of taboos in 2019 is expected to mainly boost the light incontinence segment. However, moderate/heavy incontinence growth continues to be supported by an ageing population.

Top brands maintain places thanks to wide portfolios of incontinence products, which cater for different needs and income brackets

Industria Papelera Uruguay Sociedad Anónima, with its top Cotidian brand, continued to lead the category in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by just 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 2% rise 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

Retail adult incontinence is mainly driven by the size of the population group it serves, namely older consumers. However, financial implications relating to COVID-19 mean fewer consumers may be able to afford these expensive products and will further substitute them for sanitary protection where possible.

Recovery and opportunities

As seen from 2019 trends, recovery opportunities mainly lie around modernising of image and reduction of associated taboos to boost light adult incontinence products, and the availability of cheaper products – especially for heavy incontinence products as there is no cheaper sanitary protection alternative. This two-pronged approach will address the needs of both ends of the spectrum and therefore keep sales balanced across the category as a whole.

Files are delivered directly into your account within a few minutes of purchase.