Retail Adult Incontinence in Venezuela

PROSPECTS

Venezuelans are getting older

The main factor supporting demand is the ageing population. The population aged over 65 increased by 18% in 2017 compared with the beginning of the review period (2013).

High unit price increases maintain positive current value growth

The fact that adult incontinence products are considered non-essential, thus their prices are not regulated, means that manufacturers can set prices in line with their escalating cost structures. Thus, due to the local currency devaluation in the review period, manufacturers of these products were unable to avoid passing cost increases onto consumers; moreover, the current supply is not enough to meet demand.

Light adult incontinence becomes a substitute for sanitary towels

Since 2016, the shortage of sanitary towels has also driven demand for light adult incontinence. Earlier in the review period there was no evidence that adult incontinence products were being used as substitutes for sanitary protection products, as adult incontinence prices are unregulated and unit prices are far higher than those of towels.

COMPETITIVE LANDSCAPE

Sanifarma Pañalex leads adult Incontinence

Sanifarma Pañalex’s Securezza is the leading brand in adult incontinence in Venezuela. It offers various products for light incontinence, such as postpartum towels, active towels and a protector for occasional discharge.

Domestic companies maintain a significant presence

Nurex, Controle and Securezza dominate adult incontinence; the only multinational competitor was Kimberly-Clark, but this company left the market in mid-2016. Industrias Corpañal, owner of Controle, offers a wide range of products, including adult nappies and pads, as well as personal hygiene products.

Lack of innovation plagues category

Adult incontinence has seen no new product launches since 2015. Strong limitations on operating in the country discourage players from venturing into new product development when they are not even able to meet demand with already established brands.

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