Retail Adult Incontinence in Vietnam

PROSPECTS

Embarrassment and social stigma hinder growth

Vietnam is set to experience the ageing of the population in the future, and the size of the older consumer group will increase. Older people already have specific incontinence products available, such as active pants; however, the male population is the main consumer segment that hygiene brands have not yet targeted through their marketing or advertising campaigns.

The enormous contribution of e-commerce in retail adult incontinence

Vietnamese consumers are experiencing a major change in their shopping behaviour. Instead of going to physical stores, many prefer to sit at home and find promotions on products online.

The ageing population presents opportunities

From 2017, Vietnam’s population has been ageing, with the birth rate gradually slowing down and the elderly population increasing. With this growth, most brands which supply products for older people can be expected to benefit.

COMPETITIVE LANDSCAPE

The launch of convenient incontinence pads for women

In the second quarter of 2018, Unicharm (Diana) released a new convenient product called Ufree for incontinent women. These products have an intelligent design which offers convenience to women.

Urban areas present greater potential than rural areas

Urban consumers are more health-conscious than people in rural areas. Healthcare centres and local clinics have expanded all over big cities in order to meet the demands of urban consumers.

Differences in target customers and a new brand from Thailand

Currently there are only three main brands in retail adult incontinence: Caryn, Kyhope and Sunmate. Each brand has its own target consumer group.

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