Vietnam’s elderly population is increasing and in the large cities healthcare for this demographic has been growing. Wider availability, increased marketing efforts and greater awareness of incontinence products have resulted in higher demand for adult retail incontinence products throughout the review period.
Diana JSC’s Caryn brand remains dominant in the retail adult incontinence market in Vietnam. The brand has been present in the country for a long time and always showcases its deep local understanding through its product innovation strategies.
Overall, the retail adult incontinence market has suffered from a lack of marketing activity. Although, as proven in many other markets, such activities can be crucial not only in increasing product awareness, but also in eroding the stigma commonly associated with purchasing such products, there has been relatively little activity in this respect in the Vietnamese market.
Over the forecast period, rising demand for retail adult incontinence products is set to be driven by the ageing of the Vietnamese population. While the average age in Vietnam in 2021 was 32.
Overall, adult incontinence products in Vietnam have lacked innovation or any new added-value for years. While these products have historically been used by people who are highly immobile or even bedbound, as the consumer base expands, consumers expect to see value-added variants such as antibacterial and deodorising properties, better absorbency, herbal constituents or designs that are easy to change frequently.
Similar to other retail hygiene categories, adult incontinence products have become easier to find online and the category is expected to expand its online presence further over the forecast period. Indeed, in many cases, consumers prefer to buy adult continence products online rather than in physical stores because of the anonymity and discretion provided by e-commerce and the perceived stigma associated with incontinence.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.See All of Our Definitions
This report originates from Passport, our Retail Adult Incontinence research and analysis database.
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