Retail Adult Incontinence in Vietnam

2020 IMPACT

Ageing population in Vietnam stimulates demand for retail adult incontinence while the pandemic stimulates this further in 2020

Vietnam’s elderly population is increasing and in the large cities, healthcare for this demographic has been growing. The newer generations of older people are more active and also have a stable source of income including higher retirement pensions and financial support from their children.

Moderate/heavy adult incontinence remains the only format in 2020

During 2020, retail adult incontinence products continued to be much more commonly used by urban dwellers with these products having a limited presence in rural areas. E-commerce has become an ideal channel for purchases, being boosted by brands during the pandemic through deeper discounts and free shipping.

Three leading players successfully appeal to different income segments, although Diana’s mid-priced Caryn range retains its outright lead in 2020

Leading brands in this category in 2020 remained Caryn, Sunmate and Kyhope. Each brand has its own target consumer base, divided into three groups: high, medium and low income.

RECOVERY AND OPPORTUNITIES

Steady growth for retail adult incontinence over the forecast period

After initially fearing product shortages and stockpiling retail adult incontinence products at the beginning of pandemic, growth settled for the remainder of 2020 once users of these products realised that there would be no product shortages and that they could continue buying these products easily online. Over the forecast period, providing there is no further impact from the COVID-19 pandemic, adult retail incontinence products is expected to see higher value growth and similar but slightly slower volume growth compared to the CAGRs registered over the review period.

Greater innovation likely with higher price sensitivity favouring mid-priced products

For many years, retail adult incontinence products in Vietnam lacked innovation with few new products offering any added value. However, while these products have historically been used by people who are highly immobile or even bedbound, manufacturers are increasingly focusing on widening usage occasions to encourage greater outdoor activity and daily wear among the country’s elderly population.

Further growth in e-commerce as manufacturers focusing on reducing the taboo and extend product usage occasions

E-commerce has become an even more important channel since the onset of the global pandemic as consumers now feel increasingly confident and secure in buying retail adult incontinence products online rather than offline. Given that there is some embarrassment around illnesses and diseases that create the need for incontinence products, e-commerce enables users to buy these products in a more discreet way.